Boyd Specialty Sleep announced it has entered into a licensing agreement with Furniture Brands International (FBN) for mattresses and related sleep accessory products under FBN’s Broyhill, Lane, Drexel Heritage and Thomasville brands. The new sleep products will range from mid- to ultra-premium retail price points and will be marketed across multiple bedding distribution channels.
“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,” noted company president Denny Boyd. “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,” he added. “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 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.” said Mark Wiltshire, President - Special Markets of Furniture Brands International.
Boyd Specialty Sleep will make its first FBN brand introductions at this summer’s Las Vegas Market, which will include air and latex bedding collections under the Thomasville brand, and foam/gel bedding collections under the Broyhill brand. The presentation also will involve memory foam and gel-based pillows and toppers, plus adjustable bed bases. Mattresses and sleep accessories under the Lane and Drexel Heritage brands will be introduced at subsequent markets.
All licensed products will be promoted to retailers and consumers using extensive internet marketing campaigns and social media vehicles, Boyd said.
About Boyd Specialty Sleep: Founded in 1977, Boyd Specialty Sleep dedicates itself to quality and innovation in a range of diverse specialty sleep products. The company has earned more than 30 patents for its innovations and is strategically focused on the health and safety of consumers and on the environmental impact of its products and processes.
About Furniture Brands International: Furniture Brands International, Inc. designs, manufactures sources and retails home furnishings, marketing its products through a wide range of channels, including Thomasville retail stores and through interior designers, multi-line/independent retailers and mass merchant stores. Its portfolio includes brands such as Thomasville, Broyhill, Lane, Drexel Heritage, Henredon, Pearson, Hickory Chair, Lane Venture, Maitland-Smith and LaBarge.