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Home Lighting
This business area comprises the sales of products for both home lighting and lighting for hotels, conference establishments and public premises.
Belid, with operations in Varberg, is Fagerhults subsidaire and brand within the Business Area Home Lighting.
 Function and aesthetics
An awareness of the importance of lighting, both as a source of light and as decoration, is growing ever stronger and home decorating as a hobby is becoming increasingly common. For the Business Area Home Lighting, this creates possibilities for increased sales in the future. However, the largest sales increase is expected to be to hotels and conference establishments. This is where Belid sells its products to an interior designer, who purchases everything from beds, desks and curtains, to functionally and aesthetically pleasing lighting. There is also a certain amount of sales directly to users without any middleman, or directly to installation engineers.
Quick changes in trends
The Business Area Home Lighting operates in an area which is very sensitive to changing trends. Over the last few years, the trend has been toward large textile lampshades. Belid are continuously working to be up to date on current trends, meaning that tomorrow’s trends must be created today. One way of keeping up with developments is to maintain internal design divisions.
The market
Products from Home Lighting are available in a large number of shops. Some of the largest customers are Chili, Idégruppen, EM-möbler, El-kedjan and the Mio furnishing store. In 2006, Belid made a strategic decision to concentrate sales to the furnishing retail trade in order to further strengthen the brand’s position on the market. Total sales for the Belid brand amounted to SEK 148 million over the course of the year. The largest market for the Business Area is Sweden, followed by Norway, Finland, Denmark and Eastern Europe. |
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| Varumärken i affärsområdet |
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| Belid |
Belid has offices and production in the outskirts of Varberg. Both design and prototype manufacture are undertaken at the plant. All manufacture is then carried out on the site.
Belid has 1,700 products in stock, with every part of an electric fitting having been manufactured in its own establishment.
Experiencing stiff competition from low-wage countries, Belid is able to compete with its high quality, quick delivery times and on the basis of its products’ functional design.
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