Maison&Objet 2014: Hem, the brand launched by online retailer Fab.com and Finnish design company One Nordic, has revealed its first collection of customisable furniture (+ slideshow).

Created when Fab acquired One Nordic earlier this year, Hem aims to produce high-end design pieces that are easy to ship and customise thereby reducing costs and making its collection more accessible.

Its debut line includes over 30 basic products including a number of pieces from the existing One Nordic range, with the option for customisation taking the collection to over 100 possible pieces. There are plans for new designs to be added to the collection on a monthly basis.

Among the items available in the first collection is the Hai Lounge Chair by Luca Nichetto, originally added to One Nordic's line in 2013. It features a minimalist metal frame with a flexible backrest and hinges that allow the chair to be collapsed for storage or easy transportation.

Among the new upholstery options available for the chair is a 3D textured fabric by Belgian designer Sylvain Willenz called Razzle Dazzle, developed in collaboration with textile company Febrik earlier this year and based on a camouflage technique used in World War One.

This fabric has also been used on the Razzle Dazzle cushion, which is available in 8 shades and 2 sizes.

Other items in Hem's first range include The Alle table by Staffan Holm, made using Japanese wood-joining techniques that mean the legs can be attached to the top without using additional tools.

Hem's first fully customisable shelving system is also making its debut.

The pieces will be available through Hem's online shop, which includes tools for customers to personalise their purchases.

Branching out from One Nordic's original remit to sell high quality design products exclusively online, Hem customers will also be able to visit three showrooms in Germany to view the pieces in person as well as offering shipping to over 30 European countries and America.

At the head of the new brand is Fab founder Jason Golberg. Online furniture retailer Fab bought the Finnish design brand One Nordic Furniture Company earlier in June this year. The move formed part of a multi-million pound deal, according to One Nordic co-founder Petrus Palmér.

One Nordic founders Joel Roos, Petrus Palmér – best known for his design work with Stockholm design firm Form Us With Love – and Stefan Mahlberg have retained the reigns on product and design development. They will continue to supply products by One Nordic designers including Form Us With Love alongside a wider catalogue of designs that will be developed by the Hem design team under Fab's ownership.

Hem will preview its debut collection in Paris at Maison & Objet, and in London at designjunction in September ahead of the launch of its online shop Hem.com on 30 September.