Rendering services to the mattress industry for 30 years, Ersan Madeni has started mattress manufacturing with AE&Premus Betten for Europe.
Ersan Madeni has started mattress manufacturing for Europe with its new brand AE&Premus Betten. Starting with Germany, the brand has an intention to sell to all Europe in a short time. Continuing its operations for 30 years by supplying movable systems for Turkey and a lot of countries, Ersan Madeni has combined its experience with mattresses. Pointing out that they started to manufacture for those who want quality sleep, Aynur Erman, owner of AE&Premus Betten, spoke to Sleep Well about the feedbacks of their customers and gave the details of their success:
How did the Premus brand come out?
What is the story of it? For over 30 years Ersan has been serving in the bedding sector. Before it was in a position of providing and supplying metal parts and accessories of production for large enterprises and organizations. Engaged in the manufacture and sale of finished products like metal bed, nightstand, folding bed, bunkbed. But in 2011 after the start of operation in the Free Zone it made the transition to the production of soft groups. Here professionally continues to produce for the bedding sector. The idea of opening store and to realize in Germany belongs to the owner Aynur Erman. And the brand name Primus in Latin means “ First” “ First Quality” and the A&E logo design consists of Aynur Erman’s initials.
How was the reaction of the sector for this new brand?
They showed a great interest both in brand and product quality and aesthetic design. Every moment we continue to receive positive feedbacks. Due to these improvements and major interest we are very pleased.
What kind of mattresses have you been manufacturing? Can you give us details about your new mattresses?
In this sector we produce different designed orthopedic properties, high level of comfort and providing stylish boxspring and adjustable beds for all age groups; young, adult and advanced age. Multi adjustable boxsprings, motor beds with remote control, pull back and sliding system beds with led lights and tv lift boxbases. Equipped and using with Pocket spring and hygienic fabric beds, viscose foam and gel toppers and smart sleeping systems. Unlike their counterparts in the market the frames and cases including the mechanisms are made of solid metal plate and produced with own style and capability.
Are you planning to sell other countries or regions except Germany where you are already selling?
The adjustable Boxspring Systems were not common in Global Market. But, the boxsprings and Adjustable Bed sector is at a faster growth compared to the normal mattress industry. At the beginning it was much more common and familiar in countries; Holland, Germany, Belgium, Sweden, England and USA. But now we have also customers in Israel, Kenya, Greece, Hungary, Luxembourg and Bosnia and Herzigovina. Especially this high level of comfort Adjustable Boxsprings which are popular in Europe, will spread to other continents over time. Because we can see the results in the local and international fairs which we participate. Now we see demand from the Arab countries, that we asking 3-4 years ago if this was a medical bed. Our aim is to sale the most orthopedic, well style beds all over the World. And to make the brands “Ersan” and “ A&E” in Europe a well known and reliable name. And is to bring our unusual, unique and innovative products to everone.
How do you undertake your R&D studies?
We know the importance of R&D and innovation for a company. And we continue our unremitting efforts in this direction. In R&D activities we usually focus on where we are experienced in metal subjects. We move with the idea of “How we increase the comfort of people” In this respect we carry out the R&D activities. We are making further improvements on our products in accordance with demands from the people in the fair and business trips. For example, now we are carrying out R&D working on a system that people can go or lay more easily on a bed.
What would you say about mattress production in Turkey? Since it is a hygienic product, how should it be properly manufactured?
Sleep culture is not an invention of modern times. Up to this very day its nature is a mystery and we still don’t really understand its function and effect. But, one thing is certain: sleep is very important in our Daily life. At the moment the adjustable beds are not so common in Turkey. But, on the interest we have seen in the local exhibition we can say that for the next 2-3 years also from Turkey we will have much demands. Now, people do not use the bed only for sleeping. When reading a book, watching TV they spend their time in bed. And we have seen in Turkey that Boxsprings and Adjustable beds have also a popularity and interest. Making Dream Beds of top processing quality for people with high expectations. This has been a requirement for top quali – fied adjustable beds. So, in the coming years the adjustable, high comfort beds will replace the normal beds in Turkey, as well as in Europe.
What else would you like to underline?
Our primary goal is to expand Ersan’s and A&E’s market share in the bedding industry and to raise the bar. Rather than the general requirements demand – ed by the sector, make more extraordinary, elite, ergonomic products that provides luxury and comfort level high quality sleep.
