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Serta International Signs Licensing Agreement With Americana de Colchones

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Serta International announced a new and exclusive partnership with Americana de Colchones, Colombia’s leading bedding manufacturer and retailer. As Serta Colombia S.A., Americana de Colchones will manufacture Serta-branded mattresses and box springs including the Sertapedic®, Perfect Sleeper® and Perfect Day® product lines. The Serta products will be introduced to consumers in July 2007, when Serta Colombia S.A. opens its first store in Bogotá. Serta stores franchises will be available in the near future. “We are very excited to continue our brand reach overseas and into Colombia,” said Bob Malin, Vice President of Licensing for Serta International. Serta International began selling mattress in Russia earlier this year. The Reyes family founded Americana de Colchones in 1977. Headquartered in Bogotá, Colombia, Americana de Colchones operates 30 company-owned retail stores in 10 different cities throughout Colombia. Americana is the leading supplier to Colombia’s hospitality industry, furniture retailers and other distributors. About Serta Serta is a bedding brand leader and the manufacturer of the best selling premium mattress in America, The Serta Perfect Sleeper®, the upscale Perfect Day® collection and the elegant Vera Wang by Serta® Collection. As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Hotels, Marriott, Intercontinental Hotels Group, Bellagio Hotel, Wyndham Hotels, Omni Hotels, Choice Hotels, Accor Hotels and many more. Headquartered in Hoffman Estates, Illinois, Serta has 24 U.S. and four Canadian manufacturing plants. In addition, Serta is distributed internationally in 60 other countries. With its worldwide network, Serta is able to respond quickly to customers’ needs while preserving strict control standards to ensure the highest quality products.