Hong Kong-based sleep products manufacturer Airland Group launched Therapedic as its new luxury brand throughout China at the recent Shenzhen International Furniture Exhibition.
The launch adds a new line of bedding to complement Airland’s existing Therapedic brand, Medicoil, a midpriced lifestyle brand sold in more than 150 Medicoil stores in China.
The company, China’s second-largest bedding producer, according to Chair Sze Man Yuen, has grown its business by partnering with U.S. and international brands since 1966. In 2012, the company began its partnership with Therapedic by debuting Medicoil.
“When we met Airland, we had a trademark issue with the Therapedic mark in China, which we have since corrected,” said Gerry Borreggine, president and chief executive officer of Therapedic International, based in Princeton, New Jersey. “Mr. Sze liked what we had to offer in terms of brand, support and collateral materials and he wanted to join our group. Because of the existing problem with the Therapedic mark, he decided to forge ahead by making Medicoil the Therapedic brand in China.”
Fast forward several years with the trademark issue now resolved, and Airland is launching the Therapedic brand as its luxury bedding brand, positioning it alongside Medicoil. “Mr. Sze’s patience and foresight have yielded Airland two quality American brands for the price of one,” Borreggine said.
Airland announced the addition of 50 Therapedic stores at the Shenzhen fair held March 19-22, according to Limi Sze, director of Airland. “Combined, Medicoil and Therapedic have 200 stores today,” she said. “Our goal is to have over 1,000 in five years.”
Airland operates three factories in China—in Shenzhen, Huizhou and Hangzhou. The factories are modern and highly automated, according to a news release. The company produces its coils, both offset and pocketed models, at each facility.
Several of the new Therapedic stores are being launched as “designer concept stores,” with Therapedic mattresses as the centerpiece of sophisticated display settings, said Sze Yu Ao, executive director. The mattresses will be shown along with elegant linens from DEA and Griffe crystal sourced from Italy.
“When our customers see the beautiful settings we have presented, we believe it will help them to sell better, luxury mattresses,” she said.
The concept seemed to be well-received at the recent Shenzhen fair as several of the designer stores were opened, added Carol Zhang, general manager.
The Airland group is committed to growing through brand affiliations, Borreggine said. “We are proud to be associated with them. They prioritize promotion, they are determined, and they haven’t been afraid to invest in their ideas,” he said.