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E.S. Kluft Announces International Expansion With Three Retail Locations In China

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E. S. Kluft & Co., a premier luxury bedding manufacturer, announced that it has expanded its market with the grand openings of its first three retail locations with Eternal Sleep Limited, Co. in Shanghai in September.   

“The Chinese demand for American-made luxury products is on the rise,” said Earl Kluft, president and CEO of E.S. Kluft & Company.  “This entry into China is a very exciting for us, and we are confident that we found the right partner.  Eternal Sleep Limited understands the Aireloom and Kluft brands, and knows how to promote the luxury concept to the Chinese consumer, making them our perfect partner.”

Best known as China’s largest supplier of mattresses to five-star hotels, this will be Eternal Sleep Limited’s first three retail locations, with two in Shanghai and one in Beijing, which will exclusively sell Kluft’s Aireloom by Kluft and E.S Kluft & Company brand.

The three-store retail chain is just the beginning of Kluft’s aspirations in China.  To meet the demand, over the next few years Kluft and Eternal Sleep Limited plan to expand into every major first-tier and second-tier city in China, including, Shenzhen, Guangzhou, Shenyang and Chongqing. 

Kluft’s confidence in a high-growth opportunity in China is backed by research that forecasts China's consumption of luxury goods to grow by 18 percent annually to about $27.51 billion by 2015, from about $12.23 billion in 2010, according to McKinsey & Co, a Shanghai consultancy firm that advises on China consumer retail practices.

“As the venture launches, the products will be manufactured in our California plant and exported to China,” said Kluft.  “Within a year there will be an Aireloom factory In  both Shanghai and Beijing.”

Previously Kluft has licensed the company’s brands in other countries, including Australia, Indonesia, Mexico, New Zealand and Singapore, but this foray in China will be the first of its kind for Kluft.

The pricing for the products will be $3,500 to 50,000 US dollars.

About E.S. Kluft & Co.: 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 materials, patented designs, and technologies available in the world, including the highest quality Belgian jersey knits and damask fabrics, English nested coils, New Zealand Joma wool, natural Talalay latex, bio-based foams, and natural and eco-friendly fibers.  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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