A leading Dubai-based exporter of beds, bedding and bedroom furniture has marked its 40th anniversary with a rebranding and a recounting of achievements.

Intercoil International has penetrated 23 countries in the Mena region and looks to go further afield with the signing recently of an exclusive licensing agreement with Kenya’s Bobmil Group of Companies which allows it to exclusively manufacture and sell Intercoil’s bedding products in the East African nation.

Intercoil also recently renewed its exclusive Middle East licensing agreement with leading US bedding company Simmons. As part of the deal first signed in 2010, Intercol imported high-end machinery and technological knowhow from Simmons to manufacture Simmons sleep products out of Intercoil’s manufacturing facilities in the UAE. The local company was also entitled to distribute Simmons products through its retail network in the UAE and Middle East.

Under a new corporate identity that Intercoil launched as part of its 40th anniversary celebrations, it presents a refreshed corporate logo and a new look and a new name for its retail stores across the region: “The Bedroom of Intercoil.” “The rebranding represents the future vision of the brand and its mission to become a key global player in beds, bedding and bedroom furniture,” said a statement.

Al Hazeem: a proud moment

Intercoil employs more than 400 people, owns two manufacturing facilities in the UAE, and operates eight distribution centres and 23 retail outlets across the region.

Hassan Al Hazeem, managing director, Intercoil International, said in a message on the ruby jubilee: “We are proud to have achieved this milestone and are grateful to our customers and partners for believing in us. Our passion for excellence, instilled by my late father, and the hard work of our growing team over the past 40 years, has helped build a brand that inspires trust and maintains the highest standards in manufacturing.”

Todd Merker, Simmons Bedding Company’s director for global licensing, said: “Since its inception in 1974, the strong values instilled by Intercoil’s founder, Abbas Ali Al Hazeem, have paved the way for Intercoil to hold a highly respected leading position in the UAE’s very competitive mattress and furniture industry. Simmons is especially honoured to have such a strong and mutually profitable partnership with Intercoil, widely recognised today for being quality driven, customer focused, and socially responsible.”

Intercoil also launched in recentl months Sleep Matters, a community initiative to help educate, inform and encourage health and wellbeing among UAE residents. It is described as a comprehensive resource for all information related to sleep and a platform to unite lifestyle commentators and the community around a shared goal of getting a good night’s sleep.

Intercol is a pioneer in polyurethane foam manufacture and distributes PU foam, furniture and orthopaedic sleep products under the brand names Intercoil and Therapedic. The company produces high-quality special foams such as High Resilience and Visco Memory as well as an eco-friendly mattress called “Green Mattress”. The company uses recyclable paper, ink cartridges and water-based glue as part of its promotion of the green culture.

It distributes premium products from Simmons including the Beautyrest Black collection which boasts world-class technology with advanced pocketed coil springs and a transflexion comfort system. Intercoil has introduced a Zwick testing machine that can test compression. Materials samples are tested in an in-house laboratory; in the case of finished products, sample material is sent to a third-party testing company.