Furniture Brands Licenses with Boyd for Branded Mattresses
May 15, 2013,
ST. LOUIS-Furniture Brands International has reached an agreement with mattress manufacturer Boyd Specialty Sleep for collections of mattresses and related sleep accessories under several brands in the Furniture Brands portfolio.
The sleep products will be offered under the Broyhill, Lane, Drexel Heritage and Thomasville brands. They will range from mid- to ultrapremium price points and will be marketed through multiple bedding distribution channels.
Later markets will bring the launch of mattresses and sleep accessories under the Lane and Drexel Heritage brands. A joint statement from the two companies said all of the products will be promoted to retailers and consumers using "extensive Internet marketing campaigns and social-media vehicles."