Stylution ready to hit U.S.
By David Perry -- Furniture Today, May 22, 2005
Barrington, Ill. — Stylution USA, the marketer of a line of Chinese-made innerspring mattresses, is poised to make a strong entry into the United States.
That is the assessment of Ed Scott, the 25-year bedding veteran who is CEO and president of the U.S. marketing arm. It is part of Stylution International, a major producer of mattresses, upholstery and case goods based in Dongguan, China. That company is headed by Jack Chen, who is also a Restonic licensee in the Far East.
The Stylution line, which will debut at the Las Vegas furniture market this summer in temporary space operated by the World Market Center, got a good reception from more than a dozen U.S. retailers who saw the company's offerings in Dongguan in March.
"The response was overwhelmingly positive," Scott said. "The retailers who saw our products and lay down on our products felt that they were best suited to the U.S. in style, feel and value versus other beds that are being produced in China."
The innerspring line will retail from about $599 to $1,699 in queen. Retailers who make significant volume commitments will be offered "doorbuster promotional products," Scott said.
He estimated that the Stylution line offers values that are up to 30% better than those of domestically produced bedding lines. The company produces its own springs in China and offers all major types of innerspring units.
Stylution plans to open a showroom and office in the Chicago area by next month, according to Scott, who was most recently president of Top 12 bedding producer Restonic. He said shipments to the United States will begin in August.
Scott's partner in this venture, Jack Chen, is a well-known figure in the Asian furniture and bedding industries.
"The core competencies of Stylution are innovation, technology, value and function," Chen said during a recent visit to the U.S. "And we are a vertically integrated manufacturer of mattresses, which makes us different from U.S. bedding manufacturers."
Trained as an engineer, Chen has applied his knowledge of steel and coil technology to the mattress industry, in which he said he has been working for 32 years. "Jack has used that knowledge to develop some unique bedding coils," Scott noted.
The company's initial showing in Las Vegas will include mostly innerspring models, which will be compressed for shipment to the U.S. using Stylution's proprietary packaging technology. Stylution also will show a visco-elastic foam mattress in Las Vegas, Scott said.
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Stylution ready to hit U.S.
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