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Felix Mfg. offers steel mattress foundation at retail

Mike Echevarria joins company in sales, marketing role

David Perry -- Furniture Today, September 30, 2009

Mike Echevarria

COMPTON, Calif. — Felix Mfg. is entering the retail marketplace with the introduction of an all-steel mattress foundation.

The new Forever Foundations product line will be sold in mattress stores and furniture stores and on the Internet, the company said. Former waterbed industry executive Mike Echevarria has joined the company as national director of sales and marketing to help launch the new foundation.

Echevarria, the son of the late Angie Echevarria, worked with his father at Somma Mattress and helped build the company into a waterbed powerhouse when that product enjoyed popularity in the 1980s.

"Mike is a man with keen marketing ideas and his understanding of the interaction between sales and marketing gives him the unique ability to make inroads into the retail segment of the marketplace," Felix Mfg. said in a statement. "He is able to understand what will work and why."

After leaving Somma, Mike Echevarria operated a Las Vegas bedding sleep shop for a while, and also spent several years renovating an old factory in Tennessee and converting it into a commercial center.

Felix Mfg. has been in business since 1963 as a supplier of foundations for mattress companies across the country. With its new Forever Foundations product, the company will emphasize retail distribution, officials said.

The company said its new all-steel foundation is designed to replace "the antiquated foundations, box springs and thin metal frames that have been an industry mainstay." The foundation uses only four corner legs because center supports aren't necessary, the company said.

The new Forever Foundations can be used with any mattress and are available in king, queen, full and twin sizes. They are available in various heights and can be shipped via UPS, the company said.

The company also makes the Forever Store More unit, which reconfigures the standard foundation, allowing the user to slide storage items under the frame. It also offers the Forever Storage model, a lift-top version that sits atop a steel base and provides storage space under the mattress.

Felix, based in Compton, Calif., also has facilities in Hayward, Calif., and Langley, British Columbia.

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