hülsta PRESS INFORMATION 2009

2010-01-15

Stadtlohn, 15/01/2010. The German furniture industry will show a double-figured turnover drop in comparison to the previous year, whereas furniture dealers note a positive trend. This discrepancy is particularly due to export market losses within the trade, the increase in demand for products in non-furniture market segments, as well as the increasing number of imports in various market sectors.

1. Turnover and development at hülsta

With its conventional collection and its "now! by hülsta" cash-and-carry collection, hülsta achieved a total turnover of € 244.5 million in the year 2009. This corresponds to a drop of 8.5 % compared to the previous year (€ 267.5 million).

As in the overall market, hülsta has also recorded above average drops in its various international markets.

The number of employees working for the brand furniture manufacturer came to an average of 1,275 in the year 2009.

2. Budget for marketing, brand promotions

The budget for marketing and sales promotions efforts amounts to around 6.0 % of total turnover. Brand advertising covers both national and international sales markets in the form of printed advertisements and supplements, a website and regional activities carried out by its registered dealers.

In Europe, hülsta is the best-known furniture manufacturer brand (source: GfK, Nuremberg). On the German market, its level of popularity is now at around 60 % and around 80 % in the premium product sector (source: Institute for Demographic Studies, Allensbach).

3. Company location

All hülsta furniture products are manufactured in the west Münsterland region of Germany. This is where the Hüls Company Group has also built up a highly efficient network of suppliers over the years.

Investments made by the brand furniture manufacturer in production machinery and equipment amounted to around € 3.0 million in the year 2009.

The headquarters of the company and the marketing centre are both located in Stadtlohn. The hülsta brand collections are always presented here in the company's own showrooms covering an area of more than 6,000 sq. m. Both its registered dealers, representatives of the media, as well as end consumers can acquire comprehensive information about the latest furniture trends here. hülsta's brand products are however sold exclusively through its competent furniture dealers in all sales markets.

4. 4. Brand highlights in 2009

During the course of the annual hülsta Partners’ Fair in September of last year the company presented a series of product innovations as well as a comprehensive number of product management measures for its existing ranges.

With the ACREA range, hülsta has enhanced its Bedrooms collection to include a clearly designed yet naturally graceful range involving a high proportion of solid wood in both natural oak and structured beech surface versions. The intricate relief-style planed surfaces on the fronts are characteristic of the range.

The already comprehensive collection of mattresses has been enhanced by two AIR DREAM products. In November 2009 the TOP POINT 4000 mattress was judged by the Warentest Institute to be the test winner among nine rival products. This result once again underlines the competency of the brand furniture manufacturer in the Sleeping Systems segment (base frames and mattresses).

With its ELEA and MENTO ranges, hülsta is presenting two new Living Room ranges, one in solid wood and the other in walnut and structured beech veneer in a combination with white lacquer surfaces. Both ranges are on offer to the end consumer in a number of special combinations at particularly attractive prices.

In the DINING ROOMS sector, hülsta has created some new table and chair concepts which meet the growing demand for more individual furniture design in this sector. For example, the ET 1400 dining table comes in various heights and widths, in fixed or extendable versions, as well as in individually chosen sizes within a given spectrum of lengths and widths, all available in a wide choice of wood versions.

5. Prospects for 2010

In 2010 hülsta will be celebrating its 70th anniversary. With this in mind, the company will be carrying out a number of advertising campaigns on a national level. One of these campaigns will also involve celebrating two "world premieres" for the two new products ELEA and MENTO together with the company’s registered dealers on the international market.

Simultaneously, hülsta’s registered dealers will be publishing supplements and advertisements under the slogan of "70 years of hülsta. 70 years of Living with Values" over the entire anniversary year.

In April hülsta will be presenting both its new products and product enhancements as well as some ongoing marketing concepts in the course of the hülsta Partners’ Fair in Stadtlohn as well as the Milan Furniture Fair.

As far as the year 2010 is concerned, the company is confident of being able to develop its business on a growth-oriented basis as a result of the considerable number of marketing activities planned. Current market research highlights the fact that the furniture buyer is especially interested in investing in long-term durable, high-quality products. In particular, the consumer also prefers such products which are designed to meet his own individual requirements. hülsta is now meeting this trend in all its different market sectors.

hülsta-Management, Dr. Bernd Göbel