Royal Auping has been selling its premium designer beds and mattresses in Spain for almost 30 years through a dedicated dealer network. In line with the ambition of the company to bring rest to the world and expanding its network of multibrand stores, the first monobrand Auping Store was opened in Barcelona.
Over the past years the Dutch bed and mattress manufacturer has successfully grown its business in other European markets. The Deventer family business focuses on regions where consumers live who attach importance to their bedroom interior. Spain has always been an interesting market for Auping products, both for its many interior stores and architects who love the typical “Dutch Design” that Auping is famous for, as well as for the large contingent of Northern-European residents who want to have a piece of home-away-from-home in their houses.
Opening an Auping store in the cosmopolitan city of Barcelona therefore is a logical next step, making Auping a prominent part of the rich designer bed scene. The Auping Store is situated in the famous Eixample neighborhood, known for its many design stores and, of course, Gaudí’s Casa Milà which is just around the corner. Situated in Carrer Pau Claris 171, Auping Store Barcelona will serve as the main hub for Auping in the Catalonia region.
Since 2017 Auping has been working in close partnership with IJS Slape, S.L., a furniture distributor originating from the well-known interior design store Mobles Jabss in Manresa, near Barcelona. Together with IJS the network of premium dealers was expanded from 5 to 15 points of sale on the Iberic Peninsula, boosting the brand’s renown and success.
According to Pim Jansen, Manager International Business Development at Royal Auping, the Spanish market for Auping products had been slumbering for some years, despite the success of the brand in the nineties and early two-thousands. “There was all the reason to assume we could revive these good times. We have a strong brand and wonderful products, all we needed was the right partner who we found in Joan Sanchéz and his colleagues at IJS. We aim for opening more Auping Stores in the future in key designer hotspots in Spain and Portugal to further grow our sustainable brand for design lovers in these countries.”