Kingsdown strengthens presence in China

Published on : Friday, September 28, 2018

Marching forward with an ambitious international expansion plan, leading mattress supplier Kingsdown, Inc. will have 83 company branded stores in 58 Chinese cities. It makes Kingsdown one of the largest U.S. bedding manufacturers with retail operations in China, through its ongoing licensing agreement with Asian-based bedding producer and retailer, Roth Bedding Technology, also known as Kingsdown China.


The two companies joined forces in 2015, and since then, the partnership has continued to grow and expand Kingsdown branded stores throughout China. The latest openings include three additional stores in Beijing, taking the city’s total to six, and new locations in Changzhou and Xianyang. The move solidifies the companies’ growth strategy to have 500 branded stores open throughout China by 2020.


Kingsdown is growing its branded store network through a growing partnership with Roth. The strategy is to strengthen the brand’s presence in China, capitalizing on an appetite for the American brand with a history of luxurious style and handcraftsmanship.


The Kingsdown branded stores sell the company’s popular line along with products designed and developed specifically for the Chinese marketplace, a growing market for mattresses with an annual growth rate of more than 25 percent in the last five years.


Frank Hood, president and CEO of Kingsdown, said, “Our business in China is very strong and profitable. The Chinese consumer is attracted to our more luxurious offerings and has helped position Kingsdown at the higher end of the market in the country. We continue to grow our market share with China’s luxury mattress consumer through our strategic plan and partnership with Roth. We’re on target with our continued expansion into this growing market.”


The company’s Asian expansion strategy is in tandem with Kingsdown’s U.S. growth strategy that includes broadening its reach with growing, independent retailers. As the premier, independent national brand, Kingsdown continues to deliver a wide breadth of quality product that allows retailers to differentiate themselves in the bedding marketplace.


Hood added, “Our dual-pronged strategy with our international and domestic growth plans is to continue to deliver great products that help our retail partners stand out in their markets and secure a strong return on their investment in Kingsdown product.”


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