Sleep accessories and bedding supplier Bedgear is making a big move in China with Chinese bedding producer and retailer DeRucci Beddings Co. Ltd., officials announced.

The newly minted partnership will lead to the opening of more than 500 Bedgear Performance Sleep Shops over the next five years in China. The program will grow the Bedgear footprint and meet the increasing international demand for performance bedding products, officials said.

The Bedgear Performance Sleep Shop will provide the DeRucci consumer with a new vision on how to identify sleep as essential to sustained well-being and recovery. The enhanced brand experience is designed to highlight any active lifestyle, while featuring the complete family of Bedgear Performance Sleep System products, officials said.

The personalized shopping experience offered by Bedgear includes interactive technology walls, a focus on customer engagement and an omnichannel experience. DeRucci sleep associates will be on hand for one-on-one consultations to build each shoppers personalized sleep system starting with Bedgear’s Pillow ID product selector which uses a proprietary algorithm to determine the right pillow based on an individual’s sleep position, body type and mattress, officials said.

“This unifying partnership with DeRucci represents our point of view that strong international business relationships promote a path to world peace,” said Eugene Alletto, Bedgear’s CEO. “We share an aspirational vision for how people can consider sleep as the essential choice for better performance throughout their lives. We are together bringing excitement around our performance bedding brand to China, just as we have done in the U.S., Russia and Australia. This collaboration is an incredible opportunity for us to capture the Millennial consumer looking for innovative global brands.”

(Source:FurnitureToday)