Hilding Anders announces Global Brand Centre in Copenhagen

Bedding and mattress company Hilding Anders will open a new Global Brand Centre in the heart of Copenhagen in Q1, 2021.

The centre will be an important catalyst for future growth of powerful omni-channel and online-only brands in the luxury, premium and mass market segments in both existing and new geographies.

The brands will offer a wide range of beds, mattresses, and sleep accessories.

The brands have great potential to be loved by consumers on a global scale and will help strengthen the Group’s position as a leading sleep company worldwide, driven by its mission of “Improving lives through sleep”.

Copenhagen is a great location because the area both has a large talent pool and is a magnet for international talent. This is major investment in Hilding Anders’ future, and the company is targeting to have a team of 80+ people at the Global Brand Centre by the end of next year.

The team is right now in the midst of a substantial recruitment process to build vital capabilities in the areas of consumer marketing, product development, digital and retail.

“I want to give a huge thanks to the team that has been driving this project and I am very excited about Hilding Anders having a new Global Brands Centre that will enable our transformation from being one of the leading bedding & mattress suppliers to becoming a truly consumer focused, digital first, health & wellness company”, commented Henrik Sjögren, Group CEO of Hilding Anders.