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FINANCIAL NEWS
UAE’s ESS to introduce Serta brand in India
07 Dec 2011
(MENAFN) Emirates Sleep Systems’ (ESS) CEO, S. Sundar Rajan, said that the firm would enter the Indian market through manufacturing and marketing the Serta mattresses’ brand in the country, reported Gulf News.
Rajan added that the value of annual demand for spring mattresses in India was around USD25 million, whereas the overall market for all types of mattresses exceeded USD500 million, providing a lucrative potential for the company to expand its brand in the Indian market.
He also said that Serta would be marketed as an ultra-premium brand in India, with its price ranging from USD543 to USD1,591.
It is worth noting that ESS is a subsidiary of Dubai Furniture Manufacturing Company, which introduced Serta in the Middle East ten years ago. The company also manufactures and markets the King Koil range in the Middle East and India.
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