1. Bellus
Rolf Relander
Rolf Relander

2. Estonia’s largest furniture producer Bellus Furniture OÜ (1997)
Bellus Beds OÜ (2010)
Annual production units
99 % export (Scandinavia, Central-Europe, Ukraine, Baltics)
4 Factories, 420 employees
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3. Turnover milj. EUR
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4. Design from heart Why we need design ?
Boosted sales, due to nice products
Branding opportunities
Fair and better price
No need to be cheapest
To insure future success
Strong product portfolio, makes less dependent on one specific product
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5. Design process
Design
Sales
Customer
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6. Design process
Design
Sales
Customer
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7. Design process Design Sales Prod. Develop. Marketing 1.04.2017
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8. Design from heart Design vs. sales Design & Image 1.04.2017
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9. Design from heart Design vs. sales Basic products 1.04.2017
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10. Design from heart
Design vs. sales
Market gaps
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11. Design from heart Design vs. sales Design & Market gaps Basic products
Image
10%Market
Basic products
70%
Market gaps
20%
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12. Our design goals
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13. Our design goals
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14. Our design goals It must sell !!! Same design for all countries
Scandinavian
Clear, clean, „No-nonsence“
Functional
Comfortable
It must sell !!!
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15. It’s not a sofa It’s a feeling
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