Bedgear, the fast-growing performance bedding brand, is expanding globally through a partnership with Chinese bedding producer and retailer De Rucci Beddings Company Ltd., and will open more than 500 Bedgear Performance Sleep Shops in China over the next five years.
The program will grow the Bedgear footprint and meet the increasing international demand for performance bedding products.
The Bedgear Performance Sleep Shop will provide the De Rucci consumer with a new vision on how to identify sleep as a “life-hacker” essential to achievement and recovery. The enhanced brand experience is designed to highlight any active lifestyle, while featuring the complete family of Bedgear Performance Sleep System products.
The personalized shopping experience pioneered by Bedgear includes interactive technology walls, a focus on customer engagement and a true omnichannel experience. De Rucci sleep associates will be on hand for one-on-one consultations to build each shoppers’ personalized sleep system, starting with Bedgear’s Pillow ID product selector that uses a proprietary algorithm to determine the right pillow based on an individual’s sleep position, body type and mattress.
“This unifying partnership with De Rucci represents our point of view that strong international business relationships promote a path to world peace,” said Bedgear chief executive officer Eugene Alletto. “We share an aspirational vision for how people can consider sleep as the essential choice for better performance throughout their lives. We are together bringing excitement around our performance bedding brand to China, just as we have done in the United States, Russia and Australia. This collaboration is an incredible opportunity for us to capture the millennial consumer looking for innovative global brands.”
[Read more about performance bedding: Performance Materials Move From the Gym to the Bedroom]
Wang Bingkun, president of De Rucci, said he was intrigued by how Bedgear’s showrooms in the U.S. presented bedding to young customers, both online and in-store. He said it focuses “on the personalized fitting process to engage today’s Chinese consumers, who are active and tech-focused and want to achieve more in their lives.”
“Bedgear is a great cultural fit for De Rucci and an important collaboration between two international companies, each with our own strengths, now working together,” Bingkun added.
Founded in 2009, Bedgear’s patented fabric technologies wick away heat and moisture to help regulate body temperature and generate a cooler, drier sleep environment to maximize recovery at night. Its products answer the consumer call for bedding that aids sleep and comfort with technological advancements in fabrics and materials.
Based in Farmingdale, New York, with distribution facilities in the U.S. and Asia, Bedgear is sold through specialty retailers in the U.S., Canada, Russia, New Zealand, Australia and China, and continues to expand globally to consumers on bedgear.com.
The 13-year-old De Rucci has more than 3,000 flagship stores in 11 countries or areas, including Australia, the U.S., Germany, Italy, Canada, Hong Kong and China.