More people turning to spring, latex mattresses

Sudibyo M. Wiradji, Jakarta, The Jakarta Post

Growing consciousness among consumers about the importance of healthy sleeping has brought positive effects on the sale of branded spring and latex mattresses in Indonesia.

"Quality spring and latex mattress or the combination of both are the preferable models because they can definitely meet the consumers' need for healthier sleep," said US-based PT King Koil International Indonesia's marketing manager Rob Nijkrake.

Most of quality mattresses are made based on health considerations. For instance, to avoid the possible negative effect on a sleeper's spine, the quality of mattress should allow the spine to rest in a natural and relaxed position by featuring the flexibility for the shoulders and hips as well as providing correct support for the lower back.

PT Slumberland Indonesia's general manager Lim Heng Cheng shared Rob's view, saying that quality mattresses had been produced based on the perception that each part of the human body, from head to toe, had its own pressure points and "when one is in a sleeping position, particular parts, such as hips, require adequate support because otherwise, this will lead to considerable discomfort and even inflammation of hip joints."

Numerous brands of spring mattresses are available on the market but only a handful are popular among the consumers. They include established brands like Slumberland and King Koil and new ones such as Serta, Lady Americana and Air Spring. While, Dunlopillo, Dreamline and Naturatex are among the top brands for natural latex mattresses.

The price ranges of quality spring mattresses are between Rp 2 million (about US$235) and 30 million each, depending on factors like, layers, density and thickness. While, the pure natural latex mattresses are sold for between Rp 4 million and Rp 60 million each.

Slumberland Indonesia is a mattress producer jointly owned by PT Bumi Raya Utama of Indonesia and Li & Fung Distribution of Hong Kong. The company produces beds under the brand name of the United Kingdom-based bed producer Slumberland.

The company has seen around 50 percent growth over the last two years following its move to introduce innovative sleep products, including the latest ones that have been designed to prevent spinal problems. Slumberland produced 2,000 mattresses per month in 2002, compared to around 1,300 in previous years.

"Indonesian consumers prefer a mattress with pictures of flowers and stuff and our products are adapted to the local market," Lim of Slumberland said.

Efforts are now underway by the company to introduce a new product combining spring and latex that pay great attention to health. To make the products, the company will utilize "firm edge" technology from Sweden, a country that has been internationally recognized for mattress technology.

Like Slumberland, King Koil has also reported robust growth due to the increase in demand for quality products that put health as priority.

Rob of King Koil said that to ensure the top quality of its products that emphasize comfort and health, the company imports most of its raw materials from the United States.

Most of King Koil's products are spring mattresses but to meet consumers' demand for latex mattresses, the company has introduced King Koil Talalay that uses standard latex. "Our latex mattress has open round cells and thousands of ventilating ducts, ensuring better circulation and moisture control and thus, it is healthy and ecologically friendly," he said.

Another quality mattress producer that has seen good sales o late is United Kingdom-based PT Dunlopillo Indonesia. The company focuses on producing quality natural latex mattresses for upmarket consumers has seen an average of 15 percent sales growth over the last two years, with annual production capacity of around 20,000 units.

The company's managing director Aryanto explained the demand for latex mattress was on the rise due to a growing concern for healthy sleep.

"Natural latex mattresses are suitable for anyone wanting to breathe fresh, clean air while they sleep," he said.