Englander Adds 10th International Licensee

February 12, 2013  by in UnCategorized   

By Home Furnishings Business in Bedding on February 13, 2013

Bedding supplier Englander Sleep Products has added a 10th mattress producer to its international organization, having licensed Smart Flex Industria De Colchoes of Sao Paulo, Brazil, to make and market its product throughout Brazil.

Kevin Toman, Englander president and recently appointed CEO, said Smart Flex is the leading producer of innerspring mattresses across Brazil and is a fully integrated operation that manufactures its own springs and foam.

"We're very happy to have partnered with a highly successful bedding producer that distributes throughout the largest country in South America," Toman said. "We're also pleased to represent Smart Flex's first licensed mattress brand."        

Headed by managing director Guilherme Mello, Smart Flex was founded in 1987 and makes its own line of higher-end beds in a range of models, styles and comfort levels.  

Toman said Smart Flex plans to market Englander's E-gel and Tension Ease products, among other company lines, and recently launched Englander-branded beds at Sleep House, a 33-store mattress and sleep accessory chain in Sao Paulo. 

As part of the kick-off, representatives from the three companies participated in a series of meetings and events that included tours of Smart Flex's factory and visits to several Sleep House stores-all aimed at rolling out the Englander brand to the more than 300 floor salespeople that represent the retail chain.