Dutch bedroom specialist Beter Bed has signed a partnership agreement for the representation of the international Simmons brand.

The distribution agreement enables DBC International, the wholesale division of Beter Bed Holding known for the brand M line, to distribute the Generation and Beautyrest collections of Simmons in the Netherlands and Flanders.

Commenting on the partnership, Beter Bed said: “From mid-September, new and existing customers can order the products from this range directly from DBC International. For customers, the point of contact will not change; the Simmons account managers will remain active for the Netherlands and Belgium.

“We are delighted to add their many years of knowledge and experience to the DBC team. With its leading position in the market and recognised marketing strategy, DBC International is an important lever for Simmons for the Netherlands and Flanders.

“The addition of Simmons to the brand portfolio is fully in line with DBC’s national and international growth ambitions in terms of product range, sales channels and geographies. Embracing Simmons also underlines Beter Bed Holding’s Sleep Better, Live Better proposition.”

Founded in 1870 in the United States, Simmons has been a leading brand in the market for over 140 years and one of the global leaders in the hotel and retail business.