Mattress supplier Kingsdown, Inc. has opened three additional stores in China, boosting its footprint in the country to 39 stores in 31 cities.
The latest openings include two additional stores in Beijing, taking the city’s total to three, and its first location in Shanghai.
The company said it expects to have 75 stores in 65 cities by the end of the year through its licensing agreement with Chinese bedding producer and retailer Roth Bedding Technology International Ltd.
The two companies joined forces last year, and since then, the partnership has continued to flourish. The latest move solidifies the companies’ growth strategy to have 500 branded stores open throughout China by 2020, Kingsdown officials said.
Building on its partnership with Roth, Kingsdown is growing its branded store network to strengthen its presence in China, taking advantage of the demand for an American brand with a history of luxurious style and hand craftsmanship. The Kingsdown branded stores sell the company’s popular collections along with products designed and developed specifically for the Chinese marketplace, a growing market for mattresses with an annual growth rate of more than 25% in the last five years.
“The reception to the Kingsdown brand in Asia has been incredible with the region’s consumers,” said Frank Hood, President and CEO of Kingsdown. “Our partnership with Roth has been incredible in allowing us to capture China’s luxury mattress consumer. The strategic plan we have in place will solidify Kingsdown as the leading luxury brand in this growing consumer market.
“The future is bright for Kingsdown in China,” added Jie Du, Roth bedding general manager. “Kingsdown’s focus on styling, quality and industry leading sleep research are key characteristics for the discriminating consumer here in China who shows a strong penchant for American-made, high-end products.”
In addition to its growing presence in China, Kingsdown has branded retail showrooms in Vietnam.
Roth Bedding Technology International Ltd. is based in Hong Kong. The company is a leader in distribution platforms and retail, providing both their partners and Chinese consumers a full-service company that offers quality products.