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Kingsdown Has 1st Indonesian Licensee
By Home Furnishings Business in Bedding on May 15, 2013
Bedding major Kingsdown has a new licensing deal with the Massindo Group, a leading Indonesian mattress and furniture manufacturer.
The move marks Kingsdowns first entry into Indonesia.
The partnership plans to open five retail Sleep Centers this year featuring Kingsdowns 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 Kingsdowns exclusive Inline Comfort Support Analysis 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 Indonesias capital city, Jakarta.
Indonesia is a key market for Kingsdown as we continue our growth in Asia, so were 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.
Massindo also will 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, said Hood. "Were 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."