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FBI Partners with Boyd Specialty Sleep on Bedding License

By Home Furnishings Business in Bedding on May 15, 2013

Furniture Brands International and Boyd Specialty Sleep will partner on a licensed line of mattresses and sleep accessories.

The line will include broad assortment of high quality and innovative specialty bedding collections, pillows, toppers and adjustable bed bases across multiple constructions, styles and price points under the Broyhill, Lane, Drexel Heritage and Thomasville brands. The Thomasville licensing rights are only for Air Beds and Latex Mattresses.

The new sleep products will range from mid- to ultra-premium retail price points and will be marketed across multiple bedding distribution channels.

€œThe Broyhill, Lane, Drexel Heritage and Thomasville names represent iconic brands that resonate extremely well with affluent consumers in the 25 to 64 age range,€ said Denny Boyd, president of Boyd Specialty Sleep, St. Louis. €œThese revered brands transfer seamlessly to the mattress and sleep accessories category and speak to consumers who are interested in a quality night€™s sleep. We are confident the combination of our high quality offering under these well-recognized furniture brand names on mattresses, top-of-bed products and adjustable bed frames will greatly enhance the shopping experience and elevate the concept of a €˜total sleep experience€™ in the consumer€™s mind.€

€œBoyd Specialty Sleep is a well-respected leader and a pioneer of innovative sleep products in the industry," said Mark Wiltshire, president-special markets at Furniture Brands International, also based in St. Louis. "They have a shared commitment to successfully develop each branded collection to reflect the positioning and heritage of each of our brands and we are very excited to have them as a new licensing partner.€
Boyd Specialty Sleep will make its first FBN brand introductions at this summer€™s Las Vegas Furniture Market, which will include air and latex bedding collections under the Thomasville brand, and foam/gel bedding collections under the Broyhill brand. The presentation also will involve memory foam and gel-based pillows and toppers, plus adjustable bed bases. Mattresses and sleep accessories under the Lane and Drexel Heritage brands will be introduced at subsequent markets. 

All licensed products will be promoted to retailers and consumers using extensive Internet marketing campaigns and social media vehicles.

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