BIRKENSTOCK premieres premium bed range
Neustadt (Wied), 01/26/2017 – Successful launch for Germany’s largest shoe manufacturer: Premiered at the imm cologne furniture and interior design fair, the BIRKENSTOCK sleep systems were a hit with the audience and exceptionally well received at the international industry gathering. The consistently positive feedback of the trade audience has met the company’s expectations in every respect. Next, BIRKENSTOCK is getting ready for the first scheduled deliveries of the premium sleep systems and beds towards the middle of the year.
By moving “from healthy footbeds to comfortable beds”, the long-established, family-run business is transferring its core competence to its new business segment and today’s hot topic of “healthy sleep”. The BIRKENSTOCK brand is hugely popular and at the same time represents sustainable values. Consumers in 90 countries around the world rate BIRKENSTOCK very highly in terms of comfort and health, as well as workmanship and durability. The company, in conjunction with its partner program, has therefore now set its sights on specialist furniture and bed retailers in Europe, Asia, and the USA.
The new BIRKENSTOCK range of beds consists of four box spring beds and two insert variants, plus various frames and mattresses. When combined individually, these components adapt especially well to the human body shape and thus support healthy sleep. The sleep systems and beds therefore not only promote health and boast innovative features, but are also distinguished by their distinctive designs. A specially designed and particularly shock absorbent BIRKENSTOCK natural latex support layer with granulated cork is characteristic of the entire range. As in traditional shoe making, other natural materials used include high-quality natural leather and wool felt.
The premium products are the result of the partnership with the bedding and mattress manufacturer ADA, Austria’s number one for upholstered furniture. The guiding principle in the development of the product was the anatomically shaped footbed: Just like BIRKENSTOCK’s sandals and closed-in shoes stand for an especially high level of wearing comfort, the sleep systems promote the well-being of the whole body. ADA produces the BIRKENSTOCK sleep systems at its headquarters in the Eastern Styrian town of Anger. Six handmade beds with oiled wood elements were presented at the imm in Cologne. To match a wide variety of different furnishing styles, the bed frames with their generous headboards sport a number of different classic and contemporary features.