DeRucci's Vietnam upholstery factory jumps from 300,000 to 550,000 square feet on 1 November, lifting capacity to 450–500 containers a month as the Chinese sleep giant pushes deeper into the US market. A second phase, due by next May or June, takes the plant to 700,000 square feet and 650–700 containers per month.

The expansion backs a sourcing footprint that splits DeRucci's US assortment across Southeast Asia: mattresses for the American market come out of Indonesia, while the motion upholstery line is produced in Vietnam. Guy Ray, CEO of DeRucci North America, has guided that strategy since taking the role roughly 18 months ago.

"It is all growth," Ray told Home News Now.

How big is the company behind the push?

The numbers are large for a category often dominated by domestic and regional players. DeRucci runs nearly 4,000 retail stores in China and claims an estimated $850 million in annual mattress sales — a 45% share of China's premium mattress market, according to the company.

"They have been successful for a very long time, and they are serious players," Ray said.

But growth demanded an export strategy. The first step came at High Point in October 2025, when DeRucci debuted its Vietnam-made motion upholstery line with a handful of key retail placements. In April, it took over the former Abbyson showroom at 300 E. Green St. in High Point — nearly 30,000 square feet — to display the product.

"It's a really crowded space, but we are really focused on quality and are really focused on simplicity and really focused on value and the things that sell at retail," Ray said.

What is the company adding in bedding?

DeRucci announced in late September that it is entering the US bedding market with a line of AI Smart Mattresses under its DeRucci Healthy Sleep Co. division. The premium T12 model learns how each person sleeps and adjusts across two independently controlled zones with seven adaptive support points that respond to body pressure and sleep position, aiming to keep the sleeper in constant spinal alignment. It adds leg-warming features to aid circulation and shares sleep data — heart rate, breathing, body temperature — through a phone app.

"Everything that this bed does is logical and everything that it does makes sense for the consumer," Ray told Home News Now. "A lot of times people introduce a new product or a new category and they start tacking things on that don't mean anything. Everything this bed does means something."

Who is running the North America operation?

Ray has assembled a leadership team of industry veterans, most on board for about a year:

• Mitchell Stiles, former president and COO at Badcock Home Furnishings, now president of DeRucci North America
• Melissa Shaw Vader, former EVP of sales at Woodhaven Furniture, EVP of sales and merchandising
• Brad Harris, former territory rep at Diamond Mattress, Fusion Furniture and Southern Motion, EVP of sales and merchandising
• Shannon McKaughn, former sales executive at Vogue Home Furnishings, Man Wah and Natuzzi, director of operations
• Fabio D'Accio, former director of quality assurance at Man Wah and director of quality at Natuzzi Americas, general manager
• Pat Ramey, former VP of operations at Kuka Home, director of manufacturing at Man Wah and general manager at Pride Mobility, senior consultant

"There are no rookies there," Ray said. "We invested in the best people to put this together. It's a big venture and it's a big commitment by headquarters."

What ships from this month's High Point market?

Alongside bedding, the October market introduces roughly eight new upholstery models — sofas, sectionals, swivel glider chairs and recliners — plus recovers of product shown in April. Ray confirmed he expects the new pieces to go into production, with 40% shown in leather and the rest in fabric, covering good, better and best price points.

"It is not just for show and tell, but for show and sell," he said. "The values will be there and the styling will be there."

Ray acknowledges headwinds, including a lackluster housing market, but the company is building capacity ahead of demand. For US buyers weighing China-adjacent supply in a tariff-sensitive environment, the question this market forces is whether DeRucci's Indonesia- and Vietnam-based production, at 650–700 containers a month by mid-next-year, earns a slot on the floor.