Americanstar U.S. has begun foam pouring in its Waco, Texas, facility. Photo courtesy of Americanstar U.S.
Americanstar advances U.S. footprint with Texas foam production
Sheila Long O’Mara //Executive Editor, Furniture Today//February 25, 2026
WACO, Texas – Americanstar Mattress is bringing foam production in-house at its manufacturing facility here, a move the company says will accelerate product innovation, shorten lead times and give retail partners access to proprietary comfort technologies designed to protect margins.
This marks the first time that the mattress manufacturer has poured foam in the U.S. Company executives said the investment strengthens Americanstar’s vertical integration strategy and enhances its ability to develop materials tailored to U.S. consumer preferences.
“We’ve been pouring our own foam for more than 20 years; this isn’t new territory for us,” said Tony Nguyen, chief operating officer for Americanstar U.S. “What’s new is bringing that expertise to our U.S. operations. By manufacturing foam in-house at our Waco facility, we can move faster on innovation, control quality at every stage and create comfort technologies that are purpose-built for what U.S. consumers want – and what our retail partners need to win on the floor.”
Americanstar Group has operated as a vertically integrated mattress manufacturer for more than 25 years, producing for retailers and distributors in more than 30 countries. Foam production has been central to its international model, with proprietary formulations developed and poured overseas. The Waco operation now brings formulation, testing and production closer to the company’s U.S. retail base.
Executives said owning foam production provides differentiation in a marketplace where private-label programs and direct-to-consumer brands compete aggressively on price. By controlling the chemistry and production of its materials, Americanstar said it can deliver exclusive comfort technologies that competitors cannot replicate while maintaining cost control.
The company pointed to its proprietary SilkFoam technology as an example. Developed through in-house foam formulation expertise, SilkFoam is a responsive material with a silk-like texture designed to provide pressure relief and contouring performance different from traditional memory foam and latex.
The new foam is included in a range of Americanstar collections, including the Presidential Hybrid collection, the Cleopatra collection and the S-Class Hybrid collection.
“SilkFoam is a perfect example of what happens when you control the science behind the materials,” Nguyen said. “It’s not something we source from a catalog; it’s something we created because we understand foam chemistry at a fundamental level. With U.S. foam production now operational, we’re positioned to develop even more innovations that give our retail partners a real edge.”
In addition to proprietary product development, the company said its domestic foam production will reduce supply chain complexity and shorten product development timelines. Vertical integration – from foam pouring to finished mattress assembly – is also expected to improve cost efficiencies and strengthen wholesale pricing.
Americanstar said the investment is part of a broader U.S. expansion strategy. The company has grown its retail partnerships in recent months, including expansions with Bel Furniture and Mattress Firm Montana, and recently returned to Las Vegas Market with the debut of its S-Class Hybrid collection.
With foam production now operational in Waco, Americanstar said it plans to expand its portfolio of proprietary comfort technologies across future collections as it builds its position in the North American market.
“Every investment we make in our U.S. operations is driven by the same goal: helping our retail partners succeed,” Nguyen said. “Foam production is the foundation of mattress innovation. By owning that process here in the U.S., we’re ensuring that Americanstar can continue to deliver differentiated, high-margin products that retailers need to thrive in today’s market.”
