Dreams LLC, a new company formed by mattress industry veteran Scott Miller and Art Van Furniture founder Art Van Elslander, has announced it will produce a complete line of sleep products under the HGTV Home brand. Miller has more than 20 years in sales, marketing and product development in the mattress manufacturing industry. While at Simmons, he helped develop the BackCare brand and launched the Heavenly Bed for Starwood’s Westin hotels. He also has worked with IBC, Natura World and Southerland. Van Elslander founded Midwestern retailer Art Van Furniture more than 50 years ago and, more recently, launched the Art Van PureSleep sleep shop chain.
The HGTV Home Sleep Collection will cover all bases in the sleep products category, including specialty and innerspring beds in middle to upper price points, crib mattresses and pet beds, flat and adjustable foundations, decorative bed frames and metal support systems, pillows, mattress toppers, pads and protectors, said Miller, president of Rochester, Mich.-based Dreams LLC. “We are very excited about this opportunity and we are looking forward to bringing this award-winning brand to the sleep products category.”
Sleep LLC is a design, marketing, sales and distribution company that will source and sell products throughout Canada and the United States. Art Van PureSleep will be the first retailer to carry the HGTV Home brand when it launches in early 2014. Van Elslander’s mattress manufacturing plant in Michigan will produce innerspring beds for the brand.
The HGTV Home brand covers a full range of home furnishings, fabrics, lighting, carpet, flooring and more.
Dreams LLC plans to exhibit at both the Las Vegas and High Point markets and is in the process of opening a showroom at its Michigan headquarters.