VFI group, mattress developer and the owner of the Springfit brand, has acquired a 100 per cent stake in Serta Mattress, India, from its licensee Emirates Sleep System. The products will be manufactured in VFI factories located in Haridwar, Coimbatore, Meerut, and Vadodara, contributing to Prime Minister Narender Modi’s ‘Make in India’ initiative.

The aim of VFI’s investment is to become the leading expert in the market for luxury mattresses. Additionally, the make-in-India effort will enable VFI to offer Indian customers access to luxury overseas experiences through this acquisition. The world-famous mattress brand Simmons Beautyrest is officially manufactured and marketed in India by VFI. The business owns Durfi and Amore International, which are available on Amazon, Flipkart, and other well-known online marketplaces, the company said in a press release.

"As a pioneer in offering the most comfortable and luxurious mattresses, it is only natural for us to partner with a brand that's sought the world over for its excellent range of products. Our premium category, range starts from ₹75000 to ₹5,00,000. We aim to manufacture & sell 20000 numbers mattress annually. Springfit mattress is already having 50 per cent of the market share in the luxury mattress industry in India. Now with this acquisition, Springfit mattress aims to get 70 per cent market share. This is a step towards becoming the industry leader in the luxury mattress industry,” Nipun Gupta, director, VFI said.

Fibre2Fashion News Desk (GK)

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