Comfort Revolution Gains License for Izod Sleep Products
March 11, 2011,
NEW YORK-Comfort Revolution, the sleep-products company recently founded by industry veteran Michael Fux, has reached an agreement with Izod for a line of mattresses, mattress toppers, bed pillows and stadium cushions.
The line will include products made with both memory foam and gel, two staples of Fux's products when he was chief executive of Sleep Innovations, which he founded 15 years ago and which he left five years ago. In terms of demographics, Fux said the collection will be geared toward younger, sports-minded consumers, and will feature covers made of fabrics based on Izod shirts and sportswear.
Prices for the new line have not been established, and the retail targets will include department stores and warehouse clubs, Fux said. "This line is part of my strategy to upgrade the whole sleep-products category," he said. "I believe people will pay a little more for sleep products if they perceive greater comfort and value from them."
Comfort Revolution will show its products at next week's New York Home Fashions Market in its showroom at 230 Fifth Ave., room 1500. Fux also said the company will show products at the upcoming High Point and Las Vegas Markets.