Main event: Hassan Al-Hazeem, Intercoil International managing director, hosted a conference that focused on sleep and the introduction of the Beautyrest Black collection it produces under a licensing agreement with Simmons Mattress Co.
Dr. Raymond Hamdan, a clinical and forensic psychologist and director of the Human Relations Institute in Dubai, gave the keynote and spoke about the psychological and physiological ramifications of sleep loss.
“Sleep is part of the human balance, both mentally and bodily,” Hamdan said. “The human body needs time to rejuvenate, preferably on a daily basis. Sleep deprivation may lead to serious health issues.”
Dr. Raymond Hamdan delivers the keynote, speaking on the psychological and physiological effects of lack of sleep.
Other speakers included Dr. Manuel Garrido, an orthopedic surgeon; Hassan Al-Hazeem, Intercoil managing director; Todd Merker, Simmons director of licensing; Dr. John McEwan, an ear, nose and throat specialist; and Steve Tipton, vice president of Simmons Hospitality Bedding.
“We are privileged to organize the sleep conference in Dubai with our partner Simmons Bedding Co.,” Hazeem said. “As a leading company in the sector, we feel it is our responsibility to play a role in disseminating knowledge on the subject and advancement of sleep health across the region.”
At a news conference during the event, Dubai-based Intercoil unveiled the latest addition to its Simmons portfolio of products, the high-end, newly redesigned Beautyrest Black collection. The beds have striking tailoring, Advanced Pocketed Coil Springs and Transflexion Comfort Technology for consistent comfort.
“We partnered with Simmons in 2010 and introduced the Beautyrest mattress line across the region,” Hazeem said. “The product has done extremely well. The new Beautyrest Black line takes the exceptionally unique design of our popular Simmons Beautyrest mattresses and adds the finest material and superior pocketed coils together to provide an even more luxurious sleep experience.”
Merker added: “We’ve spent months redesigning the Beautyrest Black line before it launched in the U.S. to ensure that the line makes a definite statement—both to retailers and consumers. Our Beautyrest Black line features a distinctive look and feel that is unlike anything on the retail floor today and the models offer comfort benefits that surpass those of the competition. We’re confident that the collection will perform extremely well for Intercoil.”
