Fitness duo backs new Bedford line
By Furniture Today Staff -- Furniture Today, September 29, 2003
Toronto — Canadian fitness gurus Hal Johnson and Joanne Macleod are the celebrity spokespersons for Bedford Furniture's upcoming King Koil brand Comfort Choice collection.
Gary Baskerville, vice president of sales and marketing, said the line and merchandising program will be launched at Bedford's annual retailer appreciation event, set in Las Vegas next month.
Over the past few years, Johnson and Macleod have become well known in Canada through their "Body Break" TV programs and commercials. They also have been spokespersons for Health Canada's Vitality Program and Participation.
The new Comfort Choice line, expected to hit retail floors early in 2004, features King Koil's Spinal Contour Pocket Coil System in a turn-free design at all the key retail price points.
"This will be one of our most significant national marketing efforts ever," Baskerville said. "It will be fully supported with in-store marketing and advertising."
At its Las Vegas event, Bedford also will launch a line of luxury foam bedding, using advanced foam technology and offering a number of features and benefits. "This will be King Koil's entry into the specialty bedding business," Baskerville said.
