From Home Furnishing Business
Wickline Eyes China for Sleep Therapy Stores
Wickline Bedding plans to open 300 Sleep Therapy branded stores in China by the end of 2017.
The bedding producer’s American-made Sleep Therapy line will be the sole product sold in the retail stores. The company’s plan calls for 30 Sleep Therapy stores in China by the end of the first quarter. Those stores will be followed by a systematic rollout that calls for 100 stores by the end of the year, and and another 100 stores by the end of 2016.
“We estimate at this point that we will have a total of 300 store openings throughout China by the end of 2017,” said Ed Scott, president of Wickline. “If the average higher end mattress store sells an estimated $1 million per retail store in a year, this could mean a run-rate of $300 million in Sleep Therapy retail sales in China by the end of 2017.”
Scott said the growing Chinese market is lucrative.
“The appetite for American-Made products is growing,” he said. “We are currently shipping several containers a month to China, where the mattresses are sold in Sleep Therapy branded stores.”
The stores will feature three lines offered by Sleep Therapy with six introductory and mainline mattresses, including the company’s kids’ line priced to retail between $899 and $1,399 for queen.