Hotel News Middle East puts the spotlight on DFMC, one of the region’s leading suppliers. We spoke to marketing manager Sudarshan Rai about what sets the company apart…
When was your company established? DFMC, part of AAA Al Moosa Enterprises, was established in 1993 for manufacturing and marketing the King Koil brand of luxury bedding under license from King Koil, USA. Ever since its inception, DFMC has used marketing acumen and state-of-the-art manufacturing capabilities to become the brand leader in the mattress industry in the Middle East.
In 2001, DFMC acquired the licence for marketing and manufacturing SERTA products in the Middle East, from SERTA Inc., USA. Serta is the largest mattress company in the world and an ultra-premium brand, which strengthened the position of DFMC as the Mattress Leader in the Middle East.
Dubai Furniture Manufacturing Company LLC (DFMC) is a multinational company with its corporate office in Dubai, and has sister companies in other regions including Kuwait, Qatar, Bahrain & Oman. DFMC has recently ventured into India and Saudi Arabia and also set up a fully-fledged manufacturing facilities.
What’s the company’s vision and values? It is our objective to sustain the leadership position in the premium segment of the mattress industry with quality, technology and customer service as the basic foundation to achieve customer satisfaction.
Our mission is to ensure total satisfaction to:
* Customers by providing comfort solutions;
* Stakeholders by protecting their interest and providing adequate returns on investment
* Employees by providing a conducive working environment for performance enhancement value addition and career progression
* Business associates who can take pride for being a part of a growing company wherein partnership and contribution are recognised, valued and appreciated.
What are your core products/ services for the hospitality sector? DFMC is the leader in the hospitality segment in the Middle East and has supplied King Koil / SERTA bedding to all the prestigious Hotel Chains, apart from catering to furnished apartments, villas and palaces.
What new products have you launched in 2017? An extensive new line of mattress protectors by King Koil featuring the Airy Cool Mattress Protector and Botanic – Tencel Mattress Protector. The Airy Cool Mattress protector features a special quilted 3D design with cooling crystal gel fibres and stretch fabric. It has a 3D tactile surface that allows excellent airflow while the cooling crystal gel fibres absorb and dissipate heat away from the body to provide a good night’s sleep and provides 100% water proof bottom surface that does not allow liquids to penetrate. The Botanic Tencel fabric Mattress Protector is a sustainable fabric, regenerated from wood cellulose which is similar in hand to rayon and bamboo, both regenerated fabrics. However, Tencel is one of the most environmentally friendly regenerated fabrics, for several reasons. Tencel fibres are grown sustainably and fibres are spun into yarns and then woven into textiles that are soft, absorbent and very strong, resistant to wrinkles and drape well.
What’s your best-seller? Every product for the hospitality segment is custom made and is unique in its comfort and feel. Most of the four and five-star properties have their own mattress specifications and we develop high quality products adhering to the specifications. We strive to keep launching technologically advanced products that suit the requirements of our customers who are looking for comfortable and durable mattresses.
What makes your company stand out on the market? DFMC has been operating for more than two decades with its flagship brands Serta and King Koil in the Middle East region. We have maintained number one position in the Middle East with innovation, technology and leadership as the basic foundation. We will continue to aim for stronger presence and increase market share in the premium segment of the mattress industry in the region. With the continued support of our partners, we aim to grow stronger and be able to provide high-quality mattresses and sleep systems to a wider range of customers.
Our prestigious clients include: The Palm, Emirates Palace – Kempinski, Fairmont Hotel, Raffles Dubai, One & Only Royal Mirage, Hyatt Regency, Le Meridien, Emirates Towers, Hilton brands and many more.
Annual Turnover: Currently, DFMC has more than 60% share in the premium segment of the spring mattress market and it expects to increase the share and further distance itself from the competition.
Number of employees: 250 plus in Dubai
Dubai Furniture Manufacturing Co. LLC.
Telephone: 04 8853929