48Who would have thought that, rooted inHoujie Town, Dongguan, Guangdongthe brandDeRUCCI, now alreadyannual revenue exceeding 5 billiona category bestseller.
It did not follow the trend of making small home appliances that are hugely popular overseas, nor did it compete in the pet supplies sector. Its core product is just a mattress.
Many people, upon hearing 'mattress,' instantly find it boring:What is so special about a mattress?
Then you have underestimated it; the business thinking hidden in this business is well worth pondering.
Image source: Google
Other brands → usable,DeRUCCI→ sleep well
There are countless mattress brands on the market, and consumers can easily get overwhelmed when choosing. For a brand to break through, the key is to understand the constantly evolving consumer psychology.
Where is this shift reflected? In the past, when people bought mattresses, the core standard was simply usability; at most they agonized over softness or firmness, with no deeper understanding of the sleep experience.
Times have changed. Today's consumers place more importance on health and wellness and pursue consumer value. When buying, they are no longer just purchasing a mattress, but a complete sleep solution.
This is exactly the huge business opportunity that DeRUCCI seized.
Image source: Google
As early as the early 2000s, founder Mr. Wang was working as a furniture agent in Dongguan. When surveying overseas bedding markets, he found that Europe and the United States had already developed a mature sleep science system, and many high-end bedding brands had emerged.
In contrast, at that time the domestic mattress industry was mostly based on OEM manufacturing; consumers chose mattresses only for durability, and there was almost no concept of a 'sleep system.'
With the opportunity right in front of him, he seized it decisively. He began integrating global raw materials and sleep research resources, determined to build a local high-end bedding brand of his own.
In 2004, DeRUCCI was officially founded, integrating bed frames, slatted bed bases, mattresses, and pillows to sell a complete healthy sleep solution, and was among the first to establish the brand's differentiation advantage.
Image source: Google
Not limited to the domestic market, it is targeting the lucrative overseas market.
As domestic offline stores continue to expand and experience centers spring up everywhere, DeRUCCI has gained rapid momentum in its home market.
But for a company to continue growing, it naturally must turn its gaze to the vast overseas market.
In fact, since the brand's early days, it signed French designer Morris as chief designer, creating international product design and building a global resource integration system.
After all, only when products fit overseas users' needs will consumers be willing to pay, which also laid a solid product foundation for subsequent overseas expansion.
Image source: Google
To deeply cultivate the overseas market, DeRUCCI also built a multi-level channel network.
Online, it uses independent websites, Amazon, Walmart, OTTO and other platforms as core sales positions, paired with overseas warehouses to complete fulfillment and delivery;
Image source: DeRUCCI
Offline, it adopts differentiated layouts according to local conditions:
In mature markets such as the United States, Canada, and Australia, it opens brand stores to improve quality and efficiency;
In places such as Singapore and Malaysia, it enters local high-end shopping malls to shape its brand image;
In emerging markets such as Vietnam and Indonesia, it deeply cooperates with local furniture agents while building production bases to achieve nearby supply.
In addition, it also participates in international exhibitions such as CES in the United States, continuously exposing its brand to overseas distributors and media.
In this way, an overseas sales network covering multiple countries took shape.
Image source: Google
Deploying AI, profiting from AI
Making money for a while is easy; staying prosperous for a long time is hard. To address this, there is only one way to break through: keep up with the trends of the times.
Today, AI has entered people's lives. DeRUCCI has also self-developed sensors and sleep algorithms, launched the HarmonyOS Smart Selection series of smart beds, created new product premium points, and opened a second growth curve.
Image source: Google
By scanning users' height, weight, and body shape data, it dynamically adjusts support in real time at night, fits the back, shoulders and neck, waist, hips, and legs, maintains natural spinal alignment, and releases body pressure points; these emerging selling points continue to generate orders.
In this way, relying on AI-empowered innovative products, DeRUCCI achieved steady revenue growth.
According to Shanghai Securities News, in the first half of 2026, the brand's operating revenue reached 24.91 hundred million yuan.
Among them, AI sleep products showed remarkable growth, with revenue of 236 million yuan, a year-on-year surge of 95.69%, nearly doubling, and profitability leading the industry.
Image source: Google
Let comfort be “seen”
Many people will wonder when they see this. Such an excellent smart mattress—how come I had never heard of it before?
This is also a problem many brands encounter: even good wine fears a deep alley. Even if a product is strong, if it cannot reach potential buyers, even the best product is hard to convert.
DeRUCCI's sales network is already well established, so how can it further break through? Social media is the answer.
When overseas consumers shop online, most will first search for the brand online and browse reviews before deciding whether to place an order. TikTok, the short-video platform, has become a great place for low-cost seeding in overseas markets. Whether a product is good or not can be shown directly in a video, clear at a glance.
Many overseas brands have already enjoyed TikTok's traffic dividend, and DeRUCCI is no exception, even finding many creative ways to play.
It collaborates with a large number of influencers in Europe, America, and Southeast Asia to shoot offline store visits and real-person mattress tests.
Authentic experiences are most likely to move viewers, and overseas users who cannot visit the store can easily relate. Watching the influencer's relaxed state and imagining how it would feel to lie on it, they develop goodwill toward the brand without realizing it.
Image source: TikTok
Beyond simple tests, it also invites influencers, from the perspective of foreigners coming to China to choose mattresses, to check in at the DeRUCCI Sleep Park and use an immersive tech experience to prove the brand's core strength.
This perspective of foreigners visiting a Chinese brand is full of novelty for overseas users.
Image source: TikTok
A video posted by TikTok influencer @PASSPORT VISIONZ is a typical case: while touring the Sleep Park, the influencer experiences the new smart mattress on site.
Since it was posted, this video has gained 2.2 million views and 271,200 likes, and the comment section is buzzing about this Sleep Park. While potential consumers are attracted by the park, they also understand the product's advantages.
Without overwhelming hard advertising, it unexpectedly went viral, making more overseas users remember DeRUCCI because of it.
Video source: TikTok influencer @PASSPORT VISIONZ's account
Final thoughts
The reason DeRUCCI could grow from a small-town factory in Dongguan into a leading bedding brand with annual revenue exceeding 5 billion yuan lies in a set of interlocking strategies:
On the product side, it differentiates itself with a complete sleep solution; on the channel side, it runs online and offline in parallel, not relying on a single platform; on the communication side, it uses short videos to let overseas users intuitively feel the product experience and stimulate purchase intent.
These strategies are not unusual when viewed individually; the difficulty lies in linking them into a complete closed loop—Products are differentiated, channels are layered, content can reach users, and technology can be continuously iterated.
Today, competition in overseas markets is no longer just a contest of goods, but whether a brand can be seen, remembered, and trusted.
Platform rules and traffic costs are always changing, but consumers' judgment of quality products and experiences will not decline.Rather than chasing trends, it is better to identify product pain points, choose the right channels to reach users, and cultivate them over the long term.
Remember! There are no shortcuts to going overseas, but there is a clear and viable path.
