Dubai Furniture Manufacturing Co. (DFMC), the licensed manufacturer and retailer of King Koil and Serta mattresses in the MENA region, said its sales have doubled over the last three years. It attributes the increase to growth in the Gulf's retail and hospitality sectors, with UAE and Saudi Arabia as the brand's strongest markets.
DFMC has stepped up its retail business with opening showrooms last year, showcasing designer collections that promote better feel, comfort and support.
As much as eight new collections each from Serta and King Koil will be launched throughout 2006.
Part of UAE-based AA Al Moosa Enterprises, DFMC projects a 30% growth in its operations for 2006 in the MENA region. It has recently launched a specially treated baby mattress alongside an awareness campaign for potential hazards of sleeping surfaces for infants.
The focus of the initiative is to promote and collaborate with maternity hospitals, expectant mothers, and pediatricians about the hazards of unsuitable sleeping surfaces for babies. Initiated in UAE, the campaign will be launched throughout the Gulf at a country a month, for the next five months.
The campaign coincides with DFMC's plans to bring the King Koil brand into the Indian market at the beginning of this year.
© Gulf Marketing Review 2006
