Massindo to sell Kingsdown sleep products in Indonesia
David Perry -- Furniture Today, May 20, 2013
MEBANE, N.C. - Top 10 bedding producer Kingsdown is entering the growing Indonesian market with a licensing deal with the Massindo Group, a large Indonesian mattress and furniture producer.
The move is part of Kingsdown's push to expand its reach in Southeast Asia, officials said.
As part of the new partnership, Massindo plans to open five retail Sleep Centers this year featuring Kingsdown's MySide product line and Bed- Match sleep diagnostic technology.
With 11 manufacturing facilities around Indonesia, the Massindo Group is ready to produce Kingsdown-branded product, the company said.
Massindo already has one factory outfitted with Kingsdown's exclusive Inline Comfort Support Analysis machine, designed to test each finished mattress to ensure it meets strict support standards. That facility is now fully operational and making five innerspring MySide product lines to service the first two Kingsdown stores, which opened this year in Jakarta, Indonesia's capital city.
"Indonesia is a key market for Kingsdown as we continue our growth in Asia, so we're thrilled to be working with the Massindo Group," said Frank Hood, president and CEO of Kingsdown. "As one of the fastest growing bedding manufacturers in the country, it is a great ambassador for our brand. U.S. products and brands are truly prized in Indonesia, and with the science behind MySide, we offer some great points of difference from our competitors, which we believe consumers will appreciate."
Massindo said it will also promote the MySide brand outside of its retail locations. The company will reach consumers by participating in 50 to 60 exhibitions around the country annually, including events in which it will bring the products into luxury shopping malls.
"Right now, the market in Indonesia is flooded with low-end and low-quality mattresses," Hood said. "We're really reaching an underserved market with the introduction of MySide. This is a premium bedding line backed by science that will appeal to the upper and middle classes that are seeing strong growth and increased purchasing power."
The MySide line caters to couples, as it offers two individual sleep zones in one mattress. The dual zones can be made of wrapped coils, foam, gel or latex and are recommended through the BedMatch diagnostic system, officials said.