Vitafoam Nigeria Plc has strengthened its retail expansion strategy with the inauguration of a new Comfort Centre in Lagos, as the country’s leading foam and sleep products manufacturer seeks to deepen customer engagement, enhance brand visibility and accelerate growth through its franchise network.
The new facility, located on Adeniyi Jones Avenue in Ikeja, replaces the company’s former outlet in the area and forms part of Vitafoam’s goal of bringing its products closer to consumers through experiential retail formats that allow customers to interact directly with its range of comfort and lifestyle solutions.
Speaking at the inauguration, Taiwo Adeniyi, group managing director of Vitafoam Nigeria Plc, said the Comfort Centre model has become a critical pillar of the company’s customer-centric growth strategy, helping to bridge the gap between product awareness and purchasing decisions.
According to him, the centres are designed as experiential showrooms where customers can test and evaluate products before making purchases, thereby improving confidence in buying decisions and strengthening long-term brand loyalty.
“Comfort Centres are more than retail outlets. They provide an environment where customers can experience our products firsthand, understand their benefits and make informed choices.
“This Comfort Centre reflects our commitment to making the Vitafoam experience more accessible to customers. It is not just a retail outlet; it is a place where customers can interact with our products, make informed choices and enjoy the quality that Vitafoam is known for,” Adeniyi said.
He noted that the expansion underscores the company’s continued commitment to supporting franchise partners while expanding its national retail footprint.
The new Adeniyi Jones facility offers a larger showroom environment for displaying Vitafoam’s portfolio of mattresses, pillows, furniture and other comfort products, providing customers with an opportunity to compare options and assess product suitability before purchase.
Lawal, coordinator of the Adeniyi Jones Comfort Centre, said the upgraded facility would significantly improve customer experience and strengthen the company’s relationship with consumers in the area.
“Our goal is to give every customer the complete Vitafoam experience. This new Comfort Centre allows people to see, touch and test our products before buying, and we are confident it will deepen customer satisfaction and loyalty,” he said.
The centre also highlights Vitafoam’s franchise-driven expansion model, which has enabled the company to extend its reach into key urban markets while partnering with entrepreneurs to strengthen product availability and customer service.
For franchise owners Lawal and Oluwakemi, the opening marks the culmination of years of investment and business growth, having progressed from operating a smaller outlet near the Adeniyi Jones traffic junction to establishing a full-scale Comfort Centre.
They credited Vitafoam’s support and partnership for helping bring the project to completion and pledged to maintain the brand’s quality standards while serving customers across the Ikeja and wider Lagos market.
The inauguration attracted business partners, customers, franchise operators and other stakeholders who toured the facility and interacted with the company’s product offerings.
