Dialogue with Johann Victor C Fias, General Manager of Veldeman Group
As a brand with over 70 years of history, in your opinion, doing well now What is the biggest challenge for a brand? Changes in the global retail market, and Is it about the improvement of the brand tself?
Johann Victor C Fias: I think the market is constantly changing, and the changes in the market have its objective reasons, but the more important thing for the sustainable development of a brand is the brand itself. First of all, brand development must have a good concept, perseverance, long-term wisdom, brand positioning should be very clear, FYLDS' is to position high-quality products, We want to focus on every product to do well. Only then can we have a good reputation and permanent customers, which is also an important reason why FYLDS' can develop healthily in Europe.
As a manager of Veldeman, what kind of FYLDS' would you rather create? Will there be any changes?
Johann Victor C Fias:I think the market is constantly changing, and the changes in the market have its objective reasons, but the more important thing for the sustainable development of a brand is the brand itself. First of all, brand development must have a good concept, perseverance, long-term wisdom, brand positioning should be very clear, FYLDS' is to position high-quality products, We want to focus on every product to do well. Only then can we have a good reputation and permanent customers, which is also an important reason why FYLDS' can develop healthily in Europe.
When it comes to changes in the Chinese market, what high-quality sleep products will FYLDS bring to Chinese consumers in the future?
Johann Victor C Fias: Over the past 70 years, we have combined with the world's best material suppliers and the best craftsmen to design and produce a lot of good mattresses, Do the servers for many European consumers .Today we cooperate with HUAYI space, to reduce our understanding of Chinese sleep culture, and let HUAYI space directly use the best sleep product resources in the world. We believe that it will be better through the sales way of HUAYI in China. More quickly and faster precipitation of more than 60 years of product technology and high-quality sleep concept, combined with Chinese people's sleep habits to make better products, presented to Chinese consumers.
HALL A CENTURY OF FOCUS AND INHERITANCE
VELDEMAN Group was founded in 1954, originating from Belgium, and currently operates across Europe. Its core business is the research and development, production, and sales of high-quality sleep systems. Its brands include multiple projects such as bedding, hotels, and self operated shopping malls. VELDEMAN has six production bases totaling 600000 square meters in Belgium, France, and Poland in Europe. With 70 years of rapid development, VELDEMAN Group has become one of the largest, most systematic, and cutting-edge manufacturers of integrated sleep systems in Europe.
Veldeman was founded in Belgium in 1954
In 1990, a second factory was established in Confolens, France
In 1994, the second factory acquired Schreurs Oudsbergen cabinet manufacturer, which is now DLV international
From a small truck to a bestseller throughout Europe
Veldeman Group Headquarters
THE SECRET OF A GOOD MATTRESS NO SHORTCUTS NO MOR
FYLDS' is a high-quality sleep system specially designed by the European VELDEMAN group for people who value health and pursue vitality. It inherits 70 years of professional technology and production experience in the field of sleep, and combines all the renowned expertise and technology in the bedding industry in Belgium. From FYLDS' unique linen and the best weaving machines to the world's best Belgian brocade, all of these are combined together to create high-quality and perfect mattresses entirely by hand in its own studio.
FYLDS currently has over 300 stores in Europe, offering consumers a more scientific, healthy, and systematic sleep experience with the product philosophy of "true high-end is hidden in product details"
FYLDS' only uses high-quality, sustainably produced, and responsibly sourced natural materials, making them feel like they have been reborn. Born into nature, returned to nature, all things should be like this.
In addition to raw materials, FYLDS' craftsmen and craftsmanship are impeccable. FYLDS always adheres to the use of its own unique patented technology in core technology and continuously achieves self innovation and technological updates. In the global mattress manufacturing industry, significant resources and financial resources are invested in researching human sleep and developing improved products. The quality of sleep depends on the details and design of the bed, the dedicated attention of the craftsman, and the use of pure natural materials. Behind each bed is hundreds of hours of repetitive human work, research, development, and design. True design often incorporates design ideas into every aspect of its production. Each element is completed by a large number of independent tasks, ultimately achieving the perfect sleep experience for FYLDS.
Give your mattress the sweetness and silky sensation of Belgian chocolate when it's in your mouth
THERE IS A POWER OF CONCENTRATION LET EACH OTHER APPRECIATE OTHER
HUAYI SPACE is the exclusive agent for FYLDS' Fields mattress, a high-end bedding brand in Belgium and Europe, in the Greater China region
VELDEMAN, which gathers the strengths of many families, constantly innovates in technology, possesses multiple core technologies in the industry, and continuously optimizes services, leading the innovation and development of mattress technology. Nowadays, it is one of the best-selling brands in the European bedding market.
When FYLDS entered the Chinese market, they chose to cooperate with Huayi Space, which shares the same brand philosophy and values. Both parties adhere to a persistent attitude and a long-term spirit, and continue to focus on creating healthier, more comfortable, and high-end modern living spaces for consumers.
Huayi Space has always been committed to creating high-quality living spaces based on original design and covered by world-class supply chains, aiming to deliver a better sleep experience to more Chinese consumers.
International brands with a global perspective covering the world's top supply chains
