"Business acquisition by 'Ascon' group has been successfully finalized"
In the bustling world of home and bedding products, one Russian company is making waves - the Askona Group. The company, which already holds the title of the largest producer and retailer of home and bedding products in Russia, is now setting its sights on the competitive mattress market.
The Askona Group, with its headquarters in Russia, operates under the brands "Askona," Hilding Anders, and King Koil. The group boasts an impressive workforce of over 9,300 people, spread across 10 production facilities located in Kovrov, Vladimir, and Novosibirsk.
In a strategic move, the Askona Group is focusing on expanding its product line to include mattresses. This decision comes after the departure of Hilding Anders from the Russian market in 2023, due to Western sanctions. The departure of Hilding Anders, a significant player in the global mattress market, has created a void that Askona is eager to fill.
Vladimir Sedov, the founder of Askona Group, purchased 73% of the company's shares from Hilding Anders in 2025, at a price of 1.2 billion rubles. This acquisition has given Askona a strategic advantage, as it now owns the rights to the Hilding Anders brand in Russia.
The Askona Group's net profit tripled in 2024 to 1.1 billion rubles, according to Forbes, which also ranked Askona as one of the top 3 most profitable franchises in Russia in 2024. This financial success is a testament to the company's strong performance and its potential in the mattress market.
Askona is not just aiming to increase its presence in the market; it's targeting IKEA's market share. The "Askona" mattress is positioning itself to compete directly with IKEA's offerings. The Askona Group is seeking to offer competitive products that cater to the diverse needs of Russian consumers.
With a trading network of 949 salons and stores in 230 cities across Russia, Askona is well-positioned to reach a wide audience. The company's expansion into the mattress market is a strategic move that could potentially shake up the industry in Russia.
As the Askona Group continues to grow and evolve, it's an exciting time for consumers in the Russian market. With more options on the horizon, the race to become the top mattress provider is heating up. Stay tuned for more updates as Askona takes on the challenge.
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