Serta Will Stop Selling Donald Trump Mattress Line in Latest Defection
Serta, the largest U.S. mattress manufacturer, will end its business relationship with Donald Trump after he made disparaging comments about Mexican immigrants.
The company, which sells Trump Home-branded mattresses, won’t renew its licensing agreement with the billionaire presidential candidate when it expires at the end of the year, according to an e-mailed statement.
“Serta values diversity and does not agree with nor endorse the recent statements made by Mr. Trump,” the company said in a statement Wednesday. Serta is “in the process of unwinding our relationship.”
Serta is the latest company to distance itself from Trump following remarks he made in a June 16 speech announcing his run for president. In the speech, he accused Mexican immigrants of being rapists and bringing crime and drugs to the U.S. After advocacy groups complained, Macy’s Inc. announced Wednesday that it would phase out its Trump menswear line. Earlier in the week, NBCUniversal cut ties with Trump and said it wouldn’t be airing his annual Miss USA and Miss Universe Pageants.
Trump accused NBC and Macy’s of supporting illegal immigration in a statement Wednesday and said he was unhappy that his Macy’s line was manufactured in China. The Trump Home mattresses were made at plants in the U.S. and Canada, Serta said. Trump Organization representatives didn’t immediately respond to requests for comment.
Serta began selling Trump Home mattresses in 2009 in the U.S. and Canada. The line is priced from $1,299 to $2,999.
The Hoffman Estates, Illinois-based company accounts for 20 percent of the U.S. mattress market, according to market research firm IBISWorld. It is affiliated with National Bedding Company LLC, which is owned and managed by Serta Simmons Bedding LLC. It supplies many hotel chains, including ones owned by Marriott International Inc., Hilton Worldwide Holdings Inc., InterContinental Hotels Group Plc and Choice Hotels International Inc.