Kingsdown Debuts First Bedmatch System In South Korea

1 min readUpdated Feb 23, 2016Feb 23, 20166:56 AM

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Kingsdown, an employee-owned mattress manufacturer, announced recently that it has debuted its first bedMATCH system in Songdo, South Korea. Kingsdown is one of the largest U.S. manufacturers selling product in Asia, and plans to use this program as a launching starting point for further distribution of bedMATCH systems, Kingsdown and Sleep to Live bedding products throughout the region.

Partnering with Kingsdown licensee, Navijam, Inc, the South Korea store is the first in the country to feature the patented bedMATCH diagnostic system to enhance the way consumers shop for mattresses. The majority of the Sleep to Live mattresses on the store’s showroom floor are made in South Korea with additional products being imported from the United States.

“Looking to grow our brand in Asia, we are confident that South Korea is the right location due to their focus on advancements in technology, product quality and styling,” said Kingsdown President and CEO Frank Hood. “As Kingsdown continues to expand we have seen great success and growth abroad through our innovations in sleep technology. We have also found a partner that not only believes in our product but also shares our company’s vision of providing retailers and their consumers with high quality products from an internationally respected brand.”

bedMATCH uses 18 statistical measurements along with thousands of calculations to assist the customer in determining the best mattress option for their specific body type. In addition to this South Korean location, Kingsdown is also set to open 60 additional bedMATCH/My Side locations throughout Asia in 2016.

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What this means

Kingsdown's debut of its bedMATCH system in South Korea is a deliberate step, capitalising on the market's tech-savvy consumer base to differentiate its offering. This unique diagnostic approach should resonate well, providing a clear competitive edge over standard mattress retailers. The company's plan for 60 additional bedMATCH/My Side locations across Asia in 2016 indicates aggressive expansion, similar to Panpuri's planned 16-store Asian push. This growth could pressure traditional bedding retailers unable to offer comparable personalised shopping experiences. The main risk lies in rapid expansion diluting brand focus if partner quality varies, but the initial South Korean launch is a strong indicator of future success. We will monitor the actual number of new store openings by the end of 2016.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What is the purpose of the bedMATCH system that Kingsdown has introduced in South Korea?

The bedMATCH system uses 18 statistical measurements and thousands of calculations to help customers find the best mattress for their specific body type. This aims to enhance the way consumers shop for mattresses in the store.

Which company is Kingsdown partnering with to introduce the bedMATCH system in South Korea?

Kingsdown is partnering with its licensee, Navijam, Inc., for this venture in South Korea. This collaboration supports the introduction of the bedMATCH diagnostic system in the country.

Where are the Sleep to Live mattresses sold in the South Korean store manufactured?

The majority of the Sleep to Live mattresses available in the South Korean store are manufactured locally. Additional products are imported directly from the United States to supplement the range.

Does Kingsdown plan to expand the bedMATCH system further in Asia beyond this initial South Korean location?

Yes, Kingsdown plans significant expansion beyond South Korea, with 60 additional bedMATCH/My Side locations set to open across Asia in 2016. This is part of a broader strategy to grow their brand in the region.

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