Serta Stepping into Russia Market

February 27, 2007  by in UnCategorized   

By Home Furnishings Business in Bedding on February 2007 Serta International has partnered with a Russian mattress manufacturer for production and distribution of Serta bedding in Russia.

Askona Holding Co., the Russian manufacturer, will introduce the Serta product to consumers in May at the Furniture Fair in Moscow.

In addition, Serta Trading Co. will become the official supplier of Serta mattresses to many hotels in Russia.

“We are very excited to partner with Askona Holding Co. to introduce the Serta brand into the Russian market,” said Bob Malin, vice president of licensing for Serta International. “This is an opportunity to bring the innovation, comfort and quality of our products to the people of Russia for the first time.”

Serta Trading Co. also will sell bedding in Belarus, Ukraine, Kazakhstan and the Baltic States.

Askona Holding Co. is the leading mattress manufacturer in the Russian market. Through partnerships with suppliers such as Leggett & Platt, Sapsa Latex and Bekaert Textiles, Askona has made consistent investments in the quality of its products. Askona is headquartered in Kovrov, Russia, and has two production facilities and six regional warehouses throughout Russia. Askona supplies a number of well-known furniture distributors in the Russian market, including IKEA.

Headquartered in Hoffman Estates, Ill., Serta has 25 U.S. and four Canadian manufacturing plants. In addition, Serta is distributed internationally in 60 other countries.