MANUFACTURERS SEE THE VALUE OF A FAMOUS NAME.(licencing and marketing agreements of Simmons Bedding Co)(marketing agreements of Boyd Specialty Sleep)

HFN: The Weekly Newspaper for the Home Furnishing Network, July, 2005 by Kunkel, Karl

Byline: Karl Kunkel

HIGH POINT, N.C.-Several bedding manufacturers have seen the value of branding and the lure of celebrities and designers.

In the past few months, Boyd Specialty Sleep licensed the Simmons Bedding Co. name to introduce Boyd's line of Simmons Beautyrest Luxaire airbeds and Simmons Beautyrest Natural Spring waterbeds. Both Boyd and Simmons are eagerly anticipating working together to promote this line. According to Dennis Boyd, Boyd's president, the Simmons sales team will open retail doors that Boyd, a smaller specialty bed vendor, has not been in.

Simmons ...