Cerberus Capital Management has announced agreements to buy Phoenix-based Brooklyn Bedding and New York-based Helix Sleep in order to establish a direct-to-consumer platform that allows consumers access to the product ranges of major brands.
The transactions are expected to close in the fourth quarter of this year.
Brooklyn Bedding and Helix will continue to operate under their respective brand names, with the combined company led by John Merwin, the current CEO of Brooklyn Bedding. Adam Tishman, Kristian von Rickenbach, and Jerry Lin, co-founders of Helix, will oversee the combined company’s direct-to-consumer segment.
Brooklyn Bedding and Helix, a custom-made mattress company, will be combined under Cerberus, the investment firm has announced. The company will offer customers products through a vertically integrated, scalable platform supported by manufacturing and digital capabilities. “This is an exciting opportunity to combine two incredible businesses with highly complementary capabilities,” said Scott Wille, senior managing director at Cerberus.
Brooklyn Bedding’s vertical model includes an omnichannel platform supported by 18 brick-and-mortar stores. Founded in 1992, Cerberus offers alternative investing with more than $55 billion in assets. Earlier this year, the company began construction on a new 648,165-square-foot factory in Glendale, Ariz. The facility is expected to open in December.