Kevin Slade, Head of Next Gen at DUXIANA, talks about the benefits of being a DUX partner, from whether you’re a retailer or hotelier, to even a professional athlete.
In recent months, we’ve shared our visit to Swedish bed and furniture manufacturer DUXIANA, as well as exploring a deeper insight into their sustainable practices and product development. This month, the focus shifts to another arm of the business through their ongoing partnerships, identifying just why the DUX Bed is a pioneer within its field.
“At DUX we are always looking to build relationships with new business partners,” Kevin Slade, Head of Next Gen, said. “Our collaboration partners are both resellers, hotels, interior designers as well as other successful partner collaborations such as Tottenham Hotspur Football Club, Forbes Travel Guide and many more.”
With Tottenham in mind, this particular partnership has been a huge success story, which could be a factor behind the teams turn of form as they sit towards the top of the Premier League (even with the departure of Mr. Kane). Ok, we’re sure new manager, Aussie Ange, has also something to do with it, but with every player kitted out with a DUX Bed, both at home and at the training ground, sleep is an important ingredient when trying to achieve sporting success.
“The partnership is working really well,” said Kevin. “The products have been really well received as has our concierge style of service. To ensure that the players gain the full effects of sleeping in The DUX Bed, a personalised fitting for each player was carried out to set their Pascal, lumbar support and pillow needs, which is the level of attention to detail we provide to all our DUX users.”
Spurs players got to learn about the products DUXIANA provides, as well as the benefits of its unique customisable comfort zone system, called Pascal – more on this later, can help improve sleep. “We see this appointment as more than just to supply our products but one that sees two iconic brands come together that are steeped in history, focussed on health and wellbeing and dedicated to sustainability. Our primary focus is to play our part in helping this great team achieve its goals,” Kevin added.
Away from the football pitch, DUXIANA was keen to promote another key partnership here in the UK, one where you can sleep on a DUX Bed without actually having to own it. You’ll have to spend some cash on a night, or two, away in Scotland to take full advantage though. Where, you ask? The Arran Hotel in St Andrews, Fife.
Here you can experience a full DUXIANA stay with each room featuring a DUX Bed. In fact, one room is called the ‘DUX Suite’ and also includes its iconic Jetson Chair. “The Arran Hotel is the first in the UK to feature our products with the full experience. We think that these types of partnerships are great for our brand and also the hotels we partner with,” Kevin said.
“Not only do guests at the hotel get the opportunity to stay in a luxury, high-end bed, more often than not we get enquiries to purchase one for their homes too. Due to our beds having such a long lifespan, hotel partnerships are a great option and we’re currently seeking out locations to expand this in the UK further.”
As Kevin mentioned, the DUX Bed and its unique spring system has been designed to last many years, and is actually guaranteed against breakage for 20 years, but very often lasts beyond 30 years, which boosts its sustainable credentials too, with it being a renewable design. Kevin explained: “The idea behind the renewable design is that the DUX Bed may be the last bed you’ll ever need. Highest-quality materials coupled with over 90+ years of heritage of Swedish craftsmanship result in a bed made to last. Simply put, the longer it lasts, the fewer beds will end up in landfills.”
With the DUX Bed being comprised of customisable components, Pascal is the star of the show. Their patented Cassette System was named in honour of the French physicist and mathematician, Blaise Pascal. A “pascal” is an international unit of measure for pressure, and in DUX’s case, a measure of the precise pressure required by each spring to support a resting body of a particular size, shape and weight.
“Our Pascal system of interchangeable spring cassettes allows you to customise your side of the bed individually. Our goal is to ensure the optimal support and comfort without comprises,” Kevin said. “The cassettes are designed to fit body types and body parts, so they do not only accommodate the difference in weight and height, but in shoulder width, hip density, and musculature. While you may need firmer bed support under your lower back, your partner may need more flexibility to achieve proper spinal alignment.”
The top layer of The DUX Bed can be unzipped to reveal the Pascal system, comprising of six interchangeable spring cassettes that come in various tensions and therefore firmness; three for each side, which can be arranged based on body size, shape and needs. The unique continuous-coil design of the springs, and the specific type of steel used to make them allows DUXIANIA to produce one of the smallest, thinnest and most dynamic springs on the market whilst being incredibly strong. Even the DUX spring line machines are made by the business to maintain their top-secret method of producing this truly unique spring, as well as full control.
Back to benefits for hoteliers, Kevin added: “Due to the configuration of the DUX Bed, it is possible to only dress the top pad and due to the fact you never need to turn a DUX mattress, this has the benefit of saving time along with the wear and tear on the housekeeping staff. Due to the unique component based design, it is also possible to replace individually worn or damaged elements rather than the entire bed saving both money and the environment.”
DUXIANA has partnered up with more than 150 prestigious hotels globally and even offers a discount to guests wanting to take the DUX experience home. “The best way to feel the DUX difference is to experience it overnight,” Kevin said. “DUX beds are at many prestigious international hotels around the world. If you book your stay in one of them and then decide to buy a DUX bed for yourself, we will contribute up to £500 towards your one night stay.
“We have been advising some of the world’s most prestigious hotels about the importance of a good night’s sleep and we want to continue to build relationships with new business partners.”
See DUXIANA on the Big Furniture Show.
