Re-launching, Re-branding, Recycling
In the world of sleeping comfort, there’s a sense of excited anticipation.
In bedding Hall 6, the time has come: the Velda® brand is exhibiting there. Including an iconic model like the Fly. Complete with mattresses in a recognisable guise ─ with a new, more sustainable core. The picture is a mixture of the familiar and the innovative.
Polypreen has acquired the licencing and model rights to the Velda® brand for the Belgian and Dutch market. The new Velda® operates as an autonomous company. For the outside world, it appears to be business as usual, while behind the scenes there has been strong investment in new production techniques and sustainability.
The brand is consolidating its strong reputation. Velda® will still be in orange – against a soothing background of sage green and dusky pink.
The existing collections have been vetted and adapted where necessary. Successful box spring models such as Fly and Focus are once again available as before.
The first update of the range has been implemented within the mattresses. On the outside they have the Velda® signature, clearly recognisable from the orange Velda® labels. But for the interior, the latest foam quality has been used: partly made of recycled polyol, from discarded mattresses. This falls into the post-consumer recycling category. The polyurethane (PU) is broken down using a chemical process. The reclaimed polyols are purified and enter the production process for new polyurethane foams as a raw material, alongside virgin polyol. This represents an ecological step forward.
Above all, reintroducing a brand means a hefty investment in marketing. How do you (re)position the brand identity? Come up with a catchy strapline: ‘Good morning, every morning’. Develop point-of-sale material; feet mats for the mattresses, displays, shop-in-the-shop presentations, a Plexiglas plaque proclaiming ‘official Velda® dealer 2025’. The new website will be online from early November: the sneak preview will be on display at the fair. Fascinating fact: the brand’s search volume is still around 4000 per month. This means that there are 4000 online searches for Velda. That’s not bad, is it?
Now the whole sleep world will know it: Velda® is back!
