Premium-mattress maker Simmons plans to double its Chinese store count in three years with an increased focus on the interior, sensing opportunity among increasingly health-minded consumers.
The Tokyo-based company licenses the Simmons name from Simmons Bedding of the U.S. and operates the brand in Asia. While it has focused largely on Chinese coastal cities so far, new locations in malls of central China are set to open as early as this year. Simmons looks to bring its total in the country to 410 stores in three years.
The mattress maker’s plant in Suzhou will start turning out consumer products for the Chinese market, enabling Simmons to slash prices by more than 30%. Consumer products are currently imported from Japan and elsewhere.
Simmons’ China strategy now focuses mainly on corporate clients, such as hotels, and the wealthy. Peddling cheaper offerings outside coastal regions will add the growing middle class to the list. This shift aims to double sales to 10 billion yen ($92 million) by 2020.
Japanese apparel maker Venex is also eager to turn the hunger for good sleep into profit with its first directly run retail location, opening Friday at a Shanghai department store. The company’s so-called recovery wear incorporates a unique type of fiber billed as promoting quality rest and recovery from fatigue. Venex also sells such sleep products as eye masks.
Venex products will also be sold through sporting goods stores in China and online. The company aims to move an annual 70,000 units of clothing in the country in five years.