Therapedic to market line of Kathy Ireland mattresses
By David Perry -- Furniture Today, March 6, 2005
Middlesex, N.J. — Therapedic will market a line of mattresses under the Kathy Ireland banner, tentatively set to debut at the Las Vegas market in July with over 12 models and retails ranging from $599 to $1,299.
Kathy Ireland Home by Therapedic aims to bring innovative bedding products to key bedding decision-makers: women.
"I'm thrilled the Therapedic team has joined us in our mission of 'finding solutions for families, especially busy moms'," said Ireland, CEO and chief designer of Kathy Ireland Worldwide. "It's an honor to work with them as we deliver truly innovative designs that simplify and make the mattress selection process a simple, affordable and anxiety-free experience."
"We agree with Kathy that typically men buy products and women join brands," said Jeffrey Sherman, chairman of Therapedic.
Therapedic President Gerry Borreggine said, "In addition to being the decision-makers in mattress purchases, women also tend to be much more brand-oriented and brand loyal. As a best friend to working mothers, Kathy understands the needs of her customer and is unbelievably dedicated to addressing them."
Borreggine said Ireland's hands-on approach to product development "has given our team a clear vision for the type of message her products need to communicate."
He said the partnership "is a watershed event for Therapedic. It's a great opportunity for us to have a laser beam focus for our marketing plans. It puts all of our licensees on the same page."
Kathy Ireland Worldwide formerly partnered with bedding producer Lady Americana. That program has ended. Other key Ireland home furnishings licensees are Standard, Shaw, Pacific Coast and Martin. The Ireland brand in total encompasses over 10,000 SKUs in an array of lifestyle products.
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Therapedic plans Kathy Ireland mattress line
Mar 1, 2005
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