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Sonja Kapetanović, Marketing Director, Schlarafia

Quality Is An Issue Of Setting High Standards

Schlarafia is the region’s leading brand for premium sleeping equipment and is unique thanks to its specific fusion of traditional craftsmanship and modern technologies, the result of which is pioneering innovative solutions and partnerships with eminent innovators from the EU and the U.S.

Although we are satisfied with our stable annual growth of around 15%, expanding beyond the confines of the region is a logical continuation of the story that started in a backyard in Čubura way back in 1934 ~ announces a proud Sonja Kapetanović.

Given that the average person spends a third of their life sleeping, or approximately 25 years, the importance of a good mattress is clear. What represents a good mattress? It would seem that you, at Schlarafia, discovered that formula almost 90 years ago…

We have spent almost a century dealing with the making and improving of our mattresses.

We have spent the past decade dedicated to innovation and acquiring knowledge from a broad spectrum of scientific disciplines that encompass relevant evidence from the fields of medicine, neuroscience, immunology and biochemistry, hygienic sustainability, the technology of materials and their sleep applications – which represent a phenomenon that’s still intriguing. Given all the known aspects of a high-quality bed, the recipe to make a good mattress seems simple: it is a combination of selected, highquality materials produced with special craftsmanship according to a recipe based on knowledge acquired over decades. It should be noted that quality is an issue of setting high standards, but comfort is an individual element, which is why our offer is personalised to cater to the needs of each customer.

Quality is an issue of setting high standards, but comfort is an individual element, which is why our offer is personalised to cater to the needs of each customer

Your customers were initially mostly professional upholsterers and furniture manufacturers, while today your network of retail outlets covers all major cities in Serbia, while you also furnish high-class hotels… Who actually buys Schlarafia mattresses?

It was a long time ago that we positioned ourselves among our clients and took over a narrow and very specific segment. Our users have two striking characteristics: a pronounced appreciation for the culture of living and a high level of awareness that ensures they’re informed. There is practically no difference between the profiles of our B2B and B2C customers: those who demand high standards in their personal bedding transfer this to their tourist facilities.

Your growth is stable, and even large for our conditions, totalling around 15% annually, while you are planning to increase that percentage by 2025. Are you count on conquering additional foreign markets?

Although we are satisfied with our growth to date, we consider that there are many factors that could further catalyse it, and many of those are a result of our many decades of work and our consistency in not compromising on the quality of not only our products, but also our services. Schlarafia is the region’s leading premium segment sleeping equipment brand, which is unique due to its specific fusion of traditional craftsmanship and modern technologies, which has resulted not only in a patent issued by the Intellectual Property Office, but also in pioneering innovative solutions and partnerships with eminent innovators from the EU and the U.S. Taking into consideration the trends of consumer habits on the domestic market and the insufficient offer of creative solutions on the markets of surrounding countries, expanding beyond the confines of the region is a logical continuation of the story that began in a backyard in Belgrade’s Čubura neighbourhood way back in 1934.

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