By Allison Watkinson
TLL Reporter
Brandgenuity has secured a licensing partnership with Standard Fiber for a collection of bedding products inspired by the Dr. Scholl’s wellness brand.
Founded in 1906 by Dr. William Mathias Scholl, Dr. Scholl’s is a footcare and wellness brand that offers a wide range of products for mobility, foot support, lower body health, skincare and more.
“The Dr. Scholl’s brand is trusted and respected as a leader in comfort and support solutions, which aligns seamlessly with the utility bedding category,” said Standard Fiber VP, Trina Solomon. “Collaborating with the Dr. Scholl’s team has allowed us to create unique and meaningful product and packaging that will catch customers’ attention and drive purchases.”
The new Dr. Scholl’s product line will include a comprehensive collection of functional sleep and bedding products such as standard bed pillows, mattress pads, specialty support pillows and mattress toppers.
The products included in the licensed collection will be manufactured by Standard Fiber using custom materials and construction features that are designed to align with Dr. Scholl’s science-focused approach to comfort and wellness.
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“Dr. Scholl’s has been a trusted brand for well over a century for products that solve real problems and provide consumers with much needed comfort and relief,” said Scholl’s Wellness CMO, Kate Godbout. “We are not just a foot care brand, we are a wellness company and this fits in perfectly with Standard Fiber’s mission. Through this licensed assortment we will be helping to bring relief to our consumers 24/7 including while they sleep.”
The Dr. Scholl’s utility bedding line features three categories called Core, Adapt and Evolve that are each focused on specific sleep solutions and comfort technology.
The collaborative bedding collection will debut at the New York Home Fashion Market from September 16 to 19, 2024.
To support the launch of the licensed bedding collection, Standard Fiber will be offering Dr. Scholl’s in-sole samples to visitors at its New York Market showroom.
Standard Fiber is a global manufacturing company that specializes in the development of comfort textile products such as mattresses, pillows, sheets, blankets and more.
The agreement with Standard Fiber was brokered by the Brandgenuity agency on behalf of the Scholl’s Wellness Company.
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