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Serta partnering with HGTV on new Green Home Collection

Bedding line will be available exclusively through BrandSource retailers

David Perry -- Furniture Today, February 1, 2010

HOFFMAN ESTATES, Ill. — Bedding major Serta has partnered with HGTV to create a collection of mattresses called the HGTV Green Home Collection by Serta. The line will be available exclusively through BrandSource retailers.

The new collection is designed to be comfortable and affordable while offering the latest eco-friendly features, officials said. Those features include an innerspring system made from 95% recycled steel coils, soy-infused foams and organic cotton and linen fabrics.

New models are not in the Serta showroom at this week's Las Vegas Market, but are expected to be unveiled within a couple of months, officials said.

"This mattress line is the initial big product launch of our 2010 HGTV licensing program and the first of many such announcements we'll make this year," said Ron Feinbaum, executive vice president of business development for Scripps Networks. "Sharing our commitment to quality and brand building, Serta will enable us to bring a unique and valuable product to consumers, particularly those looking for ways to live a greener lifestyle."

The HGTV cable network is a leading producer of home and lifestyle programs.

"HGTV has incredible insight into what today's consumer wants from home furnishings and from the green category," said Serta President Bob Sherman. "This allowed us to create a truly unique and comfortable product that is also affordable for consumers."

The new line will be available exclusively this spring at BrandSource stores across the country. AVB/BrandSource, based in Anaheim, Calif., is a 2,500-member buying group focusing on furniture, bedding, appliances and consumer electronics. It is affiliated with SleepSource, TRIB and BrandSource Canada/Mega Group.

"Our new venture with these two quality partners will provide our retailers with an exclusive mattress line with advanced eco-friendly features that they can advertise nationally with the brand power of Serta, HGTV and BrandSource," said Michael Allen, vice president of home furnishings for BrandSource.

In addition to the new product partnership, Serta will be the exclusive mattress supplier for the 2010 HGTV Green Home, which will be promoted on the network at 8 p.m. on April 18, as well as through a consumer sweepstakes on HGTV's Web site, HGTV.com. The site attracts an average of 4 million unique visitors per month.

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