Ann: Alexium Signs Supply Agreement with Soft-Tex, page-31

While most focus to date on revenue has related to Alexicool’s use in mattresses by one of the top US mattress companies, Alexium’s recently announced supply agreement with Soft-Tex will be a further source of much-needed revenue.

Soft-Tex, a US bedding products company, is owned by Hudson Ferry Capital. The company has an ambitious growth plan, underpinned by its REACTEX (pressure activated temperature management) technology, which it acquired in January this year.

Alexium announced in April that it had signed a supply agreement with Soft-Tex to exclusively purchase Alexicool PCM for bedding systems based on Soft-Tex’s Reactex technology (Alexicool is positioned as the cooling engine of the REACTEX technology).
Under the agreement, Soft-Tex International will exclusively use Alexicool products for both top-of-bed and mattress applications and Alexium will provide analytical support for Soft-Tex’s commercial efforts.

The agreement applies to both current and future PCM based products from Soft-Tex International.

REACTEX Bedding Product Applications

Memory Foam Mattresses
Pillows
Mattress Toppers
Mattress Pads
Mattress Protection Products
Blankets
Sheets


Soft-Tex Bedding Brands

Sensorpedic Therapedic Biopedic Ecopedic
Restonic Sensor Gel Sleep Addict Dream Smart
Swisslux Tommy Bahama Mary Jane’s Home


Soft-Tex Retailers

Bed Bath and Beyond, JCPenney, Dillard’s, Macy’s, Kohl’s, Boscov’s and Belk’s stores as well as virtually all eCommerce outlets online, including Amazon, Wayfair, Zola and Overstock.


Sales Channels and Merchandising

• 90% growth achieved in Soft-Tex’s Direct Division eCommerce accounts from 2017-2019
• Expansion plan announced this month to grow Sensorpedic brand 4x by 2021 (domestically and internationally). New launches at Bloomingdales.com, BedBathandBeyond.com, and Lowes.com. Planned international expansion to Canada, Australia, and EMEA (Europe, Middle East, Africa) as well as continued online growth through new eCommerce marketplaces and launching direct-to-consumer sales. Launching new product lines in Q3 2020 including "Epic Chill" products powered by REACTEX.
• In-store marketing support is provided for REACTEX products, based on the premise that the technology needs to be experienced by customers in order to be fully understood. In-store displays include interactive multi-media, instructions and pressure activated samples.

https://soft-tex.com/

https://www.reactextechnology.com/sleep-products.html

http://www.hudsonferry.com/investments/

https://markets.*.com/news/stocks/s...ommerce-account-sales-over-3-years-1028998043

https://www.streetinsider.com/Press...vation, and Digital Advertising/17013184.html

https://www.therapedic.com/bedding-and-home/mattress-pads-and-toppers

https://www.therapedic.com/bedding-and-home/pillows

https://www.bedbathandbeyond.com/st...s-trade-10x-cooling-personal-underpad/5447079

https://www.bedbathandbeyond.com/st...ts-reactex-cooling-memory-foam-pillow/5449461

https://www.sensorpedic.com/