International bedding retailer De Rucci has opened its first Brisbane store in Fortitude Valley.

De Rucci entered the Australian market in 2011 and has eight stores in Sydney, two in Melbourne and one in Perth, with the bed specialist operating in over 2000 stores worldwide across 50 international cities in Asia, Europe and North America, specialising in premium European-designed bedroom furniture.

It has now opened its first Brisbane store on the ground floor of Metro Property Group’s Broadway on Ann apartment tower.

The showroom location is in the heart of the Fortitude Valley homemaker precinct and is surrounded by the new wave of residential apartment development in Fortitude Valley and Newstead. It also adjoins the new luxury Alex Perry Hotel & Apartments.

The bedding range at De Rucci’s new Brisbane store starts from stylish $2000 fabric beds right up to a $100,000 package with high technology mattress and electric bed slats to adjust height and positioning. The starting point for this premium package is a state-of-the-art computer scan and analysis of a customer’s body undertaken in the store.

“We don’t just sell beds,” said Lucy Zhu, owner of the new store and also a Chinese background Australian entrepreneur with several years’ experience in commercial banking and furniture retailing

“Our ‘science of sleep’ approach is different to anything else offered in Brisbane and is all about good design, support of the body and a custom-made mattress to suit every part of a customer’s body. Our overriding goal is to ensure the best sleep possible for every one of our customers.”

Zhu said De Rucci had been looking for the right location to enter the Brisbane market for some time and was keen to secure the high-profile position with 100 metres of direct street frontage in the popular Fortitude Valley homemaker precinct.

She said De Rucci would be seeking to further grow its presence in Queensland, with the Gold Coast its next targeted store opening.

“De Rucci is a very well-known brand in Asia and Europe and has also been well received by Australian customers due to our contemporary European designs and high-quality engineering and materials,” she said.

“We have also focused on localising our product offering to suit a store’s location… the new Brisbane store will have a specialist apartment section to cater for the large number of new apartments in the surrounding Fortitude Valley and Newstead area.”

Australia has been identified as an important international expansion market for De Rucci due to the strong presence of Chinese property investors as well as its stable, transparent economy and retail leasing system.

Now as an established player in the Australian retail market, Zhu said De Rucci has competitive advantages with its own manufacturing facilities, which enables a strong focus on research and design, quality control and the ability to provide custom-made options with very quick turnaround.

“Many customers are initially attracted to our stores by the designs of our fabric and leather beds, then start trying a variety of mattresses and pillows. After selecting the bedroom packages, their eyes then turn to a dining or living room piece,” she said.

“It is not unusual for a young couple to furnish an inner-city apartment or a family to furnish a new home with De Rucci display furniture settings in every room. These customers will often say they have got the same selections from De Rucci in Shanghai or New York.”

De Rucci employs a team of European designers from Italy, France and Denmark and continually invests in market research and new product development in conjunction with its strategic partners and suppliers.

Zhu said there are three key drivers for business success – a strong market, a good working team, and substantial capital for growth opportunities. “De Rucci has all these factors right overseas and has been a very good success story in the international furniture industry.

“This in turn can push De Rucci’s Australian business progression much faster than many average Australian retailers. Our strong local team and cultural integration are crucial to our success in Australia.”

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