Leggett & Platt® Consumer Products Group announced final adjustments to its brand architecture, transitioning all of its home textile products to the Leggett & Platt® brand name. The changes leverage the equity in the well recognized 127-year-old parent brand and provide retailers with an easy-to-understand, unified marketing message to present to consumers.
As part of the transition, both Leggett & Platt® Home Collection™ products and Southern Textiles™ by Leggett & Platt® products will be marketed under the Leggett & Platt® brand. The brand strategy adjustments finalize the integration of the organization’s full-line of sleep accessories under the trusted Leggett & Platt® parent brand, present a consistent look and feel, and bring focus to the company’s differentiating value proposition. In addition, the simpler 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.
“Applying the Leggett & Platt® brand to all of our products leverages the credibility of our parent brand, gained through our 125+ years in business. That knowledge and experience provides 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. “Marketing all categories of sleep accessories under the venerable Leggett & Platt® name helps clarify our unique offering to retailers – all of whom can benefit from enhancing their mattress sales by offering a robust suite of sleep accessories. By partnering with Leggett & Platt®, our customers can focus on selling the benefits of sleep to consumers and grow their business.”
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, Leggett & Platt® CPG is committed to delivering innovative, high-performance products at an exceptional value and offers a complete range of bedding and sleep accessories under the Leggett & Platt® brand and the Leggett & Platt® Fashion Bed™ brand.
Its bedding products are available in retail furniture, department, and bedding stores nationwide, as well as through online retailers. For additional information, visit www.LPCPG.com.