Natural and organic mattress brand, Natura World, is joining forces with fellow Canadian producer, Zedbed, through a licensing agreement to manufacture and distribute its bedding lines throughout Canada.
Quebec-based Zedbed began producing Natura mattresses recently. Zedbed is known for its higher-end memory foam line of mattresses, and Ralph Rossdeutscher, President and founder of Natura World, said the agreement is a natural fit for the two companies because its latex line complements Zedbed’s memory foam offerings.
This is the second North American licensing deal Natura World has secured in recent months. The company partnered with Windsor, CT-based Blue Bell Mattress Co., a licensee of top 10 bedding producer King Koil, in March. While Blue Bell is ramping up the production of Natura products, Zedbed is currently supplying U.S. retailers with the Natura line.
In addition to the Zedbed and Blue Bell licensing agreements, Natura recently announced two international licensing agreements with BRN Sleep Products in Turkey and Latex Furniture Factory, a subsidiary of American Mattress of Kuwait.
“This latest licensing deal with Zedbed gives us yet another strong manufacturing partner in producing our Natura beds,” Rossdeutscher said. “Zedbed is a great producer of higher-end memory foam. Couple their product with our natural latex line and you have the perfect fit.”
Founded in 1994 by Rossdeutscher, Natura was established as a leading resource for natural, organic and latex bedding. Rossdeutscher recently regained control of the intellectual property, and is rebuilding the brand in Canada and throughout the world through a licensing model with high quality and financially strong independent manufacturers.
Zedbed was founded in 1994 as Literies Champlain, a manufacturer of spring mattresses. In 2000, the company introduced an adjustable bed collection under the Zedbed brand, and later changed the company’s name based on the successful launch of the line. In 2002, the company expanded into the memory foam bedding business, which remains Zedbed’s bread and butter. The company is vertical, producing its own foam brands – PURE, ZX and R2.
David Gélinas, Zedbed’s Executive Vice President, said the company invested in an additional factory close to its headquarters, as well as needed equipment to accommodate the Natura product line. “The factory has been up and running for a month and a half, and things are running smoothly,” he said, adding that 30,000 square feet are dedicated to producing Natura goods. “Natura is a perfect complement to our memory foam line of beds. For the last 20 years, we have distributed our products in high-end specialty stores. We know the details needed to satisfy that customer.”
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.
About Zedbed: Founded 19 years ago by the Gelinas family, Zedbed manufactures and distributes mattresses and pillows made from its unique pressure-relieving material formulation. Zedbed is committed to developing and manufacturing high end products with high style that are the most environmentally friendly. The company's products are currently sold all across Canada and in the US. Headquarters for Zedbed are located in Shawinigan, Qc, Canada.