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Strategy

The company will achieve its objectives based on the following strategy:

Formula management

• Growth in revenue at comparable stores (like-for-like growth) by increasing the number of visitors and improving conversion rates and average order values. This ensures that revenue will grow while costs remain virtually level.
• Enhancing the distinctive features of the retail formulas (formula management), including by developing our own marketing and product concepts based on purchasing strength. New product concepts are developed through the use of, for example, technological developments related to foam and spring systems used in the mattresses, as well as by responding to trends in demand (local or otherwise), such as the demand for box springs in the Benelux market. 
• Becoming an active player in online sales.

• The expansion of the existing store concepts in the Netherlands and internationally. Flexible leases are a key aspect of our expansion strategy. When market conditions are less favourable, the rent and other costs related to a potential new store must be in line with the expected lower revenue.

• Low investment per store and flexibility in the leases. In unfavourable market conditions, this provides the company with the advantage of being able to adjust the number of stores relatively quickly.
• A stringent cost policy aimed at reducing costs while avoiding ‘pennywise-pound foolish’ practices.

• Continuously improving primary and auxiliary organisational processes through excellent information provision and a culture based on the ‘measure to manage’ principle. State-of-the-art IT systems allow the organisation to respond rapidly to new trends and opportunities to improve efficiency and adjust capacity in changing market conditions.

• Ability to manage the supply chain as effectively and efficiently as possible, from purchasing up to and including home delivery.

• The introduction of the core values of Beter Bed Holding in all formulas and all countries.
• Continuous optimisation through in-company training, for example in the sales organisation in order to improve sales methods.