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From Home Furnishing Business

Natura Partners with Blue Bell for U.S. Distribution

Natural and organic bedding producer Natura World has signed a licensing agreement with Blue Bell Mattress Co. for distribution of Natura’s mattress line in the U.S.

The companies are finalizing the product lineup, point-of-purchase and other marketing support, and are working with initial customers. Natura and East Windsor, Conn.-based Blue Bell plan to begin selling product in the next two months.

Ontario-based Natura World was founded in 1994 by Ralph Rossdeutscher, president. Rossdeutscher recently gained control of the intellectual property and is rebuilding the brand in Canada and throughout the world, using a licensing model with independent manufacturers.

Blue Bell is a third generation family-owned bedding manufacturer founded in 1928. The company operates a 200,000-square-foot facility that serves nearly 1,500 retail outlets from Maine to Florida, and as far west as Illinois. In addition to making private label products for retailers, Blue Bell is the largest domestic King Koil licensee and has marketed the brand for nearly 50 years. In 2014, Longroad Asset Management acquired a majority interest in Blue Bell, providing additional resources to expand the business. The addition of the Natura license is a part of the long-range plan Blue Bell developed as a result of that investment.

“Our commitment to King Koil is unwavering, yet we have always admired the Natura brand and see it as a real opportunity to provide our retailers with a unique, well supported line of sleep products that will help them differentiate their floors and capture more market share. We see Natura as a complimentary brand to our very successful King Koil business that we plan on growing as well,” said Mark Kolovson, Blue Bell Mattress CEO. “The market for natural, organic and latex product is very robust and we are already seeing important interest from leading retailers to put Natura on their floors.”

Rossdeutscher said he looks forward to working with a strong manufacturing partner in the United States to carry the brand forward.

“When I decided to re-introduce the Natura brand, I wanted to follow a different strategy than our first iteration, where we were both manufacturer and marketer,” he said. “What I have learned over the years was that our strength was in product and brand development, training and marketing. I thought it best to team with strong manufacturers who could partner with us to produce the highest quality goods and we have found that in the U.S. with Blue Bell.”

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