E.S. Kluft Sees Success Selling Luxury Products in Mexico
E.S. Kluft & Co. has completed its first year of sales in Mexico with a strong showing, most notably placing product in the country’s two most prominent upscale department stores, Liverpool and El Palacio de Hierro.
For this venture, Kluft partnered with Colchones Atlas, the largest seller of mattresses in Mexico, and now manufacturing both E.S. Kluft & Co. and Aireloom brand mattresses at its Toluca facility outside of Mexico City.
“Our first year in Mexico has been very exciting for us and we’re confident we found the right partner. I have a long personal history with the principals of the company, and it’s their dedication to excellence and impeccable craftsmanship that brought us together. That coupled with an ability to promote the luxury sleep experience to major retailers in the upscale Mexican marketplace has made them a profitable partner,” said E.S. Kluft & Company President and CEO Earl Kluft.
In just one year, Kluft and Aireloom products have seen broad distribution and the brands are now available at two of the country’s most luxurious and well-known retailers. Liverpool operates the largest chain of department stores in the nation with 85 locations while El Palacio de Hierro is rapidly expanding across Mexico and actively adding luxury labels to its stores. Several other smaller, successful mattress retailers are also carrying the brands.
“Mexico’s increasingly stable economy has sparked a demand for extravagant goods. For the luxury consumer, this means fewer shoppers will need to travel to the United States to get the products they desire. They can experience and buy American-style luxury at home. We’ve strategically priced our collections for Mexico so that the aspiring luxury consumers making up the growing middle class may also own an Aireloom,” said Kluft. “Mexico may not be growing at the same pace as China, India or Brazil, but getting in at the ground floor now means we’ll be firmly implanted when it does. We are layering and growing our business in a very strategic way.”
Mexico is Latin America’s second-biggest marketplace, and Kluft’s confidence that it provides a high-growth opportunity is backed by research that shows the market is poised to grow sharply in coming years due to an expanding middle class. AC Nielsen estimates that Mexico will have 6.4 million people with annual incomes over $60,000 US dollars by 2030.
The pricing for Kluft and Aireloom products in Mexico is $2,000 to $4,000 US dollars.
For more information, visit www.kluftmattress.com and www.aireloom.com.
About E.S Kluft & Co.: In 2004, third-generation mattress maker Earl Kluft founded E. S. Kluft & Co., a luxury bedding company. Kluft’s Aireloom® designs offer artisanal quality and legacy features such as hand-tied coils and hand side-stitching. Kluft lines feature the most advanced patented conforming designs and technologies available in the world, as well as the highest quality materials, such as American made natural Talalay® latex, airegelle™ technology, bio-based foams, natural and eco-friendly fibers, English nested coils, New Zealand Joma wool as well as Belgian jersey knits and damask fabrics. Kluft’s flagship factory is located in Rancho Cucamonga, CA and in 2012 the company added a state-of-the-art East Coast facility in Hazelton, PA. Aireloom and Kluft products are available in more than 350 select U.S. retailers and internationally.