Mattress firm finds success in selling good night’s sleep

“Many people did not see the need for a mattress believing that it was an expensive luxury. Our goal was to put mattresses into the hands of ordinary wananchi and shift the perception of mattresses from luxury to essential products necessary for a good night’s sleep which is important health wise,” says Mr Shah.

The company advertised aggressively on radio and television.

“We’ve always been very clear in our minds about what we are selling—not a physical product per se but ‘a good night’s sleep’ which is essential to every person’s wellbeing. We eventually succeeded in transforming the thinking of the mass market so that they considered buying a mattress as an investment in their health.”

From there the company focused on coming up with different types of foam and finishes to suit various pockets so that consumers of all social classes could find a mattress within their price range.

Today, Superfoam’s products range from orthopaedic for people with back problems to standard mattresses for children.

“We have something for everyone and as consumers first adopted use of mattresses and then upgraded as their income increased, they found what they needed within the Superfoam brand and this is how we’ve managed to retain customers,” says Mr Shah.

The company doesn’t benchmark itself against the competition, but instead focuses on the consumer regardless of what anyone else in the market is doing and this strategy has paid off.

Located in the outskirts of Ruiru, Superfoam has become the leading brand in the market with a wide distribution network and its products are in homes, hotels and institutions all over East Africa.

Mr Shah said when they first started the company, finding skilled people willing to work in a small rural town was a problem. This forced them to train locals.

“Distribution was another challenge because being outside Nairobi which was a key market for us meant we could not deliver our products to customers as fast as we would have wished. We debated whether to move but eventually decided to stay in Ruiru because of our employees,” says Mr Shah.

He says this is the same reason they have kept the factory semi-automated in order to keep jobs.

The company currently has 250 employees and has also invested in the best equipment for manufacturing to ensure that customers receive value for money.

Most of the mattresses are sold through wholesalers and distributors. Supermarkets are also major buyers of its products.

Growth in sales has been driven by high population growth in Kenya and political stability of neighbouring countries in recent years has boosted sales in these markets.

Superfoam plans to expand its product portfolio this year by branching into soft furnishings for bedrooms such as bedcovers, duvets and curtains.

It also plans to launch a new product line using “magic foam” the most advanced development in foam mattresses which gives the highest support because it conforms to a person’s body according to weight, and provides the most support where it is needed.

Best quality

“We’ve had this product for five years, but the market was not ready for it because it is more expensive. Consumers now understand the importance of a good mattress for sleep and have more disposable income so we will launch it soon,” says Mr Shah.

A standard mattress using “magic foam” will cost around Sh25,000 compared to Sh5,000-6,000 for a standard mattress made of high density foam.

It’s targeted at the high-end market both residential and commercial (hotels, serviced apartments) who currently import mattresses.

Despite the wide adoption of mattresses by the mass market there is still need for education because most consumers believe that a hard mattress is the best quality and yet the opposite is true.

“Most consumers relate quality to the hardness of the foam, but the softest foam is the best because it’s comfortable and gives better sleep. The harder a mattress is the faster it wears out and consumers need to know this so as to start appreciating spongy mattresses,” he says.