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From Home Furnishing Business

Southerland, IntelliBed Form Alliance to Produce Mattress Line

Independent mattress manufacturer Southerland has formed a strategic alliance with vertically integrated IntelliBed to produce and distribute the company’s exclusive Gel Matrix bedding line.

Officials said the partnership will help shift IntelliBed’s business model from a retail strategy to a wholesale model through growth with brick-and-mortar retail partners.

Initially, the IntelliBed line will be manufactured in Southerland’s Oklahoma City factory, but production will be expanded into other Southerland facilities, giving the brand a more seamless national reach.

“We’re excited about our new partnership with IntelliBed and see a lot of crossover with our retail network and the growing network for the Gel Matrix line,” said Bryan Smith, president and CEO of Southerland. “The innovative line is a unique complement to our Southerland collections. Our corporate culture blends nicely with their culture, and we see a prosperous partnership ahead.”

Based in Salt Lake City, IntelliBed debuted its new Lux collection at the recent Las Vegas Market and received interest from retailers throughout the country.

“The alliance with Southerland gives us the ability to scale and grow more efficiently,” said Colin House, CEO of IntelliBed. “Southerland’s factories are highly efficient and incredibly well-operated. Our retailers will benefit from this partnership due to the exceptional quality and high manufacturing standards Southerland provides.”

At retail price points of $2,500 to $6,000, IntelliBed’s Gel Matrix provides the only sleep surface that is both firm and soft at the same time, House said.  This provides customers with a solution that offers both spinal support and pressure relief simultaneously.

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