Magniflex products have their customers’ well-being at the crux of it
Magniflex India brings Italian luxury and comfort to the forefront of the Indian sleep market, combining decades of craftsmanship and innovative technology to offer premium mattresses. As the leading provider of high-quality sleep solutions in India, Magniflex ensures a blend of style, support, and sustainability in every product. In an interview with Fibre2Fashion, Managing Director Anand Nichani talks about the company’s sleep technology products.
How do you perceive the recent trends in the mattress industry, particularly regarding consumer preferences and technological advancements?
Mattress technology today is all about providing customised comfort to each individual based on their body build and preferences. Magniflex’s Dual-Core smart mattresses come with 4 different comfort levels in a single mattress allowing each individual to adjust the mattress to suit their comfort level.
Orthopedic mattresses are becoming popular, but one must be aware of what it offers. Magniflex’s MagniStretch is approved and certified by the prestigious American Chiropractic Association and is medically proven to be beneficial for people with back pain and spine issues.
Our company also uses breathable open-cell foam. People today have realised the hazards of closed-cell foam, and many brands are experimenting with open-cell foams. Magniflex has a patented Memoform that is a 100 per cent open cell foam, highly breathable and processed with water to make it safe and hypoallergenic.
How do advancements in materials science impact the development of new and improved mattresses?
Advancements in materials science have led to the creation of sustainable and eco-friendly materials for mattresses. At Magniflex, we use advanced fabrics such as natural latex, organic cotton, and recycled fibres, OUTLAST Fabric, wood fabric, satin viscose, Tencel fabric etc. These materials reduce the environmental impact of mattress production and appeal to environmentally conscious consumers. They also provide more breathability to the mattresses. They regulate temperature to give comfort to the customers through the changing seasons.
In what ways are companies in the sleep industry addressing environmental concerns and sustainability in their production processes?
Companies today are waking up to environmental concerns, but there needs to be better mandate laid out by the governing bodies and the government in defining the sustainable goals in India.
At Magniflex, we take our environmental responsibility very seriously. Magniflex has adhered to the ambitious Sustainable Development Goals project of the United Nations, and we aim at achieving all 17 goals by 2030.
We have achieved OEKO-TEX certifications for our production processes and for every single material that goes into making our mattresses. OEKO-TEX certifications certify that our production processes and our mattresses are safe for the planet and living beings.
Magniflex has been pioneering in the mattress industry for over 60 years. What do you believe are the key factors that have contributed to the brand’s longevity and success?
Magniflex’s longevity and success in the mattress industry can be attributed to the ‘Made in Italy’ craftsmanship that delivers innovation, quality, customer satisfaction, brand reputation, global presence, environmental responsibility, and commitment to continuous improvement. These factors collectively contribute to the brand’s enduring appeal and position as a leader in the industry.
Magniflex products have their customers’ well-being at the crux of it. The brand invests in Research & Development that ensures products are developed with a scientific approach to providing the best comfort to our customers.
Every product, irrespective of the price range, ensures our customers’ complete comfort and well-being, which contributes to better quality of sleep and overall health.
Can you explain the process and criteria for selecting materials used in your mattresses?
The selection of materials for mattresses entails a meticulous balance of performance, quality, sustainability, safety, customer preferences, and practical considerations, allowing mattress manufacturers to adhere to rigorous criteria and processes that guarantee products meet the highest standards of comfort, durability, and consumer satisfaction.
Can you tell us about some of the most groundbreaking technologies or materials that Magniflex has introduced over the years?
Magniflex’s commitment to R&D and use of high-quality raw materials help create the ideal mattress for every need and type of comfort.
Some of the key innovations at Magniflex include:
Patented Memoform – Memoform’s composition has been developed by Magniflex and is different from ‘memory’ foam. Memoform responds to body weight, not body heat, thus maintaining a constant level of comfort through the night and in all seasons.
Patented MagniStretch mattress – A patented stretch technology that stretches and decompresses the spine.
Dual-core technology – An innovative technology that divides the mattress into two cores which consists of sheets and materials with varying comfort levels. The double version offers 2 different types of support – soft or firm, by just flipping the sides. It helps you choose 4 different comfort levels and support.
