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March 28, 2011 -
Leggett & Platt® Consumer
Products Group today
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 Leggett & Platt® Fashion
Bed™ brand. Our bedding products
are available in retail
furniture, department and
bedding stores nationwide as
well as through online
retailers.
For additional information,
please visit
www.lpcpg.com.
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