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Hollandia Opens Five Therapedic Bedding Boutiques


First Presence in Israel for Leading U.S. Sleep Products Brand


December 1, 2010 - As part of its recently announced strategic alliance with global mattress brand Therapedic International, Hollandia, manufacturer of the world’s most luxurious sleep systems and the leading bedding retailer in Israel, has opened five mattress boutiques for the U.S. brand in its Jerusalem, Tel Aviv, Haifa, Hertzliya Petuach and Rishon LeZion showrooms. Two more will open in early 2011 in Rechovot and Ra’anana.


Hollandia acquired the Therapedic license for Israel and Cyprus several months ago. In addition to opening retail stores in Israeli cities both companies have announced that they will form a joint research and development team that will create products leveraging Hollandia innovation, which would be sold throughout the world.


The first such collaboration was the introduction of the iCon sleep system that incorporates a 3-D comfort mattress on a spider leg like adjustable base. The headboard and side stands incorporate individual speaker and a high-fidelity sound system to work in conjunction with iPads and other entertainment systems. Through its Therapedic alliance, the iCon is being sold by dealers in North and Central America.


The new Therapedic boutiques in Israel feature three luxurious selections from the U.S. based brand, including: Golden Leaves, Night Caps and Timeless Beauty. The mattresses retail in double sizes from NIS4,900 to NIS8,990 (approximately US$1,342 to US$2,463).


All Therapedic mattresses sold in Israel are manufactured at the company’s facility in Boston, MA and built to Israeli market sizes and preferences. Hollandia CEO Avi Barssessat said he had been looking for sometime to find the right U.S. sleep products brand to bring to Israel and that he was very pleased with how the strategic alliance has been progressing to-date.


“Israelis love American brands, and Therapedic is an outstanding sleep products company that offers a full range of product choices. I think the brand will resonate exceptionally well here in Israel,” he said. “We have examined the growth of Therapedic internationally to benchmark what has worked outside of the United States, and we believe our strategy will make the brand the fastest growing here in Israel.”


“We have been watching the growth and development of the Hollandia brand over the past few years and it is incredibly impressive. They make some of the most luxurious products in our industry, and on the retail side of their business, they understand the importance of selling more than just mattresses to their customers –but rather the benefits of a good night’s sleep,” said Gerry Borreggine, Therapedic president and CEO. “Together, I think we make a powerful combination in the bedding industry. We will be able to learn from one another and help our brands continue to grow.”


Hollandia now operates in more than 120 locations throughout the world. In the United States, it operates two retail showrooms, one in Philadelphia and the other in Short Hills, N.J. All its products are manufactured in Israel.


About Hollandia: Hollandia draws upon more than 29 years of perfecting sleep systems, to create a unique customer experience combining superior service with the highest quality materials - assuring luxurious rest and relaxation. In addition to its innovative sleep systems, Hollandia manufactures a full range of complementary sleep essentials such as plush pillows, fitted sheets, blankets and mattress protectors. Committed to innovation and technology, Hollandia also offers custom-made style essentials such as a daybed or ottoman that can easily transform into an extremely comfortable guest bed.


For more information please go to


About Therapedic: Therapedic International is a 53-year-old mattress and sleep products manufacturer, with over 50 licensees producing products under the Therapedic brand label throughout the world. It is a recognized top-10 mattress brand, and has significantly increased its brand awareness and distribution in the related sleep products categories over the past five years. For more information, please go to


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