EXPANSION: After crafting the right tagline that defined its brand, solidified it in the minds of customers and enabled it to withstand stiff competition, Superfoam Ltd is now aiming for a bigger slice of the mattresses industry.

The company says the official tagline “We are good in bed” has resonated well with Kenyans and put it right back at the top of the industry.

Sanskrati Shetty, Superfoam Ltd Marketing manager said with stiff competition, the company needed to jog people’s memories about its products and it knew it had to get its priorities right and hit the ground running.

Fortunately, the tagline “We are good in bed,” which was meant to turn around fortunes and reinvent the mattresses, was an instant hit. It went viral.

Short time

“Indeed we were very lucky to choose a tagline which quickly resonated with people and in such a short time, armed with only our fleets and the tagline, the whole country was soon talking about how we are good in bed,” she told Business Hub.

She said with everyone talking about Superfoam, as the tagline became famous, the mattresses maker was bang on top of the sector again after several decades.

The firm is now targeting more market share and with a presence in about 900 shops countrywide, the firm hopes to increase this number to 2,000 in two years time, according Shetty. 

While at it, she added, they have started customising mattresses according to unique preferences of consumers who now demand specialised shapes and sizes.

Mass market

“This market is very sensitive, so product differentiation is very important in the mass market.

But there are lots of awareness currently going on in the sector because of the price sensitive nature of the commodity,” Sheety said.

The family-owned Superfoam was started in 1983 by brothers Himat Devchand Dodhia and Dilip D. Shah.

Based in Ruiru, it has been producing standard mattresses but also specialises in orthopaedic ones for those with back problems.

With over 900 employees at their Ruiru factory, the firm hopes to enhance visibility countrywide, and leveraging their presence through corporate social responsibility to make other people also feel good in bed.

In 2019, Catalyst Principal Partners  entered into a deal with top three mattress manufacturers in Kenya, Uganda and Malawi in a move to acquire Superfoam Limited, Euroflex Limited and Vitafoam Limited respectively.