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Kingsdown forms strategic alliance with Italy's Magniflex

David Perry -- Furniture Today, January 30, 2012

MEBANE, N.C. - Top 10 bedding producer Kingsdown has formed a strategic alliance with global mattress brand Magniflex, based in Prato, Italy.

Kingsdown has signed a licensing deal that will grant Italy's largest mattress manufacturer the right to manufacture and distribute certain Kingsdown products including MySide mattresses and bedMatch technology in Italy.

The companies also announced plans for joint product development as Magniflex aims to create a new co-branded bedding line certified by Kingsdown's Sleep to Live Institute.

The deal gives Kingsdown's premier diagnostic brands access to Europe's fourth-largest economy and Magniflex's chain of sleep shops, the largest in Italy, as well as the opportunity for the two companies to expand their global distribution through joint efforts using the scientific research of the Sleep to Live Institute, officials said.

"Magniflex is a brand rich in European history and performance," said Kingsdown Senior Vice President of Global Brand Management Lee Hinshaw. "Like Kingsdown, they are committed to continuously learning more about the science of sleep and ways in which customers can get a more restorative night's sleep, so our alliance is really of two companies with like mind and mission."

"This partnership reinforces our commitment to providing our retailers and consumers the highest quality sleep solutions on the market," added Magniflex Global Sales Director Marco Magni. "We are excited that several of our Magniflex collections will be Sleep to Live Institute-certified and we will begin manufacturing and distributing Kingsdown's popular MySide brand in Italy. In addition, we will be bringing the Science of Sleep to the Italian market with bedMatch technology, a sales tool that helps consumers find the best mattresses for their body type."

The Sleep to Live Institute's signature product, MySide, caters to couples, as it features two individual sleep zones in one mattress. The dual zones can be made of foam, gel or latex and are recommended through the bedMatch diagnostic system. Available in select markets - soon to include Italy - bedMatch uses 18 statistical measurements and over 1,000 calculations to help consumers pick the best mattress for their body type, Kingsdown officials said.

Kingsdown and Magniflex both show at the Las Vegas Market.

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