E.S. Kluft & Co. Announces Additional Retail Locations In China
Furniture Industry News Update -
Furniture World Magazine
Kluft and Eternal Sleep Limited plan to expand into every major first-tier and second-tier city in China over the next few years.
Following the successful launch of its first retail locations in China in 2011, E.S. Kluft & Co., the luxury bedding manufacturer, announced it has opened three additional stores with plans for two more before the year’s end.
Kluft continues its partnership with Eternal Sleep Limited, best known as China’s largest supplier of mattresses to five-star hotels. Exclusively selling Aireloom by Kluft and E.S. Kluft & Company brands, Eternal Sleep has now opened two stores in Xian in central China and one in Shenzhen outside of Hong Kong. The decision was made to expand following the success of the original three retail locations in Shanghai and Beijing.
“Our expansion in China is very exciting for us, and proves that we’ve created a thriving showroom space that’s exceeding our customers’ expectations. I attribute that success to our ability to take a luxurious American-made product and adapt it to the Chinese market,” said Earl Kluft, president and CEO of E.S. Kluft & Company. “In fact, we spent the first 90 days of operation in 2011 really listening to customer feedback, which prompted us to alter about 25% of our selection to meet the needs of select Chinese clientele looking for firmer and lower profile mattresses. With those tweaks made, we were ready to replicate the store model beyond Shanghai and Beijing.”
The six-store retail chain is just the beginning of Kluft’s aspirations in China. To meet the demand for American luxury mattresses, Kluft and Eternal Sleep Limited plan to expand into every major first-tier and second-tier city in China over the next few years. Two additional stores are already planned to launch before the end of 2012.
All products continue to be manufactured in Kluft’s California plant and exported to China. The pricing for the products is $3,500 to $50,000 US dollars.
Previously Kluft has licensed the company’s brands in other countries, including Indonesia, Singapore, Mexico, Kuwait and Saudi Arabia.
In 2004, third-generation mattress maker Earl Kluft founded E. S. Kluft & Co. and created the next hallmark of luxury bedding. 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 Ranch Cucamonga, CA and in 2012 the company added a state-of-the-art East Coast facility in Hazelton, PA. Kluft is available in more than 350 select U.S. retailers and internationally. To learn more, visit www.kluftmattress.com and www.aireloom.com.
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