Serta mattresses will be sold in India by new licensee Emirates Sleep Systems Pvt. Ltd., a new venture set up by Serta's licensee in Dubai, according to the Dubai company.
India will be serviced by Serta franchise showrooms and dealers that will target the retail customer in Mumbai and in other metro areas, a press release said.
The new licensee is a subsidiary of Dubai Furniture Mfg. Co. The initial plant has a capacity of 200 mattresses per day, and the company said it envisions building two other factories, one in north India and one in south India.
Serta is now available in nine franchised outlets in Mumbai, Pune, Ahmedabad, Surat, Delhi, Gurgaon and Indore, India, the company said, adding that consumers in India can also shop for mattresses online.
