David Perry
Bedding giant looking for manufacturing partners

HOFFMAN ESTATES, Ill. — Bedding major Serta is planning to extend its brand to upholstered furniture and home office seating.

The company plans to enter into exclusive licensing partnerships with manufacturers to develop furniture in specific product, including residential upholstery, contract/hospitality upholstery, and home office seating.

“This is an exciting move for us,” said Robert Malin, managing director of Serta International. “For decades, Serta has provided proven, trusted products in the bedding side of the home furnishings industry. As a result, we have established a very high degree of brand equity with American consumers.

“We are looking forward to developing new partnerships to provide the same high level of quality, comfort and style with our new line of home furnishings.”

Serta has appointed Global Licensing of Pawleys Island, S.C., to spearhead and develop the new brand licensing initiative. “It is a privilege to work with Serta on their expansion of this iconic brand,” said Robert Skotnicki, CEO of Global Licensing.

He said the company would soon begin identifying licensee candidates, but did not give a target date for when product might be introduced.