Food
US lifestyle bedding company Bedgear has signed a partnership with Chinese retailer De Rucci Beddings to open more than 500 shops in China over the next five years.
The Bedgear Performance Sleep Shops will offer a personalised customer experience including interactive technology walls. One-on-one consultations will enable shoppers to build up their own individual sleep system starting with the Bedgear Pillow ID, technology that uses a proprietary algorithm to determine the most suitable pillow based on an individual’s sleep position, body type and mattress.
Bedgear CEO Eugene Alletto says the move into China follows the company’s expansion in the US, Australia and Russia.
“I was excited about the power of Bedgear’s performance brand,” says De Rucci president Wang Bingkun. He says he was intrigued by the company’s showrooms in the US with their new way to present bedding to young customers.
Founded in 2009, Bedgear offers patented fabric technologies to deal with heat and moisture to help regulate body temperature and generate a cooler sleep environment.
De Rucci launched in 2004 with a dedication to researching healthy sleep with a holistic offering of research, manufacturing and sales. It has more than 3000 flagship stores in 11 countries including Hong Kong.
