Bangkok--3 Apr--Slumberland (Thailand) Slumberland lavishes 100 million baht to build a new factory for long-term growth with the hope of becoming Thailand’s leader in the mattress market in every sector within 3 years Hilding Anders, parent company of Slumberland, believes that Thailand’s current economic conditions are still performing well, reflecting that Thailand’s mattress market still has a chance to grow up. It also ensures that, with great potential of SlumberlandThai, the company will become the No. 1 in the hearts of customers in the near future. In addition, Slumberland (Thailand) echoes the parent company’s vision in becoming the No. 1 in the world by lavishing a sum of approximately 100 million bath to construct a new factory with an aim to increase production capacity by 20% for the long-term growth. It also expects to boost its sales volume to 600 million baht with 85-million-baht marketing plan to penetrate into every distribution channel through multi media service with the hope of being the mattress leader in every segment within 3 years. Mr. John Arney, Chairman of Hilding Anders Group, said that the company had a great vision in developing business to become the No. 1 company that could generate the highest sales volume in the world in the near future whereas Slumberland (Thailand) was a key subsidiary that had great potential to grow up as its overall operation from the past till the present gained constant popularity and support from Thai consumers. Mr. Anders Palsson, President & CEO, Hilding Anders AB, said on the grand opening ceremony of Slumberland (Thailand)’s new factory that Hilding Anders was a company with a long tradition in manufacturing beds and mattresses. Its start was in 1939 in Bjarnum in the south of Sweden. A few facts about Hilding Anders today: - Turnover of 1,1 billion USD in beds and mattresses, the biggest manufacturer in Europe and Asia - 5,300 employees - Present in some 30 markets in Europe from UK in West to Russia in East, Finland in North to Spain in south of Europe. Also present in China and South East Asia as you know. - Its business is divided into a branded portfolio, with brands like Jensen, Renault, Pullman, Bico from Switzerland and Slumberland among others. On top of that, it has a private label business as well for customers like IKEA, its biggest account. - In Thailand, it is very interested to follow the trends from other countries in Asia and Europe with focus on sleep comfort, design and the trends for further development of home and health. Quality beds and good sleep are very important for good health. The company was interested in expanding its business into Thailand and in being part of the fascinating development here in Asia. 2008 was the right year to establish a new factory in this very exciting market. Today, the company had a clear vision. It wanted to give the world a good night’s sleep. It wanted to give its employees a good working environment. It wanted to give its consumers a quality of life through excellent products and services, and its customers a feeling of security knowing that Slumberland and Hilding Anders were the most experienced and innovative bedding partners in the industry. In addition, the company believed that Thailand’s present economic conditions would grow up constantly and was suitable for business investment expansion. The company also saw that the new factory would support production capacity in line with increasing requirements of mattresses in the Thai market, especially the premium segment that focused on the mattresses for health, plus the expansion into neighborhood markets such as Vietnam and Cambodia in the near future, said Mr. Palsson. Mrs. Napaporn Swegwan, Slumberland (Thailand)’s General Manager, said that even though the Thai mattress market from the past till the present had a fierce competition, but the company’s mattresses still gained constant support from customers. With strong belief in high quality and impressive after-sale service from customers, the company could boost sales volume, compared to last year, by 10-15% with total sales of approximately 500 million baht from total market value of 6,000 million bath in the mattress market which included 2,500 million baht from the high-end and medium-ended markets and 3,500 million baht from the low-ended market. For this year’s operation plan, the company would spend a sum of around 100 million baht to build a new factory over 10 rais in Amphur Lumlooka, Prathumthani Province, with an aim to support the company’s expansion and growth in the future as well as to increase production capacity by 20%. This new plant was also expected to boost this year’s sales volume to 600 million baht with a growth rate of 10-20%, compared to last year, in each distribution channel. In addition, the company would follow the parent company’s vision in becoming the No. 1 in the world’s mattress market whereas Slumberland (Thailand) also set its aim at being the leader in mattress distribution in every segment in Thailand within 3 years. Currently as the manufacturer and distributor of top-quality mattress for high-end and medium-ended market, Slumberland (Thailand) gained 70% of its revenue from distributing Slumberland brand in the high-ended market, 20% from selling Sleepmate brand in the medium-ended market and 10% from distributing Starry Nite brand in a group of trendy users and Vono brand in the medium-ended market through stores and retailers. The strengths of the products, besides Slumberland exclusivity, were the top quality and state-of-the-art production technology, plus superior after-sale service by technical service team that was always on hand to provide good consultations and services throughout the lifespan of the mattress. The company still kept developing its brands in order to expand its markets and customer base with a few new brands to be launched soon in the Thai market. Besides, the company would join hands with Slumberland Asia Pacific to collaborate with 4 Slumberland manufacturers in 3 countries to expand its exports to 22 countries in Asia Pacific region where it gained the right to produce and distribute the mattresses. Mrs. Napaporn said that the company would spend around 85 million baht to expand its distribution channels throughout Thailand through department stores, super stores, authorized distributors, furniture shops, hotels, and other media including public relations, sales promotions via TV commercials, radio spots, printing media and billboards which were fast and convenient access to all levels of customers. For further information, please contact Pattra Vititpongvanich Tel. 081-736-8985 Amika Rapeerattanakul Tel. 081-830-5620 or 0-2513- 2677