Sealy and Comfort Revolution ink partnership deal

Mattress major Sealy, with headquarters in Trinity, N.C., has acquired a noncontrolling interest in foam and gel sleep products supplier Comfort Revolution. Sealy will partner with Comfort Revolution in the development and distribution of Sealy-branded specialty sleep products around the world, according to a news release.

Comfort Revolution, based in West Long Branch, N.J., is owned and led by Michael Fux, who in the 1990s founded the bed-in-a-box concept marketed under the Sleep Innovations brand. Fux sold that company to private equity investors in 2005.

“Comfort Revolution has a track record of success. Their skill in developing and taking to market breakthrough specialty foam and gel bedding products complements Sealy’s portfolio of specialty mattress products,” said Larry Rogers, Sealy president and chief executive officer. “Michael’s reputation in the industry, supplier contacts, relationships with major customers, and legacy of innovation truly set the company apart.”

Sealy said this deal is part of a new, broader approach to the entire specialty products category and demonstrates the company’s willingness to invest in new technologies and expertise to drive growth.

“Sealy’s long-term vision is to be a total sleep solution provider, which extends beyond our traditional mattress business and our strategic partnership with Comfort Revolution is a very big step for us in that direction,” Rogers said.

Of the partnership, Fux said, “Sealy gives us the strength to reach around the globe with our revolution in comfort, and the resources to explore even more innovative solutions.”

Sealy and Comfort Revolution immediately will begin selling bed-in-a-box foam mattresses under both brands and anticipate launching specialty foam pillows and toppers under the Sealy brands in early 2013.

Comfort Revolution will continue to be led by Fux and his management team will continue to control the company’s day-to-day operations.

BedTimes reported on Comfort Revolution’s new pillows and toppers with Hydraluxe gel technology in its January Las Vegas Market report video.

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