American bedding producer Kingsdown has opened its first branded retail showroom in Vietnam, in Ho Chi Minh City, heralding a push into Asia.

The company has also announced it plans to open more than 100 branded showrooms in Asia within the next 12 months.

Based in Mebane, North Carolina, Kingsdown claims to be the largest independent, employee-owned mattress manufacturer in the US. The Kingsdown Vietnam showroom carries bedding and furniture products made by long-time licensee Far East Foam.

“We have enjoyed a fantastic reception in Asia over the past few years with its growing middle and upper classes,” says Kingsdown president/CEO Frank Hood.

“As wealth spreads throughout the region, it made sense to expand our presence with our good partner Far East Foam. American products are held in high regard in this region.”

Kingsdown entered the Chinese market with its My Side and BedMatch brands in 2012, and following “significant” growth is set to open 46 more branded retail stores across the mainland. These Kingsdown stores will sell its popular collections, as well as products specifically designed and developed for the Chinese marketplace, the company says.