Kingsdown launches bedMatch system in South Korea

1 min readUpdated Jun 1, 2025Feb 17, 20162:37 AM

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Top 15 U.S. bedding producer Kingsdown announced the debut of its bedMatch system here. Kingsdown plans to use the retail launch as a starting point for further distribution of bedMatch systems, Kingsdown, and Sleep to Live bedding products throughout the region.

Kingsdown licensee Navijam partnered with Rentus, a retailer in Songdo, to launch the first bedMatch system in the country. The majority of the Sleep to Live mattresses on the store’s showroom floor are made in South Korea, with some 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.”

In addition to this South Korean location, Kingsdown is set to open 60 more bedMatch/My Side locations throughout Asia in 2016, the company said.

Navijam, founded in 2011, is a leading mattress manufacturer in South Korea, officials said.

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What this means

Kingsdown's strategic entry into South Korea, combining an innovative technology-driven product with local manufacturing through Navijam, presents a well-calculated move. This approach mitigates import costs and taps into South Korea's high-tech consumer base, a distinct advantage over competitors focusing solely on imported luxury items. While Tiffany & Co. Expanded with a physical cafe in Singapore, Kingsdown's model integrates local production from the outset, potentially offering better price points and agility. The aggressive target of 60 new locations across Asia in 2016 will pressure rivals to accelerate their own technological or localization efforts. The primary risk lies in the rapid scaling of 60 new locations, requiring robust supply chain management and consistent brand messaging. Monitor the actual number of new bedMatch/My Side locations opened by year-end 2016.

Aiko Tanaka

Questions & Answers

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

Kingsdown's licensee Navijam has partnered with Rentus, a retailer located in Songdo, to launch the first bedMatch system in the country. Rentus will show the system in their store.

Will all the Sleep to Live mattresses sold by Rentus be imported from the United States?

No, the majority of the Sleep to Live mattresses displayed on Rentus's showroom floor are produced in South Korea. Only some of the products are imported from the United States.

What are Kingsdown's wider expansion plans for the bedMatch system in Asia?

Kingsdown intends to open an additional 60 bedMatch/My Side locations across Asia during 2016. This expansion follows the initial launch in South Korea as a starting point.

Why did Kingsdown choose South Korea as the starting point for expanding its brand in Asia?

Kingsdown chose South Korea because of the country's focus on technological advancements, high product quality, and styling. The company believes it's the right location for brand growth.

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