Soft-Tex, La-Z-Boy announce exclusive license agreement
Posted September 29, 2021
NEW YORK – Soft-Tex International, Inc. announced that it has been named the exclusive license for La-Z-Boy® top of bed products and will be unveiling a number of new concepts during the Fall New York Home Fashions market week taking place October 4-7.
Soft-Tex will be exhibiting the new collection at its 230 Fifth Avenue showroom offering both in-person and virtual appointments for retailers who are not traveling to the market.
Under the license, Soft-Tex will develop a comprehensive collection of comfortable utility bedding products, including bed pillows, mattress toppers, mattress pads, comforters, warming blankets and more.
"We are thrilled to partner with the team at Soft-Tex. At its core, La-Z-Boy is about bringing comfort to consumers through quality products. Soft-Tex's commitment to quality and innovation in the bedding market fits perfectly with our brand, and the collection of La-Z-Boy bedding products will offer consumers a new level of comfort as only La-Z-Boy can," said Rob Sundy, senior vice president and chief commercial officer at La-Z-Boy.
"La-Z-Boy is an iconic American brand with instant brand recognition among consumers and is the ideal choice for retailers to energize their bedding floor with solutions delivering superior comfort and innovation. We are excited to commercialize new bedding products with cutting-edge technologies, premium fabrics and superior packaging designs to help consumers sleep
Soft-Tex International is an innovation company focused on building the most comfortable products to help the world sleep and live better. With proprietary technologies spanning categories like personal climate control, wellness, antimicrobials & allergen barriers, coupled with coveted national brands like SensorPEDIC®, SensorGel®, BioPEDIC®, & DreamSmart, Soft-Tex offers its retail, distributor and other partners the highest quality, most comfortable products with best-in-class, in-house merchandising, digital marketing, customer service and global supply chain capabilities.
La-Z-Boy Incorporated is one of the world's leading residential furniture producers, marketing furniture for every room of the home.
Source: Soft-Tex International