I'm not saying they need to pick designers straight out of the academy, but at least pick someone without a tombstone. Fritz Hansen started working with Jaime Hayon, Cecilie Manz, Kasper Salto etc. and their pieces sell equally well as the AJ ones. So I don't see why Carl Hansen can't find some living designers, who like to do wooden pieces. Inoda+Sveje, Søren Ulrik Petersen, Christian Flindt, Hans Sandgren Jakobsen, Salto & Sigsgaard, Space Design, would all be great options and they are just a few of the danish ones.
All designers want the same thing, to sell their stuff and have it become a classic. So working with Carl Hansen etc. isn't a bad thing, it gives them an infrastructure and the ability to get their designs out to the masses, which smaller firms or one man band setups can't.