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E.S. Kluft & Co. moves into China L
uxury mattress producer E.S. Kluft & Co. is expanding its distribution to China. Shanghai-based Eternal Sleep Ltd., a mattress maker specializing in the high-end hospitality market, has opened three retail locations—two in Shanghai and one in Beijing—carrying the Aireloom by Kluft and E.S. Kluft & Co. brands. “The Chinese demand for American-made luxury products is on the rise,” said Earl Kluft, president and chief executive officer of E.S. Kluft & Co., which has headquarters in Rancho Cucamonga, Calif. “This entry into China is very exciting for us and we are confident that we found the right partner. Eternal Sleep Ltd. understands the Aireloom and Kluft brands and knows how to promote the luxury concept to the Chinese consumer, making them our perfect partner.” The bed sets sold in China will have retail prices of $3,500 to $50,000 (U.S.). The Eternal Sleep stores will exclusively sell Kluft’s brands. The two mattress makers said they plan to “expand into every major first-tier and second-tier city in China, including Shenzhen, Guangzhou, Shenyang and Chongqing.” “As the venture launches, the products will be manufactured in our California plant and exported to China,” Kluft said. “Within a year, there will be an Aireloom factory in both Shanghai and Beijing.” Kluft has licensed the company’s brands in other countries, including Australia, Indonesia, Mexico, New Zealand and Singapore, but this retail partnership is the first of its kind of the company.
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Expansion plans Shanghai-based Eternal Sleep Ltd. has opened three stores in Beijing and Shanghai that will carry luxury bedding made by E.S. Kluft & Co. The partners expect to open stores in other major Chinese markets. It’s the first time Kluft brands have been offered in the country.
December 2011 BedTimes
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