Sleep products manufacturer Reverie, with headquarters in Bloomfield Hills, Michigan, is adding six countries to its international footprint in early 2019.
The Reverie brand currently is sold in 11 countries outside the United States: Australia, China, Colombia, Iceland, Kuwait, Mexico, Panama, Russia, Saudi Arabia, South Korea and Taiwan. Countries on the horizon are Brazil, Canada, India, Ireland, Portugal and Thailand.
“The popularity of adjustable sleep systems is growing throughout the world,” said Martin Rawls-Meehan, president and chief executive officer of Reverie. “We see great opportunity to increase Reverie’s reach globally by partnering with the market leaders in each region. The appetite for our products continues to grow. The key to much of our success lies in our innovative DNA, and we have the product expertise, ingenuity and team in place to tackle our growth plans.”
According to a Reverie news release, its distributor in South Korea has made significant investments in local marketing, advertising and social media under the moniker Reverie Korea. The company promotes Reverie products throughout the country by working with leading retailers to create Reverie-branded pop-up boutiques within their stores.
In Panama, Reverie has partnered with Kennedy Home Stores, a 30-year-old retailer with reach throughout Central America and the Caribbean, to sell three leading adjustable bases.
Reverie’s international rollout is supported by its product design team, which custom engineers existing products for each market. Because mattress sizes are not standard throughout the world, Reverie’s product lineup must be reconfigured for each country, the company said. In addition, frequencies for remote controls need to be adjusted, power adapters and voltage need to be changed, and product manuals must be translated, it said.
“The Reverie brand continues to gain recognition throughout the world, and we continue to build a great network of retail partners and distributors through our ability to customize product to meet their consumers’ needs,” Rawls-Meehan said. “Our desire to help people sleep better doesn’t stop at the U.S. border. We are a worldwide operation.”