A bed with the imperial name “Auguste”, sold from… 100,000 euros.
It is a luxury product that Treca has recently been offering, partly made by hand, in association with prestigious houses (Pierre Frey for the covering fabric, Charles Tassin as a designer, etc.).
A product that symbolizes the high-end positioning of the French brand, whose first mattress prices start at 3000 euros.
Thanks to this, 40% of its production is exported.
But it is the Adova group as a whole that relies on quality, with its brands of mattresses and box springs Treca and Simmons (85% of sales), and its sofas (15%).
The ETI with some 900 employees manufactures in France in five factories and is supplied 99% in Europe.
It must therefore be efficient to continue to exist in a very competitive sector,
where private labels that manufacture in Asia represent 30% of mattress sales in France.
Especially since it is a fairly mature market, which displays a…
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