MLILY USA Accelerates Growth Strategy with Strategic Investments

January 6, 2026  by Karen Parrish in Business Strategy, Industry   

MLILY’s new alliance with Fashion Bed Group is designed to dramatically enhance support, service, and product availability for MLILY retail partners across Canada. By leveraging Sinca’s decades of industry experience and established national infrastructure, MLILY is creating a more localized, responsive, and reliable distribution model tailored specifically to the Canadian market. The partnership represents a key milestone in MLILY’s plan to grow brand recognition across North America—beginning with deeper retail engagement and infrastructure support, followed by expanded consumer awareness initiatives.

For retail partners, the collaboration delivers immediate benefits, including improved national distribution, consistent access to newly manufactured inventory through Sinca’s facilities across Canada, reduced lead times, and access to direct, local representation within the Sinca network. Additional resources, including training, merchandising tools, and customer service support, will be expanded through the combined capabilities of both organizations.

Recognizing the unique needs of the Canadian market, MLILY will ensure that all packaging and educational resources available through MLILY University are consistently offered in both English and French. The company will also continue its commitment to protected MAP and MSRP policies online to support margin integrity and in-store profitability.

Complementing its Canadian expansion, MLILY USA will significantly increase its footprint at the Las Vegas Market, underscoring the company’s investment in infrastructure that supports future growth and broader retail opportunities. The expanded presence is designed to create space for deeper storytelling around MLILY’s global manufacturing capabilities and advanced sleep technologies.

At the January market, MLILY will occupy a combined 22,000 square feet across multiple showroom areas, including 15,100 square feet dedicated to the MLILY brand, 5,300 square feet for NISCO, and a new 1,600-square-foot OEM-focused space. The expansion allows MLILY to showcase the full scope of what it can design, engineer, and manufacture at scale—capabilities that increasingly resonate with retailers seeking differentiated supply-chain solutions.

The new OEM showroom welcomes retail partners interested in launching private-label programs or working directly with a vertically integrated manufacturer. By highlighting proprietary foams, materials, and global production expertise, MLILY is positioning itself as a strategic partner for retailers looking to control product development, margin, and brand identity.

The MLILY team will welcome visitors to its Las Vegas Market showroom B-900, Jan 24-29.