Regional mattress producer Wickline Bedding, based in Escondido, California, has announced it now is expanding “full force” into China with its Sleep Therapy and Natural Therapy mattress brands. The company said its brands have been successfully marketed in Japan, Malaysia, South Korea and Taiwan for three years.
Wickline exports three Sleep Therapy collections to China. Each uses top-quality American-made components, including all CertiPUR-US foams and name-brand springs. Beds are manufactured to comply with all U.S. bedding regulations.
American-made mattresses are viewed as safer because they are well regulated, of superior quality and offering higher performance and durability than Chinese mattresses, said Ed Scott, Wickline president. “Studies indicate that discerning Chinese consumers are willing to pay prices that range from about 10% more, up to almost 80% more, for American-made goods.
“There are exciting, ambitious plans for Wickline’s Sleep Therapy brand in China,” Scott added. “We are currently shipping several containers a month to China, where the mattresses are sold in 30 Sleep Therapy-branded stores.”
By year end, Wickline predicts the store number will reach 100 and by 2017, reach 300.
“If the average higher-end mattress store sells an estimated $1 million per retail store in a year, this could mean a run-rate of $300 million in retail sales by 2017,” Scott said.
“We place law tags and origin authenticity on every mattress according to U.S. regulations,” Scott said. “Even though our beds are sold in China, they are made here in America and we are very clear about all claims made for our materials, the processes and the finished features and benefits offered by Sleep Therapy beds.”