11.4.2023 Rolf Relander BellusRolf Relander 15.2.2011

11.4.2023 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

11.4.2023 Rolf Relander

0

5

10

15

20

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35

1997 1999 2001 2003 2005 2007 2009 2011prog

Turnover milj. EUR

11.4.2023 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

11.4.2023 Rolf Relander

Design process

11.4.2023 Rolf Relander

Design process

11.4.2023 Rolf Relander

DesignProd. Develop.

Marketing

Sales

Design process

11.4.2023 Rolf Relander

Design from heart

Design &Image

Design vs. sales

11.4.2023 Rolf Relander

Design from heart

Basic products

Design vs. sales

11.4.2023 Rolf Relander

Design from heart

Market gaps

Design vs. sales

11.4.2023 Rolf Relander

Design from heart

Design &Image

10%Market

Basic products70%

Market gaps20%

Design vs. sales

11.4.2023 Rolf Relander

Our design goals

11.4.2023 Rolf Relander

Our design goals

11.4.2023 Rolf Relander

Our design goals

• Same design for all countries

• Scandinavian

• Clear, clean, „No-nonsence“

• Functional

• Comfortable

• It must sell !!!

11.4.2023 Rolf Relander

It’s not a sofaIt’s a feeling