Serta's designer line
Vera Wang bedding set for Vegas
By David Perry -- Furniture Today, January 22, 2006
Hoffman Estates, Ill. — Serta is teaming with fashion designer Vera Wang on a line of mattresses to debut this month at the Las Vegas market.
The Vera Wang Collection by Serta is inspired by the designer's extensive knowledge of the bridal market. The collection combines luxurious fabrics and new technology featuring Vera Wang's signature designs, officials of the two companies said in a statement.
Serta will unveil the Vera Wang Collection at its World Market Center showroom in Las Vegas as the kickoff for the company's yearlong 75th anniversary celebration. A Vera Wang Luxe Collection by Serta is planned for July 2006.
"Vera Wang and Serta are a perfect match of comfort and style," said Bob Sherman, president of Serta. "Together we are ushering in a whole new era of mattress elegance and comfort for American women — one that is uniquely Vera Wang."
Laura Lee Miller, president of licensing and marketing at Vera Wang, said, "We are thrilled to be partnering with Serta. This partnership fits perfectly into our portfolio strategy and provides an avenue for Vera Wang's strong brand equity and authority as a designer to transition to the home."
The new mattress line includes an opening price point mattress that features Vera Wang's triple heart motif. Other offerings include a limited edition designer mattress set for Serta's 2006 "Counting Sheep for the Cure" campaign with the Susan G. Komen Breast Cancer Foundation, and a signature bridal bed inspired by one of Vera Wang's best-selling bridal designs.
The Vera Wang Group designs, markets and distributes collections of women's bridal, bridesmaids' and ready-to-wear apparel under the Vera Wang name.
Serta will show in the WMC, space 710, during the Jan. 30–Feb. 3 show.
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