Houston-based sleep company Americanstar Mattress has expanded its partnership with Bel Furniture, one of the largest family-owned home furnishings retailers in Texas. The expansion from five to 11 slots more than doubles Americanstar’s floor presence across Bel Furniture stores.
According to a news release, the new models include Americanstar’s latest Cleopatra collection, a luxury line that combines cooling and comfort technologies with strong retail margins. This expanded footprint underscores Americanstar’s product strategy, which centers on pairing innovative products with profitability for its retail partners.
“As a proud Texas-based company, we’re always looking to align with partners who share our values of craftsmanship, innovation and exceptional customer care,” said Sid Mollai, president of Houston-based Bel Furniture. “Expanding our partnership with another homegrown Texas manufacturer like Americanstar allows us to bring our customers even more premium-quality mattresses that deliver outstanding comfort, cooling technology and durability — without sacrificing affordability.”
Americanstar said the Bel Furniture partnership highlights how its flexible product mix and reliable service make it easy for retailers to expand premium assortments while maintaining competitive pricing and strong sell-through performance.
“We’re honored to expand our partnership with Bel Furniture, a fellow Texas success story known for its integrity, service and commitment to value,” said Tony Nguyen, chief operating officer of Americanstar U.S. “Together, we’re proving that retailers don’t have to choose between innovation and profitability — our collaboration with Bel shows how both can thrive side by side.”
