Deventer, 11 May 2010 - Royal Auping bv has been voted the most reliable bed brand in the Netherlands for the fourth year in succession. This is the result of the Readers Digest ‘Trusted Brands 2010' Reader Survey. In total, 32,163 respondents from sixteen European countries took part in the survey, including 2,106 Dutch respondents.

With 35.5%, Auping is well ahead of numbers two and three, Beter Bed (20.3%) and IKEA (6.3%). Among other things, the survey considered the quality, the price/quality ratio and the degree to which the brand meets consumer needs. On all these ‘trust factors', Auping was the highest scorer among the bed brands.

Dutch quality
Auping was founded in Deventer in 1888 by Johannes Auping. The independent Dutch company still uses its four Dutch factories for its bed production. "In difficult economic times, consumers particularly want reliable brands," says Marjan Reitsma, communications manager at Auping. "We are delighted that they recognise Auping as a brand which offers consistent Dutch quality at a good price and which listens to what customers want. Furthermore, our ‘Royal' predicate gives the consumer even more confidence."  

About the survey
The ‘Trusted Brands 2010' survey is the tenth edition of this reader survey conducted by Readers Digest. The survey gives a picture of consumer trust in brands divided into twenty categories, such as ‘car', ‘bank' and ‘detergent'. In the Netherlands, eighteen local categories were added, including the category ‘bed'.