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E.S. Kluft Opens 3 Stores in China
October 3,
2011 by in UnCategorized 
By Home Furnishings Business in Bedding on October 4, 2011
Luxury bedding maker E. S. Kluft & Co. has partnered with Eternal Sleep Ltd. to open three retail locations in China.
The locations, two in Shanghai and one in Beijing, are the first stores for Eternal Sleep, best known as a major Chinese supplier of mattresses to five-star hotels. Those locations exclusively will sell Kluft's Aireloom mattress brand. Pricing for range from $3,500 to 50,000.
"The Chinese demand for American-made luxury products is on the rise," said Earl Kluft, president and CEO of E.S. Kluft & Co., Rancho Cucamonga, Calif. "This entry into China is a very exciting for us, and we are confident that we found the right partner. Eternal Sleep Limited understands the Aireloom and Kluft brands, and knows how to promote the luxury concept to the Chinese consumer, making them our perfect partner."
Over the next few years Kluft and Eternal Sleep plan to expand into every major first-tier and second-tier city in China including, Shenzhen, Guangzhou, Shenyang and Chongqing.
Klufts confidence in a high-growth opportunity in China is backed by research that forecasts China's consumption of luxury goods to grow by 18 percent annually to about $27.51 billion by 2015, from about $12.23 billion in 2010, according to McKinsey & Co, a Shanghai consultancy firm that advises on China consumer retail practices.
"As the venture launches, the products will be manufactured in our California plant and exported to China," said Kluft. "Within a year there will be an Aireloom factory in both Shanghai and Beijing."
Kluft also has licensed the its brands in countries,including Australia, Indonesia, Mexico, New Zealand and Singapore.