Houston-based sleep shop chain Mattress Firm and Atlanta-based mattress major Serta Simmons Bedding LLC have entered into a five-year agreement considerably expanding their relationship.
The news follows the sleep shop chain’s 2016 acquisition by Steinhoff International Holdings NV, based in Johannesburg, and the subsequent severing of its relationship with Tempur Sealy International Inc. in the first quarter of this year.
SSB is to manufacture exclusive products that will be supported by a joint advertising budget of $100 million over 18 months, the companies said in a March 13 news release. The advertising investment is in addition to Mattress Firm’s annual advertising expenditure and builds on SSB’s advertising designed to drive awareness for the Serta and Beautyrest brands.
“We are excited to announce the strategic expansion of our long-standing partnership with Serta Simmons Bedding,” said Ken Murphy, Mattress Firm president and chief executive officer. “With consumers more focused on sleep than ever before, they look to Mattress Firm as the leading specialty mattress retailer to offer innovative products at a compelling value. As a result of our recent partnership changes, we now have more flexibility than ever before to bring exciting and innovative products in all price bands to our customers. With the consolidation of all of our stores under the Mattress Firm banner nationally nearly complete, we can now focus fully on improving value for all consumers, while driving the business forward.”
Michael Traub, SSB CEO, said: “We strongly value our partnership with Mattress Firm and are excited about the additional marketing investment, which we believe will drive further consumer demand and expand our leadership in the marketplace. With Serta and Beautyrest, we have two of the strongest sleep brands in the industry, and we look forward to expanding our product presence in Mattress Firm stores this spring.”
