HGTV Home entering mattress, sleep product market
David Perry -- Furniture Today, December 2, 2013
ROCHESTER, Mich. — HGTV Home has partnered with Dreams LLC to design, market and sell mattresses and sleep products in the U.S. and Canada under the consumer brand of the HGTV Home Sleep Collection.
Dreams LLC, preparing to set up an office and showroom here, is a new bedding company formed by Art Van Elslander, who heads the Art Van chain, and Scott Miller, a bedding veteran.
Art Van PureSleep, bedding specialty stores operated by the Michigan retailer, will be the first anchor retailer to debut the line when it launches in early 2014.
"We are very excited about this opportunity," said Miller, president of Dreams LLC, "and we are looking forward to bringing this award-winning brand to the sleep products category. Dreams will partner with the industry's top manufacturers and suppliers to develop, market and launch the new line, and will be focused on the Las Vegas Market to debut the full assortment of products in the HGTV Home Sleep Collection. We expect a great response from retailers and consumers that know and love this amazing brand."
HGTV Home products are designed to be both functional and stylish, providing consumers with the right blend of form and innovation, officials said.
"HGTV Home is all about creating smart and stylish products based on our years of experience informing and inspiring consumers both on-air and online," said Ron Feinbaum, general manager and senior vice president, consumer products, HGTV. "Consumers trust HGTV to help them make informed decisions for their homes. Marrying the HGTV know-how with the great sleep products from Dreams will help consumers find the right comfort, quality and fit for all of their sleep product needs."
HGTV Home's consumer product lines include the HGTV Home Furniture Collection, the HGTV Home Design Studio at Bassett, HGTV Home Fabric & Trim, HGTV Home Lighting, HGTV Home Flooring by Shaw, HGTV Home by Sherwin-Williams, HGTV Home Solar Lighting, HGTV Home Outdoor Living and the HGTV Home Plant Collection.
During his almost 10 years at Simmons, Miller was on the team that developed and launched the BackCare brand, and then went on to design and launch the Heavenly Bed for Starwood's Westin Hotels where he received a design patent for the project. Miller also worked at IBC, Natura and Southerland.
Dreams LLC will service the U.S. and Canada and will offer a complete line of HGTV Home mattresses including crib mattresses and pet beds, regular and adjustable foundations, bed frames, pillows, mattress toppers, mattress pads, and mattress protectors.
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