Kingsdown enters Brazil, teaming up with Euroflex
David Perry -- Furniture Today, August 5, 2013
RIO DE JANEIRO - Top 15 U.S. bedding producer Kingsdown has launched a new partnership with Brazilian bedding producer Euroflex and has made its first entry into the South American market.
Euroflex has created a premium mattress line known as the Kingsdown Vintage Collection, now being sold at 20 of the company's Euro Colchoes stores in Rio de Janeiro.
"Brazil is a market that simply makes sense for us," said Frank Hood, CEO of Mebane, N.C.-based Kingsdown. "It's one of the world's largest emerging economies with a growing middle and upper class hungry for quality, U.S.-branded goods. The world is watching Brazil, and as it's poised for tremendous growth, we wanted to get in at the ground floor. This is also an entrée into a new continent. As we see success in Brazil, we'll expand further into South America - after all, it's right on our doorstep!"
Euroflex opened its first Euro Colchoes stores in 2005, specializing in high-quality mattresses and sleep accessories with a focus on creating a collection of prestigious brands, officials said.
Together, Euroflex and Kingsdown developed a custom mattress collection to cater to Euro Colchoes' highend clientele. The new line, called the Vintage Collection, includes four mattress models, the Diamond, Platinum, Imperial and Legacy. This hybrid mattress collection features encased coils, high performance foams, latex and a Belgian stretch-knit fabric for the cover.
"EuroFlex saw a gap in the marketplace and really wanted to add a heritage brand hailing from the United States to its showroom floors," Hood said. "The results of our joint product development have been tremendous. Consumers are responding very positively to the Vintage Collection. EuroFlex is a real differentiator in the marketplace, dedicated to talking about the impact sleep has on health and wellness, while only offering consumers high-quality product. Those shared values really moved this partnership forward."
The Vintage Collection is manufactured in Brazil. EuroFlex has outfitted its factory with Kingsdown's Inline Comfort Support Analysis machine, designed to test each finished mattress to ensure it meets strict support standards.
Kingsdown has been aggressively expanding internationally in the past 12 months, launching partnerships in China and Indonesia as well as the United Arab Emirates and Oman in the Gulf Cooperation Council countries. The company also renewed a successful licensing agreement in Malaysia, which originated in 2010.