Furniture Brands Licenses with Boyd for Branded Mattresses
Posted on May 15, 2013 by
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.
Boyd will launch its first products in these collections at the Las Vegas Market in late July/early August. These will include air and latex mattresses under the Thomasville label and foam/gel mattresses under the Broyhill brand. These lines will also have memory-foam and gel-based bed pillows and mattresses toppers, along with adjustable bed bases.
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."