Mattress brands are increasingly establishing or expanding outbound licensing programs and signing agents to assist them in those ventures. These properties collectively represent a growing niche within the corporate and trademark brand-extension sector.
Just within the last year:
- Serta signed Delta Children for a line of nursery cribs, mattresses, and furniture.
- Simmons, which already has more than a dozen licensees in the U.S. and Canada, retained Dimensional Branding Group as its licensing agent for the Simmons and Beautyrest labels.
- U.K. brand Silentnight, which had hired JELC as its licensing agent in 2013, authorized Benross to market room heaters and coolers.
Most recently, Tempur-Pedic, which sells mattresses and sleep systems, named Andrew Morgan as its licensee for the Tempur-Pedic Home Collection, a made-in-USA range of bedding, including slipcovers, throws, blankets, and decorative pillows.
Of course, mattresses have long been an area of interest as a licensed product category. Properties ranging from HGTV and Martha Stewart to Donald Trump and Sharper Image have been among the many that have linked their names to licensed mattress lines.
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