More people turning to spring, latex mattresses

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.