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From Home Furnishing Business

HGTV Home Sleep Collection Launches at Dreams

DreamsOpeningHGTV SleepDreams Sleep Products and HGTV Home launched the HGTV Home Sleep Collection with a ribbon-cutting on Las Vegas Market's opening day Sunday morning.

The collaboration, which was announced in November, takes a soup-to-nuts approach to bedding, featuring not only a large array of mattresses but also products such as children's and crib mattresses, pillows, bed tops, foundations and even pet beds.

Dreams LLC, Rochester, Mich., is a partnership between Scott Miller, president; and Art Van Furniture Chairman Art Van Elslander. At the ribbon cutting in WMC-B958, Miller noted that HGTV's brand power and its commitment to thoroughness in the product offering should strike a chord at retail.

"The brand has done a great job in capturing the attention and heart of the consumer … in creating products for the home," Miller said. "And it's not just beds. It's every facet the consumer will need to cover their sleep experience.

The television network anchoring the HGTV brand had its best ratings year ever, said Ron Feinbaum, general manager and senior vice president, consumer products, HGTV, who added that HGTV-branded goods are now in 7,000-plus storefronts in the United States and Canada.

Feinbaum noted the brand's approach to developing consumer goods involves a lot more than slapping a label on an item.

"What we found in the marketplace was consumers needed help in buying products for their home," he said. That means a full, deep range in categories HGTV chooses to pursue.

The HGTV Home program's current consumer product lines include HGTV Home Furniture Collection, HGTV Home Design Studio at Bassett, HGTV Home Fabric & Trim, HGTV Home Lighting, HGTV Home Flooring by Shaw, HGTV Home by Sherwin-Williams, HGTV Home Solar Lighting, HGTV Home Outdoor Living and HGTV Home Plant Collection.

Art Van PureSleep will be the first anchor retailer to debut the HGTV Home Sleep Collection when it launches in early 2014.

"My dream was to enter the bedding business in some way for many years," Van Elslander said at the ribbon-cutting. "We are very excited to have a veteran like Scott Miller leading Dreams LLC."

Moving ahead, Dreams will expand among other retailers with selective distribution.

"Our focus was making sure every single need was met in this collection," Miller said. "We're going to be very, very selective in our distribution. Retailers have to match our and HGTV's values in providing consumers with everything they need (for bedding and sleep)."

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