Reside Comfortably Renews Lengthy Time period License Settlement With Serta » BedTimes Journal

NEWS RELEASE

BOCA RATON – FL (March 18, 2026). Reside Comfortably, North America’s main utility bedding producer, has entered into an unique license settlement with Serta Simmons Bedding for a seven-year time period, marking an thrilling new chapter for each corporations.

By this partnership, Reside Comfortably will maintain the unique rights to develop and distribute Serta-branded bedding merchandise throughout the USA and Canada, spanning all retail channels together with Membership, Mass, Division Shops, Off-Value, Ecommerce Pure Play, House Enchancment, and Specialty.

The license covers a variety of key classes together with Mattress and Physique Pillows (artificial, pure fill, and fiber blends), Mattress Pads, Mattress and Pillow Protectors, Comforters (artificial and pure fill, Sheets (utility and vogue) and Blankets (utility and vogue).

“Reside Comfortably is a pure companion for us,” defined Tim Oakhill, Chief Advertising and marketing Officer of Serta Simmons Bedding. “Their utility bedding manufacturing capability and model advertising experience are unparalleled. They’re the one North American producer with the power to service a number of excessive quantity retail accounts directly. So, they’re distinctive of their skill to assist us obtain the size we count on to realize with the Serta model.”

“We’re thrilled with the deepening of our partnership,” mentioned Brian Cassady, CEO of Reside Comfortably. “Having the Serta license via 2032 will enable us to make long-term choices and investments within the model to assist drive Serta’s market share throughout our retail base.”

Alignment between Reside Comfortably and Serta’s advertising philosophies is one other key side of the deal.

“For greater than a decade, we’ve been the utility bedding business’s main provider of licensed manufacturers,” mentioned Amy Value, Chief Industrial Officer of Reside Comfortably. “Our group is constructed on a powerful basis of brand name stewardship, making us uniquely positioned to signify distinctive model companions. Serta is an iconic title within the class, with excellent model recognition and a extremely optimistic client notion. Our market analysis confirms that Serta aligns seamlessly with the wants and preferences of the biggest client segments we serve.”

The 2 corporations know one another properly. Reside Comfortably has been a Serta licensee in the identical classes since 2020. Up to now, Reside Comfortably has bought over a billion {dollars} of Serta merchandise at retail.