Anette Bjerregaard and Keld Dissing with dresser series Soft Line, which is one of the elements in the new Premium Q furniture concept from Steens Group.
“We want to be Scandinavia’s leading supplier of knock-down furniture!” This is the ambitious goal of the new sales team at one of Denmark’s major furniture manufacturers, Steens Group, consisting of the two experienced furniture people Anette Bjerregaard and Keld Dissing.
To achieve this goal, the plan is to expand Steens Group to frame a broader customer segment. One of the initiatives is the newly developed furniture concept Premium Q, based on higher quality products and more contemporary design than the company’s basic concept, but still with a strong focus on competitive and right prices.
The Premium Q concept has been very well received by furniture chains in both Scandinavia (IdeMøbler, Ilva, Bohus and Mio) and in the rest of Europe. New products are continuously developed to the concept, and the first samples are ready. “We see a huge potential in both existing and new products, customers, and not least in the new sales concept,” say Anette Bjerregaard and Keld Dissing.
The new sales team also explains that Steens Group’s basic concept is based on mass production which runs unaltered, and which have no problems in price competition with China in this segment.
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