German mattress company Thomsen, which primarily caters to the European market with its high-quality sleep products, has come up with its new ‘Made in India’ range under the brand name ‘Dormio’.
The Dormio brand has been created exclusively for the Indian market. The brand’s product folio comprises mattresses as well as pillows that are made using the most technically advanced foam and sophisticated technology to ensure high-quality support and comfort.
Talking about the brand idea, Dormio Director Nakul Gupta told Apparel Resources that they aim to bring in the same high-end design and high-quality that is associated with their flagship brand Thomsen to the Indian market. “With our long-standing expertise and knowledge in this field, we would like to offer this experience to the wider Indian audience at a more affordable price. Thus, the need for a ‘locally manufactured’ product,” he explicates.
The company will invest 12 million Euros (around Rs. 97 crores) over the next four years in the country. The funds will be utilised for establishing Dormio’s manufacturing unit, distribution and marketing operations and for the opening of own flagship stores in the due course. Currently, the brand’s manufacturing base is being set up at Greater Noida.
Thomsen will be promoting Dormio with an online first strategy but with a strong push in the traditional retail market as well, as this would allow most consumers an easier access to its products.
One may see Dormio’s exclusive store rolled out in about a year or so from now, Gupta shared with us.
Vis-à-vis market competition, Gupta clarifies that the company is offering an extremely competitive pricing to appeal to the price-conscious Indian consumers. Despite importing materials from Europe, the brand’s mattress range starts from Rs. 18,999. Even the king size Latex variation is priced at under Rs. 60,000. “We believe that our revolutionary products will find suitable demographic with our aggressive pricing,” feels Gupta.
The brand aims to disrupt the current Indian market with its high-quality products and pricing. This combination of quality products, great service (100-day return), and competitive pricing is sure to resonate with the Indian consumer, the brand believes.
