Kingsdown enters Indonesia

Massindo Group's Sleep Center Kingsdown store

Opening doors: The Sleep Center store in Jakarta is the first of five retail outlets Massindo Group plans to open in Indonesia this year to feature Kingsdown’s MySide line.

Mebane, N.C.-based mattress manufacturer Kingsdown has inked a licensing deal with Massindo Group, a leading Indonesian home furnishings manufacturer and retailer headquartered in Jakarta. The deal marks Kingsdown’s first entry into Indonesia.

The deal allows Massindo to manufacture and sell Kingsdown’s MySide product line using bedMATCH sleep diagnostic technology in retail stores. Massindo also is outfitting its plants with Kingsdown’s Inline Comfort Support Analysis machines, which test every finished bed to maintain quality control.

“Indonesia is a key market for Kingsdown as we continue our growth in Asia, so we’re thrilled to be working with the Massindo Group,” said Frank Hood, Kingsdown president and chief executive officer. “As one of the fastest-growing bedding manufacturers in the country, it is a great ambassador for our brand. U.S. products and brands are truly prized in Indonesia. Right now, the market is flooded with low-end and low-quality mattresses. We’re really reaching an underserved market with the introduction of MySide. This is a premium bedding line backed by science that will appeal to the upper and middle classes that are seeing strong growth and increased purchasing power.”

Massindo also plans to promote MySide outside of its retail locations, a news release said. The company will reach consumers by participating in 50 to 60 exhibitions throughout the country annually, which will include bringing the product into luxury shopping malls for special events.

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