Mattress industry licensing group Therapedic International, with headquarters in Princeton, New Jersey, has inked a licensing deal with KDV Bedding Pvt. Ltd. in Harare, Zimbabwe.
The arrangement gives KDV the right to manufacture Therapedic-branded products for distribution throughout much of southern Africa, including Angola, Botswana, Malawi, Mozambique, South Africa, Zambia and Zimbabwe. In business since 1998, KDV claims a 40% market share in its home country.
The agreement marks the top 10 bed brand’s return to Africa following a 20-year absence, said Gerry Borreggine, Therapedic president and chief executive officer. “We are hopeful that we have found the right partner to present our products and grow there.”
KDV CEO Vikas Patel said, “This is a unique opportunity for us to increase our profile by partnering with Therapedic. We are the leading brand in Zimbabwe, and we believe that Therapedic can become the leading bedding brand in southern Africa. This partnership will help us raise the standards of our product range, and increase the expectations of the market for quality bedding products in our areas of operation.”
Therapedic has more than 50 licensees on six continents and has significantly increased its brand awareness and distribution in the previous five years, according to a news release.
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