Meet&CoRANCHO CUCAMONGA, Calif. – Flex Bedding Group and E.S. Kluft & Co. have formed a joint venture with DeRucci Healthy Sleep Co., one of China’s leading sleep companies.
The new venture will operate under the name Luxurious Sleep (Dongguan) Co. Ltd., aiming to meet China’s growing demand for ultra-premium and luxury sleep products by introducing U.S. mattress brands to the market.
“By combining the finest Eastern and Western craftsmanship and innovation, Luxurious Sleep (Dongguan) Co. Ltd. is committed to delivering world-class sleep products and services to Chinese consumers seeking a high-end, healthy sleep lifestyle,” said Rafael Gonzalez, CEO of Flex Group. “For Flex Group and E.S. Kluft, this marks a significant milestone in our global expansion.”
DeRucci executives noted that the collaboration addresses the rising demand among Chinese consumers for high-end sleep products. By partnering with Flex Bedding Group, both companies will leverage their complementary strengths in R&D, manufacturing, distribution, and branding to bring a luxury sleep experience to China. Introducing Kluft and Aireloom, two premium U.S. brands, will further enhance DeRucci’s high-end product offerings.
In the initial phase, E.S. Kluft will supply mattresses to Luxurious Sleep for distribution to Chinese retailers, while Luxurious Sleep will invest in marketing to build brand recognition. In the expansion phase, Aireloom products will be manufactured to North American standards and distributed in China by Luxurious Sleep.
A new Aireloom manufacturing facility will later be established under the guidance of the E.S. Kluft team to maintain the high standards, premium materials, handcrafted techniques, and attention to detail that define the brand in the U.S.
Kluft (U.S.-made) and Aireloom (China-made) products will be sold through high-end standalone stores, premium home furnishing retailers, and luxury shopping malls.
The partnership leverages DeRucci’s knowledge of the Chinese market, distribution network, and understanding of local consumer preferences, combined with Flex’s portfolio of premium bedding brands, including Vispring, Schramm, Aireloom, Kluft, and Marshall.
E.S. Kluft & Co. brings the Kluft and Aireloom brands to the joint venture. Kluft targets the luxury segment, while Aireloom focuses on the ultra-premium market. Both brands are sold in the top 100 U.S. furniture and mattress retailers and internationally in Canada, Australia, Mexico, and the Middle East.
E.S. Kluft has been active in China for over 10 years, selling Aireloom and Kluft products as part of its expansion strategy. The new joint venture aims to accelerate the growth of both brands in the Chinese market.
Jon Stowe, Managing Director of E.S. Kluft & Co., said, “DeRucci is a well-established and highly regarded bedding manufacturer in the mid-to-high-end market. This partnership allows DeRucci to enter the ultra-premium and luxury segment with our craftsmanship and industry expertise, while we benefit from their deep understanding of Chinese consumers. Together, our combined strengths position us for success.”
