Kluft expands distribution in China

Luxury mattress producer E.S. Kluft & Co., based in Rancho Cucamonga, Calif., has announced that Shanghai-based Eternal Sleep Ltd. opened three additional Aireloom by Kluft storefronts in China. The new stores—two in Xian and one in Shenzhen—exclusively retail Aireloom by Kluft and E.S. Kluft & Co. beds manufactured in the United States.

Kluft and Eternal Sleep plan to expand into every major city in China over the next few years, a news release stated.

Retail price points open at $3,500 (U.S.) and top out at $50,000.

“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,” said Earl Kluft, president and chief executive officer. “I attribute that success to our ability to take a luxurious American-made product and adapt it to the Chinese market. 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.”

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