Sealy Strikes Licensing Deal with 2 Companies

May 24, 2012  by in UnCategorized   

By Home Furnishings Business in Bedding on May 25, 2012

Bedding major Sealy Corp. (NYSE: ZZ) has signed licensed agreements with two companies to produce and market pillows, blankets and mattress and pillow protectors.

Downlite will make synthetic filled pillows, blankets, comforters and sheets, and American Textile Co. will make mattress and pillow protectors. All of the products will carry the Sealy, Sealy Posturpedic or Sterns & Foster brand names and will hit retail in 2013.

"We're taking a fresh look at this category, and have selected two dynamic organizations known for high-quality products and innovation," said Larry Rogers, Sealy president and CEO. "They are forward-thinking, which is consistent with our strategy to grow through licensing and other strategic partnerships. With this new direction, Sealy will offer customers down and down-alternative products, protectors, and encasements that are the best made and most technologically advanced in the world."

For Downlite, the licensing agreement provides the opportunity to reach new markets and customers in partnership with Sealy, a brand recognized as a global leader for more than a century.

"This is a great honor for us, and Downlite is extremely proud to be partnered with a leading brand like Sealy," said James Lape, CEO. "Our company is forever linked with the highest quality and innovation. We are focused on developing intelligent partnerships, with complementary brands, who allow us to manifest our corporate strategies."

"We are very excited about our new partnership with Sealy," said Blake Ruttenberg, executive vice president of sales and marketing for American Textile Co. "This license is a great addition to our portfolio and will give (us) the opportunity to further capitalize on developing new and innovative product under the Sealy brand. We believe that our consumer-focused approach to product development combined with the power of the Sealy brand will expand the protector category within the U.S. and Canada."