Simmons grows Mideast presence with Intercoil deal

Atlanta–based mattress major Simmons Bedding Co. announced it has inked licensing and technical agreements with Intercoil International LLC, a bedding manufacturer and retailer headquartered in Dubai. The deal expands Simmons’ presence in the growing Middle East retail and hospitality markets.

“While Simmons has been in the Middle East for some time, we know there are greater opportunities that we can take advantage of through our partnership with Intercoil,” said Todd Merker, Simmons director of global licensing.

As part of the deal, Intercoil plans to have eight dedicated Simmons retail locations in place by the end of 2011. Intercoil also will distribute Simmons products through its established retail network in Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and United Arab Emirates.

“We believe that our partnership with Simmons is an important milestone in the history of the company and it will definitely support us in realizing our vision to become the market leader in the Middle East region,” said Hassan Al Hazeem, Intercoil managing director.

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