King Koil recently signed a license agreement with Bangkok-based King Koil Co., Ltd (known as King Koil Thailand) to manufacture, distribute and sell King Koil products throughout Thailand. The move strengthens King Koil’s considerable presence in Southeast Asia, giving the company a foothold in one of the region’s most important markets.
King Koil Thailand is an affiliate of Sleepwell Industries Co., Ltd, an established name in Thailand that sells mattresses and bedding products under the Dream Master brand. Under terms of the license agreement, King Koil Thailand will sell King Koil branded products in its company-owned retail stores and through a network of retailers, dealers and distributors.
“Thailand is one of Asia’s most important economies. It was important for King Koil to have a foothold there. We couldn’t be more delighted with our new partnership with King Koil Thailand,” said David Binke, King Koil’s chief executive officer. “We looked at a few opportunities to form a partnership in Thailand, and King Koil Thailand stood out because of their significant expertise in manufacturing, distributing and selling mattresses and more importantly, their very tangible passion for the King Koil brand.”
“We believe that the Thai market has considerable potential in the mattress/bedding space and King Koil will be an attractive choice for Thai consumers,” said Roger Chokwonganun, director of King Koil Thailand. “King Koil is a brand with a long heritage and will be a natural fit for our group’s businesses. We have ambitious plans to grow the brand rapidly over the next years.”
This new King Koil licensee adds to the company’s already strong presence in Southeast Asia, where it has licensees in Singapore, Vietnam, Philippines, Indonesia and Malaysia.
The move also enhances King Koil’s two-pronged manufacturing strategy of maintaining a network of licensees outside the United States while using a direct manufacturing model domestically.
About King Koil: A leading global mattress manufacturer, King Koil supports more than 30 licensees in more than 90 countries where King Koil mattresses are manufactured and sold. Headquartered in the Chicago suburb of Willowbrook, Illinois, the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minn. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born.