The story of DELUX

54
The story of DELUX

description

 

Transcript of The story of DELUX

Page 1: The story of DELUX

The story of DELUX

Page 2: The story of DELUX
Page 3: The story of DELUX

Better sleep - better life!

Page 4: The story of DELUX

1

Tallinn Shop interior

Page 5: The story of DELUX

Delux is a family company specializing in beds and home textiles. It was founded in Finland in 1985 by Göran Sjöholm. Göran has over 30 years experience of production in beds and filled bedding textiles such as pillows and quilts.

Delux´s production is located in Jämijärvi, Finland and Viljandi, Estonia. Around 300 people work for Delux. The production uses very modern technology and the products meet the highest quality standards.

Delux also has beautiful stores, called Delux Dreams, in Tallinn and in Viljandi Estonia and Riga Latvia which are managed by Jaanika Putna. The stores are also used as a showroom to display new beds and bedding concepts.

2

Page 6: The story of DELUX

3

Page 7: The story of DELUX

CEO&FounderGÖRAN SJÖHOLM

4

Page 8: The story of DELUX

5

Göran and Siv

Page 9: The story of DELUX

“My father, the founder and director of Delux, Göran Sjöholm is a very passionate man. His business is his life. He has three beautiful daughters

Heidi, Jenny and Siv - that’s me, six gorgeous grandchildren, and last but not least, he has Delux.

He loves what he does and it shows. Since he has spent all his life working hard for this company, his friends are his business partners. I tell

him that´s kind of sad, but he doesn´t see it that way at all. That way he actually has time for his friends, and whether in business or in real life, he doesn´t like to let his friends down. So when he creates new

products, he doesn´t just think about how Delux can profit from them, he actually develops products that could be the answer to his friends´

problems or needs. This is probably one of the reasons why Delux products usually succeed: because they are made to help

our partners who, in turn, aim to fulfill their consumers´ needs.

Another reason for his success is his incredible passion for what he does! That twinkle in his eyes when he has just come up with “the best

product of the year” is just such a pleasure to watch. You can´t stop that passion!

As a matter of fact, the constant, exciting discussions we have around our dinner table are always about “daddy´s latest innovation.”

I often ask him if just this once we could not talk business. “Sure!” he says. “So what´s new with You?” he asks, but before I can get a whole

sentence out he gets that twinkle in his eye again, and it´s not from the news I´ve just told him. It doesn´t take long before he bursts out,

“I just have to show you this one incredible thing I´ve invented... it will only take a minute.” And he runs to get his materials, grinning from ear to ear. He brings in his papers with some messy drawings scribbled on them, which only he can make out. Then he begins his presentation.

I´m never very excited at first, only because this happens all the time! We´re not supposed to talk business and then... here we go again...

So I must confess, I´ve always been very critical about his ideas. Only now I realize, he must have known that if he could convince me,

he could convince anyone!

I debate with him for hours, but he seems to have a ready answer for everything. In the end, after a long battle, I´m always convinced of his

ideas - and most of the time even impressed. I don´t know if it´s that his innovations are so smart or whether it´s the huge passion he has for

them that convinces me. I think the two must go hand in hand.”

Siv Sjöholm-Wagenbach

6

Page 10: The story of DELUX

7

Page 11: The story of DELUX

8

Delux has grown into a highly valued and recognized brand throughout Scandinavia. The brand is associated with luxury and high quality bedding articles at affordable prices.

At Delux we have the passion to develop products that give you the best possible sleep comfort. We focus on eliminating moisture, dust mites and bacteria - giving you ergonomics and the healthiest, most relaxing sleep you can have.

We are very proud that our products meet the highest quality standards. Due to our modern production technology our pricesare also a nice surprise.

Page 12: The story of DELUX

9

Page 13: The story of DELUX

Finnish Archipelago

10

Page 14: The story of DELUX

11

Göran and Siv

Page 15: The story of DELUX

12

THE COURAGE TO BE DIFFERENT

Let us share with you an anecdote from our family life, “The Swan Regatta experience” which perfectly illustrates how you can succeed in life if you have passion for what you

do, if you dare to be different and if you work together as a team.

