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From Home Furnishing Business
Flex Bedding & E.S. Kluft Announce Venture with DeRUCCI Healthy Sleep
September 15,
2025 by Karen Parrish in Business Strategy, Industry 
Flex Bedding Group, a global leader in the premium bedding segment, together with its North American subsidiary E.S. Kluft & Company, announce a joint venture with DeRUCCI Healthy Sleep Co., Ltd, one of the largest sleep systems companies in China.
The newly established partnership, formalized through a joint venture signed on May 15th, 2025, will operate under the name Luxurious Sleep (Dongguan) Co., Ltd. This initiative blends the expertise of Flex Bedding Group, with ultra-luxury mattress producer E.S. Kluft, and leading Chinese mattress and furniture manufacturer DeRUCCI.
This strategic alliance aims to fill the growing demand for ultra-premium and luxury sleep solutions among China’s affluent consumers by introducing high-end U.S. mattress brands renowned for their craftsmanship and superior quality.
“By integrating the best of Eastern and Western craftsmanship and innovation, Luxurious Sleep (Dongguan) Co., Ltd. is dedicated to delivering world-class sleep products and services for Chinese consumers pursuing a high-end, healthy sleep lifestyle. For the Flex Group and E.S. Kluft, this represents a landmark in our international footprint development,” said Rafael Gonzalez, Flex Group CEO.
A DeRUCCI representative stated that the foundation for this strategic cooperation and brand introduction stems from in-depth insights into the demands of China's high-end sleep market and represents a crucial step in DeRUCCI's strategic goals. Through collaboration with Flex Bedding Group, both parties will leverage their complementary strengths in R&D, manufacturing, channels, and branding to bring world-class ultra-luxury sleep experiences to Chinese consumers.
Additionally, introducing Kluft and Aireloom—two high-end brands with profound historical heritage and superior quality—will further enrich DeRUCCI's high-end product line, catering to the growing domestic demand for premium sleep products.