The home good sector has benefited from consumer trends during the pandemic, and players from Williams Sonoma to Big Lots and TJX-owned HomeGoods all recently reported strong comp sales, with the latter putting the finishing touches on its e-commerce debut.

The acquisition transactions are expected to close early in the fourth quarter of 2021, subject to the satisfaction of all regulatory and other customary closing conditions. The integration of our two organizations and Cerberus’ partnership will enable us to become a category leader that provides customers with innovative new products and first class service.” Beneath the first comfort layer sits 1.5 of Energex transition foam. It also creates a responsive feel that aids in pressure relief. This proprietary material is infused with gel for added cooling. “We know firsthand that Brooklyn Bedding shares a similar customer-first mission and is one of the finest manufacturers of mattresses in the country. Underneath the cover, the Brooklyn Bedding Signature Hybrid has a layer of TitanFlex foam. “Our vision has always been to sell exceptional home and sleep products to our customers, so that they can enjoy the moments that matter with the people they love,” the Helix co-founders said in a statement. New York-based Helix designs and provides custom-made mattresses through a tailored digital experience and analytics-focused marketing strategy. Host With the Most: Why Customers Are Shilling for D2C Startups “Brooklyn Bedding and Helix will bring together their respective strengths to meet the growing demand in the direct-to-consumer mattress market.” “This is an exciting opportunity to combine two incredible businesses with highly complementary capabilities,” said Scott Wille, senior managing director, Cerberus, which offers alternative investing with more than $55 billion in assets across private equity, credit and real estate strategies. Helix’s co-founders Adam Tishman, Kristian von Rickenbach, and Jerry Lin will lead the direct-to-consumer segment of the combined business.

The Brooklyn Bedding Sedona Elite, also known as Sedona Hybrid or simply the Sedona, is the newest model in Brooklyn Bedding’s mattress line, launching nationally in August of 2020. Together, the combined company will offer customers Brooklyn Bedding’s and Helix’s products through a vertically integrated, scalable direct-to-consumer platform.īrooklyn Bedding and Helix will continue to operate under their respective brand names, and the combined company will be led by John Merwin, current chief executive officer of Brooklyn Bedding. Brooklyn Bedding also produces several other models that aren’t on the main site, including the Arctic Dreams, the Arctic Dreams Hybrid, the Plank, the Propel, the Rubix, and the Titan. Mattress companies Brooklyn Bedding and Helix are joining forces in an acquisition by private equity firm Cerberus Capital Management.

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