Our family´s big passion outside of business is sailing. We have a beautiful old Swan 36 sailing boat called “Fågel Blå”. She´s a beauty. We´ve had her for as long as I can

remember, more than 30 years now.

In the summer of 2006 we had the wonderful opportunity to participate in the world famous “Swan Regatta”, as it was then being held in our home waters, in the beautiful

and challenging Turku archipelago in Finland.

It was like a dream come true for us. We were very excited and extremely nervous, since it was our first time to take part in such an internationally known and highly valued sailing

competition. Until then, we had mostly been “Sunday sailors”.

The Delux sailing team was a great mix of cultures, ages and genders. We were there to have fun, and our only goal was “not to be last”.

When the competition started we realized that we were missing some key equipment, such as a wind meter, a VHF radio phone - solid sailing skills. Not to mention that our sails were in pretty bad shape; but a friend of Dad´s put some tape on a hole in the sail and

told us that if the winds were not too strong it should hold.

FÅGEL BLÅSwan 36

Page 16: The story of DELUX

People were emptying their boats to make them as light as possible, while we were packing as much food and drinks as we could possibly fit on the boat. Well, a hungry crew is not a pretty thing!

The was only a very light breeze, which worked in our favour. The boats floated idly next to each other for hours, just waiting for the wind to pick up. Lucky for us, we had food and drinks!

Almost no one was moving, so our navigator Mikke had the crazy idea to go in the other direction to the other boats, close to the shore, because he thought he had seen signs of wind on the surface of the water there. The other competitors probably thought that we had got lost or that we had given up.

As we were approaching the end, we saw two marks of possible finish lines, and we didn´t know which was for our class. With much embarrassment we shouted to another boat: “Where is the finish line?” They couldn´t believe we had to ask that, since we were actually facing it! They also wouldn´t tell us. But another boat from the other class pointed us in the right direction - God bless them! We crossed the finish line, but we had no idea which placement we had made.

At the prize ceremony, we heard the announcement, “The winners are... Fågel Blå with the Delux crew! Congratulations!”

That crazy strategy turned out to be a winning one, because we found some wind and passed all the other 27 boats in front of us! They couldn´t believe it, and neither could we!

The feeling was incredible - we felt like Oscar winners! We celebrated with champagne and food!

13

Jenny, Göran and Siv

Page 17: The story of DELUX

14

Happiness, gratefulness and balance is the basis of a good life.

The favourite place for Göran and Jaanika is the top of the hill on their

island in Turku Archipelago in Finland.

This is a place for meditation, for creativity and planning.

Both have a passion for beds and bedding.

Only the best is good enough.

Jaanika and Göran

Page 18: The story of DELUX

“We are stronger as a Team!”

15

JillNew York

DanielLos Angeles

EvijaLondon

SivChicago

GöranArchipelago

JaanikaTallinn

RafaelSan Francisco

Page 19: The story of DELUX

Göran Sjöholm recounts how the most significant Delux innovations became a reality

16

Page 20: The story of DELUX

17

JillNew York

SivChicago

GöranArchipelago

RafaelSan Francisco

Daunlux - better than down

Page 21: The story of DELUX

18

The Airella story

“The Airella (a fibre filling) innovation started when we needed a new carding line. So we contacted Nowo, a machine producer in Turku, and asked for an offer. The price was way too high. At the negotiations, Mr Vesa from Nowo said, “The only thing I can do is reduce the number of carding rolls.” He asked me how many carding rolls he should take off? I told him to leave only a few. Mr Vesa laughed, but he did it anyway.”

“Two months later, Mr Vesa called me and excitedly asked me to visit him to see the new card he got.” The new card was much smaller than any card I had ever seen before. However, the result was extremely good! Nowo even named this new card the “smart card”. With this card the fiber is opened gently, without removing silicone from the fibre or destroying it.

The fibre is now carded in a vertical direction, instead of the usual horizontal way. This is how we got twice the volume and more elasticity in the fill. As we all know, it is the volume, i.e. the air that is the most important for insulating and giving you warmth. We named this new innovation Airella.

Page 22: The story of DELUX

DELUX TRAVEL MUSIC MOUSE

19

Relax and listen to music without disturbing others.

