US mattress manufacturer Kingsdown has signed Chinese bedding producer and retailer, Airland, to open 34 shops in China.

“The Chinese demand for premium products made in the USA remains strong, and with the accelerated growth of its middle class we know we’re entering China at the optimal time,” said Kingsdown president and CEO Frank Hood.

“Our partnership with Airland has been a few years in the making, and we’re confident they’re the right licensee to represent Kingsdown. They’ve been a strong player in the sleep space since 1966 and they truly understand the research and science behind our products and how it sets us apart from the competition.”

Family-owned Airland is also known as supplier of mattresses to high-end hotels.

Airland has already opened its first two shops, both in Shenzhen. Other stores are set to open in Shanghai and Beijing.

The company targets first-tier and second-tier cities as locations. Airland will secure space in mixed retail locations including furniture and fashion malls, strip malls and free standing shops.