Be Magazine 2021 EN

BE#16
From B to A: the Velda Sleep Moods
The new consumer has prompted Velda to review
its historical B2B strategy as a production
company. The focus now lies on this consumer:
a B2C strategy with – why not – positioning
as an A-brand. This is not something that Velda
has dreamt up overnight. On the contrary,
it has been underpinned by thorough research
amongst customers and sleep consumers.
The new consumer walks into a shop well prepared.
They have oriented themselves and
gleaned information from the internet, and believe
they know exactly what they want. This
changes the entire sales process, as well as
the marketing and communication flow. The
consumer takes centre stage! They must be
aware of the Velda collection.
the sleep consumers. Velda has defined four
Sleepstyle Moods. ‘Essential’ stands for the
basic, timeless mood. This consumer simply
wants high-quality sleeping comfort for a keen
price. No more, no less. ‘Icon’ stands for the
stylish, Instagrammable mood. This consumer
wants to make a statement: see my design bed
and state-of-the art sleeping comfort. They get
a kick from more unique fabrics and colours.
Models such as Fly, Versus and Focus are
made for them! ‘Sense’ stands for the peaceful
Zen mood. This consumer is highly focused
on their health: ultimate wellbeing. They greatly
value ergonomically responsible sleeping comfort
and a ‘pure’ night’s sleep. Finally, ‘Omni’, the
super-de-luxe hospitality mood. This consumer
opts for high-end design and ditto sleeping
comfort. They will undoubtedly choose the Finesse
bed or Classic box spring.
This implies the switch from a B2B to a B2C
strategy. The key question is: who are the
sleep consumers? What do they want? What The new vision has a wide-reaching impact
are they looking for and what do they expect? on the communication, from the photography
MEDALOUNGER – MODULAX ® APP
These answers have led to a rigorous reprofiling
and the website right down to the regrouping of
of the range. Until recently, the products the fabric samples on the basis of colour, and
World-beaters
were differentiated according to technical a full redesign of the showroom. One thing is
sleep characteristics. Now they are segmented certain: the consumer will recognise Velda as
In September 2019, Medalounger launched the
on the basis of different types and lifestyles of an A-brand.
Modulax ® label: reclining armchairs set on a
88
MEDALOUNGER – MODULAX ® RETRO five-point star base. The collection was a runaway
success. In the shortest space of time, it
89
was being sold in 26 countries. From a starting
point of 10, the number of models has now
been increased to around fifty, including comfort
sofas. The reasons for this worldwide success
are self-evident.
Out of Love: for THE SMART CONSUMER
All reclining armchairs are electrically adjustable,
with 3 or 4 motors and integrated controls.
In the majority, the zero gravity position is simply
part of the ‘adjustable back’ function. Additional
options are the massage function and – a
recent addition – the stand-assist function.
With Modulax ® , Medalounger has seriously
burnished the image of its recliner armchairs.
The ‘Poseidon’ model, with its curved wooden
side panels is a nod to the legendary Eames
lounge chair. The ‘Retro’ model is distinctive
thanks to the vertical ‘Cadillac’ channels in the
back.
A configuration app has been developed for the
Modulax ® collection, which includes a 360° AR
(Augmented Reality) tool. You can see your personalised
armchair virtually in your interior, and
can even swivel it around fully. This rules out
any potential disappointment at your purchase.
BRUSSELS FURNITURE FAIR
VELDA – URBAN STORAGE
MEDALOUNGER – MODULAX ® POSEIDON