Mattress manufacturer Duroflex, along with its sub-brand Sleepyhead, has announced plans to open 23 new stores across India by the end of the current financial year. This expansion will build on its existing network of approx. 77 outlets, which includes seven Sleepyhead stores.

The company’s approach to growth is rooted in a ‘city saturation model’, wherein it deepens its presence in established strongholds like Bengaluru and other major metropolitan cities before entering new territories. In tandem with its retail growth, Duroflex has enhanced its manufacturing infrastructure by inaugurating a new production facility in Hosur, Tamil Nadu.

This addition complements its existing seven manufacturing and ordering units located across the country, thereby reinforcing the company’s supply chain capabilities to support its expanding offline presence. Sleepyhead will transition from a digital-only brand to a hybrid retail model. The dual-brand strategy is designed to capitalise on India’s growing demand for quality sleep solutions while catering to different customer segments through separate brand identities.

With this expansion, Duroflex aims not only to increase market penetration but also to elevate its overall brand visibility and customer reach. By aligning its retail and manufacturing strategies, the company is positioning itself for sustained growth in an increasingly competitive and evolving sleep and wellness market.