NEWS RELEASE
AVONDALE, Arizona — Leading mattress manufacturer King Koil recently held its first international licensing summit in Shanghai, China, bringing together more than 40 executives from 17 licensees from five continents to share best practices, discuss branding and learn about future new product introductions.
Titled, “One King Koil – Stronger Together. Trusted Everywhere,” the event was hosted by AI Dream, the primary shareholder in the company.
“King Koil’s mission of restructuring its business model to successfully compete in the marketplace has grown revenue, EBITDA, brand awareness and an elevated perception to the industry generating more value to our retail partners, international licensing partners and shareholders,” King Koil CEO David Binke told participants.
“King Koil’s vision is to rise to a prominent top 10 bedding manufacturer by establishing a culture where all members are positioned to succeed and collaborate to deliver outstanding results for all our entities. This culture will push innovation, boost creative thinking and create successful processes to improve all facets of the business. As a result, our business with our retail and international partners will flourish together,” he added.
Two of the brand’s corporate executives joining Binke at the event was Executive Vice President of Innovation & Marketing David Long and Executive Vice President of Licensing, Compliance & International Business, JP Seshadri.
Long shared important brand research his team conducted, discussed successful retail engagements in the United States, and previewed important innovations coming to the brand in the near future.
“We Bring Sleep Home with high-quality comfort and purposeful design. King Koil aims to deepen the honest connection between home and rest. King Koil is more than a mattress – we are an essential element of daily well-being, and in a way – a home all its own,” said Long. “Our creative approach brings together craftsmanship, thoughtful design and everyday wellness to show how each mattress plays a meaningful role in people’s lives. Through warm, authentic environments and human connection, we position the bed as more than a product, it’s the foundation for better sleep, better days and a well-lived life.”
Licensees also participated in factory and retail tours and had the opportunity to take advantage of the city’s fine dining and nightlife.
“The King Koil business under the leadership of David Binke has been transformational,” said Sundar Rajan, managing director of Dubai Furniture Manufacturing Company, a licensee of King Koil covering the Middle East for over 30 years. “I have seen the evolution of King Koil in the USA from a mass market brand to an entrenched player in the premium to ultra-premium category. This evolution has raised brand awareness and brand equity for King Koil for all licensees.”
“The information sharing, energy and value of the summit was incredible. I have always been a great fan of the King Koil brand, and now, I can hardly wait to go back and put to use what I have learned to further grow my business,” said Roger Chokwonganun, group president and managing director of King Koil Co. from Thailand, a fast-growing market for the brand.
Gokalp Bacheli, CEO of Inci Mobilya Malzemeleri Ticaret Ve Sanayi from Turkey, which covers 20 countries in Europe for the King Koil brand said, “We have always learned from King Koil USA on branding initiatives and best practices, which we have introduced to great success in our own markets. This event was an eye opener for us, and we definitely want to understand the direction the brand will take in terms of future product innovation. The opportunity to understand the perspectives of numerous other King Koil licensees has also been very valuable.”
Attending the event were executives from: AH Beard from Australia; King Koil Korea Mattress Company from South Korea; Acrowyn from Malaysia; Aminach Bedding from Israel; CBP Sul Colchoes from Brazil; Grupo Diveco from Guatemala; Dreambed from Japan; Dubai Furniture Manufacturing Co. from Dubai; Everpia Joint Stock Company from Vietnam; Inci Mobilya Malzemeleri Ticaret Ve Sanayi from Turkey; King Koil Co. from Thailand; Matsushita Greatwall Corporation from Singapore; PT Duta Abadi Primantara from Indonesia; Real Innerspring Technologies from India; Suyamas International from Sri Lanka; King Koil Licensing Company from the United States; and King Koil (Shanghai) Sleep Systems from China.
A leading global mattress manufacturer, King Koil is supported by more than 20 license partners worldwide who manufacture King Koil products and sell them in more than 75 countries. Headquartered in Avondale, Ariz., the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minn. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born. For more information, visit www.KingKoil.com.
