a very important branch, and its agent, Frederik Lunning (1881-1952) its indefatigable driver. He began displaying in the lobbies of the finest hotels in the city, and with orders flooding in, arguably helped save Georg Jensen from the crisis at home. It was Lunning who established the Georg Jensen store on 5th Avenue. Meanwhile, at the beginning of the 1930s, Pedersen established a metalware factory (PLATA), which could produce silverplated and steel products, something which Georg Jensen opposed, but was probably a necessity during the economic depression. In 1931, P.A. Pedersen's son, Anders Hostrup-Pedersen (1902-1980) joined the company's management. In 1937, after his father's death, he took the role of managing director, a post he maintained until 1970. A. Hostrup Pedersen put his mark on the company's development particularly in the post-war years, attaching to the company's silversmith workshop a number of prominent artists, including Sigvard Bernadotte, Henning Koppel, Søren Georg Jensen, Magnus Stephensen and Nanna Ditzel, giving them ample freedoms to further the founder's high-quality standards and develop new styles. As a result, Georg Jensen's international standing became even more recognized. A. Hostrup-Pedersen was a great organizer and worked actively in several industry organizations, not just as board member of the Gold and Silverware Manufacturers' Association (Guld- og sølvvarefabrikantforeningen) and the Goldsmith's Joint Council (Guldsmedefagets fællesråd), but especially between 1958-1971 as chairman of the National Association of Arts and Crafts (Landsforeningen for kunsthåndværk). As the driving force behind a number of large exhibitions of Danish handicrafts abroad, such as in 1958 at the Louvre in Paris, in 1960 at the Metropolitan Museum of Arts in New York (1960) and in 1962 at the Victoria & Albert Museum in London, A. Hostrup Pedersen was able to also promote Georg Jensen abroad. Modern Royal Copenhagen purchased Georg Jensen in 1972 and merged it with Orrefors Kosta Boda, Boda-Nova Höganäs Keramik and the Venini, to create the Royal Scandinavia Group. In 2001, the private equity group Axcel Capital Partners bought Royal Scandinavia Group. In 2012, Investcorp acquired Georg Jensen from Axcel for US$140 million. In 2022, Prince Felix of Denmark became a model for the brand. See also Hans Christensen Harald Christian Nielsen References External links Official Georg Jensen Page Georg Jensen, UAE http://www.pap.dk/documents/PAP_final.pdf, history of P.A. Pedersen, as engineer, and involvement with Georg Jensen http://denstoredanske.dk/Dansk_Biografisk_Leksikon/Naturvidenskab_og_teknik/Ingeni%C3%B8r/A._Hostrup-Pedersen, biography of Anders Hostrup-Pedersen. https://www.jensensilver.com/frederik-lunning, about Frederik Lunning, Georg Jensen's New York agent. Danish brands Danish