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Mattresses business has been a very competitive market in Malaysia. As bedding industry is a very profitable business due to high margin and low R&D cost, there are more than twenty brands which is currently distributing and selling in Malaysia. Originated from United Kingdom, Dunlopillo brand had been established for more than 80 years and had been operating under Sime Darby Group in Malaysia since 2004. The business then was sold to Spanish rest-related product group Pikolin, the second-largest European sleep products group, and the market leader in Spain, France and Portugal in 2011. During 2017, Dunlopillo Malaysia observed that their sales are constantly dropping, their sales target are not met and they are facing lots of pressure from their dealers. They then realized that they are facing a big crisis and they will need to change their business strategy in order to survive the next few years. In end of 2017, they had decided to start retailing themselves by cutting away their distributors cost. With the saving from the distributors margin, Dunlopillo had chosen to focus their sales in Fair & Exhibitions rather than in brick and mortar retail shop as their strategy.