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11.4.2023 Rolf Relander BellusRolf Relander 15.2.2011
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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
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11.4.2023 Rolf Relander
0
5
10
15
20
25
30
35
1997 1999 2001 2003 2005 2007 2009 2011prog
Turnover milj. EUR
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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
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11.4.2023 Rolf Relander
Design process
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11.4.2023 Rolf Relander
Design process
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11.4.2023 Rolf Relander
DesignProd. Develop.
Marketing
Sales
Design process
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11.4.2023 Rolf Relander
Design from heart
Design &Image
Design vs. sales
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11.4.2023 Rolf Relander
Design from heart
Basic products
Design vs. sales
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11.4.2023 Rolf Relander
Design from heart
Market gaps
Design vs. sales
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11.4.2023 Rolf Relander
Design from heart
Design &Image
10%Market
Basic products70%
Market gaps20%
Design vs. sales
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11.4.2023 Rolf Relander
Our design goals
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11.4.2023 Rolf Relander
Our design goals
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11.4.2023 Rolf Relander
Our design goals
• Same design for all countries
• Scandinavian
• Clear, clean, „No-nonsence“
• Functional
• Comfortable
• It must sell !!!
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11.4.2023 Rolf Relander
It’s not a sofaIt’s a feeling