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- Since when is Polyflex in partnership with Magniflex?
We are the investor arm of Magniflex and got into the collaboration with them in 2009. Magniflex (Made in Italy) is Europe’s No. 1 mattress brand, recognized for its craftsmanship,technologically superior products and the value it offers to customers. Started in a smallworkshop in Prato, Italy 60 years ago, Magniflex is a market leader in the luxury mattresscategory, with over 50 million people having experienced sound sleep on its mattresses.My company, Polyflex India was founded in 1972and since then, it has been developing a portfolio of strong B2C and B2B brands,using cutting-edge comfort.Polyflex started its automotive ancillary product manufacturing services almost 3 decades way back with expertise in Polyurethane Product Knowledge.In 1983, our company imported a revolutionary foam-making technology from Germany and became the1st Indian company to manufacture Polyurethane (PU) foam in India, a conceptunheard of at that time. Polyflex is the 1st Indian company to make dual hardness seatsfor General Motors and fire-retardant seats for Indian Railways.
- What has been the USP of the brand?
Strength of the product and the legacy of the brand itself are its USP, along with cutting-edge technology that Magniflex uses.
- How crucial has been the role of technology in your brand's success?
Magniflex is a brand that comes with great legacy. They believe in innovation, research and technology. So, technology has been extremely important for them. They were the ones to introduce vacuum packaging, where the mattress’ volume was reduced by 90%. Dual Core Technology is another innovative technology that divides the mattress into two cores by justflipping the layers. This helps customer choose 4 different comfort levels and support and therebyenabling the partners to choose their individual comfort.They also have a patent under the name of MagniStretch, a technology that helps stretch and decompress the spine. Magniflexpatented MemoFormis also very well known. It’s been a gamechanger as it responds to body weight, and not body heat, thusmaintaining a constant level of comfort through the night and in all seasons. The specialty fabrics used by Magniflex have been awarded the prestigious OEKO-TEXCLASS I certification.
- Post covid, how are the markets responding to the category of luxury mattresses?
Customer mindset has changed a lot post covid. People now want better products and have become very conscious regarding health and comfort. Whichever market we enter, we have seen a great response. We are growing at 30-40%, the RoI for our franchisees is around 70-80%, so it’s been a great response.
- How many franchisees does the brand have right now and what all support does the brand provide them with?
As of now we have seven franchisees in different parts of the country. We are looking to expand in Hyderabad, Mumbai, Pune and Surat along with a few other cities. We provide marketing and design support to begin with, and then there is a continuous back-end support for all our franchisees. We’ve been running successful franchises since 2010 and they are all growing year-on-year.
- How do you select your franchisees?
Meeting of the minds is very important, it’s not just about the money or the space required. We need to be sure if the franchisee can handle our brand and do justice to it. So, we are extremely careful about giving out our franchise because it also needs to match our thought process.
- Expansion plans for FY25?
We have plans to expand to various parts of the country, most importantly to the tier-II and tier-III markets. A lot of demand for our products is coming fromthese markets, so we need to focus on them. We are creating a sub-brand under Magniflex that will be catering to the needs of this market. We are also trying to expand our dealer network by 20-30 stores in this fiscal and especially in Hyderabad, Mumbai, Pune and Surat.
