Sleep Therapy Brings American-Made Mattresses to China
For consumers specifically looking for “eco-friendly” or “green” mattresses, the four-bed Natural Therapy line features a 100% certified organic mattress cover, made from a cotton that has achieved both GOTS and Textile Exchange OSC 100 certification. The company also manufacturers a youth
premium line called Simply Kids from the Mak- ers of Sleep Therapy. This collection features foam-encased verticoil, pocket coil and an all-foam gel mattress, all with removable engi- neered zippered covers from Inoffa for cleaning. “By offering American-Made Sleep Ther-
By Christopher Schriever After successfully marketing its products in the Asia-Pacific region for the past three years, Wickline Bedding is expanding the market reach of its Sleep Therapy brand full-force into China in 2015. Comprised of three introductory to mid-range lines, Sleep Therapy offers a wide selection of products that range in retail from $899 to $1,399. Boasting a slogan of “where advanced technology meets comfort,” Wickline Bed- ding recently introduced Sleep Therapy prod- ucts to the Singapore and Mainland Chinese markets and in Dubai and Kuwait where con- sumer demand for quality-made American goods has driven the brand to unprecedented growth possibilities.
“In the past four years I’ve seen some very significant changes creating opportunities for US products in Asia,” explained Ed Scott, president of Wickline Bedding. “The United States has improved its cost competitive- ness compared with China. We are now able to offer higher brand value at the same price points as our Chinese-made competitors.” With statistical reports showing that China’s population represents one-fifth of the people
22 BEDROOM / Spring 2015
in the entire world, Chinese consumers repre- sent a huge marketing opportunity for com- panies willing to offer authentic, higher quality products to the country’s increasingly affluent middle class. Recent research also confirms that these consumers are aware of supe- rior quality, non-toxic, high performance mat- tresses imported from the US, and are willing to pay premium prices for mattresses offering a high degree of satisfaction over the life of the mattress. “These studies
indicate that discerning
Chinese consumers are willing to pay prices that range from about 10 percent up to al- most 80 per cent higher in the categories that were tested,” Scott said.
Sleep Therapy utilizes a uniquely zoned pocket spring technology in its mattresses, featuring micro fiber technology and state of the art textiles to add cooling layers nearest the sleeping surface for advanced comfort. All of Sleep Therapy’s foams are certified by CertiPUR-US, guaranteeing that they are made without ozone depleters, PBDE flame retardants, mercury, lead or Phalates that are regulated by the US Consumer Product Safe- ty Commission (CPSC.)
apy, Chinese consumers will get the ben- efits of our superior mattress components such as certified CertiPUR-US foams, first generation steel, performance fabrics and American hand craftsmanship,” Scott ex- plained. “There is no chance that we will produce a “fake” product or make claims that are not there. We place law tags and origin authenticity on every mattress ac- cording to US regulations. Even though our beds are sold in China, they are made here in America, and we are very clear about all claims made for our materials, the process- es and the finished features and benefits of- fered by Sleep Therapy beds.” At the current rate of store openings, Scott
projects there will be 30 Sleep Therapy Stores open by the first quarter of 2015, selling three different American-Made lines under the Sleep Therapy label. Based on past experi- ence and anticipated successful consumer reaction, there will be a total of 100 stores opened by end of the year 2015, and another 100 stores opened in 2016 and again in 2017. “We estimate at this point that we will have a total of 300 store openings throughout China by the end of 2017,” Scott said. “If the average higher end mattress store sells an estimated $1 million USD per retail store in a year, this could mean a run-rate of $300 mil- lion USD in Sleep Therapy retail sales in China by the end of 2017.” Visit
sleeptherapymatt.com.
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