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HOUSTON – Sinomax USA is expanding its product mix with a its exclusive license for the Vibe branded mattresses and bedding products that previously had been only available through Amazon.
The company secured the agreement through Kimberly LLC, the new owner of the Vibe trademark.
As the exclusive licensee, Sinomax USA will take over the current assortment of products highlighted by the Vibe 12-inch gel memory foam mattress and Vibe 12-inch quilted hybrid mattresses, and will offer a collection of new mattress builds along with new bedding accessories including pillows and mattress toppers in the second quarter.
“The Vibe brand is an exciting addition to our portfolio of brands offering a quality product and the supporting social proof,” said Frank Chen, CEO of Sinomax USA. “We are confident our vertical integration with domestic and global sourcing capabilities and the infusion of award-winning innovation will continue to enhance the brand’s stellar reputation. We look forward to meeting with retailers about the brand and its exciting potential.”
The company plans to expand the Vibe product mix and its distribution to traditional retailers. Taylor Jones, vice president of e-commerce for Sinomax, said the brand, which had been exclusive to Amazon, has piqued retailer interest.
“The name is catchy, (and) the review rate through Amazon was high. We saw an opportunity to expand the brand to our retail partners who have voiced interest,” Jones said.
Sinomax plans to expand the current two-line brand to include 8-inch and 10-inch foam models and 10-inch and 12-inch hybrid designs along with mattress toppers and pillows.
Production of the brand will shift to Sinomax’s two U.S. factories. One is located in La Vergne, Tenn., and houses the company’s foam-pouring facility, and the other one is in Phoenix where production serves the company’s West Coast customers.
The Vibe line will be designed to retail from $399 to $699 in queen.
