Duroflex, the sleep solutions brand endorsed by cricket icon Virat Kohli, today launched two new stores in Lucknow at Gomti Nagar and Ashiyana.
The simultaneous opening marks a significant milestone in the brand’s expansion into North India’s growing sleep wellness marketing and brings its pan-India retail count to 80 stores.
The launch positions Lucknow as a strategic hub as Duroflex strengthens its omnichannel strategy across the region.
As the star cricketer uses Duroflex mattresses wherever he travels, the first 100 customers stand a chance to win a free mattress by answering a few questions around brand ambassador Virat Kohli.
As part of the campaign, Duroflex has rolled out an OOH initiative across key city locations with impactful billboards featuring Virat Kohli, carrying messages like “Mattress that travels with Virat” and “Doctor Recommended Back Support, Now in Lucknow,” amplifying brand presence and driving buzz around the launch.
With the store launches, Duroflex brings its complete range of premium sleep solutions to the consumers of Lucknow.
The immersive stores will showcase the brand’s flagship Neuma mattress — India’s first firmness adjustable mattress, the complete Duropedic range—India’s no.1 orthopedic mattress, the innovative Wave Plus smart bed, and the Wave Kinect mattress—awarded Product of the Year for its advanced 5 Zone orthopedic support.
Also on display is the Back Magic mattress, another Product of the Year winner, known for its firm orthopedic design with naturally cooling coir, recommended by doctors and trusted by Virat Kohli for superior back support.
Customers can explore a wide range of premium recliners and furniture to complement the sleep ecosystem, offering the perfect blend of comfort and wellness for modern homes.
Speaking on the occasion, Sridhar Balakrishnan, Group CEO at Duroflex said, “Lucknow is one of North India’s most dynamic and rapidly growing culture hubs. With the twin-store launch, we want to build deeper connections with consumers and complement their lifestyle with quality sleep.
“Through our new Duroflex Experience Stores and innovations like Neuma mattress and Wave Kinect, we aim to help Lucknow discover how restful sleep can transform everyday life. This is a significant step towards strengthening our omnichannel strategy and with 20 new stores planned across India in FY2025-26, we are excited to reach our consumers across more touchpoints,” he said.
The expansion reflects the brand’s mission to make quality, innovative sleep solutions accessible to more Indians in Tier I and Tier II cities.
By combining research-driven technology with design-led innovation, Duroflex continues to disrupt traditional sleep retail while positioning itself as a future-ready lifestyle partner for health-conscious Indian consumers.