Sealy Corporation reported that it has signed new licensing agreements with two companies to manufacture and market basic bedding accessories. A new, comprehensive line of sleep products will be offered by Downlite and American Textile Company beginning early in 2013.
Under the agreements, Downlite will produce and market down and synthetic filled bedding including pillows, blankets, comforters, etc, as well as sheeting products, for the Sealy, Sealy Posturepedic and Stearns & Foster brands. American Textile Company will produce and market mattress and pillow protectors for the same brands.
"We're taking a fresh look at this category, and have selected two dynamic organizations known for high-quality products and innovation," says Sealy President and Chief Executive Officer Lawrence J. "Larry" Rogers. "They are forward-thinking, which is consistent with our strategy to grow through licensing and other strategic partnerships. With this new direction, Sealy will offer customers down and down-alternative products, protectors, and encasements that are the best made and most technologically advanced in the world."
For Downlite, the licensing agreement provides the opportunity to reach new markets and customers in partnership with Sealy, a brand recognized as a global leader for more than a century. "This is a great honor for us and Downlite is extremely proud to be partnered with a leading brand like Sealy," said James Lape, CEO of Downlite. "Our company is forever linked with the highest quality and innovation. We are focused on developing intelligent partnerships, with complementary brands, who allow us to manifest our corporate strategies."
"We are very excited about our new partnership with Sealy," said Blake Ruttenberg, EVP of Sales and Marketing for American Textile Company. "This license is a great addition to our portfolio and will give American Textile Company the opportunity to further capitalize on developing new and innovative product under the Sealy brand. We believe that our consumer-focused approach to product development combined with the power of the Sealy brand will expand the protector category within the U.S. and Canada."
"We like the culture of innovation we see in both companies," says Director of Licensing Margo Borgione. "We believe the basic bedding category represents a significant growth opportunity and looked for technology-driven companies with a proven track record in developing and marketing innovative products with high consumer appeal."