CHENNAI: The IPO-bound mattress brand Duroflex has been opening up experience centres at a time when people are skeptical about offline retail. Confident of doubling sales by year 2025, it is pinning its hopes on Tamil Nadu, which contributes 20 per cent of its Rs 1,000 crore sales.
“These experience centres acted as a safe space where the consumers could touch and feel their sleep essentials, get guidance from in-house sleep experts, and then make an informed decision. We also launched products that were need of the hour. Our anti-viral mattress protector which we launched during the first wave of the pandemic, was a novel product in India. To further help consumers safeguard their sleep space, we also came up with our anti-bacterial bed linen,” said Mathew Chandy, MD, Duroflex.
In January this year, Duroflex introduced the ‘Gift of Sleep’ initiative to provide uninterrupted sleep to underprivileged children. The brand collaborated with The Better India, to gift 365 mattresses to children in need.
Giving an overview about the brand, he said “our key focus for the next two years will be making Duroflex a household name. We are working on penetrating deeper into our new markets. We have also increased the capacity in our Indore plant so that we can fulfil the orders in north and west faster. To make sure that the brand resonates with a wider audience, we onboarded eminent actress and sleep evangelist, Alia Bhatt as our brand ambassador. Besides this, we are foraying into newer categories in sleep as well as comfort. We are also focusing on exports and B2B as an avenue.”
Duroflex is also looking at diversifying into the sofa segment. “With our comfort solutions, we wanted to extend our expertise in foam to sofas. When we initially launched the category, we were working with external vendors whom we had very carefully chosen for the manufacturing. However, to have more control over the quality, we have moved the process in-house in our new facility at Hosur.”
On the choice of Hosur for setting up the new plant, Chandy said “TN has always been an important market for us. Hosur has emerged as one of the most preferred places for an industrial set up. Many known companies like TVS Motor Company, GRB Dairy Foods, to name a few, have set up their facilities here. We wanted to be a part of the ecosystem the town has to offer.”
Noting that south is its stronghold market, he said “currently about half of our business comes from south, with a significant chunk coming from TN,” he said.
According to Chandy, consumers have become more conscious of the importance of good sleep which has led them to take more interest in their sleep essentials. “Today, a consumer is much more aware about what goes into making of their mattress. Apart from this, there is also a lot of tech intervention in this space, and hence the market will soon witness more tech-led products in this space,” he added.