February 17, 2017

Windsor Locks plant part of Serta Simmons plan to expand nationally

Atlanta-based mattress manufacturer Serta Simmons Bedding LLC is making a $100 million, multiyear investment to add to its manufacturing capacity and extend its advertising, company officials say.

That includes a new plant in Windsor Locks, at 140 Old County Circle, company spokeswoman Gabrielle Braswell said this week.

Serta will move into a vacant building between Old County Road and the Route 20 connector, adjacent to the American Honda and Ford facilities.

Braswell said the company is still finalizing details regarding the workforce and anticipated opening date.

The company in December 2015 said it planned to move its Agawam, Massachusetts, operation to Windsor Locks, bringing about 200 jobs.

The state Department of Economic and Community Development will give Serta an $8 million, 10-year loan at 2 percent interest. The state will forgive $5 million of the loan if the company maintains the employment level at the plant for two years.

Company officials said they intend to use the state money for improvements to the building and to buy new equipment.

Serta Simmons in 2017 will add four manufacturing plants to its network of factories, CEO Michael Traub said. In addition to Windsor Locks, the company will open plants "strategically placed to support areas of greatest demand" in California, Texas, and Washington, Traub said.

The company is readying the facilities with "state-of-the-art equipment and an experienced workforce to prepare for full production," he added.

In addition, the company is undertaking a new cooperative marketing strategy that matches retailers' advertising budgets, Traub said.

"We are excited to continue to invest in manufacturing in the United States, while also increasing consumer brand awareness to better support our retailers," he added.

Serta Simmons operates 33 plants in the U.S. and six in Canada.

Its subsidiary, National Bedding Co., is based in suburban Chicago and markets products under the Serta brand, its website says. The company also operates its Simmons Bedding Co. subsidiary out of headquarters in Atlanta.

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