King Koil

What King Koil does

King Koil Singapore is a sleep products retailer operating as a subsidiary of Matsushita Greatwall Corporation Private Limited, distributing the King Koil mattress brand (established 1898) within Singapore. The company sells mattresses, bedding accessories, bed linens, and furniture through a hybrid distribution model combining an e-commerce storefront (kingkoil.com.sg) with multiple physical showrooms across Singapore and a dedicated B2B hospitality division serving hotels and resorts. Its product portfolio spans budget to luxury tiers — Stylemaster (entry-level), Ortho Firm, Posture Sleep, Luxura Classic (mid-range), World Edition and Hotel Collection (premium), Royal Comfort and Black Collection (luxury) — with proprietary technologies including 5-zone individual pocketed springs, Excellent Edge foam encasement, Ultra Fresh antimicrobial treatment, Turn-Free technology, and ICA-endorsed spinal support design.

The business operates a direct-to-consumer model with one-time sales of mattresses (priced S$29–S$10,401), bedding accessories (S$10–S$626), bed linens, and furniture, supplemented by B2B sales to the hospitality sector. Marketing is multi-channel across Facebook, Instagram, TikTok, content marketing, email/newsletter, and a loyalty program for repeat customers. The stated differentiator is the exclusive endorsement by the International Chiropractors Association (ICA) for spinal alignment — claimed to be the only mattress manufacturer with such endorsement. Revenue is not publicly disclosed, and the company has no external venture capital or institutional investor backing indicated in available data.

The company employs 251-500 staff, is headquartered at 64 Sungei Kadut Loop in Singapore, and is privately held with no evidence of public listing or recent ownership changes. Geographic operations are confined to Singapore, with no international expansion signals disclosed.

Name

King Koil

Legal name

Matsushita Greatwall Corporation Private Limited

Website

https://www.kingkoil.com.sg/

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

251–500 employees

Short description

King Koil is a retailer of a wide collection of mattresses, beddings, linens, furniture and accessories.

Ownership category

akta.pro rank

Product category

Mattresses and Bedding

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD), Pillows & Pillow Systems Retail (CRAIABAC), Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

Keywords

• Mattress manufacturing
• Bedding products
• Sleep technology
• Bed linens
• Hospitality bedding

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Mattress Sales: One-time sales of mattresses at various price points (S$29 to S$10,401) across different collections including World Edition, Hotel Collection, Royal Comfort, and Stylemaster lines.
2. Bedding Accessories Sales: Sales of pillows, bolsters, mattress protectors, quilts, toppers, and bed linens at price points ranging from S$10 to S$626.
3. Furniture Sales: Sales of sofas and other furniture items including 2-seater, 3-seater, arm chairs, and ottomans.
4. Hospitality Solutions: B2B sales of mattresses and bedding products to the hospitality industry through a dedicated hospitality division.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

King Koil Singapore manufactures and retails mattresses, bedding accessories, bed linens, and furniture across multiple sub-brands and collections (World Edition, Hotel Collection, Royal Comfort, Black Collection, Stylemaster, Ortho Firm, Kidz Collection). Products are sold through an e-commerce online store, multiple physical showrooms islandwide, and a dedicated B2B hospitality division. The company also operates a loyalty programme for repeat customers.

