With a focus on elevating its profile as a consumer-facing brand, Leggett & Platt Consumer Products Group (CPG), a supplier of bedding accessory products, has announced that it will now be known exclusively as Fashion Bed Group, a Leggett & Platt Company. In addition to being more consumer-friendly, this name change will help to unify the company’s product portfolio and drive greater brand clarity and consistency across its diverse network of channel partners.
“The impetus behind this name change is two-fold,” explains John Case, president of Fashion Bed Group. “First and foremost, as the consumer products division of Leggett & Platt, we felt we needed a name with more consumer appeal than CPG, and one that could readily be associated with our core products.”
“Secondly, as a result of various strategic acquisitions and sub-brand introductions over the years, our company has come to be known by different names to different audiences within the industry,” Case adds. “Consolidating everything under Fashion Bed Group will help to prevent confusion by establishing one single, unifying brand that reflects our business and expertise.”
For many in the industry, Fashion Bed Group offers a natural evolution from the popular Fashion Bed sub-brand, previously associated with the company’s line of ornamental beds, daybeds and futons. Moving forward, all sub-brands will be replaced by “Fashion Bed Group, a Leggett & Platt Company.”
“We are especially pleased with how this new name pays homage to our 40-year legacy by leveraging the equity we’ve built in both the Leggett & Platt and Fashion Bed names,” says Case. “We are extremely proud of our heritage and look forward to building on that success under our new name.”
The new Fashion Bed Group name will begin appearing on product packaging later this month, with a rolling transition planned for all of the company’s customer- and consumer-facing materials throughout 2015. The CPG name will continue to be used as an internal identifier of the business unit within the Leggett & Platt corporate family, but its use will be discontinued outside of the company.
About Fashion Bed Group: Fashion Bed Group (FBG) is a division of globally diversified Leggett & Platt, Incorporated, and is the premier provider of bedding accessory products to the U.S. retail community. Based in Chicago, IL, FBG is committed to delivering innovative, high-performance products at an exceptional value and offers a complete range of bed frames, bedding support products and sleep accessories, along with an expanding array of casual furniture options. FBG products are available in retail furniture, department and bedding stores nationwide, as well as through online retailers.
About Leggett & Platt: Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs, and produces a broad variety of engineered components and products that can be found in most homes, offices, and automobiles. Leggett & Platt serves a broad suite of customers that comprise a “Who’s Who” of U.S. manufacturers and retailers. The 132-year-old company (founded in 1883) is made of 18 business units, 19,000 employee-partners and 130 facilities located in 18 countries. Leggett & Platt is the leading U.S. producer of: a) components for residential furniture and bedding; b) carpet underlay; c) adjustable beds; d) work furniture and components; e) drawn steel wire; f) automotive seat support and lumbar systems; and g) bedding industry machinery.