In Peru, the mattress market has kept a steady 10% annual growth, representing a higher rate than current population growth. Innovation and new materials technology go hand by hand with economic growth in Peru, where socioeconomic segment C has strengthened and gained aspirations for quality life improvement and the economic resources to do it. On the market side, the consumer is generally familiar with innerspring mattresses, but there is a tendency towards looking for wellbeing improvement in A, B and C socioeconomic segments, being our target market. The brand name is a decisive factor in the buying decision, as an indicator of the product´s quality and durability. Sale price for a twin-size mattress (size that represents 30% of market sales) was estimated at PEN 1 200, in order to position the brand together with premium brands such as Komfort and Rosen. First year´s demand is esti...