Comfort Solutions Rebrands as King Koil

July 23, 2013  by in Business Strategy, Industry   

The company hopes to leverage the King Koil brand's equity with consumers and retailers, and unify its U.S. and international licensing operations under a single identity. 

"Our entire organization is extremely excited about this important change and how it will unite our licensees both here and overseas under one cohesive global brand," said Dave Roberts , president and COO. "In the years since our founding in 1898, King Koil established itself as a recognized consumer brand with a rich heritage in the U.S. bedding industry. Over time we also experienced tremendous expansion, growth and success in our operations overseas, all of which are thriving today under the King Koil name."

The company, which rebranded as Comfort Solutions in 2003, will continue its focus on innovating and marketing a range of bedding designs under the King Koil brand.

During next week's Las Vegas Market, the company will be refocused on the King Koil name with a new logo.

"The desire to understand what 'healthy' sleep really means, to facilitate the consumer's decision process and to provide a range of sleep solutions that offer true body alignment and support, have always been part of our brand mission," Roberts said. "Going forward, we're very happy to announce that King Koil will continue to pursue that important mission."