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.
Financial terms of the transaction were not disclosed.
“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.
Dux’s 15 stores in the U.S. average 2,500 square feet in size, and are in such locations as Greenwich, Conn.; the Flatiron neighborhood of Manhattan; Dallas; Georgetown, Washington D.C.; and Los Angeles. At its peak, Dux had 40 locations in the U.S., 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.
As the sole importer of Dux goods in North America, MadaLuxe buys the products, holds them in storage, and distributes them to the stores. MadaLuxe also provides marketing support.
Dux, founded in Sweden, celebrates its 100th birthday this year. The family-led brand is known for craftsmanship, innovation and Scandinavian design. Its signature “Pascal” system features interchangeable components that allow owners to personalize and adjust the level of comfort, height and support of their beds. Prices range from $5,999 to $55,000 for a bed; headboards range from $2,499 to $10,000; furniture ranges from $2,175 to $20,000; fine linens are priced from $125 to $10,000, and accessories start at $99. Beds come with 20-year warranties.
“Dux is a brand with extraordinary heritage and a distinctive place in the luxury home market,” Adam Freede, chief executive officer of MadaLuxe Group, said in a statement. “As luxury consumers increasingly prioritize health, wellness, and longevity, we see a compelling opportunity to build on Dux’s legacy of craftsmanship and innovation. This acquisition reflects our commitment to investing in exceptional brands that align with the evolving lifestyles and expectations of the global luxury consumer.”
“As the fourth generation of our family to lead Dux, I am especially proud to mark our centennial by opening this next chapter in North America,” Henrik Ljung, CEO of Dux, said in a statement. “For 100 years, our commitment has been to thoughtful design, innovation, and lasting comfort. MadaLuxe understands the importance of preserving that identity while investing in the relationships and experiences that will introduce Dux to new generations of customers. We look forward to building on our heritage together.”
In other deals and acquisitions, in 2023 MadaLuxe formed a partnership with another Swedish luxury bedding company called Hästens, to open Hästens stores in Texas. Last December, MadaLuxe acquired a majority stake in Ippolita, the New York-based fine jewelry brand.
MadaLuxe was founded in 2010 by Freede and his mother Sandy Sholl as a distributor of luxury goods to off-price retailers and luxury timepieces from Ferragamo, Versace and other designer brands to casinos, jewelry shops and stores such as Nordstrom, Neiman Marcus and Saks Fifth Avenue. The company opened a few of its own off-price stores but those were permanently closed during the pandemic. The MadaLuxe Group’s primary business continues as a distributor of luxury fashion and lifestyle brands. The company has offices in New York City, Los Angeles and Seal Beach, Calif.
In 2020, MadaLuxe formed MLG Ventures to invest in fashion technology companies. MLG Ventures has stakes in Psykhe AI, a personalization platform for e-commerce that utilizes machine learning and psychology to customize product recommendations to each user’s personality profile; Reflaunt, a business-to-business resale platform, and Codeboxx, a “boot camp” teaching coding and technology skills with a focus on women, people of color and veterans. In addition, Sholl owns Zelig, a technology that allows shoppers to mix and match thousands of items in real-time and create their own personalized digital closets.
Dux luxury bed and bedding.
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