Industry supplier Leggett & Platt has finished creating the new brand architecture for its Whittier, Calif.–based Consumer Products Group, transitioning the last of its sleep accessories and home textile brands to the “Leggett & Platt” name.
As the final step, both the Leggett & Platt Home Collection and Southern Textiles by Leggett & Platt are now marketed under the Leggett & Platt parent brand.
“The changes leverage the equity in the well–recognized, 128–year–old parent brand and provide retailers with an easy–to–understand, unified marketing message to present to consumers,” the company said in a news release.
“Marketing all categories of sleep accessories under the venerable Leggett & Platt name helps clarify our unique offering to retailers, all of whom can benefit from enhancing their mattress sales by offering a robust suite of sleep accessories,” said Herman Tam, Consumer Products Group vice president of marketing.
The Consumer Products Group includes ornamental bed frames, power foundations, steel bed support systems and sofa sleepers, as well as pillows, sheets, mattress protectors and pillow protectors.