As the self-proclaimed “Sleep Master,” the brand has carved its niche in the competitive landscape of the hospitality industry. Suppharaj Chokwonganun, the Managing Director of Sleepwell Group, the visionary force behind DreamMaster, graciously shares the compelling origin story of their venture into providing mattresses for the hospitality sector.
He also revealed the pivotal role these elements play in shaping the guest experience, emphasizing how investing in superior bedding is an investment in guest satisfaction and positive word-of-mouth, ultimately contributing to the overall success of a hospitality establishment. In the competitive landscape of hospitality, where every detail matters, DreamMaster Bedding stands tall as a purveyor of not just mattresses but unforgettable sleep experiences.
Brand TD (TD): As the self-proclaimed “Sleep Master,” could you share the origin story of how DreamMaster Bedding ventured into the realm of providing mattresses for the hospitality industry? Did you have a “dream” or an “aha” moment that set this journey in motion?
Suppharaj Chokwonganun (SC): The story of DreamMaster Bedding and its venture into providing mattresses for the hospitality industry is indeed a fascinating journey. It all began with the vision of Sleepwell Group, a pioneering company in Thailand that revolutionized the manufacturing and assembly of pocket spring mattresses.
As the first company in Thailand to prioritize the production and assembly of these high-quality mattresses, Sleepwell Group gained recognition for its commitment to excellence. The company successfully engaged in OEM (Original Equipment Manufacturing) and export for the DreamMaster brand in Europe. However, the turning point came during the 2008 financial crisis when DreamMaster faced challenges.
Recognizing the potential and the unique market position of DreamMaster, Sleepwell Group seized the opportunity to acquire the struggling brand. This strategic move was not merely a business decision; it was a visionary response to the unfolding dynamics of the hospitality industry.
Thailand, being one of the most visited countries in the world, presented a promising landscape for hospitality development. Hotels and rooms were on the rise, creating a significant demand for premium bedding solutions. Sleepwell Group foresaw the tremendous potential in catering to the burgeoning hospitality sector.
Since the acquisition, our focus has been unwavering— to propel DreamMaster Bedding to the forefront of hospitality bedding suppliers in South Asia. We set out with the ambitious goal of becoming the number one choice for hotels seeking exceptional comfort and quality in their bedding.
Our journey has been marked by dedication, resilience, and a commitment to providing unparalleled sleeping experiences for guests in the hospitality industry. As the self-proclaimed ‘Sleep Master,’ we continue to innovate, evolve, and grow, driven by the belief that a good night’s sleep is an essential element in the overall guest experience. This commitment has been the cornerstone of our success in the competitive landscape of hospitality bedding.
In essence, our venture into the hospitality industry with DreamMaster Bedding was not just a business expansion; it was a strategic response to market dynamics, coupled with a passion for enhancing the quality of sleep for individuals around the world. The DreamMaster story is a testament to our journey from overcoming challenges to becoming a leading force in providing top-notch mattresses for the hospitality sector.”
TD: Managing Director of Sleepwell sounds like a dream job! Can you tell us about the challenges and triumphs you’ve faced in making DreamMaster Bedding one of the largest suppliers of mattresses in the region? Any amusing anecdotes from your journey to the top of the sleep game?
SC: Absolutely, being the Managing Director of Sleepwell and steering DreamMaster Bedding to its current position has been both a challenging and rewarding experience. One of the initial hurdles we faced was establishing and growing the DreamMaster brand. This required navigating a competitive market by offering high-quality products at competitive prices. We needed to outshine competitors and capture market share, emphasizing superior quality as our key differentiator.
Logistics presented another formidable challenge. Mattresses are inherently bulky, posing a unique set of challenges in transportation. To overcome this, we pioneered the adoption of a roll pack machine, a groundbreaking innovation. Perfecting the compressed roll pack mattress not only addressed logistical challenges but also positioned us as the sole approved vendor worldwide for all major chains using this technology for pocket spring mattresses.
Capacity became our third challenge as the demand for our products soared. To meet this surge, we made a strategic investment in a state-of-the-art manufacturing facility in 2019-2020. This facility boasts automated production processes, allowing us to standardize the feel and quality of our mattresses and bedding. This move not only addressed capacity issues but also positioned us as leaders in delivering consistent excellence.
Amidst these challenges, there have been moments of triumph and even some amusing anecdotes along the journey to the top of the sleep game. One memorable instance involves our team’s relentless pursuit of perfection. It’s not every day you find a team so passionate about ensuring a good night’s sleep that they go to great lengths, including perfecting the art and science of roll-packing mattresses.
In essence, the role of Managing Director has been a dynamic blend of tackling challenges head-on, fostering innovation, and celebrating the milestones that have propelled DreamMaster Bedding to become one of the largest suppliers of mattresses in the region. The journey has been marked by resilience, strategic thinking, and a shared commitment to redefining the standards of comfort in the sleep industry.”
Question 3 Sleep is a universal language, and DreamMaster Bedding seems to have mastered it! What unique qualities or features do you believe set your mattresses apart and make them the preferred choice for hospitality establishments?
