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Restier moves into premium mattress market in Thailand

Jul 03. 2018
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By The Nation

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Restier, Thailand's leading brand of premium natural latex bedding products, announced on Tuesday that it has started marketing its high-end mattresses and other bedding products in Thailand for the first time.

The company said it expected its domestic revenue to reach Bt200 million in the next three years and hoped to become Thailand’s largest bedding manufacturer by market share.

The Thai brand debuted the products in China in 2016 and has seen exponential growth in sales in China along with heightened brand recognition.

Teeratat Rangsivoraroj, Executive Director of Treasure Products Marketing Co., Ltd, the manufacturer and distributor of luxury rubber mattress of the Restier brand, said: “In 2016, the company debuted its rubber mattresses under the Restier brand in China. Restier products have been widely recognised by Chinese consumers with high discretionary spending power. We have seen continuous growth in sales. 

“With the brand’s greater strength, the company has decided to make its first foray into the Thai mattress market this year with the goal of establishing a dominant presence in the market.”

With Restier, the company plans to establish the brand’s visible presence in the domestic market and expects to ramp up sales growth in the country to reach Bt200 million in three years.

In terms of Restier’s marketing strategy, the company places importance on marketing high-quality rubber mattresses by investing in research and development in physiology in collaboration with some of Thailand’s leading research institutes. 

The company said it is striving for 50 per cent Thai customers and 50 per cent foreign customers, including foreign tourists with high spending power.

Restier has named popular Thai actress and fashion icon Araya “Chompoo” A Hargate and famous Thai singer and a member of the K-Pop band Got7 Kunpimook “Bambam” Bhuwakul as brand ambassadors.

The company has allocated a budget of Bt22 million for increasing distribution channels. The sum is divided into Bt15 million for business investment in China and Bt7 million for opening Restier’s second store at the Anantara Siam Bangkok. 

The 55 square metre store will house a showroom to attract target Thai and foreign customers among the hotel’s guests.

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