Diveco Group and As well as (SSB) celebrated 20 years of partnership in Central America. A relationship that has been strengthened as a result of the shared mission of being leaders in sleep systems, as well as the vision of offering the highest quality standards in innovative solutions that help people sleep better to contribute to a healthier life. .
The recognition for Serta’s 20 years of regional marketing was delivered by Alejandro Seidel, SSB’s global brand director to Georgia Dimitrakis, Grupo Diveco’s regional franchise manager and part of the company’s third generation, who took the opportunity to deliver a recognition to the best distribution partners in Guatemala.
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“It is an achievement that has been possible thanks to the commitment to constant improvements in the commercialization and distribution of the product, service, innovation in technology and reaching the objective that has allowed Serta to be positioned as a top brand in the US market and to reach the US$1.9 trillion in retail sales in the world during the last year”according to Alejandro Seidel, director of Brand Licensing at SSB.
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With more than nine decades in the world market and presence in more than 150 countries, Serta, the well-known sheep brand, entered the Central American market with Grupo Diveco in 2003. Two years later, its favorable acceptance in the premium market led them to inaugurate the Sleep Gallery chain of specialized stores.
In turn, Georgia Dimitrakis thanked the confidence of the Serta brand throughout two decades with Grupo Diveco. She highlighted that the company’s main commitment is defined by a business model with a clear differentiation and innovation strategy. On the one hand, by an extensive portfolio of own brands and franchises with worldwide representation. Second, due to investment in human resources, infrastructure and technology.
regional raid
Demand for the brand has shown remarkable growth in the last three years. “From 2021 to 2022 it was more than 50%. This as a result of a marketing dynamic that includes from promotions, correct price, advertising, optimal product line up and points of sale that allowed the market to be expanded towards the middle segment “explains Georgia Dimitrakis.
“In the early days, we went from selling 30 beds of a product line in an average month to 300 of the Serta brand.” This is indicated by Claudia Mendoza, manager of innovation and regional development of Grupo Diveco.
After gaining ground in Guatemala, Honduras and Nicaragua, Serta continued its foray into the markets of El Salvador and Costa Rica. First as a Premium brand to later expand to other segments. This has allowed more people to access quality options for a good rest. This throughout more than 1,000 points of sale.
“There is a constant innovation from the structure and the visual of our products, focused on what the consumer needs. We are up to date with the trends that range from the treatment of fabrics, temperature, aromatherapy, color palette, aligned with world trends ”, says Georgia Dimitrakis.
The reputation of this international franchise has meant taking the lead as the main provider of beds in various hotel chains, above other manufacturers. Among these: Hyatt, Hilton, Holiday Inn, Sheraton, Intercontinental, Waldorf Astoria. Along these lines, Grupo Diveco has contributed to this regional expansion in five-star hotels.
Guaranteed Serta Quality
Achieving preference among consumers has been the result of constant work on innovation and technology in mattress manufacturing. In this line, Grupo Diveco has developed a series of proposals and improvements for Serta. They include from the type of resorting, foams, combination of fabrics, and fabric and disinfection treatments. A set of elements that contribute to the best quality of products.
“Our commitment has had a clear objective, focused on two pillars: innovation and technology. Grupo Diveco’s trajectory has been built hand in hand with our commercial allies such as Serta. In addition, teamwork and a vision focused on our clients. This has allowed us to bring good rest to thousands of people in the region”expressed Mitzo Dimitrakis, director of Retail and Brands of Grupo Diveco.
The Serta bed models have focused on solving five key sleep problems. Rest without adequate support, discomfort, insomnia, back pain and heat. Part of the success in the industry has been the launch of bed models such as the Perfect Sleeper, which include noticeable improvements ranging from individual encapsulated spring systems (i-Motion) to zero movement transmission when sleeping. In addition, the use of hydrocool technology to regulate body temperature and thus be able to offer the consumer a new, fresher way of resting.
Likewise, Grupo Diveco has contributed its own innovations to the Serta brand, ranging from design, internal structure and manufacturing. In addition, in the construction of a regional market, which includes events and activities that have resulted in new consumers.
Continuity
The dynamic is constant, which is why Grupo Diveco has expanded its physical and virtual sales channels with the opening of its e-commerce platform, to adapt to the new lifestyles of the population. “It is an online purchase that is backed by the trust earned in the brand over several generations. Part of the plans is to continue expanding into other markets and continue to position ourselves as leaders in the Central American market.”said Georgia Dimitrakis, franchise manager for Grupo Diveco.
“As we move into our next 20 years together, we believe Grupo Diveco and the Serta brand have become better positioned to meet the needs of our retail and hotel customers”indicated Seidel, who thanked the support of his regional partner and recalled that this is a strong, beloved and reliable brand in which sheep are the most recognized asset in the mattress category.
