CEBU, Philippines - Noting the sophistication of the Cebuano market, a luxury mattress brand from the United Kingdom – Dunlopillo – makes its way into the country with the opening of its flagship store in Cebu.
“The Philippines is fast considered to be a most favorable business destination. This rapid growth could also mean bigger disposable income to the people. And we see people ready to invest on quality beds and mattresses because for them to be able to sleep well is in itself a big investment,” said Dunlopillo-Asia President Borja Solans Garcia in an interview.
Although the brand had been available in the Philippine market for eight years through its exclusive Philippine distributor Ital Design, Garcia said it is now high time for the brand to make a strong presence in the fast emerging market--Philippines.
He said the obvious economic growth in Cebu, fueled by real estate and other sectors, is one of the few indicators that the market is ready to invest in luxuries.
A Dunlopillo bed for instance, designed to provide utmost comfort, is priced at an average of P200,000.
Its flagship store in the country was recently opened in Ayala Center expansion building. The company offers a range of products including beds and mattresses that retails for as much as half a million pesos at the highest end of the range.
Prices of Dunlopillo mattresses start at P33,950.
In the last few years, Garcia said, shipments of Dunlopillo mattresses in the Philippines have been increasing by around five percent. Last year, shipments jumped by roughly 15 percent.
"Investing in a good night’s sleep is something whose returns are close to unquantifiable. Considering you spend about one-third of your 24-hour cycle in bed, and that the quality of your sleep has a big impact on how you function for the rest of your day, it’s very important for you to invest in quality,” said Jam Chan, Dunlopillo-Philippines managing director.
Chan said the rise of condo living in Cebu, particularly the entry of more high-end condominium projects, is also one factor that encouraged the company to tap the local market.
Apart from targeting residential units, Chan announced that they will also be tapping hotels and resorts within the year, citing the opportunities present in the tourism sector.
Dunlopillo mattresses in the Philippines are manufactured in Vietnam. Garcia said that Pikolin Grupo, the company behind Dunlopillo in Asia, is exploring the possibility of opening an assembly plant in the country given the high cost of shipping mattresses.
Dunlopillo mattresses possess a revolutionary Individual Pocketed Springs system that isolates movement. This minimizes partner displacement, allowing sleepers to enjoy sleep with no interruptions. Meanwhile, a five-zone pocketed spring setup ensures that the body receives support where it is needed most. — Ehda M. Dagooc (FREEMAN)