Woburn, Massachusetts-based Spring Air International has signed a 10-year licensing agreement with Vuanem, the leading omnichannel bedding retailer in Vietnam. The partnership adds to the bedding manufacturer’s global footprint spanning more than 50 countries.
Based in Hanoi, Vuanem operates 158 brick-and-mortar bedding specialty stores across Vietnam and is also a major presence on all three of the country’s leading e-commerce platforms including Shopee, Lazada and Tiki, Southeast Asia’s equivalent of Amazon.
“By partnering with Vuanem, we automatically achieve distribution in a market made up of the youngest consumer population in the world,” said Nick Bates, president of Spring Air International, “while working with a retailer that is continually innovating to meet these shoppers where they are on their customer journey.”
Most of the country’s population of 100 million are now between the ages of 20 and 35 years old, according to a news release. “We look forward to introducing these young consumers to the Spring Air brand—winning their trust with the quality and value of our mid-priced products and growing with them over time as they progress into our more premium collections,” Bates said.
According to Tuan Anh Hoang, chief executive officer and co-founder of Vuanem, the Spring Air brand will account for 10 percent of the current product offering on store floors, or three to five beds on average.
“Spring Air is positioning itself as a more modern brand, from its attitude to product design, presentation and point of sale,” Hoang said. “This makes it an ideal fit for Vuanem, and we are prepared to make a significant long-term investment in the Spring Air brand. Since we expect the more moderately priced collections to make the greatest inroads initially, the popular Back Supporter line will be the first product collection that we bring to our market.”
Hoang expects to floor the first Back Supporter products by the beginning of August, just in time for the country’s key sales period beginning in late September.