Natura Re-Enters U.S. With New Blue Bell Mattress Partnership

Natural and organic bedding producer, Natura World, announced that it has signed a licensing agreement with Blue Bell Mattress Company of East Windsor, CT to manufacturer and distribute its mattress lines throughout the United States. The two companies are finalizing the product line-up, POP and other marketing support, and are meeting with initial customers with a target to begin selling product in the next 60 days.

Natura World President Ralph Rossdeutscher founded the company in 1994 and built one of the leading natural, organic and latex brands in the industry. The company has always known for its innovative marketing and branding, and extensive product line. Rossdeutscher recently gained control of the intellectual property, and is rebuilding the brand in Canada and throughout the world, using a licensing model with high quality and financially strong independent manufacturers.

Blue Bell is a third generation family-owned bedding manufacturer founded in 1928. Today, the company operates from a 200,000-square-foot plus, state-of-the-art facility that serves nearly 1,500 retail outlets from Maine to Florida, and as far west as Illinois. In addition to making private label products for retailers, Blue Bell is the largest domestic King Koil licensee and has marketed the brand for nearly 50 years. In 2014, Longroad Asset Management acquired a majority interest in Blue Bell, providing additional resources to expand the business. The addition of the Natura license is a part of the long-range plan Blue Bell developed as a result of that investment.

“Our commitment to King Koil is unwavering, yet we have always admired the Natura brand and see it as a real opportunity to provide our retailers with a unique, well supported line of sleep products that will help them differentiate their floors and capture more market share. We see Natura as a complimentary brand to our very successful King Koil business that we plan on growing as well,” said Blue Bell Mattress Chief Executive Officer Mark Kolovson. “The market for natural, organic and latex product is very robust and we are already seeing important interest from leading retailers to put Natura on their floors.”

Rossdeutscher said he looked forward to working with a strong manufacturing partner in the United States to carry the brand forward. “When I decided to re-introduce the Natura brand, I wanted to follow a different strategy than our first iteration, where we were both manufacturer and marketer. What I have learned over the years was that our strength was in product and brand development, training and marketing. I thought it best to team with strong manufacturers who could partner with us to produce the highest quality goods and we have found that in the U.S. with Blue Bell.”

To learn more about Natura, please visit naturaworld.com.

About Natura World: Natura World is a family-owned business with a unique approach to sleep. They develop innovative products for all areas of sleep, not just a mattress or a pillow. Natura World’s goal is to eliminate common sleep disturbances and help people sleep well in order to live better.

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