by Company has developed a product line featuring upholstery and bedding that addresses the needs of US retailers and their customers
HIGH POINT — DeRucci North America’s presentation here this market will more closely showcase the company’s capabilities in both upholstery and bedding as it introduces new products in each segment.
The company announced in late September that it is entering the U.S. bedding market with several new AI Smart Mattresses being offered under its DeRucci Healthy Sleep Co. division.
The models, including its premium T12 model, offer a range of features and benefits that aim to improve the sleep experience by learning how each person sleeps and refining its “response across two independently controlled zones with seven adaptive support points that respond to body pressure and sleep position, keeping the sleeper in constant spinal alignment.”
It also has warming features for the legs to help improve circulation and shares sleep data through an app, “giving sleepers a clear picture of their sleep patterns and overall health.”
“Everything that this bed does is logical and everything that it does makes sense for the consumer,” Guy Ray, chief executive officer of DeRucci North America, told Home News Now. “A lot of times people introduce a new product or a new category and they start tacking things on that don’t mean anything. Everything this bed does means something. Everything this bed does improves your sleep, improves your health, improves your life.”
“It is run by an app on your phone and will monitor your sleep patterns,” he said, adding that the app also monitors and tells you your heart rate, your breathing and your body temperature.
Such innovation that blends both comfort and health benefits for the consumer has contributed to the brand’s success in the China market where the company has nearly 4,000 retail stores. With an estimated $850 million in annual mattress sales, the company said it has a 45% share of China’s premium mattress market.
“They have been successful for a very long time, and they are serious players,” Ray added.
But he said to grow, the company had to develop a strong export strategy for the U.S. market that promotes its mattress and motion upholstery lines. The mattress line for the U.S. market is made in Indonesia, and the upholstery line is made in Vietnam.
Ray, who was named CEO about 18 months ago, has been guiding this strategy by first introducing a line of upholstery for the U.S. market that debuted in High Point in October 2025.
“We had a real soft opening in October of last year, where we introduced a motion upholstery line out of Vietnam and then placed it with a few key people,” Ray told Home News Now. “Then in April, we took over the old Abbyson showroom (300 E. Green St.) and it became the DeRucci showroom, which is almost 30,000 square feet, so we can really show the product. We had a really good market with the product. … It’s a really crowded space, but we are really focused on quality and are really focused on simplicity and really focused on value and the things that sell at retail.”
He also noted that the factory in Vietnam where the upholstery line is produced for the U.S. market is expanding from 300,000 square feet to 550,000 square feet on Nov. 1. With a total of 16 production lines, he said that it will have capacity to produce 450 to 500 containers a month. Another expansion expected to be completed by next May or June will bring it to 700,000 square feet and from a capacity of 650 to 700 containers per month.
“It is all growth,” he said.
While he acknowledges that market conditions — including a lackluster housing market — are still a challenge, the company is preparing ahead for this growth as soon as the economy decides to cooperate. That said, he also has assembled a team of experienced industry professionals who have now been with the company for roughly the past year.
They include the following:
+ Mitchell Stiles, former president and chief operating officer at Badcock Home Furnishings, is president of DeRucci North America.
+ Melissa Shaw Vader, a former executive vice president of sales and national account specialist at Woodhaven Furniture, is executive vice president of sales and merchandising.
+ Brad Harris, a former territory sales representative at Diamond Mattress and former territory sales representative at Fusion Furniture and Southern Motion, is executive vice president of sales and merchandising.
+ Shannon McKaughn, a former sales executive at Vogue Home Furnishings, Man Wah and Natuzzi, is director of operations at DeRucci North America.
+ Fabio D’Accio, a former director of quality assurance at Man Wah and a former director of quality at Natuzzi Americas, is general manager.
+ Pat Ramey, a former vice president of operations at Kuka Home, director of manufacturing at Man Wah and a general manager at Pride Mobility, is a senior consultant at DeRucci North America.
“There are no rookies there,” Ray said. “We invested in the best people to put this together. It’s a big venture and it’s a big commitment by headquarters. It shows their commitment to the market and shows their commitment to success here by putting this strategic team together. I am very happy to have all of them and they are all doing very well.”
While bedding will be a big part of its focus at the October market, the company also is showcasing new upholstery footprints including some recovers of product shown in April and about eight new models including sofas, sectionals, swivel glider chairs and recliners. Ray said, “We feel confident we will go into production with them. It is not just for show and tell, but for show and sell. The values will be there and the styling will be there,” he added, noting that 40% will be shown in leather and the rest in fabric and covering all price points, representing a good, better, best presentation.
“It’s a great value and great quality product,” Ray said of the motion upholstery. “We are pretty proud of it, and we had a lot of placements and are shipping now. We are excited where it’s going, and we expect a really good market.”
