Kingsdown, Magniflex Ink Licensing Alliance

January 29, 2012  by in UnCategorized   

By Home Furnishings Business in Bedding on January 30, 2012

Global mattress brand Magniflex and top 10 bedding producer Kingsdown have inked a deal for Magniflex to make and distribute MySide bedding and bedMATCH technology in Italy.

Additionally, both companies have announced plans for joint product development as Prato, Italy-based Magniflex  aims to create a new co-branded bedding line certified by the Sleep to Live Institute. The deal gives Mebane, N.C.-based Kingsdown's premier diagnostic brands access to Europe's fourth-largest economy and Magniflex's chain of  sleep shops, the largest in the country, as well as the opportunity for the two companies to expand their global distribution through joint efforts using the scientific research of the Sleep to Live Institute.
 
"Magniflex is a brand rich in European history and performance. Like Kingsdown, they are committed to continuously learning more about the science of sleep and ways in which customers can get a more restorative night's sleep so our alliance is really of two companies with like mind and mission," said Kingsdown Senior Vice President of Global Brand Management Lee Hinshaw. "This agreement makes for a powerful combination in the bedding industry, as both companies are focused on creating innovative, luxurious products and growing our brands globally."

"This partnership reinforces our commitment to providing our retailers and consumers the highest quality sleep solutions on the market," said Magniflex Global Sales Director Marco Magni. "We are excited that several of our Magniflex collections will be Sleep to Live Institute certified and we will begin manufacturing and distributing Kingsdown's popular MySide brand in Italy. In addition, we will be bringing the Science of Sleep to the Italian market with bedMATCH technology, a sales tool that helps consumers find the best mattresses for their body type."

The Sleep to Live Institute€™s signature product, MySide, caters to couples, with two individual sleep zones in one mattress. The dual zones can be comprised of foam, gel, or latex and are recommended through the bedMATCH diagnostic system, which uses 18 statistical measurements and more than 1,000 calculations to help consumers pick the best mattress for their body type.

At this week's Las Vegas Furniture Market, Kingsdown will show in WMC-B1300, and Magniflex in WMC-C1552.