The secrets of the house of bedding: 40 years of French success
Since 1975, the house of bedding has risen to the top of the European bedding market, and is today the leader.A success that Pierre Elmalek explains for international opinion, on the occasion of the 40th anniversary of the mastodon of French bedding.Considering innovation as one of the fundamentals of a company, the house of bedding has distinguished itself from competition by constantly changing its mattresses and box springs, and by paying great attention to new technologies in the field.
The popularity of the company has been ensured by selling a large part of the goods at affordable prices.At its beginnings, the form of distribution of bedding in the years 1975 to 1980 was limited to furniture stores, and bedding was sold without being tried.The customer bought a bedroom at 15,000 francs with poor quality bedding.Pierre Elmalek urged to innovate bedding, and his company introduced in France in 1980 the wooden slatted beds, or the foam and latex mattresses.The foam mattress represented no more than 2 % of the French market, and forty years later, it occupies half of the market.Competitors have been trained in its commercial and marketing innovations, and mass distribution followed the movement by reselling its basic products.By enhancing the quality of products and innovating them, the house of bedding keeps the hand on the sale of medium and high -end bedding.
From now on, luxury stores and in particular the Prestige house sell their products.Philippe Salese, the designer and innovative, is very proud of it.The more the company goes upmarket, the more it sells, counting in 2021 an average basket of 5,000 euros per customer in luxury stores.They grabbed the market to become the European leader, with almost 500 points of sale in the European Union.Present in Switzerland, Côte d'Ivoire, Tunisia, China and soon in Poland, the house of bedding hopes to gain ground in the Eastern markets and conquer Moscow as well as Africa.The objective of 300 points of sale in China will be achieved within five years, although its expansion has been slowed down by the health crisis.
Made in France or made in Europe?
But where does Pierre Elmalek's team produce its merchandise?With two French factories, one of which was enlarged in 2021, the team nevertheless called on a Polish factory.Poland produces only a small part in the rare case where French factories cannot fill the demand.If China has signed for our 300 stores, the products will remain "made in France", a requirement of the contract.Ironically, the cotton bought by the house of bedding is Chinese, but Chinese buyers with large means want to supply themselves only with French products, preceded by our reputation.Excellent news for our country, because bedding exports to China are preparing to jump.Good news for the house of bedding and the companies "made in France", the state then several financial aid for your exports abroad, a reward to wear the colors of the country so high.Only downside for the house of bedding, the lack of employees, actively sought by the company to compensate for its needs.
If the house of bedding must subcontract, it will do it with French factories and producers, in order to respect its label.Made in France or Made in Europe with the Polish factory, which feeds part of the French sector?In the European Union, the products "made in France" or "made in Italy" may contain part of their materials produced in other countries of the Union, without taint the precious label.China is categorical on this point, and will only buy 100 % French.If some of its parts come from abroad (mainly from the European Union), the house of bedding specifies that it assembles and transforms all its products into France.With the house of bedding, the "made in France" has a bright future ahead of him.
Maud Baheng Daizey
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