Kingsdown Expands Presence In Asia With First Indonesian Licensee

Furniture World News Desk on 5/19/2013

Interior of Indonesian store.


Expanding its reach in Southeast Asia, top 10 bedding producer Kingsdown Inc. announced it launched a new licensing deal with the Massindo Group, a leading Indonesian mattress and furniture manufacturer. This move marks Kingsdown’s first entry into Indonesia.

With this partnership, plans are in place to open five retail “Sleep Centers” this year featuring Kingsdown’s MySide® product line and bedMATCH™ sleep diagnostic technology. With 11 state-of-the-art manufacturing facilities in different cities in Indonesia, Massindo Group is fully equipped to produce Kingsdown branded product. Massindo already has one factory outfitted with Kingsdown’s exclusive Inline Comfort Support Analysis (ICSA) 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 its first two Kingsdown retail locations, which opened this year in Indonesia’s capital city, Jakarta.

“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. As one of the fastest growing bedding manufacturers in the country, it is a great ambassador for our brand,” said Kingsdown President and CEO Frank Hood. “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.”

Taking its marketing strategy beyond the showroom, Massindo will also promote MySide outside of its retail locations. The company will reach consumers by participating in 50 to 60 exhibitions throughout the country annually, which includes bringing the product into luxury shopping malls for special events.

“Right now, the market in Indonesia is flooded with low-end and low-quality mattresses. 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,” said Hood.

The Sleep to Live Institute’s signature product, MySide, caters to couples -- boasting two individual sleep zones in one mattress. The dual zones can be comprised of wrapped coils, foam, gel, or latex and are recommended through the bedMATCH diagnostic system. bedMATCH uses 18 statistical measurements and 1,000 calculations to help consumers pick the best mattress for their body type.

About Kingsdown: Kingsdown, Inc. founded in 1904 and headquartered in Mebane, North Carolina, USA is a manufacturer of premium mattress systems serving leading retailers across the United States and in more than 20 countries. Each product is manufactured using handcrafted techniques combined with state‐of‐the‐art research, materials and equipment. Research and development, training and distribution facilities, as well as two manufacturing facilities, are also headquartered in Mebane.
 
International offices are located in Tokyo, Japan and Melbourne, Australia. Additional manufacturing and distribution centers are located in Winchester, VA; Muskogee, OK; Lakeland, FL; Stockton, CA; Toronto, Calgary, and Vancouver, Canada; Leicestershire, England; Tuscany, Italy; Istanbul, Turkey; Dubai, United Arab Emirates; Rio de Janeiro, Brazil; Kuala Lumpur, Malaysia; Jakarta, Indonesia; Shenzhen, China; Melbourne, Brisbane and Perth, Australia. For more information, visit www.kingsdown.com.