Daily News
From Home Furnishing Business
Boyd Specialty Sleep Changes Name, Logo to Modernize Identity
May 24,
2017 by Larry Thomas in Business Strategy, Industry 
Boyd Specialty Sleep has changed its name and logo as part of a rebranding effort to better reflect its extensive product lineup.
“Having dropped the word ‘specialty’ from our company name, the new Boyd Sleep brand communicates to retailers that we offer today a more broad-based group of sleep products than they may have assumed in the past,” explained president Denny Boyd.
“The new logo, which is far more contemporary and clearly connotes what our company is about, contributes to our message of innovation and quality across a far wider spectrum of product constructions and designs.”
Launched in 1977 as a waterbed producer, Boyd Sleep has added a host of new mattress designs and sleep-related products over the years including air bed collections, foam- and gel-based lines, hybrids like the izone series that combines air, water and memory foam, and several innerspring designs.
“The incremental changes we’ve made over the decades, cumulatively, now represent a significant portion of our business,” Boyd noted.
The name Boyd Sleep is also intended to provide a better “umbrella” for the many other sleep products the manufacturer offers like metal and upholstered platform beds, occasional-use beds, manual and power adjustable bases, pillows and toppers.
Boyd said the mission of his company — “Quality Sleep for a Better Life” — has not changed, however, and the promise will continue to be honored in every product endeavor the producer undertakes.