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Brands

Our set of brands stretches from Europe to Asia, covering a comprehensive product portfolio that caters to all tastes and needs.

With a well-diversified business made up of 26 brands that range from premium to private label and international to local brands in over 60 countries worldwide, the Hilding Anders Group has become one of the top three players in the industry and the clear market leader in numerous European countries, Russia as well as key Asian markets.

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Premium Brands Division

We are proud to have some of the world’s most prestigious mattress brands as part of our portfolio. Bico, Carpe Diem and Jensen each represent a unique product offering that epitomize luxury, quality and comfort. With leadership positions in their respective markets, our premium brands are primed for international expansion. Thanks to our global resources, expansive retail network, and local know-how, the Hilding Anders Group provides the perfect platform for them to grow and realize their full potential.

Askona bed

Askona Russia Division

This unit is based in Kovrov, Russia operating under the brand name “Askona”. Askona is the single biggest bedding & mattress producer in Russia (DTC & wholesale), operating close to 1000 retail stores that are strategically positioned all across the country.

Slumberland bed

Slumberland Division

This unit is based in Kuala Lumpur and Shanghai with focus on the Chinese (DTC), Malaysian (wholesale) and Thai (DTC & wholesale) markets operating primarily with our global brand “Slumberland”. In China we have approximately 250 operated and franchise stores [per the end of 2018]. Slumberland is also present in other Asian markets such as Singapore and Honkong. The brand also supplies beds and mattresses to some of the most luxurious 5-star hotel chains in Asia.

European Brands bed

European House of Brands Division

This unit consists of brands with a clear, differentiating value proposition to the end-customer. The main business model is wholesale/B2B ranging from independent retailers to furniture chains as well as in some individual cases DTC. We focus on further enhancing the positions of these brands through product features and sophisticated point of sale concepts.

Ekens bed

Nordic Division

This unit encompasses the volume activities in the northern European market together with local, wholesale brands (e.g. Ekens, Hilding, Dunlopillo and Sleepwell) that we run in individual countries. The main business model is B2B ranging from independent retailers to large furniture chains.

IKEA store

Converter Division

Hilding Anders is proud to manufacture brands and collections for many leading furniture chains all over Europe and Asia. Our knowledge and expertise often leads to an extended partnership, where we are involved from the development of the initial concept until the product is finished. In this arrangement, we act as a manufacturing supplier and produce products under the customers’ names.

Hilding Sweden bed

Venture Division

Included here is Hilding-Sweden.com. Hilding-Sweden.com is currently a German-based unit that operates a purely digital B2B model. It primarily sells its products via Amazon and Otto in Germany. With Hilding-Sweden, we connect tradition with modernity, a fresh start-up approach combined with more than 160 years of experience.

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Hotel & Marine

The extensive range of attractive and unique beds and mattresses makes the Hilding Anders Group a perfect partner for any hotel chain, ship and passenger ferry. Whether by land or sea – any travel experience is significantly enhanced by one’s quality of sleep and ability to rest comfortably. The Hilding Anders Group cooperates closely with various international hotel chains and cruise lines, providing travelers around the world with the cherished luxury and comfort of home that they deserve.

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Markets

A unique combination of global reach and local presence is what defines the Hilding Anders Group.

Despite the size of our global scale, we never lose sight of our individual customers. With our broad product portfolio, we are in the prime position to capitalize on local trends and preferences with our profound understanding of individual markets.