Gubi was founded in 1967 in Copenhagen, Denmark by Gubi and Lisbeth Olsen. It initially focused on producing furniture designs and selling textiles to the retail sector. Eager to make their own mark, the Olsen's sons opened a concept store and introduced fashion into the brand. Gubi was amongst the first to import Prada and Helmut Lang to Denmark, returning their focus back to the furniture in 2001.