E.S. Kluft Expands Retail in ChinaNovember 28, 2012
Luxury bedding vendor E.S. Kluft & Co. has opened three additional stores in China with plans for two more before the year’s end.
Kluft, which launched its first retail locations in China last year, continues its partnership with Eternal Sleep Limited, best known as China’s largest supplier of mattresses to five-star hotels.
Exclusively selling Aireloom by Kluft and E.S. Kluft & Co. brands, Eternal Sleep has just opened two stores in Xian in central China; and one in Shenzhen outside of Hong Kong. The decision was made to expand following the success of the original three retail locations in Shanghai and Beijing.
“Our expansion in China is very exciting for us, and proves that we’ve created a thriving showroom space that’s exceeding our customers’ expectations. I attribute that success to our ability to take a luxurious American-made product and adapt it to the Chinese market,” said Earl Kluft, president and CEO of E.S. Kluft & Co., Rancho Cucamonga, Calif. “In fact, we spent the first 90 days of operation in 2011 really listening to customer feedback, which prompted us to alter about 25 percent of our selection to meet the needs of select Chinese clientele looking for firmer and lower profile mattresses. With those tweaks made, we were ready to replicate the store model beyond Shanghai and Beijing.”
The six-store retail chain is just the beginning of Kluft’s aspirations in China. To meet the demand for American luxury mattresses, Kluft and Eternal Sleep Limited plan to expand into every major first-tier and second-tier city in China over the next few years. Two additional stores already are planned to launch before the end of 2012.
All products continue to be manufactured in Kluft’s California plant and exported to China. The pricing for the products is $3,500 to $50,000 in U.S. dollars. Previously, Kluft has licensed the company’s brands in other countries, including Indonesia, Singapore, Mexico, Kuwait and Saudi Arabia.