Town & Country Licenses with Dr. Scholl

Gel mats will launch first, to be followed by a bath rug collection
Posted on June 15, 2016 by David Gill

DrScholllogo3x2NEW 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.”

Mandell said the line will be offered first at retail, with the targets being department stores, mass merchants, midtier stores, home improvement retailers and specialty stores. After this, Town & Country will take the line to establishments such as hospitals, restaurants, hotels and beauty salons—“any type of business where employees have to stand to do their jobs,” he said.

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.

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