Dubai, 08 September 2026: Sleepwell and Kurl-on, leading sleep and comfort brands from Sheela Foam Limited, are strengthening their presence across the Middle East and North Africa (MENA), with The Brand Bee appointed as their integrated communications and growth partner for the region.
Sheela Foam Trading L.L.C. has expanded its partnership with the agency with the mandate covering brand e-commerce, media, digital, content and retail, supporting awareness, engagement, customer acquisition and business growth across the region. Initial efforts will focus on key markets including the UAE and Saudi Arabia.
Speaking about the association, Kumar Ghanshyam Brijwani, Business Head – MENA Region, Sheela Foam Trading L.L.C., said, “MENA is an important growth region for Sheela Foam. As we scale, our priority is to build strong brands and an integrated ecosystem supporting consumer acquisition, retail and commerce. The expanded partnership with The Brand Bee aligns with our ambition to build a stronger, scalable business across the region.”
Ajay Pandey, Vice President – Marketing, Sheela Foam, further added, “Our ambition is to build Sleepwell and Kurl-on into strong, relevant and trusted brands in MENA. This requires an integrated approach across brand building, communication, media, digital, retail and commerce. We will focus on creating brand relevance while leveraging our category strengths expertise.”
The integrated mandate brings these capabilities together across the consumer journey, from brand discovery and engagement to customer acquisition and purchase, helping align marketing activity with the brands’ commercial priorities in the region.
Deeptanshu Bansal, Founder & CEO, The Brand Bee, said, “MENA represents an exciting next chapter in our partnership with Sheela Foam. This expanded mandate is about taking the strategy beyond the brief and making it work in-market across brand, media, digital, commerce and retail. We’re committed to bringing this strategy to life with the Sheela Foam team and building Sleepwell and Kurl-on for the next phase of growth.
With an on-ground presence in Dubai and offices in Gurgaon, London, New York and Sydney, The Brand Bee will work closely with Sheela Foam’s MENA business to support the brands’ growth in the region. The mandate also reflects The Brand Bee’s growing focus on integrated communications across Indian and international markets.
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