Heller has created a simple paradigm: good design, industrial production and reasonable prices. The company’s very first product line, in 1971, was Massimo Vignelli’s stacking dinnerware that went on to win a Compasso d’Oro award and is included in the MoMA permanent design collection. They rolled out their furniture line in 1998, beginning with the Bellini Chair, designed by Mario Bellini. It also claimed a Compasso d’Oro. Bellini designed more noteworthy chairs: The UltraBellini Chair (2006), the MB 1, MB 2 and MB 5. Heller continues to explore new technologies in furniture manufacturing.