Serta (Thailand) Co., Ltd. joins with Chic Republic PLC or CHIC, one of Thailand's largest home fashion stores, to launch "Serta(R)", a global bedding brand. It intends to enter Thailand's premium mattress market by highlighting an innovative manufacturing technology from the US and achieving high-quality sleep aesthetics in response to health trends. The "Serta(R)" will make its first release in the Chic Republic. Together with Serta (Thailand) Co., Ltd., CHIC ensures its capacity to grow and expand its consumer base.
Mr. Indra Setiawan, Managing Director of Serta (Thailand) Co., Ltd., an importer, distributor, and retailer of Serta(R) mattresses and bedding accessories with global brand recognition on its world's best mattress manufacturer, has revealed that the Thai market expansion strategy will be the main focus of this year's business plan. It collaborates with the high-potential local business Chic Republic PLC or CHIC Home Fashion Store as the first organization with the goal of selling high-quality mattresses and showcasing innovative US manufacturing technologies under the Serta(R) brand. It offers itself as an alternative option to create aesthetics of deep sleep, the best partner at night with a target market of both B2C and B2B Thai customers. The first launch is anticipated to take place in all Chic Republic branches throughout Bangkok with a focus on proactive marketing strategies. Products will be introduced through online channels and social media such as Facebook, Line@, and Instagram to reach the target audience to become well-known, and influence purchasing decisions.
Serta(R), the mattress brand, has begun importing and promoting all five collections, which have received positive feedback from customers in ASEAN countries, including: "Celestial", "Pedic Series", "Perfect Sleeper", "Perfect Spine" and "Sleep True". All models and collections come in Serta's(R) exclusive Pocket Spring technology. They are made with the best materials to fulfill every sleep sensation and customer desires, whether soft, firm, or medium, so that the body can be pleasantly supported. Furthermore, it has included innovations that respond to the needs of tropical cities, such as the ADAPTIVE DYNAMIC COOLING SYSTEM (ADCS), which can control the temperature while sleeping, or Cool Fiber and Cool Max, which feature elegant yet iconic design in your own unique style.
"This collaboration with Chic Republic PLC will increase competitiveness and create business expansion opportunities because CHIC is the leading home fashion store operator in Thailand, serving as a fully integrated supplier of furniture, home furnishings, homewares, mattresses, bedding, and a full range of living products trusted by luxury consumers for many years. Furthermore, Chic Republic has the chance to greatly increase its consumer base because of its offline and online distribution channels, both of which can reach customers nationally. Serta(R) also has a five-star hotel group client base and is trusted with the quality and standards of world-renowned hotel chains. It also intends to increase its market share through partnerships with premium distributors nationwide. This year, Serta(R) aims to expand its customer base in the CLMVT market throughout the region, with Vietnam set to officially open its market by the end of this year." Mr. Indra said.
Mr. Kijja Pattamasattayasonthi, Managing Director, Chic Republic PLC or "CHIC", a fully integrated supplier of furniture, home furnishings, homewares, mattresses, and bedding, stated that "the company is pleased to gain trust from Serta (Thailand) Co., Ltd. to distribute the world-class quality bedding brand Serta(R), which has been recognized as the best mattress manufacturer in the world. It has also been ranked No. 1 mattress manufacturer in the United States and received numerous awards such as the 2014 Women's Choice Award for the Most Recommended Mattress, Pillow and Box Spring Brand in America. The company has been recognized continuously for 6 years and the CONSUMER DIGEST BEST BUY award represents the image, quality and standard of products recognized in the global market.
CHIC will distribute products through two channels, including: 1. Website www.chicrepublicthai.com 2. Customers can browse products in all Chic Republic branches in Bangkok, such as Bangna, Pradit Manutham, Ratchaphruek, and Ramintra. Later this year, additional Pattaya stores are expected to open in the eastern market.
The company prioritizes selecting exceptional items to fulfil all standards and demands of every style and offer a positive customer experience. Furthermore, the company is committed to providing innovative products that make a difference at reasonable prices, as well as improving services that make consumers' lives easier. We are assured that this collaboration will boost our competitiveness. "This will result in significant growth for both companies," said Mr. Kijja.