Centuary Mattresses Expands Into Sofa Segment

Centuary Mattresses, the retail brand of Shree Malani Foams, is stretching out beyond the bedroom and into the living room with a new line of sofas. The company is positioning its sofas as high-quality, premium products at accessible price points, with the marketing tagline “Comfort Re-engineered”. This strategic move allows the brand, already trusted for quality mattresses, to diversify into lifestyle seating solutions.

The company has invested ₹50 crore in a 1,20,000 sq. ft. facility, initially producing 60,000 units per year with plans to scale up to 1.5 lakh. Featuring six collections and over 250 products, including recliners, sofa-cum-beds, sectionals, and loungers, Centuary uses its expertise in comfort and ergonomic design. The brand aims for a 10% share of the South Indian market in the first year, expanding to 20% across South, East, and West India within three years.

"The entry into the sofa segment is a part of two-fold back-end and front-end synergies,” said executive director Uttam Malani. “On the manufacturing side, we intend to leverage our expertise in comfort science and foaming technology. On the retail front, we have a 4000+ strong network of retailers, and 500+ exclusive branded outlets.”

The company will deploy an omni-channel strategy to widen availability for consumers. This includes exclusive and multi-brand outlets, plus large format retailers. The initial launch is in Hyderabad, with roll-outs to other southern Indian states in the first phase. This will be followed by launches in eastern India. While the focus will be on the domestic market, as it scales up its capacity, the company is planning to access global markets as well. Shree Malani is already India’s largest mattress exporter.  

Source: Centuary Mattresses