Town & Country Licenses with Dr. Scholl
June 15, 2016,
NEW YORK—Town & Country Living has reached an agreement with Bayer to manufacture collections of floor coverings to be offered under Bayer’s Dr. Scholl foot-care brand.
The program will launch with a line of foam-and-gel-filled mats that will provide comfort for feet during daily tasks such as preparing meals, doing laundry and doing handiwork in a basement or garage. This collection, which will come in a variety of colors, will debut at the September New York Home Fashions Market, with packaging featuring the Dr. Scholl logo and the tagline “Comfort For Wherever You Stand.” Following this debut, the license will extend into a line of bath rugs that will be unveiled in 2017.
“Dr. Scholl’s brand has registered with 100 percent consumer awareness,” said Neil Mandell, Town & Country’s chief merchandising officer. “Everybody knows the brand. The mat line will compete with other gel-type mats.”
Exact pricing for the mats has yet to be determined. The mat line will be offered at three pricing levels dictated by their size and thickness, Mandell said.