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Bellus. Rolf Relander 15.2.2011. Estonia’s largest furniture producer Bellus Furniture OÜ (1997) Bellus Beds OÜ (2010) Annual production +120 000 units 99 % export (Scandinavia, Central-Europe, Ukraine, Baltics) 4 Factories, 420 employees. Turnover milj. EUR. Design from heart. - PowerPoint PPT Presentation
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19.4.2023 Rolf Relander BellusRolf Relander 15.2.2011
19.4.2023 Rolf Relander
• Estonia’s largest furniture producer
• Bellus Furniture OÜ (1997)
• Bellus Beds OÜ (2010)
• Annual production +120 000 units
• 99 % export (Scandinavia, Central-Europe, Ukraine, Baltics)
• 4 Factories, 420 employees
19.4.2023 Rolf Relander
0
5
10
15
20
25
30
35
1997 1999 2001 2003 2005 2007 2009 2011prog
Turnover milj. EUR
19.4.2023 Rolf Relander
Design from heart
• Why we need design ?– Boosted sales, due to nice products– Branding opportunities
• Fair and better price• No need to be cheapest
– To insure future success• Strong product portfolio, makes less
dependent on one specific product
19.4.2023 Rolf Relander
Design process
19.4.2023 Rolf Relander
Design process
19.4.2023 Rolf Relander
DesignProd. Develop.
Marketing
Sales
Design process
19.4.2023 Rolf Relander
Design from heart
Design &Image
Design vs. sales
19.4.2023 Rolf Relander
Design from heart
Basic products
Design vs. sales
19.4.2023 Rolf Relander
Design from heart
Market gaps
Design vs. sales
19.4.2023 Rolf Relander
Design from heart
Design &Image
10%Market
Basic products70%
Market gaps20%
Design vs. sales
19.4.2023 Rolf Relander
Our design goals
19.4.2023 Rolf Relander
Our design goals
19.4.2023 Rolf Relander
Our design goals
• Same design for all countries
• Scandinavian
• Clear, clean, „No-nonsence“
• Functional
• Comfortable
• It must sell !!!
19.4.2023 Rolf Relander
It’s not a sofaIt’s a feeling
