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Intercoil to import high-end machinery from Simmons
May '10
Intercoil International, the pioneers in the bedding industry and the market leader in orthopedic sleep products in the Middle East, announced a licensing and distribution agreement with Simmons - a global bedding company based in Atlanta, US - during the Hotel Show, currently under way in Dubai.

As part of the agreement, Intercoil will be the exclusive licensee of Simmons products across the Middle East. Intercoil plans to open eight dedicated Simmons retail locations by the end of 2011, with four planned in Dubai and others across the region. The first Simmons exclusive showroom in the region will commence operations soon.

As part of the deal, Intercoil is importing high-end machinery & technological know-how from Simmons and will manufacture the Simmons sleep products out of Intercoil's main factory in the UAE. The manufacturing is scheduled to begin within a month's time. In addition, Intercoil will distribute Simmons products through its established retail network in the United Arab Emirates, Oman, Saudi Arabia, Bahrain, Kuwait, Qatar, Iraq, Egypt, Jordan, and Lebanon.

Commenting on the agreement, Hassan Abbas Al Hazeem, Managing Director of Intercoil, said: "We believe that our partnership with Simmons is an important milestone in the history of the company, and it will definitely support us in realizing our vision to become the market leader in the Middle East region. This partnership will bring more value, quality and choice for our customers."

"We have outlined a proactive strategic growth plan for the region. In addition to continuing to enhance our retail points, we are focusing on enhancing our manufacturing setup. We plan to open three more manufacturing facilities in the region," added Hassan.

"Our agreement with Intercoil gives Simmons an amplified presence in the Middle East retail and hospitality environment. While Simmons has been present in the Middle East for some time now, we have identified greater opportunities with Intercoil aimed at further accelerating our growth in the coming months," Todd Merker, Director of Global Licensing, Simmons said.

Intercoil International Co L.L.C.

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