DeRucci drives global growth with advanced AI tech

Staying true to its mission of "helping people sleep better," DeRucci Group continues to leverage AI smart sleep technology as its core driving force to steadily advance its globalization strategy.

Journalists take part in a media visit to DeRucci's smart factory in Dongguan, Guangdong province, Sept. 3, 2026. [Photo/China.org.cn]

A group of international journalists embarked on a media tour of DeRucci's 5G Smart Gigafactory on Sept. 3 to see how intelligent technology is being utilized in mattress production. They also visited the company's Sleep Museum, which chronicles how and why humans sleep and showcases objects used for sleep.

"The factory is very modern. It's clean and efficient. It seems like a very professional environment," said Josh Selig, founder and president of global IP firm China Bridge Content. "I think the Chinese have focused very carefully on what makes quality production work and what makes it sustainable, how to treat workers well. This makes it an appealing place for the international market. I think China is very proactive when it comes to building up its economy, and the production factory is just one of many areas where China excels at the moment."

"In China, they are innovative, but not only innovative," said Aman Ul Haq, controller of international relations at Pakistan Television. "It is a kind of modernization with sustainability. This is a very important thing."

He added that China is also helping to develop not only the Asia-Pacific region but also Africa and Latin America, and that many countries are learning from China's experience, noting that China is investing in and providing development opportunities for these regions.

A representative of DeRucci told China.org.cn that the company had partnered with China Telecom Dongguan Branch to add 5G capabilities to its original Industry 4.0 factory, transforming it into the 5G Smart Gigafactory, which launched in late 2021 after the company moved into the manufacturing base in 2019. Full 5G coverage and edge computing enable cloud-based equipment management, while digital management, smart logistics and digital twins reduce manual work and boost efficiency.

Since 2004, DeRucci has pioneered the global healthy sleep industry. Through international R&D centers and a digital smart factory, it engineers AI-powered mattresses, smart sleep systems and luxury bedding. With over 5,200 stores worldwide, the company partners with designers and institutions to adapt global expertise to local markets. In the 2025 fiscal year, DeRucci reported overseas revenue of 260 million yuan, up 67.37% year on year.

On Aug. 25, DeRucci released its report for the first half of 2026, posting operating revenue of 2.49 billion yuan, up 0.56% year on year. Mattress revenue reached 1.35 billion yuan, up 7.83%, accounting for 54.4% of total revenue. AI product revenue nearly doubled to 236 million yuan, while overseas revenue rose 22.7% to 134 million yuan, reinforcing its strategic shift toward becoming an "AI-powered smart sleep ecosystem service provider."

A display at DeRucci's Sleep Museum in Dongguan, Guangdong province, Sept. 3, 2026. [Photo/China.org.cn]

DeRucci's global expansion has accelerated in 2026 with a series of partnerships and store openings across Southeast Asia. In May, the company opened its first AI Smart Sleep Flagship Experience Store in Ho Chi Minh City, Vietnam, and formed a joint venture with Vinabedding, a subsidiary of Diamond Mattress Group, to target Vietnam's high-end sleep market. The 1,620-square-meter store integrates an AI Smart Sleep System, a wellness sanctuary and local coffee culture, marking the brand's transition from "going global" to "going local" in Southeast Asia and showcasing its "All in AI" strategy.

On July 21, DeRucci advanced its strategy further by forming a joint venture with Indonesian industry leader Duta Abadi Primantara (DAP) and opening two stores in Gading Serpong, Tangerang. The partnership combines DeRucci's healthy sleep technology with DAP's three decades of local expertise. Many local consumers came eager to experience the DeRucci T11+ AI series of smart mattress, which made its Indonesian debut.

Built on the brand's proprietary "Tidal Algorithm," the T11 series features a multi-sensor fusion perception system and a cloud-based intelligent decision engine, enabling precise analysis and proactive response to users' sleep states.

Wang Bingkun, founder and chairman of DeRucci Group, said that DeRucci Indonesia is committed to building a pioneering brand in the healthy sleep sector and will work with all parties to establish Indonesia as an important operational and supply hub for DeRucci within the ASEAN region.

In Singapore, DeRucci's first standalone flagship store has opened at the Tan Boon Liat Building, a landmark for high-end home furnishings. In Malaysia, DeRucci operates three self-owned stores and has entered major home furnishing chains, having established 12 new self-operated and channel stores in the country.

With its successful market entry in Vietnam, DeRucci said it is accelerating its brand globalization strategy, transforming from "product exporter" to "brand builder." While continuing to deepen operations in mature markets such as North America, Australia and Canada, the company has identified Southeast Asia and the Middle East as its new strategic hubs for global expansion.

To ensure precise and efficient partnerships, DeRucci's overseas management team conducted field research in target markets and invited partner delegations to visit its factory and Sleep Museum in Dongguan, Guangdong province, where they experienced AI mattresses, smart adjustable beds and other innovative products.

DeRucci's overseas strategy emphasizes "going global" with local champions. Its partners are leading bedding or home furnishing retailers in their respective countries, with strong market foundations, mature channel networks and localized expertise. DeRucci provides top-tier products and marketing support, while partners contribute local market insights to help the brand reach consumers and promote healthy sleep across diverse cultures.

Journalists test an AI bed developed by DeRucci in Dongguan, Guangdong province, Sept. 3, 2026. [Photo/China.org.cn]

The media tour was part of a sub-event for the Asia-Pacific Media Forum, which opens in Shenzhen on Sept. 5 under the theme "Building a Path to Shared Prosperity for the Asia-Pacific Community: Media Consensus and Action." Ahead of the forum, participants are visiting cities across Guangdong, including Guangzhou, Foshan, Dongguan, Shenzhen, Zhuhai and Zhongshan.