Therapedic line debuts in Thailand
By David Perry -- Furniture Today, September 8, 2003
Bangkok, Thailand — With ballet dancers providing a flourish, Bangkok Home Plus, Therapedic International's licensee here, launched the Ther-A-Flex foam-encased innerspring line at two of its major Thailand retailers.
The timing coincided with the visit of Michael Pino, president of Therapedic International. Therapedic Thailand's launch included three Ther-A-Flex models: Chiropractix, Theramedix and Ergonomix, all with "independent support" coil units designed to prevent partner disturbance.
"Bangkok Home Plus has only been manufacturing mattresses for two years and Therapedic brand sleep products for over a year," noted Pino. "Veera Utenpitak, general manager, and Anusorn Promvaranont, deputy managing director, have successfully assembled a quality line with Ther-A-Flex, guaranteed to increase retailer profitability and consumer satisfaction. The proof is in the deep market penetration of their Back-Sense line launched a year ago."
Event launches were held at two large retailers in the Bangkok area, Home Pro and Robinson's Department Store. Each launch featured four ballet dancers who performed to contemporary music alongside and atop each model, creating an aura of freedom, supporting the Ther-A-Flex tag line, "The Freedom Of Ultimate Support."
"This event is a model of how to launch a new product," Pino said. "The technique to parallel freedom, comfort and luxury through the ballet dancers was perfectly orchestrated and immediately created a product desire among all attendees. To say it was a success is an understatement."
Pino also toured Therapedic Thailand's factory and presented the licensee with the company's Quality Construction Award certification.
