Getha's world-class mattresses do wonders in promoting Malaysian rubber
Some of the world’s best mattresses hail from Europe, from the U.S., and from…drum roll… Malaysia. Surprised? Considering rubber is one of Malaysia’s main products and latex comes from rubber, it makes good sense. Specifically, Malaysian manufacturer Getha creates extremely comfortable, supportive yet resistant, and simply luxurious mattresses.
“We are using Malaysia’s natural heritage: rubber,” explains Mei Yong, VP of Operations. “We don’t compromise by using Thai or Indonesian rubber, which are cheaper. We remain true to our roots and we have done that from the beginning.”
Established in 1969 as an original equipment manufacturer, award-winning Getha has only been around as a brand for 10 years. Since then, it has become highly marketing and branding oriented, choosing its markets and retailers carefully to avoid price slashing in places like Singapore or China, while maintaining a reputation for quality both at home and abroad.
“We control our prices and protect our customers,” says Ms. Yong, who adds that Getha also raises awareness of the quality of Malaysian rubber domestically. “We want Malaysians to realize that homegrown brands are good enough, and better than many others.”
One of Getha’s more interesting marketing moves has been to open a small chain of unique Sleep Therapy Centers.
“Nowhere in the world is there a center like ours. We are trying to promote the five senses – when you walk in here, we’d like you to feel and touch things, smell it and hear soothing music. We want to create an experience for our discerning shoppers,” says Ms. Yong.