Dorelan Hospitality Agents’ Convention: a new phase of growth and development begins

Cervia hosts the presentation of the new Hospitality collection and of the Sealy® and Stearns & Foster® brands 

On 28 October 2026, at the Darsena del Sale in Cervia, Dorelan officially launched a new phase of development in the Hospitality sector. The Agents’ Convention was a strategic event for sharing with the entire Italian and international sales network the outlook and goals that will guide this new phase of growth. 

At the heart of the day was an in-depth look at the new Dorelan collection for Hospitality, recently previewed at InOut Rimini. The project renews the positioning of Dorelan’s offering for the hospitality sector and was created to respond in an increasingly targeted way to the needs of a constantly evolving market, in which properties, operators and guests are looking for solutions that combine quality, reliability and attention to detail. 

Sealy® and Stearns & Foster® join the Hospitality portfolio 

Alongside the new collection, another major highlight of the Convention was the arrival in the group’s portfolio of the Sealy® and Stearns & Foster® brands, following the acquisition of the commercial licenses for the Hospitality channel in Italy, France, Switzerland, San Marino, Vatican City and the Principality of Monaco. 

The two brands are part of Somnigroup International Inc., a leader in mattresses and sleep products, with a history of around 180 years and a presence in more than 100 countries. The operation enriches Dorelan’s offering, aiming to build a broader and more varied portfolio capable of addressing different segments, positionings and needs, and placing at the new brands’ disposal the industrial and commercial know-how gained over more than fifty years of activity, while respecting their distinctive identity. A significant step in the company’s growth and internationalization strategy. 

An occasion to meet and exchange ideas 

The Convention was an important occasion for meeting and sharing, to value dialogue, strengthen the relationship with the sales network and reinforce the spirit of collaboration needed to face the market’s new challenges together. It marks the start of a path aimed at consolidating Dorelan’s presence in the sector, with a more complete offering and a stronger structure in its reference markets.