SWEDISH DUX IS MORE THAN JUST A BED. IT’S A VEHICLE FOR WELLBEING

by Rudina HOXHA & Jose Pinto

“We take sleep very seriously. We study it. We measure it. We investigate every aspect of it. We’re experts in the mechanics of sleep. We understand the vital role sleep plays in the body’s cycle of healing, growing and rejuvenating,”

We met Saimir Topollari, President of DUXIANA Albanian Operations at Duxiana Showroom in Tirana. Proud of the Swedish brand of beds, which he represents in Albania, Topollari talked about the difference such beds make in the lives of people.

TOPOLLARI TOLD TRAILBLAZING MAGAZINE.

Topollari invites more people to visit the Duxiana Showroom and discover what makes a good sleep. “Come find out for yourself why DUX technology provides the most ergonomically sophisticated, most durable and comfortable handcrafted bed available on the market,” he said. In 1987, DUX introduced the DUXIANA marketing concept in Europe, Great Britain and the United States To date The DUX Bed is available in 28 DUXIANA stores in North America and in over 88 locations worldwide. Topollari highlighted that the customers value the highest quality goods for their bedroom. “ To complement your DUX bed, we offer a selection of the finest linens to help you create your ideal sleep environment,” he said.

Can you tell us about Duxiana and what inspires this Swedish brand?

Originally formed by Efraim Ljung to produce the first innerspring mattresses in Sweden, four generations of this Swedish family have evolved DUX into an international concern with 88 stores worldwide.

“We take sleep very seriously.”

DUX designs are characterized by clean, simple, and contemporary lines with products made from top of the line materials, with the finest Swedish craftsmanship, ergonomic research and engineering.

The DUX trademark has been rated in the top 100 most valuable trademarks in Sweden coming in at number 17. DUX was also the only privately owned company in the top 50.

In 1987, DUX introduced the DUXIANA marketing concept in Europe, Great Britain and the United States. A tightly controlled system, these specialty stores are under license arrangement, and provide exclusive furnishings for the bedroom, with particular emphasis on the DUX bed. Serving as onestop shopping centers for the bedroom, DUXIANA stores offer, in addition to The DUX Bed, the highest quality headboards, linens and down products.

To date The DUX Bed is available in 28 DUXIANA stores in North America and in over 88 locations worldwide. As a fourth generation privately owned company, our only responsibilities are to our customers, the quality and longevity of our product and to the health of the planet. By choosing DUX you are making the environmentally responsible choice.

It’s in our nature and precisely what inspires us.

In what aspects, do the Duxiana products make a difference in the market and how do you test its products?

We take sleep very seriously. We study it. We measure it. We investigate every aspect of it. We’re experts in the mechanics of sleep. We understand the vital role sleep plays in the body’s cycle of healing, growing and rejuvenating. DUX High Performance Sleep Systems are the result of over 90 years of research and development. Our component system is designed to provide an unrivaled level of ergonomic support, to help you experience significantly higher quality sleep.

DUX is more than just a bed. It’s a

Ambassador of Sweden in Albania, H.E. Elsa Hastad with Mr. Henrik Ljung, CEO of Duxiana Posing with Henrik Ljung, CEO of Duxiana

“ We conduct exhaustive research into new materials and techniques .”

vehicle for wellbeing. The DUX Bed is about deep sleep. That’s the only time when your body can repair, rebuild and restore itself. Not when you’re asleep — but when you’re in deep sleep.

In an independent sleep study conducted by the Karolinska Institute of Sweden, the sleep patterns of individuals using a variety of innerspring mattresses were measured using an EEG to record the electrical activity in the cerebral cortex of the brain. The study demonstrated that DUX users not only reached the Deep Sleep stage of sleep faster, but remained there longer. This is especially beneficial since it is during Deep Sleep that the body and immune system recovers and repairs itself.

* BRL, 1985, 1989 (Bed Research Laboratory, Associate Professor Evert Knutsson, Associate Professor Sven Engdahl) We take innovation seriously. We don’t change the color of our ticking and call it innovation. We conduct exhaustive research into new materials and techniques - sometimes for years - before incorporating them into our products. As a result, our upgrades are measurable and verifiable before ever hitting the market. Our beds have been thoroughly vetted and tested - by the scientific community, but more importantly, by four generations of customers worldwide. Our technology is one that works, and we have the history to prove it.

What types of Dux beds and accessories are most demanded in Albania and region?

Our customers value the highest quality goods for their bedroom. To complement your DUX bed, we offer a selection of the finest linens to help you create your ideal sleep environment. And for those finishing touches we also offer the finest selection of luxury bed accessories including bed skirts and base covers. DUXIANA has a large selection of colors to choose from to match any décor. An important component of any bedroom is the presence of down products. Down is nature’s finest insulator. The same exacting standards we uphold in the production of our luxury beds extend through our complete line of down products. Coupling high quality down with excellent design and workmanship, we achieve a product that will add to the warmth and comfort of your sleep environment. And of course, the pillow plays an integral role in the way in which you sleep. The right neck support

“ An important component of any bedroom is the presence of down products .”

is vital to the proper alignment of your spine. With the purchase of a new bed it is always a good idea to reassess the firmness of your pillows.

Any offer for Christmas and New Year from Duxiana?

Of course, enough for you to spend a few minutes visiting our showroom close to the grand lake of Tirana. More than the monetary aspect of it, we believe that such a visit will serve as a great investment into your search for a great night’s sleep regardless if you plan to make a change soon or sometime in the future. Come find out for yourself why DUX technology provides the most ergonomically sophisticated, most durable and comfortable handcrafted bed available on the market.

Do you intend to expand Duxiana in the future?

We’re always looking to expand the brand in new markets such as Kosova, North Macedonia, Bulgaria, Rumania and so on, given that we find the right people that share our love for the environment and high quality products.

Mr. Topollari in the Duxiana shop in Porto, Portugal