Our company originated in China. At the time of its creation, sleep was perceived very differently by the Chinese. They were used to sleeping on hard, poor-quality beds with no support for the body. We entered the market with our memory foam mattresses, at a time when people did not necessarily understand the benefits of a good mattress and how sleep affected their productivity. We had a tough battle ahead of us against the cultural preconceptions of an entire industry. So the slogan ‘redefining sleep’ was born, because we were determined to change the culture and perception of sleep. We decided to educate the Chinese population and introduce them to a product that would change their expectations of beds and how they sleep.