Therapedic, Hollandia Sign Licensing Deal

May 12, 2010  by in UnCategorized   

By Home Furnishings Business in Bedding on May 13, 2010

Luxury sleep system manufacturer and Israeli bedding retailer Hollandia International has formed a strategic alliance with global mattress brand Therapedic through which Hollandia will own the Therapedic license for Israel and Cyprus.

Hollandia plans to open Therapedic retail stores in Israeli cities over the next year. Additionally, both companies will form a joint research and development team that will create products leveraging Hollandia innovation, which would be sold throughout the world.

"We have been watching the growth and development of the Hollandia brand over the past few years and it is incredibly impressive," said Gerry Borreggine, Therapedic president and CEO. "They make some of the most luxurious products in our industry, and on the retail side of their business, they understand the importance of selling more than just mattresses to their customers--but rather the benefits of a good night's sleep. Together, I think we make a powerful combination in the bedding industry. We will be able to learn from one another and help our brands continue to grow."

Hollandia CEO Avi Barssessat said he had been looking for sometime to find the right U.S. sleep products brand to bring to Israel.

"Israelis love American brands, and Therapedic is an outstanding sleep products company that offers a full range of product choices," he said. "I think the brand will resonate exceptionally well here in Israel. We have examined the growth of Therapedic internationally to benchmark what has worked outside of the United States, and we believe our strategy will make the brand the fastest growing here in Israel."

Hollandia now operates in more than 120 locations throughout the world. In the United States, it operates two retail showrooms, one in Philadelphia and the other in Short Hills, N.J. All its products are manufactured in Israel.