Dubai Furniture Manufacturing Co., (DFMC), the licenced manufacturer and retailer of King Koil and Serta mattresses in the Middle East and North Africa (MENA), has invested more than AED20 million in a new manufacturing facility, increasing its overall productivity by 30 per cent.
Part of UAE-based A.A. Al Moosa Enterprises, DFMC’s new plant was inaugurated recently and is located in Dubai’s manufacturing hub, Dubai Investment Park. The facility is now fully operational and employs 200 skilled staff and produces more than 1,000 mattresses a day.
“In the past, foam for our mattresses was procured. With the launch of our new facility, foam is manufactured using revolutionary German technology producing an enhanced quality of foam called ‘mega foam’,” said S. Sundar Rajan, General Manager, Dubai Furniture Manufacturing Company (DFMC).
“DFMC is the first company in the region to implement this capital intensive technology, enabling us to invent unique construction designs and foam structures for both King Koil and Serta. This gives us an edge over competition.”
The ‘mega foam’ production process eliminates the emission of harmful chlorofluorocarbons into the environment, making the entire manufacturing process 100 per cent environmentally friendly, according to Rajan.
‘Mega foam’ is also known for its unique open cell structure, which ensures air circulation and controls moisture retention. This avoids heat build up on the surface of the mattress creating a pleasant sleeping environment.
Rajan continued: “Market demand for King Koil and Serta products has grown dramatically. To cope with this demand we have increased our productivity to manufacture more than 1,000 mattresses per day. The hospitality and real estate boom have also propelled this demand over the last two years which has led us to open the new facility.”
Recent years have seen an explosion in the science of bedding and the integration of new technologies with new materials. New fabrication methods and new designs are a global trend.
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, King Koil has over 60 per cent market share in the premium mattress segment in the MENA region.
King Koil and Serta showrooms are spread across the GCC and in the UAE in Dubai, Abu Dhabi, Al Ain, Sharjah, Ras Al Khaimah.
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.
