Leggett & Platt Moves Home Textiles to Its Own Brand
March 24, 2011,
WHITTIER, Calif.-Leggett & Platt Consumer Products has finished the transition of all of its home-textiles products to the Leggett & Platt brand name.
The move means that both Leggett & Platt Home Collection products and Southern Textiles by Leggett & Platt will now be marketed under the Leggett & Platt brand. In a statement, the company said it also finalized its initiative to integrate its line of sleep accessories under the parent brand, thus presenting a consistent look and feel to marketing these products, and bringing focus to the line's value proposition. Leggett & Platt also said the simpler brand architecture will help communicate the benefits and synergies it provides as a single-source supplier of sleep accessories.
Herman Tam, vice president of marketing for Leggett & Platt Consumer Products, said applying the Leggett & Platt brand to all of its products "leverages the credibility of our parent brand, gained through our 125-plus years in business."