NEWS RELEASE
FARMINGDALE, N.Y., April 8, 2026 /PRNewswire/ — BEDGEAR®, renowned in the sleep industry for pushing boundaries to offer innovative solutions for people who aspire to Wake Ready®, today announced its expansion into Turkey through a strategic partnership with İşbir Yatak. The launch marks the brand’s continued growth abroad, following successful entries into the United Kingdom, Ireland, Greece, and Italy.
Through this collaboration, Turkish consumers will gain access to BEDGEAR’s award-winning Performance® Sleep Essentials, including the Storm Performance® Pillow, Performance® Mattress Protectors, Performance® Sheets, and the M3 Performance® Mattress—the world’s first dual-comfort modular mattress.
The launch will see BEDGEAR debut in 22 İşbir Yatak stores across major cities including Istanbul, Ankara, and Izmir, featuring BEDGEAR’s interactive retail displays for pillows, sheets, and mattress protectors. Approximately half of the stores will also showcase the full M3 Performance® Mattress experience.
“Expanding into Turkey is an exciting next step in BEDGEAR’s global journey,” said BEDGEAR Founder/CEO Eugene Alletto. “We see a unique opportunity to bring our Performance® Sleep Essentials and personalized solutions to Turkish consumers who value quality, innovation, and recovery-focused sleep.”
Commenting on the collaboration, Ediz Köklü, Chairman of the Board of İşbir Yatak, shared the same sentiment.
“At İşbir Yatak, we approach sleep health not simply as a product category, but as a comprehensive field of expertise that requires a scientific approach, advanced material knowledge, and a high level of manufacturing discipline,” said Köklü. “Our partnership with BEDGEAR goes beyond the natural alignment of our long-standing commitment to quality, trust, and manufacturing excellence with a strong global brand. Through this collaboration, we aim to deliver a more personalized and performance-driven sleep experience for consumers.”
The partnership between BEDGEAR and İşbir Yatak is centered on shared values, with both companies committed to providing differentiated, premium experiences for consumers. İşbir Yatak’s established retail network offers an ideal platform for BEDGEAR to introduce its innovative sleep solutions, allowing customers to engage with the products directly and explore the benefits of BEDGEAR’s patented technologies.
“This launch reflects our ongoing mission to make Performance® Sleep Essentials accessible worldwide,” Alletto added. “By combining BEDGEAR’s technology and innovation with İşbir Yatak’s retail expertise, we are delivering a truly unique sleep experience tailored to the needs of Turkish consumers.”
BEDGEAR’s expansion into Turkey underscores the brand’s commitment to pushing the boundaries of sleep innovation. By offering breathable and sustainable products personally fit to individual body types, sleep positions, and temperature preferences, BEDGEAR continues to set the standard for sleep as a tool to enhance health, wellness, recovery, and longevity, while building lasting connections with consumers across global markets.
