Serta Strikes Licensing Deal On Convertible Sofas

July 17, 2007  by in UnCategorized   

By Home Furnishings Business in Bedding on July 2007 Serta, Hoffman Estates, Ill., announced a licensing deal Tuesday that gives Lifestyle Solutions, Fort Wayne, Ind., rights to manufacture a new line of European-style convertible sofas using the Serta brand name.

Under the agreement, six Serta Dream Convertibles will be introduced at the Las Vegas Market, which starts July 30. The products will debut in the Lifestyle showroom in Building A (716). Lifestyle Solutions manufactures the patented Cradle Converter sit-and-sleep convertible sofa. Additional licensed products will include a lien of wood beds and case goods that give retailers the opportunity to sell bedroom furniture along with Serta Mattresses. Distribution will include furniture retailers, department stores and sleep shops.

“This is a great opportunity for Serta,” said Bob Malin, vice president of licensing for Serta. “Our brand and the Lifestyle Solutions brand both stand for quality, comfort and durability. The partnership is just a natural fit for both of us.”

Serta’s licensing program includes a partnership with American Recreation that includes air mattresses, bed-in-a-bag packages, sleeping bags and other recreational products.