Value proposition

Restonic is a leading integrated manufacturer of a wide range of innovative sleep products under the Restonic, iDream and Green Coil Brands, as well as retail house brands for the major South African and Namibian furniture and bedding retailers. Our products enable well-being and success through the power of sleep.

The sleep sector has proven to be stable over time and has shown exceptional resilience during economic cycles. This is largely due to the fact that a bed is an essential household item and is usually the first piece of furniture a person buys when moving out of home.

In addition, approximately 30% of South Africa’s population is aged between 18 and 34, which supports demand for this important first purchase.

Restonic was established in 1938 and we bring the value of a well-established and respected brand to the market, which creates consumer demand and supports sales through the retailer network. 

Our established and integrated value chain gives us a unique competitive advantage. We manufacture the foam, springs and fabrics used in mattresses and, utilising the latest mattress manufacturing technology, we have the unique capability to scale up rapidly in order to produce bespoke products that have been designed and developed according to customer specifications and price points. Our world-class technology provides for continuous product innovation, with the recently launched new iDream range being an example. 

In addition, our national manufacturing footprint makes it possible to service all of our customers reliably and cost-effectively. 

As there is concerted market pressure for retailers to offer products with a higher percentage of recycled material, we continue to innovate in this area. We have, for instance, recently developed a recycled denim yarn, which has been very well received by our customers.

At Restonic, we aspire to be recognised as the most inspiring and loved sleep brand in Africa. 

Products & services

Certification & accreditation

Restonic’s Marvellous Middle^® and iDream product ranges are endorsed by the Chiropractic Association of South Africa (‘CASA’).

Vitafoam’s product range is SABS approved.

iDream and DesleeMattex have products that are certified by SEAQUAL^®. SEAQUAL^® Yarn is a high-quality 100% post-consumer recycled polyester yarn containing upcycled marine plastic, which contributes to cleaner oceans and the preservation of natural resources.

DesleeMattex products have an ISO 9001: 2015 certification.

How we add value

We work closely with our customers to develop bespoke sleep products for a range of consumer markets, and we manufacture to the highest international quality standards.

Our integrated supply chain, which includes nationwide delivery using our own fleet, enables us to offer security of supply to our customers during both promotional peaks and seasonal low periods.

We constantly innovate to improve the quality of our product ranges and to enhance value for money for our customers.

Our patented technology is a significant product differentiator, providing comfort and support – and enhancing the consumer’s quality of sleep.

We have an industry-leading environmental programme and we use recycled materials in many of our products to reduce our environmental impact.

We build our brand with consumers to create demand for our products to support our retailers’ sales.

Innovation

Product innovation continues to be a key focus for the business and this is a significant differentiator in a rapidly evolving market environment.

We continuously engineer our products to improve the quality of sleep and meet retailers’ price points.

We continue to produce products with higher levels of recycled inputs to reduce input costs and waste.

We continue to refine our product offering, and recently launched the iDream brand and product range to cater for a higher margin market segment.

Having identified new opportunities both within the bedding sector and beyond, we are in the process of developing a number of new materials for use in the bedding, furniture manufacturing, automotive, and agricultural sectors. We have, for instance, recently submitted a new recycled fire-retardant insulation fibre to the SABS for testing and certification, which will enable the business to enter new markets.

Looking ahead

The health benefits of sleep are becoming increasingly evident. Multiple research studies show that restful sleep is associated with greater concentration, the ability to maintain a healthy weight, lower levels of stress, and greater longevity. Findings like these will continue to stimulate consumer demand for high-quality bedding, which is very positive for our business. We have the knowledge, technology, manufacturing capability, and flexibility to be at the forefront of meeting this increase in demand.

The health benefits of sleep are becoming increasingly evident. Multiple research studies show that restful sleep is associated with greater concentration, the ability to maintain a healthy weight, lower levels of stress, and greater longevity. Findings like these will continue to stimulate consumer demand for high-quality bedding, which is very positive for our business. We have the knowledge, technology, manufacturing capability, and flexibility to be at the forefront of meeting this increase in demand.

The division has also identified opportunities in other sectors, such as the geotechnical, agricultural, and hygiene industries, and we have configured our operations to expand our reach into these areas without losing focus on our core sleep business. This will enable us to continue growing market share across both existing and new markets.