Thank you for recognizing the universal language of sleep, and indeed, at DreamMaster Bedding, we’ve dedicated ourselves to mastering that language with our unique mattresses tailored for hospitality establishments. Here are some key features that set our mattresses apart as the preferred choice:
Exclusive Focus on Pocket Spring Technology:
Over the past 15 years, the most innovative core component of sleeping units has been pocket spring technology, and this is where we specialize exclusively. Unlike some competitors who offer various spring units, we have honed our expertise in perfecting the art of pocket spring mattresses.
Six Turns and Beyond:
While many hotel vendors provide mattresses with a 5-turn pocket spring, we stand out by focusing specifically on 6 turns and beyond. This nuanced approach enhances the overall support and comfort, contributing to a more restful sleep experience for guests.
Thicker Wire Gauge for Coils:
Our commitment to quality extends to the thickness of the wire gauge for our coils. Ranging from 2.0 to 2.3, our coils surpass competitors who often use a thinner 1.8 gauge. This results in increased durability, better support, and a longer lifespan for our mattresses.
High-Density Foam and Fabrics:
Exported across Southeast Asia and rolled for efficient transportation, our mattresses undergo substantial pressure during the compression process, requiring 50 tonnes (50,000 KG) of force. To ensure that once unrolled, they return to 100% of their original shape, we use the highest quality density of foam and higher than 350 GSM fabrics. This guarantees a consistent and luxurious sleep experience for every guest.
Commitment to Sustainability:
Beyond comfort and quality, we are committed to sustainability. We are actively investing in solar-powered plants and pursuing certifications such as ISO-14001 and EcoVadis to lead the industry in eco-friendly practices. Our aim is to not only provide exceptional mattresses but to do so with a minimal environmental footprint, making us a leader in sustainable bedding products.
In essence, these unique qualities and features embody our dedication to mastering the language of sleep and ensuring that DreamMaster mattresses stand out as the preferred choice for hospitality establishments, offering an unparalleled combination of comfort, durability, and sustainability.
TD: In the world of DreamMaster Bedding, you’re not just selling mattresses; you’re selling dreams. How do you ensure that each mattress delivers a perfect night’s sleep for your customers, and how do you measure success in the dream department?
SC: At DreamMaster Bedding, we take great pride in not just selling mattresses but in delivering dreams — the promise of a perfect night’s sleep for our customers. Our commitment to ensuring this exceptional experience is multifaceted:
Precision Engineering for Comfort:
We employ precision engineering techniques in crafting our mattresses. From the intricacies of our exclusive pocket spring technology to the carefully selected materials, each component is designed with the singular goal of providing unparalleled comfort. Our focus on 6 turns and beyond in pocket spring construction, coupled with a thicker wire gauge, ensures optimal support and a superior sleep surface.
Rigorous Quality Control:
Quality control is at the core of our manufacturing process. Every mattress undergoes meticulous inspection to meet our high standards. We leverage advanced technology and a team of experts to ensure that each mattress leaving our facility is a testament to the quality and craftsmanship synonymous with the DreamMaster brand.
Extensive Research and Development:
The pursuit of perfection is an ongoing journey. We invest significantly in research and development to stay at the forefront of sleep technology. This commitment allows us to continuously innovate, adapting to evolving customer needs and incorporating the latest advancements in the science of sleep into our products.
Customer Feedback and Satisfaction:
Success in the dream department is measured by the satisfaction of our customers. We actively seek and value customer feedback, using it as a compass to guide our improvements. Positive reviews and testimonials serve as indicators that our mattresses are not just meeting but exceeding the expectations of those who entrust their sleep to DreamMaster. We showcase to many owners the numerous positive reviews and inboud leads we get from not just GM but the end used on trip-advisor on the high quality products we have.
TD: People in procurement and owners overlook the importance of mattresses and linens, please explain the importance.
SC: Mattresses are the unsung heroes of the hotel room, often overlooked by owners and procurement teams. Yet, their significance cannot be overstated. When guests check into a hotel, they aren’t just looking for a place to rest; they’re seeking an experience, and a good night’s sleep is at the core of that experience.
Consider this: guests spend a substantial portion of their time in a hotel room sleeping. It’s not merely about the duration; it’s about the quality of that sleep. The mattress, along with high-quality sheeting, plays a pivotal role in shaping this experience. It’s the comfort they feel when they lay down, the support that cradles them, and the softness of the sheets that cocoon them into relaxation.
Having a subpar mattress isn’t just a minor inconvenience; it can disrupt the entire sleep cycle, leading to inadequate rest. A restless night can result in guests waking up with discomfort, back pain, or neck stiffness, impacting their mood and energy levels for the day ahead. This, in turn, influences their overall perception of the hotel experience.
On the contrary, a high-quality mattress provides more than just a place to sleep. It offers a haven of comfort, ensuring that guests wake up refreshed and rejuvenated. Investing in superior bedding is an investment in guest satisfaction. Happy guests are not only more likely to return but also to spread positive word-of-mouth, becoming advocates for your establishment.
In the competitive landscape of hospitality, where every detail contributes to the overall guest experience, the mattress stands out as a cornerstone of comfort. It’s not just a piece of furniture; it’s an essential element in creating an environment where guests can truly unwind and enjoy their stay. It’s not just about a good night’s sleep; it’s about creating an experience that guests remember, ensuring they leave not only well-rested but eager to return.