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Lars Brødsgaard appointed as new sales & marketing manager for Hilding Anders Denmark

2015-08-31 [Press release]

Lars Brødsgaard, 44, has been appointed Sales & Marketing Director for the Danish operations of Hilding Anders, Europe’s leading bed and mattress supplier.

Lars replaces Pål Jönsson, who has been responsible for the Danish market during the past five years. Mr Jönsson leaves the company after eleven years at his own request to pursue career opportunities closer to his home base in the Malmö/Copenhagen area.

“I am delighted to join Hilding Anders, the Danish market leader in our industry. My main task will be to sharpen our commercial offer and to be close to our customers within the private label and branded business”, comments Lars Brødsgaard.

Professional background

Lars Brødsgaard has a long and successful track record within different sales & marketing functions. His recent position was Managing Director for Candyking Denmark A/S, part of a leading Scandinavian confectionary supplier where he has worked since 2012. Before that Lars Brødsgaard held a range of different positions over a period of 18 years within Arla Foods in marketing and sales. In his new position for Hilding Anders he will be based in Horsens.

Hilding Anders in Denmark

Hilding Anders is Denmarks leading bed and mattress suppliers. With production in Hurup Thy and sales office in Horsens (both Jylland) Hilding Anders has annual net sales of approx. 500 MDKK employing some 200 people. The product portfolio consists of strong private label concepts for customers such as Jysk as well as a structured brand offer including Jensen, Lama, Carpe Diem Beds as well as the well-known Danish bedding brand Dunlopillo. The Danish market represents roughly 7% of Group net sales.

Hilding Anders in total is an international leading provider of beds and mattresses. The company has strong footholds in Europe, Russia and Asia and had net sales of DKK 6.7 billion in 2014. The company is majority owned by UK private equity firm Arle Capital Partners and is based in Malmö, Sweden. The company offers a broad brand portfolio including Askona, Bico, Carpe Diem Beds, CUREM, Hilding, Jensen and Slumberland. The company produces also private label concepts for international and local furniture retailers as well as bedding specialists. Hilding Anders operates in addition nearly 1,000 retail outlets in Russia, China and Croatia.

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