Guests at the Hilton Dubai Creek can rest assured that a leading brand name lies beneath the bedlinens to provide them a comfortable sleep.

King Koil mattresses produced by Dubai Furniture Manufacturing Company (DFMC) have been supplied to all rooms and suites of the hotel.

DFMC is a part of the A A AlMoosa Group of Companies which has interests in real estate, furnished apartments, car rentals, five-star hotels, manufacture of energy-efficient lamps, trading, architectural and engineering consultancy.

DFMC was set up in 1993 to manufacture and market King Koil products under licence from King Koil of the US. Since its inception, DFMC - with its marketing acumen and hi-tech manufacturing facility - has strengthened its position in the market by increasing its range of products as well as through innovation in technology to become a leader in the mattress industry in the Middle East, says S. Sunder Rajan, general manager with the Dubai-based company.

The company has recently acquired the licence for manufacturing and marketing Serta branded products in the Middle East from Serta Inc of the US, which is considered to be the world's second largest manufacturer of mattresses. With the addition of Serta, DFMC will be able to further strengthen its position as a market leader in the region, he says.

Elaborating on King Koil, he says: ''King Koil is a 100-year-old company known for product quality, innovation in technology and dedication to customer satisfaction. With more than 60 factories worldwide, King Koil is able to satisfy the customers' requirement in terms of servicing and ensuring that every product is made to exacting standards. King Koil is also one of the leading suppliers of mattresses to hotels/motels worldwide.''

In the Middle East, King Koil has supplied mattresses to the following prestigious hotels: Rotana Group - Dubai; Hilton - Dubai and Abu Dhabi; Holiday Inn - Bahrain, Kuwait and Riyadh; Hyatt Regency - Oman; Intercontinental Hotel - Abu Dhabi; Le Meridien - Bahrain; Emirates Towers - Dubai; SAS Radisson Hotel - Oman; Sheraton Hotel - Bahrain and Riyadh; and Fairmont Hotel - Dubai.

It has also supplied to the American University hostel in Sharjah.

''King Koil manufactures products that perform in terms of providing comfort and support,'' Rajan says. ''King Koil branded products are manufactured at a state-of-the-art production facility in Dubai, to cater to the Middle East market.

''The premium ranges of King Koil are unique and were introduced for the first time in the Middle East by DFMC. They include the 5th Avenue latex mattress, Electra adjustable massage bed, Triumph box top turn free mattress, Max Comfort micro-pocketed spring mattress and Centennial Pillow Top. The King Koil range also includes the normal Bonnel Coil mattress.''

''King Koil aims to continue its innovation in technology in order to sustain its leadership position and also to provide customer satisfaction,'' he concludes.