Product overview

King Koil Singapore is a sleep products retailer offering mattresses, bedding accessories, bed linens, and furniture across multiple sub-brands and collections. The core mattress portfolio spans the premium World Edition line (featuring 5-zone individual pocketed springs and natural latex, ICA-endorsed for spinal alignment), the Hotel Collection (delivering hotel-level luxury with Micro-Gel Plush Comfort technology), the Royal Comfort line (with Eco-Friendly Tencel and visco-elastic foam), the Black Collection (premium 5-zone barrel-shaped pocketed springs with cool treatment and Plushtex), and the value-oriented Ortho Firm, Luxura Classic, Posture Sleep, and Stylemaster lines. Key technology differentiators include the Excellent Edge foam encasement, 5-zone spring system, Ultra Fresh anti-bacterial treatment, Anti-Stress treatment, Advanced Turn-Free Technology, and various cooling technologies (Cool Treatment fabric, Cozy Cooling Protector, Activcool fabric). The bedding accessories portfolio includes pillows and bolsters across multiple filling technologies (Hollow Fibre, Airflo Microfiber, Activcool Cooling, Memory Foam, Micro-Gel, Royale-Gel, Eucalyptus, Latex), mattress protectors ranging from basic 4-band to premium cooling variants, mattress toppers in Royale-Gel and Micro-Gel Plushcomfort, and quilts/duvets. Bed linens include fitted sheet sets and bed sheet sets in Bamboo, Cotton, Egyptian Cotton, Eucalyptus/Tencel, and Microfiber materials across multiple collections (Belle Bloom, Keiley, Pure Luxury, Afterglow, Infinite, Luxe Home, Poise, Stylemaster Cottony). The furniture category offers sofas in 2-seater, 3-seater, arm chair, and ottoman configurations. The Kidz Collection provides age-specific mattresses (Junior Smart, MyBabe Baby Cot, Super Junior, Breathe Eucalyptus) and pillows (Airflo Huggy Junior, Bunnie Buddies). The company also operates an online-exclusive Stylemaster budget sub-brand and offers promotional/clearance items alongside the full-range collections.

Differentiator

Problem solved

Functional benefit

Brands

• Stylemaster: Economical mattress and bedding collection offering everyday bedding solutions
• World Edition
• Hotel Collection
• Royal Comfort
• Black Collection
• Activcool
• Royale Gel
• Micro-Gel
• Kidz Collection

Products and services

• World Edition Mattresses Premium mattress collection featuring 5-zone individual pocketed springs and natural latex, endorsed by the International Chiropractors Association for spinal alignment. Includes models such as Treasure II, Flair, Magnum, Optimum, Cool Comfort, Cool Idyllic, The Natural Latex, Affinity, and Back Massage. Designed for consumers seeking premium sleep solutions.
• Hotel Collection Mattresses Mattress collection designed for hospitality industry with hotel-quality comfort including Micro-Gel Plush Comfort and plush pillow-top features. Models include St Ritz II, Bellagio II, The Palazzo II, The Signature II, and Royal Spa Wellness II. Sold via dedicated hospitality division to hotels and resorts.
• Royal Comfort Mattresses Luxury mattress collection featuring Eco-Friendly Tencel fabric, Micro-Gel Plush Pillow Top, and space technology visco-elastic foam for pressure distribution. Models include The Marquis, The Baron, and The Monarch II.
• Black Collection Mattresses Premium mattress line featuring 5-zone individual barrel-shaped pocketed spring system and Plushtex comfort technology, with cool treatment fabric ticking. Endorsed by the International Chiropractors Association for spinal alignment. Models include Plushtex and Luxury Cool.
• Ortho Firm and Value Mattresses Firm-support orthopaedic and value mattresses including Ortho Firm Super, Ortho Firm Super Plus, Posture Sleep Super (bonnel spring), and Luxura Classic (flippable dual-side innerspring, 10-year warranty). Designed for consumers seeking enhanced spinal support at accessible price points.
• Stylemaster Mattresses Economical mattress and bedding collection offering everyday bedding solutions for budget-conscious consumers. Online-exclusive models include Naps and Winks. Priced from S$29 to S$161 with 10-year warranty.
• Kidz Collection Mattresses and Pillows Bedding products designed specifically for children including age-specific mattresses (Junior Smart, MyBabe Baby Cot, Super Junior, Breathe Eucalyptus) and pillows (Airflo Huggy Junior, Bunnie Buddies). Features hypoallergenic microfiber with cotton fabric covers.
• Pillows and Bolsters Bedding accessories including pillows and bolsters across multiple filling technologies: Hollow Fiber, Airflo Microfiber, Activcool Cooling, Memory Foam, Micro-Gel, Royale-Gel, Eucalyptus, Latex, and Dorma Mozzie Free (with mosquito-repellent Tencel covers). Priced from S$21 to S$230.50.
• Mattress Protectors Mattress protectors ranging from basic 4-band to premium cooling variants with dust mite and allergen protection. Includes Sleep Tight Bedding Protector, Stylemaster Daily Staple, Stylemaster Simply Collection, and Cozy Cooling Protector series. Priced from S$10 to S$96.50.
• Mattress Toppers Mattress toppers including Royale-Gel Ultra-Plush Premium Topper (designed in Korea, emulating natural down) and Micro-Gel Plushcomfort Topper in Basic (4cm) and Premium (5cm) thickness. Provides additional cushioning and pressure relief. Treated with Ultrafresh anti-bacterial treatment. Priced from S$236 to S$626.
• Quilts and Duvets Quilts and duvets including Royale Gel Light Weight Summer Quilt (year-round tropical use, replicates air-trapping abilities of natural down) and Stylemaster Retro Bedtime Quilt. Priced from S$59 to S$424.
• Bed Linens Bed sheet sets and fitted sheet sets in Bamboo, Cotton, Egyptian Cotton, Eucalyptus/Tencel, and Microfiber materials across collections including Belle Bloom, Keiley, Pure Luxury, Afterglow, Infinite, Luxe Home, Poise, and Stylemaster Cottony. Priced from S$39 to S$289.
• Furniture Home furniture including sofas in 2-seater, 3-seater, arm chair, and ottoman configurations. Optional bedsteads, headboards, and storage divans sold as add-ons at S$86 to S$1,300.
• Hospitality Solutions B2B sales of mattresses and bedding products to the hospitality industry through a dedicated hospitality division. Provides commercial-grade mattresses and bedding solutions to hotels, resorts, and hospitality establishments.

