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Beter Bed launching its first operation in Flanders
Sep '11
Beter Bed will open its first store in Belgium in Olen, Flanders on 29 September 2011. As a chain of bedroom furniture showrooms with 85 stores in the Netherlands, Beter Bed is distinctive thanks to its wide range of beds, mattresses and bedroom furnishings featuring an outstanding price-quality ratio based on a full-service package. The company is now launching its first operation in the Flanders region of Belgium based on practically the same formula with which Beter Bed has been successful for many years in the Netherlands.

The Belgian store has nearly 600 m(2) of floor space, which is comparatively less than the Beter Bed stores in the Netherlands. The store showcases aconvenient layout and inviting atmosphere. The look and feel has also been made to match the characteristic Belgianwarmth and cosiness. The existing range, including M Line, Kårlsson, Alpine Plus and Pullman, has accordingly been expanded to include the Belgian brand BEKA and an extensive selection of bed textiles from a number of well-known brands.

Beter Bed realised revenue of € 113.7 million in 2010 and is market leader in the Netherlands. By opening a Beter Bed store in Belgium, the company is aiming to enable Flemish consumers to also become familiar with the quality demands Dutch consumers place on a wonderfully comfortable night's sleep at affordable prices. Just like in the Netherlands, we will provide free home delivery and, if applicable, assembly.

Ton Anbeek, Chief Executive Officer:
'Beter Bed has proven that a luxurious and healthy night's sleep does not need to be expensive. Belgian consumers are also very enthusiastic about quality bedroom furnishings, including Scandinavian designs, and they like attractive offers. We consequently anticipate that the Kårlsson brand, for example, will effectively address both of these needs. We have high expectations for this roll-out of the Beter Bed formula in Belgium. If these are fulfilled, more stores will be opened in future, with a focus on Flanders for the time being.'

Beter Bed operates in the European bedroom furnishings market. Its activities include retail trade through a total of 1,147 stores at the end of June 2011 that operate via the chains Beter Bed (active in the Netherlands and Belgium), Matratzen Concord (active in Germany, Austria, Switzerland, the Netherlands, Belgium and Poland), El Gigante del Colchón (active in Spain), BeddenREUS, Dormaël and Slaapgenoten (all three active in the Netherlands) and MAV (active in Germany).

Beter Bed

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