Kingsdown partners with China's Airland

David Perry -- Furniture Today, December 3, 2012

MEBANE, N.C. - Top 10 bedding producer Kingsdown, aiming to continue its international expansion, has partnered with Airland, a family owned Chinese bedding producer and retailer, to introduce Kingsdown mattresses in China.
     Kingsdown's entrance into China with Hong Kong-based Airland will bring the company's My Side and bedMatch sleep diagnostic technology to 35 stores in the first year and is targeted to major markets across the country.
     Airland also will participate in product development with Kingsdown, with all products tested and certified by Kingsdown's Sleep to Live Institute.
     "This entry into China is very exciting for us, and we are confident that we found the right partner," said Kingsdown President and CEO Frank Hood. "Airland understands the My Side product and the value of the Sleep to Live Institute's scientific research, which sets us apart from the competition. With its large emerging middle class and the demand for American- designed product, we are entering China at the optimal time and we expect accelerated growth in this market."
     Kingsdown also signed a licensing deal in the Middle East with Symbol Mattress Industries LLC. Seven stores offering both My Side and bedMatch opened in July in the United Arab Emirates and Oman.
     Symbol said it plans a future expansion into other countries in the Persian Gulf area, including Saudi Arabia and Kuwait.
     It also renewed a successful licensing agreement in Malaysia that originated in 2010 with Sweet Dreams, which will have 45 stores featuring My Side and bedMatch products by the end of the year.
     The Sleep to Live Institute's signature product, MySide, caters to couples and features two individual sleep zones in one mattress. The dual zones can be foam, gel or latex and are recommended through the bed- Match diagnostic system.
     Kingsdown's products are sold in more than 20 countries.