Following its acquisition by Lars Larsen Group, the bed store chain SengeSpecialisten, which has 11 stores in Denmark, is to become a national chain, with plans for subsequent expansion in other countries.
The group, which owns the chains Jysk, Ilva, IDEm bler, Bolia.com and others, has purchased the majority of the shares in the Danish bed store chain SengeSpecialisten, which has 11 stores in Denmark. SengeSpecialisten sells beds, mattresses and accessories, and is thus a natural fit for the group's focus area.
"We have established ourselves as experts in 'sleeping culture' and with our acquisition of SengeSpecialisten we will be able to offer customers even more choice,” says Lars Larsen Group owner, Lars Larsen.
SengeSpecialisten started in 1999, and is owned by its founder Jorgen Bebe Staal, today sales and marketing director, and CEO Brian Lund Nielsen. Jorgen and Brian will retain a minority holding in the company.
”We have an excellent base of happy customers in Jutland and on Funen, so we are looking forward to national coverage and reaching even more people with our bed solutions,” says Brian.
Last year, the group acquired Danish furniture chains Ilva and IDEm bler. In the same way as these two furniture chains, SengeSpecialisten will continue under its own brand name, with its own assortment and position in the market.
"In countries like The Netherlands, Germany and Sweden, there are large national specialist stores offering bed solutions in the segment that SengeSpecialisten targets. I'd like to give them some competition if they were to come here to Denmark. I am convinced that we can make SengeSpecialisten into a national success story – and subsequently take this to other countries," says Lars.
