By Allison Watkinson
TLL Reporter
Purple Innovation has signed Brandgenuity as its exclusive licensing agency to develop and execute a global consumer products program.
Known for its proprietary GelFlex Grid, Purple Innovation is a sleep wellness company that provides support, pressure relief and temperature regulation to deliver deep, restorative rest.
Since its initial launch, the company has expanded its brand to offer a range of premium mattresses, pillows, cushions and sleep accessories.
“There is a lot to love about Purple,” said Brandgenuity partner, Jay Asher. “Wellness is continuing to trend, and Purple has a great reputation of providing innovative solutions in the realm of sleep and wellness. Their fans are young, affluent and willing to invest in wellness products for the entire family, and that is very promising.”
As Purple Innovation’s licensing representative, Brandgenuity will build a comprehensive consumer products program that extends the brand into new retail categories.
The agency will focus its efforts on securing partnerships in categories that relate to comfort, health, wellness and sleep support.
Initial categories for expansion will include furniture, bedding accessories, pet products, travel items, electronics and wellness-adjacent accessories.
“Purple is dedicated to improving lives through better sleep, and expanding our brand into new categories is an exciting next step,” said Purple CEO, Rob DeMartini. “Brandgenuity’s passion for our brand and the agency’s track record of success with leading corporate trademarks make them the ideal partner to help us build a licensing program that will bring science-backed comfort and support to even more people.”
Brandgenuity is an independent global licensing agency that develops programs that extend brands across new products, services and experiences.
The agency’s extensive portfolio of clients includes well-known properties such as Nissan, Mike’s Hot Honey, KFC, The Sims, Royal Shakespeare Company, Kona Ice, Brownie Brittle and more.
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