Adova's French mattresses stand up to Asian competition


Adova is targeting revenue of 180 million for the fiscal year ending March 2023, after 160 million the previous year. 230366894/Antonioguillem - stock.adobe.com

The owner of the Treca and Simmons brands has chosen to move upmarket and eco-responsibly.

A bed with the imperial name “Auguste”, sold from… 100,000 euros. It is a luxury product that Treca has recently been offering, partly made by hand, in association with prestigious houses (Pierre Frey for the covering fabric, Charles Tassin as a designer, etc.). A product that symbolizes the high-end positioning of the French brand, whose first mattress prices start at 3000 euros. Thanks to this, 40% of its production is exported. But it's Adova group as a whole, which relies on quality, with its Treca and Simmons brands of mattresses and box springs (85% of sales), and its sofas (15%). The ETI with some 900 employees manufactures in France in five factories and is supplied 99% in Europe. It must therefore be efficient to continue to exist in a very competitive sector, where private labels that have them manufactured in Asia represent 30% of mattress sales in France. Especially since it is a fairly mature market, which displays a…

This article is for subscribers only. You have 69% left to discover.

Cultivating your freedom is cultivating your curiosity.

Keep reading your article for €0.99 for the first month

Already subscribed?
Login



Source link