Kingsdown, Magniflex strike licensing deal

Top 10 bedding producer Kingsdown Inc. has formed a strategic alliance with Magniflex, Italy’s largest mattress manufacturer.

The two companies have signed a licensing deal that grants the Prato, Italy-based company the right to manufacture and distribute select Kingsdown products, including MySide mattresses and bedMATCH diagnostic technology in Italy. BedMATCH uses 18 statistical measurements and more than 1,000 calculations to help consumers choose the best mattress for their body type.

The deal gives Kingsdown’s premier brands entry into Europe’s fourth largest economy and Magniflex’s chain of sleep shops, the largest in Italy. In addition, the alliance gives both companies the opportunity to expand their global distribution through joint projects.

The two companies plan joint product development efforts as Magniflex aims to create a new co-branded bedding line certified by the Sleep to Live Institute, a research and development division of Kingsdown.

“Magniflex is a brand rich in European history and performance. Like Kingsdown, they are committed to continuously learning more about the science of sleep and ways in which customers can get a more restorative night’s sleep, so our alliance is really of two companies with like mind and mission,” said Lee Hinshaw, senior vice president of global brand management for Kingsdown, which has headquarters in Mebane, N.C.

“This partnership reinforces our commitment to providing our retailers and consumers the highest-quality sleep solutions on the market,” said Marco Magni, Magniflex global sales director.

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