VFI Group has entered into an exclusive agreement with Dreamwell, Ltd. to manufacture and market the Simmons and Beautyrest branded mattresses in the Indian market.
The products will be manufactured in VFI Group factories located in Haridwar, Coimbatore, and Vadodara and will contribute to Prime Minister Narender Modi’s "Make in India" initiative. Dreamwell, Ltd., a subsidiary of Serta Simmons Bedding, is known for its iconic brands Simmons® and Beautyrest®.
“We’re pleased to partner with VFI Group, a recognized leader in the Indian mattress market, to bring the Simmons and Beautyrest brand to millions of Indian consumers,” said Melanie Huet, Chief Commercial Officer at Serta Simmons Bedding.
VFI Group is India's leading mattress manufacturer and owner of India's number one hybrid mattress brand.
"As a pioneer in offering the most comfortable and luxurious mattresses, it is only natural for us to partner with a brand that's sought the world over for its excellent range of products," said Nipun Gupta, Director, VFI Group.
In addition to retail sales, Serta Simmons Bedding is a leading supplier to the hospitality industry with the Simmons and Beautyrest brands found in Marriott International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Starwood Capital Group, and others.