Our company originated in China. At the time of our conception, sleep was perceived completely differently by the Chinese people. They had become used to sleeping on harder, more cheaply made beds that provided zero support for their body. We entered the market with our Memory Foam product at a time when people did not understand the beneﬁts of a proper mattress or what sleep meant for their performance. We had an uphill battle ahead of us in regards to cultural expectations of the entire industry. Thus, the term ‘Redeﬁning Sleep’ was born, as we set out to change a culture and a perception on sleep. We set out to educate the Chinese people, and to present them with a product that changed their expectations of beds and just how they sleep.