Kingsdown Enters South American Market with Brazilian Partnership

Kingsdown Brazil store exteriorKingsdown, Inc. has launched a new partnership with Brazilian bedding producer Euroflex, in which it has created a premium custom mattress line known as the Kingsdown Vintage Collection, now being sold at 20 of the company’s Euro Colchoes stores in Rio de Janeiro. The move marks Kingsdown’s first entry into South America.

“Brazil is a market that simply makes sense for us. It’s one of the world’s largest emerging economies with a growing middle and upper class hungry for quality, U.S. branded goods. The world is watching Brazil, and as it’s poised for tremendous growth, we wanted to get in at the ground floor,” said Kingsdown President and CEO Frank Hood. “This is also an entrée into a new continent. As we see success in Brazil, we’ll expand further into South America – after all, it’s right on our doorstep!”

Euroflex opened its first Euro Colchoes stores in 2005, specializing in high-quality mattresses and sleep accessories with a focus on creating a collection of prestigious brands. Together, Euroflex and Kingsdown developed a custom mattress collection to cater to Euro Colchoes’ high-end clientele. The new line, dubbed the “Vintage Collection,” includes four mattress models known as the Diamond, Platinum, Imperial and Legacy. This hybrid mattress collection features premium materials including pocketed springs, high performance foams, latex and a Belgian stretch-knit fabric for the ticking.

“EuroFlex saw a gap in the marketplace and really wanted to add a heritage brand hailing from the United States to its showroom floors. The results of our joint product development have been tremendous. Consumers are responding very positively to the Vintage Collection,” said Hood. “EuroFlex is a real differentiator in the marketplace, dedicated to talking about the impact sleep has on health and wellness, while only offering consumers high-quality product. Those shared values really moved this partnership forward.”

The Vintage Collection is currently being manufactured in Brazil. EuroFlex has already outfitted its factory with Kingsdown’s exclusive Inline Comfort Support Analysis (ICSA) machine designed to test each finished mattress to ensure it meets strict support standards. The new line is now sold in 20 Rio de Janeiro stores, with plans to expand into Sao Paulo and other cities in the future.

Kingsdown has been aggressively expanding oversees in the past 12 months, having launched partnerships in China and Indonesia as well as the United Arab Emirates and Oman in the Gulf Cooperation Council (GCC) countries. The company also renewed a successful licensing agreement in Malaysia, which originated in 2010.

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About Kingsdown: Kingsdown, Inc. founded in 1904 and headquartered in Mebane, North Carolina, USA is a manufacturer of premium mattress systems serving leading retailers across the United States and in more than 20 countries. Each product is manufactured using handcrafted techniques combined with state‐of‐the‐art research, materials and equipment. Research and development, training and distribution facilities, as well as two manufacturing facilities, are also headquartered in Mebane. International offices are located in Tokyo, Japan and Melbourne, Australia and additional manufacturing and distribution centers are located worldwide.