Simmons partnering with United Furniture

Developing new line of sofa-sleepers for January launch

Furniture Today Staff -- Furniture Today, October 15, 2008

ATLANTA — Bedding major Simmons said it is partnering with United Furniture Inds. to brand a collection of furniture with the Simmons and Beautyrest brands.

The license agreement combines the strength of Simmons' technology and brand names with the fashion-forward look of United Furniture's lines of stationary upholstery, motion upholstery, recliners and sleepers, officials for the two companies said.

"We are thrilled to be working with an innovative, high-quality furniture provider like United Furniture," said Tim Oakhill, Simmons' executive vice president of marketing. "We chose to work with United Furniture because of the wide selection and quality tailoring United offers consumers. Our goal was to partner with the industry leader, and United Furniture definitely meets that criterion."

The collection officially launches in January.

"We are excited about partnering with a company that is recognized by the U.S. consumer as a leading brand name in quality and innovation," said Larry George, president of United Furniture. "We believe that incorporating the rich heritage of the Simmons brand with our quality, value-driven upholstery will give our product a superior edge at the retail level."

As part of the process to find a new upholstery partner, Simmons engaged Mann, Armistead & Epperson, Ltd. to assist in reviewing the marketplace options, soliciting potential partners and executing the transaction.