Dubai Furniture Manufacturing Co (DFMC) expects to take a further slice of the Middle East’s mattress market now that it is making and marketing the Serta brand.
Part of the Abdulla Ahmed Al Moosa Group, the company already claims a 60 per cent hold on the mattress market with King Koil – said to be the fifth most popular mattress brand in the world, which it has produced since 1993.
To boost market share further, the company decided to get the rights to manufacture and market Serta which is the second most popular mattress following Sealy.
“We’re constantly focusing on commitment to quality and consumer satisfaction,” said Sundar Rajan, general manager, DFMC.
“With both Serta and King Koil, we are strengthening our position in the market as the mattress leader in the Middle East, and are poised for a major leap.”
Sales of Serta mattresses are sure to be a success, says Nafil Al Shanghiti, marketing and business promotion, vice-president, A.A. Al Moosa Enterprises.
“We are looking forward to servicing the Middle East and we expect sales to be good with the expected hotel and tourism boom,” said Al Shanghiti.
The company’s new factory in Al Quoz has the capacity to churn out up to 600 Serta mattresses a day. It will have the technical support of Serta Inc, U.S., to ensure the mattresses are of the highest standard.
The Dubai-based factory is the 60th in the world where Serta mattresses are produced.
“The mattress will be positioned as an ultra premium product in the Middle East and will be sold exclusively in Serta showrooms,” said Rajan.
“We’re very excited about the launch of this new brand and are positive Serta will be the pioneer of the ultra premium mattress industry.”