Vacuum Packaging – Magniflex mattresses are compressed using a patented machine that rolls up the mattress, reducing its volume by 90 per cent. This vacuum packaging ensures stable hygiene and consistent quality and it significantly cuts down CO2 emissions.
With a claim of over 50 million people sleeping on Magniflex mattresses worldwide, what do you think makes your mattresses stand out in a crowded market?
Magniflex stands out for its innovative mattress design and technology. By continuously introducing new materials and features, Magniflex stays ahead of the curve and offers products that cater to evolving consumer needs.
At Magniflex, mattresses are crafted with attention to detail and quality craftsmanship while prioritising quality construction with durable materials ensuring that customers receive long-lasting products that provide excellent sleep experiences.
The brand offers customisation options such as Dual Core Technology for individual preferences and emphasises superior comfort through innovative materials like Memoform and Elioform.
Magniflex’s commitment to environmental responsibility showcased through eco-friendly practices and certifications, contributes to its strong reputation and trust among over 50 million satisfied customers worldwide.
How does Magniflex incorporate sustainability into its production and corporate practices?
Magniflex has adhered to the ambitious Sustainable Development Goals project of the United Nations, which aims at achieving 17 goals by 2030. These 17 objectives such as ‘No poverty’, ‘Responsible consumption and production’, ‘Life below water’, ‘Sustainable cities and communities’, etc are considered essential to ensure a better and more sustainable future for all. The whole Magniflex factory is powered by solar energy.
With a wide range of products, how does Magniflex ensure that a mattress fits everyone’s specific sleep needs?
Customers can find a product that suits their specific needs by offering a diverse product line, including mattresses with different firmness levels, support systems, and technologies. Our patented Memoform technology responds to the specific body weight. We also provide customisation options, research-driven development, expert collaboration, customer feedback integration, and educational support. Magniflex likely ensures that its mattresses cater to a wide range of sleep needs, preferences, and requirements.
Could you provide more details on Magniflex’s distinctive Dual-Core system?
Magniflex’s Dual-Core system is a distinctive feature that sets our mattresses apart by offering personalised comfort. It is particularly beneficial for couples with different sleep preferences, such as those who prefer different firmness levels or have varying support needs. Instead of compromising on a single mattress firmness, each sleeper can enjoy personalised comfort without sacrificing the quality of their sleep. By incorporating separate support cores for each side of the mattress, the dual-core system helps minimise motion transfer between sleepers. This means that movements made by one person are less likely to disturb the other, promoting undisturbed sleep throughout the night, providing compatibility for couples, and versatility for changing sleep needs.
You have introduced vacuum-packed technology in your mattresses. Can you elaborate more on this innovation?
Our ongoing dedication to research and our love for nature was symbolised in 1986 with the invention of Magniflex’s vacuum-packed technology, a revolutionary breakthrough in the mattress industry. This innovative process involves securely bagging and sealing the mattress, compressing it through our patented machine without compromising comfort, and rolling it up using an internal mechanism that eliminates air, resulting in, as mentioned earlier, a remarkable 90 per cent reduction in volume. This approach ensures stable hygiene, minimises polluting CO2 emissions (13 mattresses per m3), and allows for storage of up to six months due to the material being pure foam.
How does Magniflex adapt its offerings for the Indian market? Are there any new plans for expansion?
Magniflex adapts its offerings for the Indian market by investing in ongoing research to understand customer preferences and develop products that improve sleep quality while aligning with our environmental commitments. Our new expansion plans include regions in Central India, Northern India, and Kerala.
Looking towards the future, are there any upcoming innovations that Magniflex is particularly excited about?
Magniflex is a company that is constantly striving to innovate and improve. Through extensive research and development, we are currently working on a range of exciting new products that are sure to revolutionise the industry. With a dedication to quality craftsmanship and a commitment to customer satisfaction, Magniflex is poised to launch a series of cutting-edge products across mattresses, pillows, and other sleep accessories that will set a new standard for excellence.
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