Simmons expands licensing deal with children’s producer

Dreamwell Ltd., a subsidiary of Atlanta–based mattress major Simmons Bedding Co., has signed a new licensing agreement with the Shamie family, owners of Delta Enterprise Corp.

Since 2004, Delta has manufactured Simmons–branded cribs and juvenile furniture. Now—under a new company name, Children’s Products LLC—it has been licensed to manufacture Simmons–branded crib mattresses, changing pads and related children’s products, as well.

Under the agreement, Children’s Products acquired certain Simmons assets and began operating from the mattress maker’s facility in Neenah, Wis. Financial terms of the deal were not disclosed.

“This arrangement is a demonstration of our strong confidence in Delta and the Shamie family to further develop our brands in the juvenile category,” the company said. “Our existing partnership provides a seamless transition to Children’s Products, giving customers the same level of quality that has always been associated with the Simmons brand.”

“We are proud to have extended our relationship with Simmons, the world’s premier mattress brand. The addition of the Simmons Kids crib mattress line rounds out our portfolio of children’s products that have served parents since 1968,” said Joe Shamie, Delta president.

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