DUX, a Swedish heritage brand with over 90 years of history, has spanned four generations and grown into a global presence with more than 300 stores across 30 countries. Known for their handcrafted, technologically advanced beds, DUX has a deep commitment to quality and tradition. We interview Kevin Slade, Director of Growth at DUX: 'We are very passionate and proud of both our heritage and the handcrafted nature of all of our products and we believe that utilising this ensures that we deliver the very best products for our customers.'
Kevin Slade, Director of Growth at DUX.
Can you tell us more about the history of Dux and how it was founded?
'We are a family company producing one of the most technologically advanced beds on the market. Everything started in 1926 in Malmö, where Efraim Ljung launched his first innerspring mattresses' production in Sweden. Four Ljung family generations later, DUX became a global brand, opening 88 stores worldwide. The finest craftsmanship, simple design and high-quality materials have been appreciated on the US soil since 1953. By the end of 90's the DUX fame spread through Europe.'
In what markets is the brand most active and how are the market conditions right now?
'The Nordics is our largest markets being our home, with the US being the second largest market for us, but in total we operate in 34 countries around the world across more than 300 stores.
The furniture industry is up and down globally following what were unprecedented levels of sales during and immediately after COVID however on the whole we find ourselves in a good place and back at pre COVID levels but also with new markets opening soon.'
DUX's collaboration with the Tottenham Hotspur Football Club.
DUX is partner of the Tottenham Hotspur Football Club in the UK. How did this collaboration come about?
'We were introduced to Tottenham Hotspur as they were looking for a new bed supplier and one that could offer something more than a standard mattress, and so with the level of craftsmanship and the unique customisation that the DUX bed offers they chose us very quickly. We have had stores in the UK for over 30 years and so the brand has a credible past that I'm sure played a part in their decision.'
You're now launching a new bed collection. Can you tell us more about this?
'Sustainable Comfort is our new collection and it is our fully reengineered, most advanced version of the DUX bed to date. We have removed all non-essential made materials, moving to fully natural with the likes of the cotton and wool. However, the main USP is the ability to refresh the bed by changing out the three replaceable components as they wear to make the bed feel like new again, meaning that the whole product does not need to go to landfill, which we see as being the very essence of sustainability.'
Piece in the new Sustainable Comfort Collection.
What are other plans for Dux in the future?
'We have lots planned! We have new stores, new markets opening up, new products and new partnerships so it's a very exciting at DUX!'
More information:
DUX
[email protected]
www.duxiana.com
Sweden