Heller has a self-described philosophy of "good design, industrial production and reasonable prices," a mantra reflected in a range of inventive, accessibly-priced modern furniture designs that are as equally suited to outdoor living as they are to indoor spaces. The Heller modern furniture collection reflects the company's experimentation with asymmetrical forms and plastic composites, as well collaborations with celebrated contemporary designers—including Massimo Vignelli, Mario Bellini and Frank Gehry.