Our mission at BBH is simple:
We believe the better people sleep, the happier they are, the healthier they are and the more productive they are.
And we won’t rest until everyone gets the high-quality sleep they deserve. This goes to the very heart of what we do, and is the lens through which we examine challenges and opportunities, and make strategic decisions about the future.
Our purpose encapsulates the spirit of our mission in a simple and customer-friendly way:
We believe everyone can sleep better with a bed that's just right for you. Or mattress, pillow and bedding, for example. But not only that. Since 1983 our employees with their expertise and year of experience help you to make the best choices and make you happy with our service.
Besides the fact that we believe everyone can sleep and live better, we also think this can be done in the most sustainable way possible. Or actually, we just have to. With a good night's sleep you not only take good care of yourself, but also of your environment. And believe us, that really does sleep much better. This is why sustainability is an integral part of our strategy, to which we are committed every day.
In line with our mission and purpose, our team works hard and happily every day to make our dreams
come true.
Our strategy pivots around three strategic business avenues for growth, and includes three strategic corporate social responsibility pillars as a key enabler for our Sleep better, live better mission.
Scalable backbone
While pursuing these growth avenues, we continue to ensure that we have a scalable and efficient backbone, and operate as sustainably as possible.
Bricks-and-Mortar
Our physical stores of Beter Bed in the Netherlands and Belgium and Beddenreus in the Netherlands remain crucially important to offer our customers a unique experience through an omni-channel approach. We see customer journeys and the role of stores continuing to change, and we are therefore adapting the format of our stores on a continuous basis. A key element of our strategic roadmap is to refit our existing stores by creating a new look and atmosphere equipping them with innovative new technology and easy-to-shop tooling such as in-store kiosks for self service, and by improving energy efficiency.
In addition, we have translated our experience store concept into the other store locations, in which the latest technological developments and energy efficiency are directly included. The Beter Bed stores with our new store format, their modern look & feel and broad sleep assortment, embody what our Sleep better, live better strategy is all about.
Online
Our main online sales priority is to further drive business in our own webshops such as beterbed.nl, beterbed.be, beddenreus.nl and mline.nl. Through these channels, we are also able to tap into the online growth potential of customers increasingly purchasing online. In addition to this, we aim to inform customers and a broader public about the importance of sleep and facilitate their omnichannel journey. In addition, this channel gives us more insight into consumer behaviour and their needs. This enables us to add innovations to our products and services to meet the customer’s needs and serve them in a personal way.
Various customer groups are increasingly looking online for home furniture purchases or to prepare for a purchase. For this reason, we are also continuing to raise our brand presence, extend our online market position in our existing and new markets and connect our website to our stores through the omnichannel strategy.
New Business
We are expanding our reach both in existing markets and new geographies via our wholesale channel through DBC International.
The M line brand is our strongest brand in this channel. It continues to strengthen its position in the sleep retail domain, in part thanks to the positive brand exposure resulting from highprofile athletes and sports teams that select M line as their preferred sleep solution supplier.
To strengthen our position in international wholesale, we focus on the award-winning mattress collection Cool Motion and expand our assortment into global sleep solutions. With the innovative ELEMENT bed concept, M line introduces bespoke sleep comfort and a sustainable sleep solution, through its eco-designed modular assembly and circular components.
