The mattress market in Israel is facing an interesting development with the entry of the 3Furniture group into the field. The group, known mainly in the field of home furniture, is expanding its activities and entering the world of sleeping mattresses for the first time. The new move offers a different approach to the marketing and sale of mattresses, which may affect the way Israeli consumers purchase these products.
The main innovation during this process is accessibility: 3Furniture plans to market its Visco mattresses in the leading food and marketing chains in Israel, including chains such as Rami Levy, Half Free, Usher Ad, and also on e-commerce sites such as Shufersal Online. This is a different approach from what is customary in the industry, which is usually characterized by sales in specialized stores or dedicated showrooms.
Tiran Vahadi, one of the owners of the 3Furniture group, explains the rationale behind the move: "We have identified growth in the visco mattress category, both in Israel and in the world. In our estimation, today these mattresses make up about 60% of the mattress market in Israel. We saw an opportunity to make a quality product available at a competitive price to the Israeli consumer ."
3Furniture offers single mattresses from 699 NIS and double mattresses from NIS 1,300 - prices that are in the low range of the market. In addition, the mattresses come in compact packaging that allows consumers to take them home themselves, without the need for transport and assembly services.
"Matress consumption habits are changing," says Vahadi. "Today, the customer is looking for comfort not only in the mattress itself, but also in the purchase process. The possibility of purchasing a quality mattress 'on the go' at a food chain offers additional convenience to customers."
The company claims that their mattresses are manufactured with advanced technology, include a unique cooling system, and offer a 10-year warranty. However, as with any new product, time will tell if the product meets consumer expectations.
As part of our test, we tried the 3Furniture visco mattress for several nights. The mattress offers a relatively high level of rigidity, and provides good support for the back. This is a feature that may be particularly suitable for those who prefer firmer mattresses.
The sleeping experience on the mattress was comfortable, with a feeling of proper support for the back. After several nights, no significant back pain was felt, although it is important to note that this is a subjective experience that may vary from person to person. During the short test period, the mattress kept its shape and showed no signs of sagging. However, it should be remembered that a long-term test is required to assess its durability over time.
It is important to note that preferences regarding mattresses are very personal. While this mattress may suit those looking for a relatively firm mattress, others may prefer softer mattresses. Consumers are advised to test and experience in person before purchasing, if possible.