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Colchones Dormiluna begins a course of to alter its picture and remodel the expertise it presents to its prospects. The brand new idea shall be introduced on Could 15 in its 37 retailer that can open in Cajicá.

In an interview with Portafolio, Daniel Rivera, model supervisor, explains the transformation plan and divulges that this 12 months’s development aim is 15%.

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What’s the story of Dormiluna?

Cochones Dormiluna was born on July 31, 1991, pondering particularly about strata 2, 3 and 4. At the moment there was no mattress model focusing on that market, so it was a great alternative . We began primarily with distributors after which with gross sales factors and huge shops.

How are you doing as we speak?

We’ve got 36 gross sales factors, we’re in three giant shops, we now have greater than 66 distributors all through the nation and, in accordance with Kantar measurements, we’re a part of the highest 5 mattress corporations within the nation.

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How are the factors of sale distributed?

Of the 36, we now have 18 in Bogotá, additionally in Buga, Tuluá, we now have in Cali, Bucaramanga, Villavicencio and Barranquilla. And we now have in different areas that aren’t the primary cities like La Mesa, San José del Guaviare, Granada, Zipaquirá and we’re opening a brand new level in Cajicá.

What sort of shoppers do you serve?

Properly, it is vitally totally different, however 70% of our purchases are made primarily by ladies who as we speak are fascinated with getting a very good relaxation. 60% of our gross sales are primarily based in strata 2 and three. The opposite 40% correspond to strata 4, 5 and 6.

How did they shut final 12 months?

In 2023 we had an excellent 12 months, we closed with nice development and we closed with greater than $16,000 million in factors, however we closed the entire firm with nearly $40,000, one in every of our greatest years .

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What are your expectations for this 12 months?

We’ve got excellent prospects, we consider that it’s a 12 months of nice alternatives and we hope to shut with a development of 15% in comparison with the earlier 12 months, which is far increased than what is anticipated the financial system will develop.

The best way to obtain?

We’re going to do it by way of the growth of our direct gross sales factors, by way of the normal channel. We hope to shut with 4 openings, beginning with Cajicá. This, along with a digital transformation that we’re doing and with which we additionally count on vital development. We’re going to make essential adjustments to our web site, we’re going to enhance the digital presence in our factors of sale, opening somewhat extra of the totally different digital channels that we’re presently in promoting the likes of Fb and Instagram, amongst others. In the present day they symbolize 10% of gross sales and we hope to shut with 30%.

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In the case of financing a mattress sale, are you already noticing the falling rates of interest and the shopping for sentiment?

Credit score is essential in promoting a mattress and as we speak it’s rising in a really fascinating approach, rather more because of the discount in charges. We’ve got methods just like the one we now have for Mom’s Month, in accordance with which individuals can purchase a mattress with as much as 0% curiosity. We accommodate these pursuits so that individuals can have an awesome mattress. We even have agreements with bank cards as we speak with 0% curiosity and numerous credit score companions. Credit score gross sales symbolize roughly 28% of our direct retailer gross sales.

However hasn’t that share dropped due to excessive charges?

It has been rising. 4 years in the past, credit score represented solely 10% of gross sales. After the pandemic in 2020 and in 2021 it grew loads as a result of we had very fascinating ranges, we reached 48% of our conventional channel gross sales. After the pandemic, in 2023 the rise in charges brought on a discount, however this 12 months with the pliability of the Financial institution of the Republic, credit score goes again once more.

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Is that this the primary time since creation that the picture has modified?

Two adjustments had been made however very delicate. This can be a change, an essential change within the picture, which additionally interprets into a change within the expertise that the shopper lives in every of our factors of sale.

We develop some factors through which we would like folks to essentially really feel at residence and never a conventional mattress retailer the place folks typically discover it troublesome to purchase the shopping for course of. Subsequently, our new warehouse in Cajicá goes to hold that new picture and we’re going to discover a fully totally different service expertise.

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Are the opposite sources going to alter steadily?

Sure, steadily. We hope to make an enormous transformation within the shops. This 12 months we hope to be concerned in 15 of our 36 shops.

What number of jobs do they create?

We’re producing about 520 jobs between the centre, gross sales and numerous channels.

How a lot funding does this picture change require?

All sources put the change at about $100 million.

What does innovation seem like?

We’ve got developed 4 new merchandise, with which we now have a major presence in clothes. This may be seen in a way more aggressive bundle, with higher advantages for human well being, akin to, for instance, valerian extracts in our garments, carbon fibers that scale back electrostatic expenses or gel microparticles that management temperature. All of our mattresses as we speak have a number of benefits for rest, so that individuals can purchase an excellent mattress day-after-day, not essentially at such excessive costs.

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