The new brand, Hvila, will be sold through the online stores Chilli and Trademax and focuses on beds, mattresses, and mattress toppers. Production takes place in Europe, and the range is divided into four price and comfort levels: Classic, Plus, Luxury, and Premium.
The purpose of the division is to simplify the purchasing process for online consumers. According to the company, the investment in its own brand also provides increased control over product development and range building.
The bed is one of the most important pieces of furniture in the home, but can also be one of the most difficult purchases to navigate online. With Hvila, we want to make the choice easier through a clear range where the customer can easily understand the difference between the different levels and find the right comfort at the right price, says David Olhed, CEO of Home Furnishing Nordic.
Part of the Group's Overall Strategy
The launch of Hvila comes shortly after the parent company BHG Group completed other strategic deals within the home and garden segment.
At the end of June, BHG Group announced that it acquired the historic outdoor furniture brand Hillerstorp from the investment company Midaq. The deal, which is being carried out as an asset purchase, is expected to be completed in July and is part of the same strategy that the launch of Hvila is based on.
In connection with the acquisition of Hillerstorp, BHG Group's CEO, Gustaf Öhrn, commented on the Group's direction:
The acquisition is a clear example of how we continue to implement our strategy of strengthening selected core categories through own brands and disciplined add-on acquisitions.
Home Furnishing Nordic operates in furniture and interior design online and, in addition to Chilli and Trademax, also runs the stores Trendrum and Kodin1.