Leggett & Platt renames consumer brands
Also now calls adjustable beds ‘power foundations'
David Perry -- Furniture Today, August 2, 2010
WHITTIER, Calif. — Seeking to capitalize on the clout of its parent brand name, Leggett & Platt's Consumer Products Group is simplifying its brand architecture by marketing its ornamental beds and adjustable bed foundations under L&P brand names.
The group also has developed a new name for adjustable bed foundations - power foundations - that it says will broaden the appeal of the category.
Fashion Bed Group, the company's product brand for ornamental beds, daybeds and futons, will evolve into a sub-brand called Leggett & Platt Fashion Bed, strengthening the tie to the parent brand. And Adjustables by Leggett & Platt, the brand used for adjustable bed foundations, will be retired so that those products can be marketed under the L&P brand.
The changes are designed to leverage the equity in the parent brand to provide a unified, easy to understand offering for retailers and consumers, the company said.
The brand strategy further integrates the organization's full line of sleep accessories under the L&P parent brand, thus enhancing consistency and bringing focus to the company's offerings, L&P said. It also emphasizes the benefits that customers enjoy when doing business with the company, a single-source supplier of sleep accessories to mattress retailers, according to L&P.
"It is important that our product brands leverage the credibility of our parent brand, gained through our 125-plus years in business," said Herman Tam, vice president of marketing for L&P's Consumer Products Group, the company's retail arm in the sleep industry.
"That experience and cumulative knowledge allows us to provide our customers with the best service and most innovative products available in the industry. We help mattress retailers improve performance by supplying the products they need to enhance a mattress sale - allowing them to focus on selling the benefits of sleep to consumers and grow their business. Marketing our full suite of sleep accessories under the trusted Leggett & Platt name brings clarity to what sets us apart from the competition," Tam said.
L&P also announced that it is repositioning its adjustable bed foundation category, which it is now calling power foundations. The company said that research shows that consumers overwhelmingly perceive adjustable beds as only needed by the elderly or infirm, a perception that it said discourages a significant portion of potential purchasers from even considering a purchase.
L&P is seeking to overcome that obstacle and broaden the reach of the category by using the power foundation name, one that it said evokes an energizing, positive image for the category.
"Our research shows that Boomers are willing to pay a premium for comfort - especially if they are convinced it will lead to better sleep," said Tam. "However, the term ‘adjustable bed' is so heavily associated with health care needs that younger consumers just wouldn't think a power foundation is relevant to their lifestyle.
"By repositioning the category to focus on personalized comfort, lifestyle convenience and relaxation benefits, we believe Boomer consumers will be more likely to consider and ask for our products, and our customers will be able to sell more products to a broader consumer base," he said.
L&P also announced some other brand moves. The Leggett & Platt brand for bedding support products has a refreshed logo. And Southern Textiles, the brand for sheets, pillows, mattress and pillow protectors and bedding ensembles, will strengthen its relationship with the parent brand and evolve into Southern Textiles by Leggett & Platt.
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