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Our novelties on the IMM 2013

2013-01-11 [Press release]

Hilding Anders aims at establishing itself as a full-range distributor on the German market. In order to achieve this, the company has structured an integrated product portfolio to avoid any overlaps. The matrix of product concepts provides the diversified customer base with interesting perspectives – both financially as well as towards consumer demands.

CUREM mattresses designed with ergonomics in mind

By bringing CUREM to the German market, Hilding Anders introduces a completely new viscose-elastic foam mattress developed with strong ergonomic benefits. The material has pressure elasticity and can even eliminate the occurrence of bedsores. All three models are extremely well adjusted to the body shape and therefore offer a very high level of comfort when lying down.

Olaf Kiepke, the Sales Manager for Germany, places this quality brand in the upper part of the medium price segment. As CUREM satisfies very specific requirements, Hilding Anders will make the product available in several distribution channels. “At present there is nothing comparable in the German specialist retail and furniture trade. We have calculated all three models so that it is financially very attractive to the trade “, adds Olaf Kiepke.

Swisshome mattress with a clear focus on well-being

Starting in 2013, Hilding Anders will be selling a new mattress from Switzerland at Swisshome. Combining the advantages of high resilient foam with the sustainability of a PU foam the Swiss engineers also added a lavender and herb extract. Suitable for allergy sufferers, this mattress promises enhanced well-being night after night.

Distributed exclusively in Germany by Hilding Anders, the product characteristics and the marketing concept meet all the well-known expectations of current health trends. Clearly tailored to a certain customer segment, sales will be generated consistently via every form of sales channel. Specialist retailers as well as the furniture industry can supplement their ranges with this specialist product.

Positioning Scandinavian premium brand Hilding on the German market

In addition to the Jensen box spring beds that clearly belong to the premium segment, Hilding Anders will also offer bed systems under the product brand Hilding. The traditional Scandinavian brand has been developing and manufacturing spring systems, beds and mattresses for over 60 years.

The price/performance ratio is exceptionally convincing, e.g. the beds offer a high level of comfort and quality for a comparatively moderate price in the middle to upper market segment. “In this brand we see the largest synergy potential with the Jensen brand that has already a strong foothold in Germany. They complement each other well and offer interesting opportunities for the trade“, outlines Olaf Kiepke the complementary positioning of both brands.

Eastborn exclusively for specialist retailers

Eastborn beds have been sold by German specialist retailers for several years with success. In terms of price Eastborn is positioned slightly below Hilding, but the two brands share many product features. To avoid internal competition and in order to provide a certain level of exclusivity, Eastborn will continue to be sold via specialist retailers only.

“If one considers the structure of all five brands together and the individual concepts in detail, then the potential becomes clear. We know that we need plenty of stamina to establish ourselves on the intensively competitive German market in the long term. We are determined to accept this challenge as we are convinced that our concepts will catch on“, concludes Olaf Kiepke.

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For information please contact:

Beate Dangmann, Konzept & Kommunikation; 0049 (0)6733 9299944,

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