Two Decades of R&D Effort Bears Fruit with Thousands of Bedding Products by Local Sleep Expert
With one-third of our lives spent in bed, sleeping quality is crucial to our health, cognitive power, and ability to relieve stress and emotional control according to the Hong Kong Department of Health. Established in 2004, the Hong Kong brand Cherry Home (Cherry) has introduced thousands of high-quality bedding products tailored to individuals of different ages and preferences.
Flora Cheng, Director of Cherry made an interesting analogy: “Choosing a pillow is like choosing a partner; it is more than just its appearance, but requires trying, comparing, and experiencing to arrive at the most suitable choice. This is why we introduce new products regularly to meet the needs of customers at different life stages.”
Good Craft Needs no Push
Cherry has over 50 point-of-sales in Hong Kong and Macau, each with a different set of product displays. For example, stores in large shopping malls display functional bedding products, while locations with more young families may feature popular cartoon or baby sets. “Our extensive range of product stands out in the market with competitive pricing, stylish elegance, and various functions. We invest heavily in research and quality control, believing that customer word-of-mouth is the best kind of promotion, so we never leverage celebrity for endorsements,” said Flora.
Business Development Manager, Jacob Hung, who is also the son of the other co-founder of the firm Alice Cheng, understands the level of perseverance needed for the elder generation to build the business more than anyone else. “When I visited the factory for observation, I noticed that every detail of the production process was meticulous, from the thread, dye, cutting, and the machines are strictly monitored. But we didn’t shift the rising costs onto our customers, even as the overheads kept rising. I believe that’s the recipe for our reputation, which is fundamental to the company's long-standing success.”
A Wide Choice of Options for Masses
Flora keeps a close eye on market trends and is sensitive to shifts in customer preferences. She has witnessed how customers who used to value comfort and durability came to prioritize antibacterial, anti-dust mite, antiviral properties during the pandemic; and more recently, started shifting their focus to striking a balance in mental and physical well-being. To stay ahead of the market, Cherry constantly innovates for new products to provide new benefits that satisfy consumers’ evolving needs.
“We were first in the market to introduce 100% pure silk fabric, Outlast® thermo-technology (a “Certified Space Technology™” developed by NASA), and the world's finest cotton Supima®. Recently, we set 2 other new milestones by introducing the ‘Graphene Energy Pillow’ that emits far-infrared rays when stimulated by body heat, improving blood microcirculation and possessing antibacterial and moisture-wicking properties, as well as the BioCrystal® Biotechnology Pillow which contains 16 types of natural crystals combined with gold and silver, promoting stress relief and enhancing energy. These are the results of our dedication to research for the benefits of mankind,” said Flora.
“Changes in customer behaviours during the pandemic, such as the way they try out products in-store and make reviews and purchases online, prompted us to set up an e-shop to bridge offline and online business. Now that we have accumulated over ten thousand of members, it is time to engage more with them through digital means, instead of relying just on traditional face-to-face service.” That is a task Flora has to delegate to the younger generation given her “lack of tech-savviness” as she humorously admitted.
Jacob is well-suited for the task to enhance Cherry’s business digitally. While the company is making plans to relocate its office and warehouse, he took the opportunity to initiate an upgrade of the company’s inventory system with RFID technology. Besides, Jacob also expressed interest in ‘1QR’, a 2D barcode that he hopes to improve consumer experience by unlocking more product information conveniently through a simple mobile phone scan. Such product information may include certifications, washing instructions, maintenance methods and more.
“Since becoming a GS1 HK member in 2005, the barcode system has helped us efficiently manage stock in-and-out of the warehouse; the use of RFID will further improve stocktake efficiency and traceability,” said Jacob.
A $100,000+ Naturally-Sourced Eiderdown Product
Flora is committed to sourcing natural and environmentally friendly materials from around the world to create the highest quality products. “When it comes to down feathers, we only procure materials with international certifications in compliance to ethical standards. For example, materials with the Downpass certification label allows us to trace back and ensure the supply chain has passed necessary animal welfare and quality audits. Icelandic Eiderdown, known to be used in royal bedding, requires Iceland Government’s approval before procurement. The eiderdown farmers have to wait until the Eider ducks finish nesting and hatching their eggs and fly away with their full-fledged babies before collecting the down feathers in the nests. Eiderdown is rare and valuable because each nest yields only about 15 grams of down feathers.”
Natural and eco-friendly doesn't necessarily mean high price. Cherry’s commitment to sustainability is evident in their use of biodegradable materials, such as Tencel™ fibers, corn fibers, and organic dyes, in their mass market products. “We firmly believe that energy conservation, waste reduction, and recycling are not just duties but moral obligations for every individual and organisation. As a local SME, we take this responsibility seriously. We also treat our employees like family, placing great emphasis on their physical and mental health, cultivating good intentions and walking the right path. This is the foundation of our unwavering belief in quality, regardless of cost or efficiency concerns.”
With a persistent focus on quality, customer-centricity, fulfilling social responsibility, and providing a friendly and trusting work environment for employees, Cherry has received the Consumer Caring Company accolade from GS1 HK for 13 consecutive years since 2011, and similar recognitions by various other institutions.
A Shining Example of Hong Kong Brand
During this interview, Flora shared several times that her greatest joy in the business is not profits or expansion, but the genuine satisfaction of customers experiencing improved sleep and comfort with Cherry products.
‘I met a cardiologist a few days ago who praised our pillow for easing his snoring, granting him a good night's sleep. He mentioned his intention to recommend us to others, and that alone was enough to make my day.’ Flora’s and Alice’s steadfast philosophy are underpinned by good beliefs, which they hope to amplify and establish Cherry as a global beacon of trust in Hong Kong's brand landscape.