Quantifiable outcome

• Better sleep quality through proper spinal alignment support
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature12 records

Partnerships

One partnership is on record.

• International Chiropractors Association (ICA)coreStrategic or Co-development PartnerKing Koil maintains a partnership with the International Chiropractors Association (ICA) for product endorsement. The mattresses are designed in partnership with ICA to ensure the best spinal support. This endorsement distinguishes King Koil as the only mattress manufacturer endorsed by ICA to help promote proper spinal alignment and a healthier night's sleep.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sleep Sanctuary: Singapore-based specialty mattress and bedding retailer operating multiple showrooms and online channels. Direct competitor to King Koil Singapore across consumer mattress and bedding segments.

Broad incumbents

• Sealy Asia: Global premium mattress brand with established Singapore distribution and showroom presence. Competes with King Koil across premium innerspring and foam collections.
• Simmons (Beautyrest): International premium mattress brand active in Singapore retail. Overlaps with King Koil on premium pocketed-spring mattresses and bedding accessories.
• TEMPUR Singapore: Premium memory-foam mattress brand with a strong Singapore retail presence. Competes for the same high-end consumer that buys King Koil's Royal Comfort and Black Collection lines.
• Harvey Norman Singapore: Large regional furniture and home furnishings retailer with showrooms across Singapore. Overlaps with King Koil on furniture, bedding, and bedroom accessories, though mattresses are not its core focus.
• Courts Singapore: Major regional big-box furniture and electronics retailer in Singapore. Competes with King Koil for share-of-wallet on bedroom furniture, mattresses, and home furnishings.

Emerging players

• Emma Sleep: European bed-in-a-box D2C mattress brand expanding across Asia-Pacific. Represents the direct-to-consumer disruption that threatens traditional showroom-based mattress retailers like King Koil.
• Sonno: Asia-Pacific D2C mattress challenger offering premium foam mattresses online with compressed-bed delivery model. Direct emerging threat to King Koil's mid-tier and premium mattress lines.

Regional players

• Lorenzo Furniture: Singapore-based furniture retailer offering sofas, bedroom sets, and home furnishings. Overlaps with King Koil's furniture category (sofas, bedsteads, headboards) within the same local market.
• Wetterson Singapore: Singapore bedding and mattress specialist retailer. Comparable to King Koil across consumer mattress sales, bedding accessories, and showroom-based D2C distribution within the same domestic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KingKoilSG
• Instagraminstagram.com/kingkoilsg/?hl=en
• TikToktiktok.com/@kingkoilsg?_r=1&_t=ZS-91RJFQKAUAj

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about King Koil