Spring Air expands into Vietnam with 10-year licensing agreement

What’s happening: With a global footprint that already spans more than 50 countries, Spring Air International has signed a 10-year licensing agreement with Vuanem, a leading omnichannel bedding retailer in Vietnam.

Why it matters: According to Tuan Anh Hoang, chief executive officer and co-founder of Vuanem, the Spring Air brand will account for 10% of the current product offering on store floors, or three to five beds on average.

Based in Hanoi, Vuanem operates 158 brick-and-mortar bedding specialty stores across Vietnam and is also a major presence on all three of the country’s leading e-commerce platforms, including Shopee, Lazada and Tiki, Southeast Asia’s equivalent of Amazon. 

“By partnering with Vuanem, we automatically achieve distribution in a market made up of the youngest consumer population in the world while working with a retailer that is continually innovating to meet these shoppers where they are on their customer journey,” says Nick Bates, president of Spring Air International.

The company expects to floor the first Back Supporter products by the beginning of August, just in time for the country’s key sale period beginning in late September.

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