Free Newsletter
WOBURN, Mass. – In a move to expand its global footprint, Spring Air International has made two recent strategic licensing moves to build its network in Southeast Asia.
The company has signed new agreements with partners in Malaysia and Vietnam. Combined, the partnerships will open up more than 1,150 retail stores throughout the two countries.
In Malaysia, the company has teamed with Sumber Dinamik, a foam and mattress producer and a distributor of Spring Air’s Back Supporter brand. The new agreement with the subsidiary of NHL Manufacturing opens up 14 states for the Spring Air lineup.
In Vietnam, Spring Air has partnered with Vuanem, an omnichannel retailer with 158 brick-and-mortar sleep stores and a number of e-commerce sites, including Shopee, Lazada and Tiki. Vuanem is taking over the region formerly held by LMG, a Spring Air licensee until 2020.
The Malaysian partner was founded in 1980 as a foam manufacturer to supply furniture factories. Since then, Sumber Dinamik has evolved to manufacture foam and mattresses.
“With Spring Air’s more than 90 years of experience, impressive heritage, brand power and global reach, we find the company to be the ultimate partner in aiding our objective as establishing ourselves as one of the key suppliers in the high-end market segment,” said Kenny Yap Kwong Fatt, general manager of Sumber Dinamik. “The licensor has a vibrant management team ably led by Nick Bates has given us more faith that Spring Air International is the brand that would help us scale higher heights of growth.”
“Malaysia is a strong market for us, and with access to more than 1,000 retail outlets carrying our products, we expect to see an even stronger share in the country,” said Bates, Spring Air International president. “Sumbar Dinamik is a terrific partner for us. Their knowledge of the customer, combined with their commitment to quality and service, represents our brand very well.”
Bates said Vuanem, based in Hanoi, Vietnam, provides Spring Air with access to a market of younger consumers with the majority of people in the country are between 20 and 35 years old. “We look forward to introducing these young consumers to the Spring Air brand, winning their trust with the quality and value of our mid-priced products and growing with them over time as they progress into our more premium collections.”
The Spring Air brand will account for 10% of Vuanem’s current product offering on its floors or three to five mattresses, according to Tuan Anh Hoang, CEO and co-founder of Vuanem. The Spring Air Back Supporter products will be on the Vuanem floors beginning in August.
