New deal: Englander President and Chief Executive Officer Kevin Toman (second from right) gathered with executives of Smart Flex, the company’s newest international licensee, during the recent kick off of the brand in Sao Paulo. From left are Smart Flex founder Guilherme Mello Sr., his son Managing Director Guilherme Mello and Vice President of Sales Bruno Fogo.
According to Englander President and Chief Executive Officer Kevin Toman, Smart Flex is a leading Brazilian producer of innerspring beds and a vertically integrated company that manufactures its own spring and foam components.
“We’re very happy to have partnered with a highly successful bedding producer that distributes throughout the largest country in South America,” Toman said. “We’re also pleased to represent Smart Flex’s first licensed mattress brand.”
Smart Flex was founded in 1987 and manufactures a full range of beds under its own brand. The company is led by Managing Director Guilherme Mello.
Smart Flex will make and market E-gel, Tension Ease and other Englander product lines. It has rolled out Englander-branded beds at Sleep House, a 33-store sleep shop chain in Sao Paulo.
Representatives of Englander, Smart Flex and Sleep House participated in a series of meetings and events in Sao Paulo aimed at introducing Sleep House salespeople to the Englander brand.
