Front and center: Euroflex has created a line of Kingsdown mattresses exclusively for sale at its Euro Colchões stores in Brazil.
Mattress maker Kingsdown Inc., which has headquarters in Mebane, N.C., has launched a new partnership with Euroflex, a producer based in Santo André, Brazil. The deal marks Kingsdown’s first entry into South America.
“Brazil is a market that simply makes sense for us,” said Frank Hood, Kingsdown president and chief executive officer. “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. This is also an entrée into a new continent. As we see success in Brazil, we’ll expand further into South America.”
Euroflex has created a premium custom mattress line called the Kingsdown Vintage collection that is being sold at 20 of the company’s Euro Colchões stores in Rio de Janeiro. Euroflex opened its first Euro Colchões stores in 2005, specializing in high-quality mattresses and sleep accessories. The new collection is expected to roll out to stores in São Paulo and other cities in the future.
Kingsdown has been aggressively expanding overseas during the past year, launching partnerships in China, Indonesia, Oman and the United Arab Emirates.
