Serta Simmons Bedding to expand its business in India in collaboration with VFI Group

24th March, Delhi : Serta Simmons Bedding, the largest bedding manufacturer of premium mattresses in the USA is expanding its operations to India by establishing new factories in collaboration with VFI Group. This new venture is expected to bring high-end luxurious mattresses to the Indian market, catering to the growing demand for premium sleep products.

Serta Simmons considers India as the fastest growing market with tremendous potential, and to cater to the high-end customers in India, they are setting up 2 factories in Meerut and Vadodara with a deal of technology transfer. The factories will be equipped with state-of-the-art technology and manufacturing processes, ensuring that the mattresses produced meet the highest quality standards and cater to the growing customer base.
Serta Simmons Bedding, with a strong focus on research and development, has been a pioneer in the bedding industry for over 150 years. Their commitment to innovation and quality has earned them a reputation as the most trusted brand in North America.

Moreover, Serta Simmons Beddings has been the sole bedding provider for Marriott International for years. Additionally, they cater to some of the world’s most renowned hotels, including Intercontinental Hotel Group, Radisson hotels, Hilton Worldwide, Taj hotels, and many others.

To solidify and oversee the expansion plan, Serta Simmons’ representatives-Mr. Alex Seidel and Ms Tonya H. Berry are joining us for our official “Howdy India” meet at the Leela Ambience Convention Hotel, Delhi.

Mr. Alex Seidel is the Director, Brand Licensing at Serta Simmons Bedding. He is a bilingual professional and an expert in sales, account management, and business growth. At Serta Simmons, he oversees more than 60 licensees in more than 120 nations. Before joining forces with Serta Simmons, Mr. Alex also worked with some of the world’s top brands like The Coca-Cola Company and Mystic Investments LLC. His experience in foreign business, agreements, and growing global presence also extends his skills to relationship building and management, promoting global footprints.

Ms Tonya H. Berry is the Vice President, Global Licensing Strategy and International Expansion at Serta Simmons Bedding. She is an influential leader and a visionary who understands and addresses complex business challenges. With more than 20 years in the business, she is an expert in her field and fearless of any obstacles. She has been associated with many renowned brands in her professional journey, such as Zep Inc., Kimberly-Clark, L’Oréal, etc.

This collaboration between Serta Simmons Bedding and the VFI Group marks a significant milestone for the Indian bedding industry. And with this venture, Serta Simmons Bedding aims to generate a revenue of 200 crores by 2026.

VFI Group is India’s largest premium mattress manufacturer, producing luxurious mattresses using innovative technology and materials. VFI group is also the owner of the Indian International premium mattress brand and exporter— Springfit and now is collaborating with Sera Simmons. As a responsible corporate citizen, VFI Group is committed to supporting the Prime Minister of India’s “Make in India” initiative, which aims to boost the country’s manufacturing sector and promote domestic production.

The company’s focus on innovation and research has helped it to develop products that are not only comfortable but also sustainable. With this new collaboration with Serta Simmons Beddings, VFI Group aims to target the high-end customer base of India and generate 800 crores in revenue by 2026.

By Prabeen