The Music Mouse gives you a perfect relaxing neck support

for long flights or car trips. Choose your music,

close your eyes and dream!

Page 23: The story of DELUX

20

DELUX MUSIC PILLOW

Page 24: The story of DELUX

21

“There is nothing more beautiful, than a Woman waking up

in the morning after a good night´s sleep!”

Page 25: The story of DELUX

22

The Body Ergo story “I had been pondering how to resolve the ongoing problem of having cold feet and a warm body while in bed.I realized that if there is more volume on those cold body parts, such as feet and shoulders, it would make a person sleep better and more relaxed. Now Body Ergo is very popular for its working sales argument. We now use the Body Ergo principle in almost all of our quilt production!”

Air conditioning in pillows, quilts and mattresses?“Pretty close! The new innovation of air channels and net between fabrics which leads air out of the channels and makes it circulate. Combined with the moisture repelling Tencel fibre this results in a unique product that has extremely good breathing power. It also allows the products to stay dry and fresh. ´Air conditioning` system is now used in all of our best beds and mattresses. It is very popular.”

Page 26: The story of DELUX

23

Page 27: The story of DELUX

24

Page 28: The story of DELUX

25

WE HAD A DREAM THAT WE COULD MAKE DOWN BETTER THAN GEESE DO. AND MAKE A LOT OF GEESE VERY, VERY HAPPY.

Imagine the ultimate pillow. A pillow that never needs to be fluffed, with a filler so soft, light and bouncy it´s like sleeping on a cloud.

That was our inspiration when we set out to create the best pillow in the world after 30 years of producing them. It had to have all the benefits, feel and luxury of down without any of the disadvantages.

Introducing Daunlux. A truly innovative new line of pillows and quilts from one of Europe´s most respected and experienced bedding

companies. Combining the meticulous craftsmanship of Scandinavia with our cutting edge, patent pending Daunlux filling material, our products set a new standard for down replacement.

Daunlux products feel soft and bouncy, are superior in performance to the highest quality down, less expensive, 100% non-allergenic

and machine washable.

By combining a proprietary, patent pending micro fiber mixed with polymer-flakes, we´ve taken all the benefits of down and improved on it.

This new technology also has an amazing resilience that down and other down replacements can´t offer. That means that our products never need to be fluffed and they maintain their shape and volume throughout the night. And because of this volume retention, air can flow through the

material, regulating temperature better. The real benefit of Daunlux, however, is how it feels. Daunlux is lighter, more bouncy and softer than down and because it is not made from feathers, quills never poke through the fabric and it is 100% machine washable - something no other down

replacement can claim.

Page 29: The story of DELUX

26

Page 30: The story of DELUX

Michael SchäferVice-president

27

Göran SjöholmCEO & Founder

Page 31: The story of DELUX

28

Passion takes you further

Page 32: The story of DELUX

29

KAANUS

PALTAMO

Page 33: The story of DELUX

30

The bed collections

Our goal was to make the best bed in the world. That is not easy, since American beds are known to be the best as far as their luxurious softness is concerned. On the other hand, Scandinavian beds are known for their

technically advanced functionality and ergonomics.

To get the best of both worlds, we took the luxurious softness and beauty of the American style and teamed that with the technical,

functional and ergonomic advantages of Scandinavia and we added our own Delux product development on top of that, including Tencel

fibres, with a functional design to get the air circulating effect, antibacterial and a fresh feeling.

The best qualities compiled into one product make the perfect bed for people who want to have it all. And why not? Let them have it all. The

result can be experienced in our Royal collection beds which contain up to 8000 pocket springs and are probably the most comfortable beds in

the world.

VINTAGE

Page 34: The story of DELUX

Ocean Race is a dream fulfilled.The Ocean Race collection is a perfect combination

of high quality materials and fresh marine style. This collection will give you a promise of

many well rested nights.

You don´t have to go sailing to have this great feeling. Sail into sleep with Ocean Race Collection!

OCEAN RACE

31

Page 35: The story of DELUX

32

DECORATIVE PILLOW

Ocean Race the nautical theme pillow

has an attractive compass embroidered on a

beautiful blue colored cotton - polyester blend

fabric.

