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MadaLuxe Acquires North American Rights to Sweden’s Dux Luxury Bed Brand

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MadaLuxe Acquires North American Rights to Sweden’s Dux Luxury Bed Brand

The family-led Dux brand celebrates its centennial this year and sees opportunities to expand in the U.S. and enter Mexico and Canada.

MadaLuxe Group, a diversified company involved in distributing luxury goods and investing in fashion technologies, has acquired the exclusive rights to distribute Dux, the Swedish luxury bed, mattress and furniture brand, in North America.

MadaLuxe plans to expand the Dux network of stores in the U.S., which are called Duxiana. There currently are only 15 units in the U.S. The deal advances MadaLuxe’s luxury home and wellness portfolio and strategy of investing in luxury brands.

“As the exclusive North American distributor of Duxiana, this is an incredible opportunity,” Bradley Belen, managing director of MLG Home at MadaLuxe Group, said in an interview. “We’re not reinventing Duxiana. Our opportunity is to introduce the product to a much broader audience in North America. We will expand the store network to Canada and Mexico. We see sleep as one of the last major categories where American luxury consumers haven’t fully invested,” Belen said.

With Dux, MadaLuxe also plans to grow wholesale; deepen partnerships with interior designers, architects, and luxury hospitality operators, and elevate the customer experience by enhancing store environments, sleep consultations, and product education.

S. ; and Los Angeles. , but according to Belen, many closed as operators retired or left the business. Of the 15 still operating, seven are owned by MadaLuxe and eight are licensed.



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