St. Louis-based home furnishings major Furniture Brands International and sleep products manufacturer Boyd Specialty Sleep, also based in St. Louis, have inked a licensing agreement allowing Boyd to sell a range of mattresses and sleep accessories under the Broyhill, Drexel Heritage, Lane and Thomasville brands. Products will cover mid-range to ultra-premium price points and be marketed across multiple bedding distribution channels, a news release stated.
“The Broyhill, Lane, Drexel Heritage and Thomasville names represent iconic brands that resonate extremely well with affluent consumers in the 25 to 64 age range,” said Denny Boyd, president of Boyd Specialty Sleep. “These revered brands transfer seamlessly to the mattress and sleep accessories category and speak to consumers who are interested in a quality night’s sleep. We are confident the combination of our high-quality offering under these well-recognized furniture brand names on mattresses, top-of-bed products and adjustable bed frames will greatly enhance the shopping experience and elevate the concept of a ‘total sleep experience’ in the consumer’s mind.”
Boyd Specialty Sleep plans to introduce two branded collections at the summer Las Vegas Market. They include airbeds and latex mattresses under the Thomasville name and Broyhill-branded foam and gel bedding. Mattresses and sleep accessories under the Lane and Drexel Heritage brands will launch at subsequent shows.
All Furniture Brands-licensed products will be promoted to retailers and consumers using extensive Internet marketing campaigns and social media, Denny Boyd said.
Commenting on the deal, Mark Wiltshire, Furniture Brands president-special markets, said, “Boyd Specialty Sleep is a well-respected leader and a pioneer of innovative sleep products in the industry. They have a shared commitment to successfully develop each branded collection to reflect the positioning and heritage of each of our brands and we are very excited to have them as a new licensing partner.”