Ocean Race has it all.

The feel, the comfort and the looks!

Motorized beds.

Ocean Race bedding

The Ocean Race Collection provides something

for everyone. Our design is simple and

stylish with a luxurious touch and a nice embroidery.

Page 36: The story of DELUX

33

Cutting robots

Quilting machine spools

Page 37: The story of DELUX

34

PRODUCTION

Page 38: The story of DELUX

35

Beds and Mattresses - 500 pieces per day

Mattress Toppers production - 500 pieces per day

Page 39: The story of DELUX

36

We have one production unit in Jämijärvi, Finland and another one in Viljandi, Estonia.

The Finnish factory, UNIVISIO OY, is more specialized in technical products, like pillows and

quilts for ships, airplanes, hospitals and hotels.

In Viljandi, Estonia we produce continental beds, mattresses, mattress toppers but also pillows, quilts,

mattress protectors, bed spreads and decorative pillows. We produce our own pocket

springs and wooden frames, we do our own foam cutting, sewing, carding fibres, quilting,

fibrefill production, etc.

Deliveries go to 30 countries all over the world from South Korea, Morocco and Brazil to

European countries like Scandinavia, Germany, Holland, Switzerland, Austria and Russia.

Delux has fully integrated production meaning that everything is done and controlled

in our modern factory of 20,000m2.

Page 40: The story of DELUX

37

Pillows 15,000 pieces per day

Quilts - 4,000 pieces per day

Page 41: The story of DELUX

Lorry capacity 117m³

New office expansion38

New Café

Page 42: The story of DELUX

39

Page 43: The story of DELUX

40

DELUX TEAMWORK

We are stronger as a team!

Page 44: The story of DELUX

41

JillNew York

DanielLos Angeles

EvijaLondon

SivChicago

GöranArchipelago

MichaelAugsburg

RafaelSan Francisco

Page 45: The story of DELUX

42

Delux´s passion is to discover a variety of ways to help people obtain optimal sleep in order to get the most out of their lives. People tend to undervalue themselves

and their bedding products, even though they spend a third of their life in bed. This much time in a poor bed results in poor sleep, which in turn affects your energy

levels, concentration, creativity and health.

We value our customers and we want them to value themselves. We know that

a good bed with the right pillow and quilt can make all the difference. Good quality bedding products can save you

up to an hour of creative time a day and they are essential for

your health and happiness.

Page 46: The story of DELUX

43

The future captain

“One day at Christmas time I asked my grandson Rayan (11 years):

“What are you going to do when you grow up? He answered without hesitation: “I’ll take over DELUX!”

He said that like it would be the most natural thing for him. I shook his hand and said: “It’s a deal!””

Page 47: The story of DELUX

44

Delux´s future

Where is Delux heading?

Dalil

Page 48: The story of DELUX

45

Delux´s future looks very promising. The company has had great success over the last years and we intend to grow

even further in the future. We constantly strive to develop various

products that are even smarter and better than the ones already

on the market. The goal is to be an internationally recognized brand of high quality

bedding products. In our product development we

constantly keep in mind six key words:

QUALITY,RELIABILITY, FUNCTION, HYGIENE, COMFORT

and LUXURY.

Some personal thoughts of Delux founder Göran Sjöholm:

“I have long wished that one of my family members will take over my place one day, so I can be sure that I haven´t done all this work for nothing. My goal

has always been to make Delux an internationally successful company that my children and grandchildren can be

proud of.Now you know why I aim so high to get there. I am also not getting any

younger, but I still love what I do and I will continue my work as long as my

heart beats.”

Page 49: The story of DELUX

46Göran

Page 50: The story of DELUX

47

Every family has a story... welcome to ours..

Rayan

Emily

Göran, Emily and Jaanika

Heidi and Jenny

Page 51: The story of DELUX

48

Heidi’s family

Jad, Göran and Neil

Jenny’s family

Siv’s family

Page 52: The story of DELUX

Better sleep - better life!

www.delux.fi

49

Page 53: The story of DELUX
Page 54: The story of DELUX