One year after aligning its direct-to-retail sleep accessory product lines under one umbrella, Leggett & Platt® Consumer Products Group announced that it now will simplify its brand architecture and market ornamental beds and adjustable bed foundations under Leggett & Platt® brand names. The changes leverage the equity in the parent brand to provide a unified, easy-to-understand offering for both retailers and consumers.
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. Adjustables™ by Leggett & Platt®, the moniker used for adjustable bed foundations, will be retired, and products will be marketed under the Leggett & Platt® parent brand.
The brand strategy adjustments further integrate the organization’s full line of sleep accessories under the trusted Leggett & Platt® parent brand, enhance consistency and bring focus to the company’s differentiating value proposition. The simplified brand architecture helps communicate the unique benefits and synergies that customers enjoy when doing business with the company, a single source supplier of sleep accessories for mattress retailers.
“It is important that our product brands leverage the credibility of our parent brand, gained through our 125+ years in business. That experience and cumulative knowledge allow us to provide our customers with the best service and most innovative products available in the industry,” said Herman Tam, vice president of marketing for Leggett & Platt® Consumer Products Group, the company’s retail arm in the sleep 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.”
In addition, the company will reposition the adjustable bed foundation product category, first by changing the category name to power foundations. According to research conducted, consumers overwhelmingly perceive adjustable beds as only needed by the elderly or infirm – a perception that discourages a significant portion of potential purchasers from even considering the benefits offered by power foundations. To overcome this obstacle and make the category relevant to more consumers, the company selected a category name that evokes an energizing, positive image, enables more effective consumer marketing and allows retail sales associates to position the product in a way that speaks to the Boomer audience.
“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 healthcare 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.”
Other product brands in the Leggett & Platt® Consumer Products Group brand portfolio also went through visual updates:
• The Leggett & Platt® brand for bedding support products, well known in the sleep industry, received a logo refresh.
• Southern Textiles™, the popular budget 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®. Its logo has also been refreshed.
Leggett & Platt® Home Collection™, introduced in April 2009 as an upscale line of sheets, pillows, and mattress and pillow protectors, will remain unchanged.
About Leggett & Platt® Consumer Products Group: Leggett & Platt® Consumer Products Group, a division of global diversified manufacturer Leggett & Platt®, Incorporated, is the premier provider of bedding products and accessories to the retail community. Based in Whittier, California, L&P CPG is committed to delivering innovative, high-performance products at an exceptional value and offers a complete range of bedding and sleep accessories under four product brands, including Leggett & Platt®, Leggett & Platt® Fashion Bed™, Leggett & Platt® Home Collection™, and Southern Textiles™ by Leggett & Platt®. Our bedding products are available in retail furniture and bedding stores nationwide. For additional information, please visit www.leggett.com/ConsumerProductsGroup.