Comfort Solutions returns to King Koil identity

After nearly a decade of operating publicly in the United States as Comfort Solutions, the Willowbrook, Ill.-based mattress licensing group is returning to its founding name and corporate brand King Koil worldwide.

The change will leverage King Koil’s brand equity with consumers and retailers, as well as unify its U.S. and international licensing operations under a single identity, according to the company.

“Our entire organization is extremely excited about this important change and how it will unite our licensees both here and overseas under one cohesive global brand,” said Dave Roberts, King Koil president and chief operating officer. “In the years since our founding in 1898, King Koil established itself as a recognized consumer brand with a rich heritage in the U.S. bedding industry. Over time, we also experienced tremendous expansion, growth and success in our operations overseas, all of which are thriving today under the King Koil name. We’re very pleased to be returning to our roots, reviving our heritage and strategically repositioning ourselves worldwide.”

The company now will produce all of its lines, including iMattress2, Natural Response, Laura Ashley, Perfect Contour, The Dr. Breus Bed and Extended Life, under the King Koil umbrella.