Interview With – Lina Williamson, Co-Founder & Executive Director, Soterya
- Lien A has over 25 years of experience in the bedding industry — how has your legacy shaped the brand’s innovation and quality today?
– With over 25 years of experience in the bedding industry, Lien’A has always placed the customer at the heart of everything we do. This customer-centric approach has continually driven us to evolve, innovate, and adapt to diverse and ever-changing needs. Our long-standing presence has provided us not only with a deep understanding of quality standards but also with the financial strength and industry insight to consistently invest in research and development. Whether it’s perfecting the resilience and comfort of natural latex or pioneering eco-conscious sleep solutions, our legacy ensures that innovation at Lien’A is never just for the sake of novelty.
- What makes Liena’s products particularly suited for the Middle East and Africa markets in terms of climate, comfort, and consumer needs?
– Lien’A products are well-suited for the Middle East and Africa thanks to their wide range of sizes and densities, allowing customization for various sleep preferences. In regions with hotter climates, breathability and heat dispersion are key factors and our natural latex products excel in providing cool, comfortable sleep environments. What sets us apart is not just comfort, but also product consistency and long-term durability. This combination of tailored comfort, structural integrity, and lasting quality makes Lien’A a trusted choice for distributors and consumers across these dynamic markets.
- Which core products and technologies will Liena be showcasing at Sleep Expo Middle East this year?
– At Sleep Expo Middle East this year, Lien’A will showcase our signature range of 100% natural latex mattresses and pillows, crafted with eco-certified materials and produced using our advanced LAAS (Lien’A Automatic System) technology. These core products are designed to deliver superior comfort, long-term durability, and health benefits. Certified by international standards such as GOLS and ECO, they reflect our commitment to sustainable sleep solutions and are ideal for both retail and hospitality markets.
- In your view, why is Sleep Expo a strategic platform for the growth of the mattress and bedding industry across the MEA region?
– Sleep Expo serves as a strategic platform by bringing together key players from the global mattress and bedding industry, offering direct access to both established and emerging markets in the mattress and bedding industry. It fosters collaboration, highlights innovation, and provides valuable insight into regional trends and consumer preferences. All of which are essential for sustainable growth and brand expansion in the MEA region
- How is Liena integrating sustainability into your materials, manufacturing, or product life cycle?
– At Lien’A, sustainability is integrated across our entire production process. We use biofuel made from rice husk to reduce carbon emissions and are gradually transitioning to solar energy to power our manufacturing. Our wastewater is responsibly treated to meet environmental standards, and our facilities are certified with ISO 14001:2015 reflecting our commitment to eco-conscious operations and long-term environmental responsibility
- AI is transforming many industries — how is Liena applying artificial intelligence in design, production, or customer experience?
At Lien’A, we are actively exploring the use of AI to enhance the customer experience. By analyzing consumer insights and preferences, AI empowers our Customer Service team to develop tailored solutions that address individual comfort needs, regional climate conditions, and sustainability goals. While our production processes are already supported by advanced automation through the Lien’A Automatic System (LAAS), AI is playing an increasingly important role in helping us better understand market trends and develop smarter, more personalized sleep solutions.
