Bedding Industries of America Signs Licensee in India

June 7, 2017  by Larry Thomas in Business Strategy, Industry   

Under terms of the agreement, Repose will produce and market Bedding Industries of America products throughout India, which the company said is becoming one of the world’s largest consumer markets.

“We are excited to join forces with Repose Mattress, a well-established manufacturer in India, to extend the reach of Bedding Industries of America,” said Stuart Carlitz, CEO of Bedding Industries of America. “Repose is well-versed in its market and customer needs, obsessed with quality and committed to operating in an ethical manner. We see a great partnership ahead with Repose.”

Founded in 2012, Repose manufactures in a 160,000-square-foot facility with the capacity to produce 10,000 mattresses a month. The factory also makes pillows and other sleep accessories.

According to S. Balachandar, CEO of Repose Mattress, the affiliation with BIA gives the company a broader range of products and brands to sell to its customers throughout India.

“We look forward to growing the distribution of Bedding Industries of America in India,” Balachandar said. “The U.S. brand has a strong history of manufacturing, and much like Repose, a legacy in entrepreneurship. We look forward to a prosperous partnership.” 

He said the launch of the BIA brand in India will be led by Balaji V., chief marketing officer for Repose, and Ramanath Bhat, chief operating officer for Repose.

The agreement with Repose gives BIA’s 62 licensees, including 17 in the United States, two in Canada, and 43 in other parts of the world.