Eastman House, based in North Brunswick, New Jersey, has signed a licensing agreement with Three Stars Foam Factory, headquartered in Sharjah, United Arab Emirates. The deal gives Three Stars the right to produce, market and distribute the Eastman House mattress brand in Bahrain, Jordan, Kuwait, Oman and the UAE.
The new Eastman House licensee was founded in 1987 and operates a 150,000-square-foot plant producing its proprietary Sleep Fine bed brand that is sold throughout the Middle East, a news release said.
Three Stars also manufactures upscale upholstery and case goods for the residential and commercial markets.
“We see tremendous opportunity for our rich product line in the Middle East,” said Stuart Carlitz, chief executive officer of Eastman House. “The Eastman House brand represents the best of American-designed products, something which is so sought after in that part of the world. Three Stars has a long-standing market presence, clear strategic plans, a great marketing team and a state-of-the-art factory. They are the ideal partner for us in this region.”
Commenting on the deal, Emad Hamdi, Three Stars general manager, said: “While we are successful with our Sleep Fine line of mattresses, American brands are highly desirable in the Middle East. Eastman House is the best option for us to expand our market reach at retail (and) in the hospitality segment.”
Three Stars plans to show the brand at Expo Dubai 2020, an international fair open to the public that runs from July 2020 to April 2021.