Magniflex India, an Italian mattress brand that is Europe’s No. 1 brand with a legacy of over 60 years excels in luxury mattresses and sleep accessories. Magniflex India today has over 69 stores with a presence in the cities of Mumbai, Bangalore, Delhi, Pune, Ahmedabad, Hyderabad, Chennai, Rajkot, Coimbatore, Vijayawada, Vishakapatnam, Bheemavaram, Jaipur, Nasik, Kolhapur, Mangalore, and Raipur and aims to further increase its presence in northern markets of India by end of the fiscal FY22-23.
Magniflex has over 100 products, including a variety of mattresses, mattress frames, pillows, and sleep accessories. It scores 98.9 percent on the customer sales service satisfaction index. Magniflex is available in over 100 countries and has partnered with Polyflex India for the Indian market.
Mattress Industry Over the Years
According to Enrico Cenni, Director, Magniflex - Asia Pacific, there has been a major shift in the industry with more customers looking into the quality of the mattresses. As a brand that was incepted 60 years bringing forth new products assuring quality and good rest. Today, the brand is looking out for ‘The Good Wake Up’.
“Our company studies the products and customer’s needs, and we realized it is very important to have a good start to the day. Thus, with our technology we keep re-inventing our products for our customers,” stated Cenni.
Moreover, Magniflex is the first company to introduce vacuum packaging to the world 30 years ago, which allows them to ship a higher number of mattresses while producing less carbon dioxide and being environment conscious.
Growth Drivers in Asia Pacific
Available in over 100 countries, the company provides different variants of its products owing to the demands in the said countries. While people in Asia opt for firmer mattresses, Europe opts for a softer variant thus allowing customers across countries to get the rest they desire.
The Asia Pacific market is valued at around $673 billion, having witnessed a surge post-Covid. Magniflex further predicts the market value to increase 20-25 percent in the next 5 years. Thus the brand aims to increase its business and acquire a bigger share of the market.
Magniflex and Technology
As one of the leading global brands in the mattress industry, Magniflex bets big on technology and has evolved with the same.
Furthermore, the brand has a specific memory ‘form’ which is a weight-induced memory foam launched against the temperature-induced memory foam, the same patented by Magniflex and called Memoform.
While Memo Form has the ability to take the shape of one’s body based on weight, Magni Stretch allows the spinal cord to stretch allowing better blood circulation and uninterrupted sleep. “Our mattresses do not cure back problems but help not aggravate any back issues, and allow you to be more comfortable,” said Anand Nichani, MD, Magniflex India.
The Indian Market
The Indian market is growing at a rapid pace, with a larger number of individuals improving their lifestyles. “With more and more customers understanding the importance of having a good mattress, we are growing at a rate of around 30-40 percent today, we are expecting to go much bigger in the coming years,” stated Nichani.
According to Nichani, the Indian market comprises 40 percent organized market which stands close to Rs 4,800 crore. This segment further can be divided into premium and luxury segments which are further growing at 10 percent.
“With the rapidly growing economy of India, more companies are realizing the potential of this market thus venturing into the Indian market like us,” added Nichani.
Growing Consumer Demand
Since the beginning of its Indian leg, the brand has been witnessing a stronger demand in the Southern part of the country, with its product Mag Stretch gaining maximum traction not just in India but globally.
“There is a great push that we are witnessing in the country, the best part being our containers get sold out on the sea itself. We are at a running rate of 40 percent right now and intend to grow further on,” added Enrico Cenni.
Stores and Expansion Plan
With over 69 stores across the country, both franchisee and multi-plan stores, by 2023 Magniflex aims to launch 12 more stores. The brand’s recent store in Gurugram is spread across a 1,320 sq. ft. in area, highlighting true Italian craftsmanship which includes Italian style and design, along with the rich Italian culture, and legacy combined with innovations.
Moreover, this exclusive outlet has a whole range of brilliantly designed mattresses Armonia, MagniStretch, Magnigel, Massaggio Light, Carezza, Ricordo, and Vitale Dolce customized based on comfort and different body sizes. It also showcases a range of pillows and accessories that are designed for the perfect support. In addition to these, there is a display of remote control adjustable Ergo bed.
Continuing to drive value through technology and innovation, Magniflex is also showcasing their new ‘Virtuoso collection’, which is made of fine materials such as eucalyptus enriched elioform breeze, elegant satin viscose fabric, and unique natural fibers viz. cashmere, merino wool, camel hair, and horse hair. The high-density inner layers provide exclusive comfort and medium support. One of the unique features of this collection is that it has a warm winter side and a cool summer side.
Marketing Strategy and Future Plans
The brand actively uses social media to reach out to its potential customers, further going through interior designers to create their space.
However the brand states its franchise route to be much stronger in comparison to others, “Buying mattresses online has not yet become a trend, most potential mattress buyers would opt to see the mattress try it out, and then buy. Thus, our franchise stores and multi-brand stores where we have our products on display, for the customers to try out our technology-based mattresses and then select the ones that work for them,” commented Anand Nichani.
Magniflex is aiming to move much more aggressively in the next few months, looking at 160 stores. The brand further is affirmative of becoming the top luxury mattress brand in the country in the next 5 years.
Imported, with up to 12 years of warranty, Magniflex mattresses are organic, harmful chemical-free, anti-fungal, anti-bacterial, anti-dustmite, odorless, and thermo-regulating. They use hypoallergenic, removable, and dry-cleanable fabric cover with a zipper. The mattresses have patented memoform, ergonomic, and optimum back support; revitalize the disc during sleep, and also have a 3D band for better air circulation.
Magniflex has adopted the UN SDG norms to develop a strategy for environmental improvement that is transparent and quantifiable at all levels within the Company. As part of it, Magniflex uses solar photovoltaic panels, which reduce CO2 emissions.
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