Beter Bed formula to be relaunched in the Benelux

For three decades Beter Bed has been receiving very high ratings from its customers. The store image, the price/quality ratio, the knowledgeable salespeople, the guarantees, the delivery and the after-sales all receive top marks.

Non-customers appear to be less aware of these strong plus-points. Beter Bed's current image and communications are also not as effective among this group. Therefore it is time to give Beter Bed a more high-quality and attractive positioning, without in any way detracting from the crucial reassurance that Beter Bed offers the best price for high quality.

The new Beter Bed logo has consequently been given a modern and friendly look and feel, while key elements such as colour usage remain recognisable. So it is not a complete departure from the old trusted logo. The Beter Bed stores will also be given a fresh look inside and out.

The Beter Bed buyer (we call him Bert) plays the leading role in the new communications directed at consumers. The fact that Beter Bed is market leader in countries including the Netherlands and Germany with more than 1,000 stores in Europe means our buyer is also the BIGGEST buyer. He can consequently negotiate very high discounts with the bed and mattress manufacturers. This concept has also literally been picked up and implemented in the communications as you can see in the photo and the commercials (see the links below).

The 'BIGGEST buyer' will take centre stage in the Benelux on television, radio and the internet and in direct mail, newspapers and stores from 23 December 2013. His motto and slogan is:

'That's the big advantage of being the biggest buyer!'

http://youtu.be/p5uHB8_mW7w
http://youtu.be/vDumouUOcDY
http://youtu.be/5xpISv7uuA8

Profile
Beter Bed Holding N.V. operates in the European bedroom furnishings market. Its activities include retail trade through a total of 1,183 stores at the end of September 2013 that operate via the chains Beter Bed (active in the Netherlands and Belgium), Matratzen Concord (active in Germany, Switzerland, Austria, the Netherlands and Belgium), El Gigante del Colchón (active in Spain), BeddenREUS and Slaapgenoten (both active in the Netherlands) and Schlafberater.com (active in Switzerland). Beter Bed Holding is also active in the field of developing and wholesaling branded products in the bedroom furnishing sector in the Netherlands, Germany, Belgium, Spain, Austria, Switzerland, Turkey and the United Kingdom via its subsidiary DBC International. Beter Bed Holding N.V. achieved net revenue of € 397.3 million in 2012. 65% of the group's net revenue is realised outside the Netherlands. The company has been listed on the NYSE Euronext Amsterdam since 1996 and is included in the Amsterdam Small Cap Index.

For further information:

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Please click on the link below for the PDF and photograph