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Hilding Anders presents new brands at IMM 2013

2012-11-06 [Press release]

Hilding Anders, market leader in the European bedding industry, completes autumn’s focus on the German market by introducing three new brands at the IMM (International Furnishing Show) in Cologne in mid-January 2013.

Eastborn and Jensen are represented this year as well, but for the first time the brands CUREM, Swisshome and Hilding are introduced to the German market. In addition, this year’s product range has grown substantially and includes mattresses, foam and inner spring mattresses, as well as box spring beds in all price segments, both brand names and private labels.

On the exhibition stand area of 480 m2, Hilding Anders is showing their brand and product diversity as a full range supplier to the specialist retailers and the large outlets. Among other novelties, the company offers a mattress concept with the special foam AventO2, for which Hilding Anders holds the exclusive rights in Germany.

“We possess an extensive network of modern production sites in France, Denmark, Poland, the Czech Republic, Switzerland and the Netherlands. In connection with our newly established sales company in Oberhausen (North Rhine-Westphalia), this structure provides the precondition for short delivery times and order handling from a single source,” comments Olaf Kiepke, newly appointed Sales and Marketing Manager for Hilding Anders in Germany.

“The German market is a challenge for us. Owing to the demands made by different retail concepts, as well as a large number of strong competitors, it is exceptionally dynamic. At the same time, the continuous process of change also offers interesting opportunities. In the last months we have intensively analysed the market, we have done our homework and developed a unified market strategy. Thanks to our extensive product portfolio we are able to be active in all the relevant distribution channels. It’s now a question of meeting the expectations of our target customers in terms of the services we offer,” says Martin Frutig, President Business Region South West Europe for Hilding Anders.

“The IMM is the first real test of our new range. With our mattress and bed products we have built up a range which is as wide as it is deep and that takes into account the characteristics of the German market,” adds Daniel Oelker, SVP Communication & Branding Hilding Anders. Over the last few months he has been closely associated with the project on behalf of the group management in Malmö. “It certainly won’t be easy, however we feel we’re well prepared for the challenges ahead,” concludes Oelker.

Will you visit the IMM?
You’ll find Hilding Anders exhibition stand at IMM 2013 in Hall 9, Stand A-060.

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For information please contact:
Beate Dangmann
Concept & Communication
+ 49 (0)6733 9299944

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