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From Home Furnishing Business
BEDGEAR Partners with Fine Bedding Company for Strategic Entry into UK
May 5,
2025 by Karen Parrish in Business Strategy, Industry 
BEDGEAR®, offering solutions for people who aspire to Wake Ready®, announces its newest partnership with The Fine Bedding Company, a UK-based bedding manufacturer and distributor. This collaboration marks BEDGEAR’s strategic entry into the United Kingdom and a further expansion into Ireland, as it will bring Performance® sleep solutions to a new audience of retailers and consumers.
Through this partnership, The Fine Bedding Company will serve as a distributor of BEDGEAR products across the UK and Ireland. The relationship will focus on expanding BEDGEAR’s retail presence, bolstering ecommerce operations, and delivering dynamic consumer engagement experiences, all while introducing BEDGEAR’s personalized shopping journey and breathable Performance® products to the region.
“BEDGEAR has always believed that sleep is personal, and we’ve made it our mission to deliver a one-of-a-kind experience to sleepers around the globe,” BEDGEAR’s Founder/CEO Eugene Alletto said. “Partnering with The Fine Bedding Company, a brand that shares our passion for innovation and sustainable comfort, allows us to extend our reach and deliver Performance® sleep solutions to a whole new market. We’re thrilled to bring BEDGEAR’s unique retail journey and game-changing products to the UK and Ireland.”
The Fine Bedding Company, a fourth-generation British business with over 100 years of experience in bedding and sustainable manufacturing, shares the same sentiment and is equally enthusiastic about the new venture and what the future holds for the two brands.
“We are delighted to partner with BEDGEAR and introduce the brand’s award-winning Performance® sleep products to our customers,” The Fine Bedding Company’s Managing Director Claire Watkin said. “This partnership aligns with our commitment to delivering high-quality, innovative sleep solutions. BEDGEAR’s focus on personalization and Performance® is unlike anything currently in our market, and we look forward to shaping the future of sleep together.”
This partnership comes at a time of growing consumer interest in wellness and personalized solutions, making the launch of BEDGEAR’s products – which include mattresses, pillows, sheets, protectors, and more – in the UK and Ireland a timely and exciting evolution for both companies.
With the belief that sleep is a global language, this partnership highlights BEDGEAR’s focus on continuous international expansion, allowing the company to continue redefining sleep for an even larger audience.
“Sleep is a universal need, but the way we sleep is deeply personal and shaped by a variety of factors,” Alletto added. “At BEDGEAR, we’re committed to redefining sleep performance around the world. Expanding into the UK and Ireland in partnership with The Fine Bedding Company is another exciting step in our mission to bring breathable and personalized sleep solutions to every corner of the globe.”
For more information about BEDGEAR, visit www.bedgear.com. To learn more about The Fine Bedding Company, visit www.finebedding.co.uk.