Natura Expands Retail Reach With Art Van Furniture

Natura signed an agreement with Art Van Furniture to carry the line in its 123 furniture and Art Van Pure Sleep stores in the Midwest. The company designed four key Natura models for Art Van Furniture, opening the brand to a broader consumer base. The mattresses will be produced by Natura’s sole U.S. licensee, Blue Bell Mattress Co., in its recently acquired Roseville, Mich., factory.

“This is a very significant placement for Natura in the United States. Art Van Furniture remains a leader in the sleep business and the Natura line fits perfectly with the retailer’s merchandising plan,” said Mark Kolovson, president and chief executive officer of Blue Bell Mattress. “We are all proud that the Blue Bell product sold by the Michigan-based retailer will be made by Michigan citizens.”

The featured Natura beds are hybrids that offer individually encased coils for support and latex layers for comfort. The mattresses feature certified organic cotton covers, natural wool in the quilt and latex, the three components included in every Natura mattress.

“Art Van Furniture is a retail leader in the sleep products category, and we believe many others in the industry will follow its lead in bringing more natural sleep products onto its floors,” said Ralph Rossdeutscher, president of Natura. “We look forward to a long partnership of selling Natura product to help more consumers sleep and live better with our natural and organic sleep products.”

To help the mattresses stand out on the retail sales floor, Natura will support the line with visually appealing point-of-purchase materials that highlight the advantages of sleeping on hand-crafted mattresses made with green, natural and organic materials.

“More and more people are paying attention to what they put in their mouths and on their bodies, and the Natura mattress will appeal to those guests who want to know what they are sleeping on,” said Neil Zimmer, senior vice president of Art Van Pure Sleep. “We’re excited to offer this line at Art Van Pure Sleep.”

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About Natura: Natura is a family-owned business with a unique approach to sleep. It develops 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 Blue Bell Mattress Co. Inc: Blue Bell Mattress, based in East Windsor, Conn., is the largest U.S. licensee of King Koil brand products. Blue Bell sells King Koil branded and private-label innerspring and hybrid mattresses to bedding and furniture retailers serving customers in nearly 1,500 store locations from Maine to Florida, and as far west as Illinois. The company is also a licensee of Natura World. Founded in 1928, the company manufactures in two factories totaling more than 350,000 square feet. Boston-based Landon Capital Partners, a direct private equity investment group of the Landon Trust acquired a majority interest in Blue Bell in 2017.

About Art Van, LLC: Art Van Furniture, LLC is the Midwest’s No. 1 furniture and mattress retailer with 176 stores in nine states operating under the following brands; Art Van Furniture, Art Van Pure Sleep, Art Van Flooring, Scott Shuptrine Interiors, Levin Furniture, Levin Mattress, Wolf Furniture and Gardiner Wolf Furniture. Founded in 1959, the company is headquartered in Warren, Mich.