Peter Bjerregaard’s varied background has included jobs with shoe manufacturer Ecco and high-end electronics firm Bang & Olufsen, representing those Danish companies here in the United States. Surprisingly, Bjerregaard, who has served as president of the North American division of Ekornes since 2004, says selling furniture isn’t very different from his previous jobs.
“Ecco shoes are sold on comfort with a very strong marketing package, and Ekornes and Stressless are sold in the same way,” said Bjerregaard, with just a hint of an accent from his native Norway. “Bang & Olufsen is a high-end brand that’s sold on a design and convenience basis with, again, a very strong marketing package. So, even though the industries are different, they all put very similar mechanisms in place to make it work.”
Norway’s Ekornes, the maker of Stressless chairs and furniture, has been producing steadily rising sales in North America by focusing on a message of unrivaled comfort and patented technology. With a focus on innovation, Ekornes has remained one of Norway’s biggest furniture producers by using automation—including industrial robotics—to counter the Scandinavian country’s high manufacturing costs. The comfort message is boosted by an official recommendation from the American Chiropractic Association.
Bjerregaard sat down with Home Furnishings Business a short time before the October High Point Market to discuss how the company’s continued investments in providing training to sales associates has enabled the company to generate strong demand for its $4,000 and $5,000 chairs, even in an uncertain economy.
In light of the fact that Ekornes’ sales in North America were up 18 percent in the first half of 2008, how has Ekornes and its Stressless brand outperformed the industry to such a degree?
It’s more than just the product. I believe that, first of all, we need to find the right stores to be in, so it’s about distribution strategy. We only go after the best stores. The stores we’re in have to show the best products and have to understand that in order to (succeed) they have to sell high-quality products and they have to advertise. ... Furthermore, we spend a lot of time training the sales associates in the stores. We believe in the power of the sales associates, meaning that if you walk into a store, many times you’ll walk out with a product the sales associate has recommended. Because of that, the sales associates have to understand the concept that we’re selling, and that’s why we spend a lot of time in training. We have many, many great sales associates who are making it happen in the stores.
“Ecco shoes are sold on comfort with a very strong marketing package, and Ekornes and Stressless are sold in the same way,” said Bjerregaard, with just a hint of an accent from his native Norway. “Bang & Olufsen is a high-end brand that’s sold on a design and convenience basis with, again, a very strong marketing package. So, even though the industries are different, they all put very similar mechanisms in place to make it work.”
Norway’s Ekornes, the maker of Stressless chairs and furniture, has been producing steadily rising sales in North America by focusing on a message of unrivaled comfort and patented technology. With a focus on innovation, Ekornes has remained one of Norway’s biggest furniture producers by using automation—including industrial robotics—to counter the Scandinavian country’s high manufacturing costs. The comfort message is boosted by an official recommendation from the American Chiropractic Association.
Bjerregaard sat down with Home Furnishings Business a short time before the October High Point Market to discuss how the company’s continued investments in providing training to sales associates has enabled the company to generate strong demand for its $4,000 and $5,000 chairs, even in an uncertain economy.
In light of the fact that Ekornes’ sales in North America were up 18 percent in the first half of 2008, how has Ekornes and its Stressless brand outperformed the industry to such a degree?
It’s more than just the product. I believe that, first of all, we need to find the right stores to be in, so it’s about distribution strategy. We only go after the best stores. The stores we’re in have to show the best products and have to understand that in order to (succeed) they have to sell high-quality products and they have to advertise. ... Furthermore, we spend a lot of time training the sales associates in the stores. We believe in the power of the sales associates, meaning that if you walk into a store, many times you’ll walk out with a product the sales associate has recommended. Because of that, the sales associates have to understand the concept that we’re selling, and that’s why we spend a lot of time in training. We have many, many great sales associates who are making it happen in the stores.
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Good stuff! I am convinced that once someone sits in an Ekornes that fits them, they will not want other furniture.
We have a chair and love it and are now looking for a sofa. The store locator gives only one location. They are helpful but we would like to sit in an Eldorodo and Paradise (high backs) and wonder where in the Philadelphia area we might be able to do this. or NJ or NYC ??
Thanks.
Dan
Certified Professional Ergonomist
I have a Stressless circa 1977-78 and am attempting to locate a service to replace the leather... It's a great chair and I don't want to let it go.... I am in the Richmond, VA area and any info regarding a repair service greatly appredciated...
Torbin, How do you put two rings on the chair? My chair is about 10-11 yrs. old in good condition, but I can barely get out of it these days. I need to make it higher
Steve,
Do you know how to spell?!!
Answer to Lois May. Yes you can by an elevator ring for the chair. You can combine two of them to help raise the chair over 2.5".
I purchased a chair in size small for a 88 yr.old residing in a nursing home. The chair fits her wonderfully, but it is so low that it presents a problem for the care givers to lift her from it. Is there a add-on available that could lift the chair and footstool two or three inches?
There is no surprise with Ekornes/ Stressless. The finast quality comfort seating products in the world. A great company who knows how to give a customer a life long comfort product. A Chair or sofa tha tis not a Stressless is like a day without sunshine. Thank you Ekornes for you you are , We @ Kahians Furniture enjoy the smiles of our customers who enjoy the life of "Stressless" , Sincerely , Steve KKahian