The mattress industry is shifting from basic "soft or firm" choices to personalized sleep solutions, according to a Vua Nem representative. Consumers are increasingly concerned not only with mattress quality but also whether a product suits their sleep habits and improves their overall health.

To address these evolving customer needs, Vua Nem has partnered with Bedgear, a renowned brand known for its focus on performance and user requirements. Bedgear currently operates over 6,500 retail stores globally and holds over 280 technology patents.

Representatives from Vua Nem and Bedgear signed the partnership on 17/12 at the Vua Nem store, 16A Le Duc Tho, Tu Liem ward, Hanoi. *Photo: Vua Nem*

Ross Stuart, Bedgear's Asia-Pacific President, stated that Vua Nem was Bedgear's first choice for its expansion strategy in Asia. The region currently exhibits a significant demand for sleep innovation. "As consumers face hotter climates, dense urbanization, and fast-paced lifestyles, we observe a clear shift towards breathable sleep products with advanced cooling capabilities", Stuart said.

Ross Stuart speaks about the partnership milestone with Vua Nem. *Photo: Vua Nem*

As a retail partner, Vua Nem will introduce selected Bedgear product lines through its nationwide store network. In the initial stage, Bedgear products will debut at 30 Vua Nem stores, making them accessible to Vietnamese consumers.

Vietnamese consumers will gain access to Bedgear's patented technologies from the US, including airflow circulation technology and temperature-regulating materials. They can also explore an ecosystem of products designed for optimal recovery for modern consumers, who value innovation and personalized comfort.

Nguyen Thi Thanh Huyen, a Vua Nem representative, shared that the partnership with Bedgear marks a step forward in Vua Nem's journey to personalize the sleep experience for each customer. She added that both companies share a vision for the philosophy of personalization. This collaboration will enable Vua Nem to serve individual customer needs with greater precision, from performance to maximum comfort. "More importantly, all of Bedgear's international quality standards will be integrated into the Vua Nem store system, where customers can experience the difference", Huyen stated.

Bedgear approaches sleep as a holistic performance system. Its products support the body throughout the sleep cycle, incorporating designs that enhance breathability, continuous airflow, and moisture-wicking, temperature-regulating materials to stabilize the sleep environment. Notably, Bedgear's mattresses allow for personalized support and firmness based on individual preferences. Consequently, users of Bedgear products will achieve quality sleep and wake up feeling refreshed.

Bedgear products are currently displayed at Vua Nem. *Photo: Vua Nem*

A Vua Nem representative noted that the partnership between Vua Nem and Bedgear reflects the sleep industry's evolving trend, where experience and personalization are becoming central. By bringing high-performance sleep solutions closer to consumers, Vua Nem continues to expand its role from a retailer to a consultant and partner in sleep quality.

(Source: Vua Nem)

Customers can explore Bedgear products on the Vua Nem website.