Dubai Furniture Manufacturing Co., (DFMC), the licensed manufacturer and retailer of King Koil and Serta mattresses in the UAE, forecasts a 25 per cent increase in volumes with the launch of a new premium product range.
The new range of mattresses from DFMC’s Serta portfolio will use Visco Gel technology, which has superior properties compared to regular foam.
Originally developed by National Aeronautics and Space Administration (NASA) as a protective mechanism for astronauts traveling into outer space, Visco Elastic technology was then adapted for medical purposes in the United States. Today, manufacturers across North America, Europe and Asia employ this highly developed technology in their mainstream consumer products.
“Our new products employ Visco Gel, a pioneering concept in mattress production which uses revolutionary German technology. Also, owing to our local Mega Foam manufacturing facility, we have the flexibility to cater to a variety of specifications, which gives us an edge over our competitors,” said S. Sundar Rajan, General Manager, Dubai Furniture Manufacturing Co., (DFMC).
Visco Gel is made from a combination of various types of chemicals and additives to provide a luxurious feel and adequate support unlike regular foam. The German technology employed uses specialty chemicals sourced from the best suppliers around the world.
Serta Visco Gel mattresses mould and contour according to the user’s body. The contouring effect evenly spreads body weight over the sleeping surface minimising uneven depressions (pressure points) on the sleeping surface.
Pressure points can create discomfort and cause one to turn and toss more frequently. It is also a symptom of many sleep disorders, ranging from Restless Leg Syndrome (RLS) to Fibromyalgia which is estimated to affect between 2 and 6 per cent of the world’s population.
The unique properties of Visco Gel provide excellent back and neck support and the mattress is highly recommended for patients suffering from backaches and body pains. Another unique feature of Visco Gel is its high elasticity which enables the mattress to return to its original form after sleeping or sitting on it.
Visco Gel is highly resistant to bacteria, mildew, mites and other odour-causing germs. Mr. S. Sundar Rajan added: “The emerging technologies in consumer products, especially in bedding, mean that consumers can now get more value for money with premium comfort levels.”
Dubai-based DFMC is the licensed manufacturer for King Koil and Serta brands in UAE, Kuwait, Bahrain, Qatar, Saudi Arabia, Oman, Levant, Egypt, Yemen and parts of North Africa. Its revenues have doubled over the past three years, and according to Rajan, DFMC has over 60 per cent market share in the premium and ultra premium mattress segment in the MENA region.
Serta showrooms are spread across the GCC and in the UAE in Dubai and Abu Dhabi
Dubai Furniture Mfg. Co. LLC. (DFMC) was set up in 1993 to manufacture and market “King Koil” branded products under licence from King Koil, U.S.A. Over the years, DFMC has used its marketing acumen and hi-tech manufacturing facilities to establish itself as the leader in the mattress industry in the Middle East.
DFMC has also acquired the licence to manufacture and market ‘Serta’ branded products in the Middle East Serta Inc., U.S.A., the world’s second largest mattress brand.
King Koil and Serta branded products are manufactured in a state-of-the-art production facility in Dubai. DFMC is committed to innovation and investment in human resources and technology to sustain its leadership position and provide customer satisfaction.
