Last May, the board of the Norwegian group Ekornes – which includes Stressless, but also Svane and IMG – announced that it had reached an agreement with the Chinese group Qumei Home Furnishing Group Co. Ltd. Today, Ekornes officially joined this group founded by Ruihai Zhao, who, with its 4,800 employees, is one of the top performers in the furniture sector in the world. The two entities are now united within Ekornes Qumei Ltd. Holding. “Ekornes has a very professional team and is unique in production and quality. I greatly appreciate Ekornes’ DNA, comfort and I believe in enormous potential for Ekornes, “explains Ruihai Zhao. He added: “I am very optimistic about the future and opportunities for joint development between Qumei and Ekornes. Chinese Geely and Swedish Volvo have done very well together. Each of them benefits from the advantages of the other, that’s what we will achieve for Ekornes.
In this transaction, Qumei must bring its marketing knowledge, its stores and its production capabilities. His expertise allows him to open doors so that Ekornes can quickly establish itself in the Chinese market. On the other hand, the Chinese group will learn from the professional teamwork and management style of Ekornes. “We want to retain and leverage quality products, strong brand and good corporate culture at Ekornes,” says Qumei.
For Ekornes, now integrated into this global group, the marketing and sales strategy does not change: the distribution method, resellers and commercial agreements remain the same and are renewed for 2019. From next year, the effects of synergy Qumei / Ekornes will generate strong growth for the Stressless® brand and, of course, for its preferred partners, its resellers.