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UAE-based manufacturer expands into ASIA

Dubai Furniture Manufacturing Co . (DFMC) to enter India

Revenues doubled over the last three years; projects 30 per cent growth for 2006
Dubai, UAE, January 15, 2006: Dubai Furniture Manufacturing Co ., (DFMC), the licenced manufacturer and retailer of King Koil and Serta mattresses in the Middle East and North Africa (MENA), has received the approval from the Foreign Investment Promotions Board of India to enter the subcontinent. Part of UAE-based A.A. Al Moosa Enterprises, DFMC has projected a 30 per cent growth in its operations for 2006 in the MENA region.

"Getting this approval is key to for our plans for expansion outside the MENA region," said S. Sundar Rajan, General Manager, Dubai Furniture Manufacturing Company (DFMC). "We started our operations in Dubai in 1993, today we have expanded to several markets in the MENA region. Our entry into India boosts our prospects and growth ambitions in other emerging markets outside the region."

Dubai-based DFMC handles the King Koil franchise in UAE, Kuwait, Bahrain, Qatar, Saudi Arabia, Oman, Levant, Egypt, Yemen and parts of North Africa. Its revenues have doubled over the past three years, and according to Mr. S. Sundar Rajan, King Koil has over 60 per cent of the premium mattress segment in the MENA region. King Koil was established in 1898 and today is present in over 60 countries.

"Our commitment to introducing latest technology products and our efforts to provide the best possible sleeping solutions to our customers have helped us establish a strong foothold in the region."

Mr.Rajan continued: "It is the technological superiority of our product lines that has made the Emirates Palace Hotel, Emirates Towers and the Hilton Group, to name a few, choose King Koil as the most preferred mattress for their properties."

At King Koil, every mattress is specifically designed for proper spinal support and alignment, and adapted to suit preferences of the local market. Also, King Koil is the only mattress brand endorsed by the oldest and most respected chiropractic research-funding institution in the world, the Foundation for Chiropractic Education and Research.

Recent years have seen an explosion in the science of bedding and the integration of new technologies with new materials, new fabrication methods and new designs. High-tech durable foams for long lasting mattresses, multiple gauge coils that control the firmness, and synthetic fibres that resist impressions are just a few of the materials being used by industry leaders in the market today.

"We spend on an average of eight hours per day on a mattress, so the importance of correct sleeping posture cannot be emphasised more. We constantly work to find better materials so that King Koil remains synonymous with outstanding quality and unparalleled comfort," concluded Mr.Rajan.

King Koil showrooms in the UAE are in Dubai, Abu Dhabi, Al Ain, Dubai, Sharjah and Ras Al Khaimah.

-Ends-

Notes to the Editor:
Dubai Furniture Mfg. Co. LLC. (DFMC) was set up in 1993 to manufacture and market "King Koil" branded products under licence from King Koil, U.S.A. Over the years, DFMC has used its marketing acumen and hi-tech manufacturing facilities to establish itself as the leader in the mattress industry in the Middle East.

DFMC has also acquired the licence to manufacture and market 'Serta' branded products in the Middle East Serta Inc., U.S.A., the world's second largest mattress brand.

King Koil and Serta branded products are manufactured in a state-of-the-art production facility in Dubai. DFMC is committed to innovation and investment in human resources and technology to sustain its leadership position and provide customer satisfaction.

For more information please contact:
Abha Malpani/Lina Zain Aldin
Polaris Public Relations
Dubai,
UAE
Tel: (04) 3348522
Fax: (04) 3341326
Email: abha@polaris-me.com

© Press Release 2006