Hilding launches new assortment
Since 1939, Hilding has built and developed beds according to Swedish craftsmanship traditions and with a focus on quality. Hilding has always focused on the family and throughout the years has been a staple in most Swedish families’ homes. But maintaining traditions also means thinking long-term and caring for both people and nature. That's why the Hilding brand recently launched a set of extra high standards when it comes to sustainability, comfort, and hygiene. This benefits the environment - and gives people a truly comfortable and safe sleep.
“We are very proud of our new assortment as well as eager to find how it will be received on the market. Making beds that are sustainable is something we have always taken into consideration whenever we develop new beds, and we know that today, this is something that consumers expect more of from brands across industries than ever before,” commented Hans-Peter Hindrikson, Sales & Marketing Director at Hilding Anders Sweden AB.
Based on a market survey performed by the Swedish Trade Federation, 93% of Swedish consumers find it important that products don’t contain any harmful substances whilst 69% find it important that a certain product has an ethical or sustainable label. Furthermore, 79% of the companies that participated in the survey responded that the interest from consumers regarding sustainability has increased from 2015 to 2020.
“We have taken this into account and thus developed a new range with a focus on sustainability and the environment. Fully in line with consumers' wishes. All Hilding’s beds are produced in our plant in Rydaholm, Sweden, and made from carefully selected and tested materials. The bed frames are made from FSC®-labelled wood from environmentally friendly and economical forestry. The upholstery is removable and washable from sustainable fabrics that are manufactured entirely without the use of water and PFC chemicals. This makes Hilding the only bed manufacturer on the market whose entire bed range is Swan-labelled and recommended by the Swedish Asthma and Allergy Association”, commented Hans-Peter Hindrikson.
With the entire range of Hilding’s beds being recommended by the Swedish Asthma and Allergy Association, the team have outlined a few criteria’s that must be met whenever developing new products. The bed and mattress must be free of any added chemicals that can cause allergic reactions. The upholstery of the bed shall be removable and washable at a minimum temperature of 40°C. The bed shall be capable of being fitted with bed legs that are at least 18 cm high to facilitate cleaning and the cover of the bed mattress must be removable and washable at 60° C.
During the following weeks, Hilding will conduct a significant media campaign on both traditional and digital channels in Sweden to raise awareness about the brand and its new assortment. For more information about Hilding and its new assortment, visit www.hilding.nu.