Henderson, Nevada-based home textiles supplier Standard Fiber launching a first-ever collection of bedding products under the Dr. Scholl’s name. The new collaboration will debut at the upcoming New York Home Fashion Market, Sept. 16-19.
According to a news release, the new Dr. Scholl’s product line will provide a comprehensive collection of functional sleep solution products focused on the guiding principles of the Dr. Scholl’s brand. Products include bed pillows, specialty support pillows, mattress pads and toppers and feature custom materials and innovative construction with targeted messaging and packaging.
“The Dr. Scholl’s brand is trusted and respected as a leader in comfort and support solutions, which aligns seamlessly with the utility bedding category. Collaborating with the Dr. Scholl’s team has allowed us to create unique and meaningful products and packaging that will catch customers’ attention and drive purchases,” said Trina Solomon, vice president, marketing & brands, Standard Fiber.
The new Dr. Scholl’s utility bedding is offered in three tiers: Core, Adapt and Evolve. Each product is focused on a sleep solution that is inspired by technology that Dr. Scholl’s leverages in its products, the news release said.
“We are not just a foot care brand, we are a wellness company and this fits in perfectly with Standard Fiber’s mission,” said Kate Godbout, chief marketing officer, Scholl’s Wellness Company. “Through this licensed assortment we will be helping to bring relief to our consumers 24/7 including while they sleep.”
Brandgenuity, the licensing agency for Dr. Scholl’s, brokered the agreement with Standard Fiber and is managing the development of the Dr. Scholl’s licensing program.
To celebrate the premiere of the Dr. Scholl’s bedding collection, company officials said Standard Fiber will offer insole samples at its showroom at the Marmara Park Avenue Hotel at the New York Market.
