Dubai, UAE, 18th May 2010 – Intercoil International, the pioneers in the bedding industry and the market leader in orthopedic sleep products in the Middle East, today 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 being within a months’ 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”, Hassan Abbas Al Hazeem, Managing Director, Intercoil said.

”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.

Incorporated in 1974, Intercoil International is a member of the International Sleep Products Association (ISPA) and the GCC licensee for Therapedic, a leading global brand. Intercoil is the only company in the UAE mattress industry accredited with ISO 9001, 14000 and OHSAS 18001 and has distribution centres and retail outlets in the UAE, Oman, KSA, Qatar, Kuwait and Lebanon. The company exports its products to the GCC countries, North Africa and South Asia.