Despite mattresses being an infrequent, high-durability purchase, how are heritage bedding brands navigating aggressive price competition and changing consumer habits across Southeast Asia? Justin Lim Tiong Kiong, Managing Director for Southeast Asia at Hilding Anders, joins The Breakfast Grille to discuss how the Swedish-headquartered group is driving growth behind legacy brands like Slumberland and Vono.

He details the region's operational performance following post-pandemic headwinds and outlines how the company balances direct-to-consumer e-commerce with its traditional dealer network. He also explores tailwinds in the five-star hospitality sector, the rise of health-focused sleep awareness, and why category premiumisation remains central to their long-term regional strategy.