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Uden, the Netherlands, 16 April 2021
Beter Bed Holding outperforms market trends with strong online growth during
mandatory lockdown in Q1 2021
Highlights first quarter:
• Q1 sales amounted to € 48.0 million as a result of mandatory store closures largely offset by strong
growth in online sales and excellent performance in Belgium, Sweden and at DBC.
• Impressive performance of online channel due to ongoing investments; online sales accelerated by
252.4% to € 19.7 million, amounting to 41% of total sales.
• Order book on 31 March amounted to € 18.8 million, up 13.4% versus last year. Like-for-like order
intake decreased by 14.0% over the first quarter mainly as a result of mandatory store closures.
• Since stores have been reopened for ‘shopping by appointment’ (3 March) order intake has grown
by 60.8% over March 2021 compared with a year earlier.
• Well-positioned to benefit from further market growth on the back of increased attention for the
role of sleep in well-being.
John Kruijssen, CEO of Beter Bed Holding, comments:
“We started 2021 with a vast majority of our stores closed, a situation a retailer cannot get used to. The
Group showed its agility by impressively accelerating the online business on the back of a record high
order book, and continuing our growth in New Business. InRetail insights show that we have again
outperformed the market in the Netherlands, while we continued our strong performance in other
January and February were challenging, with 118 stores closed. Nevertheless, we showed an impressive
online performance partially offsetting the loss of order intake and recovering around 80%. From
March, when ‘shopping by appointment’ was allowed, order intake was immediately at pre-COVID
levels, showing an impressive 60.8% growth against 2020. A full recovery of order intake in March and
an even higher order book at the end of Q1 against 2020 was the outcome, putting us in a strong
position when the stores start to reopen again.
The journey continues in ensuring customers can shop and colleagues can work safely at Beter Bed
Holding locations as COVID-19 is still determining our lives and behaviours. At the same time we
continue to further implement our strategy which relentlessly focusses on providing customers with
products and services to improve the quality of sleep, in all markets and circumstances.”
% Growth vs.
LFL sales growth vs.
LFL order intake
growth vs. 2020 Q1
Online sales as %
of total sales
Benelux 40.7 -14.8% -14.9% -20.8% 46.2%
New Business 7.3 11.8% 26.0% 45.5% 11.9%
Total 48.0 -11.7% -10.5% -14.0% 41.0%
Sales 2021 Q1