Caber Sure Fit Sets U.S. Expansion PlansJune 13, 2012
Canadian furniture and bedding protection vendor Caber Sure Fit has set its plans to expand operations into the U.S. market.
The Markham, Ontario-based company, which recently announced that industry veteran Mark Dentale will lead sales in the United States, will launch its DreamSerene line of mattress and bedding protection products for the B2C market and its BedCare lineup of commercial bedding protection for the B2B market.
“Caber Sure Fit is known for its use of innovative technology in manufacturing quality products, eye catching point of sale displays, and providing superior customer service,” said Caber Sure Fit President and CEO Bernard Weinstein. “Over the past decade, our company has become Canada’s go-to brand for furniture protection products designed with the consumer in mind. Once our partnership with Protect-a-Bed ended, we took the opportunity to expand into the United States. We’re excited as we begin this venture and seek to partner with retailers to provide their customers with health and quality sleep products.”
The company’s two most popular brands, DreamSerene and BedCare, will be the first introduced to American retailers and consumers. Based on consumer input for a larger merchandise mix, the DreamSerene collection features “value, good, better and best product categories” to address a range of consumer needs and provides participating retailers with RSA training and a resource materials package.
Offered in a variety of fabrics made from terry, bamboo and eucalyptus, the DreamSerene brand includes a lineup of protectors and encasements for the consumer market. Caber Sure Fit will also introduce a smaller portfolio of BedCare products for the business-to-business market. Both series use the company’s innovative technologies to guard against wear and tear, allergens and bedbugs.