Therapedic back in China in partnership with Airland
David Perry -- Casual Living, January 8, 2013
PRINCETON, N.J. - Top 10 bedding producer Therapedic International is returning to the Chinese market with a partnership with Airland, a Hong Kong-based mattress producer. The company will be Therapedic's licensee for the greater China region, covering mainland China, Hong Kong and Macau.
Therapedic officials said the timing is right to re-enter a market in which it played a pioneering role with its original entry in 1986. The brand hasn't been sold in China in about three years.
"With the emerging market in China, there has never been a better time to expand to the region," said Gerry Bor-reggine, president and CEO of Therapedic International. "We have the opportunity to differentiate ourselves from our competitors and flourish in a rapidly growing, mass consumer market. We have been eager to find a company in China with both exemplary marketing and brand promotion capabilities. We are honored to have found that company in Airland."
Airland has more than 45 years of experience in the bedding industry, maintains a high market share, and is respected throughout the greater China region, Bor-reggine said.
Therapedic products will arrive in Chinese furniture showrooms backed with an array of point-of-purchase displays that will differentiate them from competitors in the market, he said.
"With a rich history of distinguished service, Airland continuously looks to assure brand influence and market innovation in the global bedding industry," said Airland Group President Daniel Sze.
"Chinese consumers hold American-made products in high regard. They are sought after for their quality and craftsmanship. We are very confident of the success of the Therapedic brand, and we intend on making it a primary focus of our business in China."
Airland's Therapedic operations will be headed by Jimmy Yu, who has 24 years of experience in the bedding industry. Prior to joining Airland, Yu was CEO of the Chinese mattress brand Enlanda, which he founded in 2000. Yu brings strong marketing resources, including established relationships with retailers, Bor-reggine said.
"We are grateful to have someone with Mr. Yu's distinguished experience help to launch our brand in China," he said.
"While the economy of China is rapidly growing, Chinese consumers have gradually turned to more reliable and globally recognized brands," Yu said. "This is a great opportunity for Therapedic to enlarge its market in greater China."
Therapedic was the first U.S. mattress manufacturer brand to be marketed in China in 1986, with a previous partner, according to the company.
"We were fortunate to have had distinguished representation in the past in China," said Bor-reggine. "And now we have a new generation of product to be represented by a new generation of leadership in this prestigious country. We are proud of our past here, and we are excited about our future in China."
Therapedic International has more than 50 licensees manufacturing products under the Therapedic brand label around the world.
Gerry Borreggine, right, of Therapedic International welcomes Jimmy Yu of Airland to the Therapedic group.