Bedding Industries Of America Signs New Licensee In India

Bedding Industries of America (BIA) has named Repose Mattress, one of India’s fastest growing mattress manufacturers, as its newest licensee, expanding the reach of Bedding Industries of America’s lines into India, one of the world’s largest, growing consumer markets.

The agreement with Repose grows BIA’s licensees to 62, which includes 17 in the United States, two in Canada and 43 in other parts of the world. Founded in 2012, Repose manufactures in a 160,000-square-foot facility with the capacity to produce 10,000 mattresses a month. The factory also makes pillows and other sleep accessories.

“We are excited to join forces with Repose Mattress, a well-established manufacturer in India, to extend the reach of Bedding Industries of America,” said Stuart Carlitz, CEO of Bedding Industries of America. “Repose is well-versed in its market and customer needs, obsessed with quality and committed to operating in an ethical manner. We see a great partnership ahead with Repose.”

According to S. Balachandar, CEO of Repose Mattress, the affiliation with BIA gives the company a broader range of products and brands to sell to its customers throughout India.

“We look forward to growing the distribution of Bedding Industries of America in India,” Balachandar said. “The U.S. brand has a strong history of manufacturing, and much like Repose, a legacy in entrepreneurship. We look forward to a prosperous partnership.”

The launch of the BIA brand in India will be led by Balaji V., chief marketing officer for Repose, and Ramanath Bhat, chief operating officer for Repose.

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About BIA: Based in North Brunswick, N.J., Bedding Industries of America (BIA) is a global licensor of a number of mattress brands, including Ernest Hemingway, Eastman House, Van Vorst and Eclipse International. A leader in advanced sleep systems, the company’s designs are crafted with high quality components, including latex, memory foam, gel and eco-friendly materials. Known for its design innovation, BIA’s products deliver superb support throughout the line. Today, the company has 62 licensees, 17 in the U.S., two in Canada and 42 overseas servicing 65 countries or provinces.