Looking to pad its licensing business, HGTV has a deal with a mattress marketer placing its brand on a new line. The network's arrangement with Serta includes an "HGTV Green Home Collection" of eco-friendly bedding, which is partly derived from "soy infused foams."
An "advanced innerspring system" for the mattresses is made from the soy base, as well as 95% "recycled steel coils" and "organic cotton and linen fabrics," HGTV said.
The network said the deal with Serta marks the first in an expanded licensing program for 2010. HGTV has Omnicom's the Beanstalk Group as its licensing agency.
Ron Feinbaum, executive vice president of business development for HGTV parent Scripps Networks, stated that many of the products will have a "liv(ing) a greener lifestyle" orientation.
The new Serta line will be available to consumers this spring at stores linked with BrandSource as a provider.
Michael Stone, CEO of Beanstalk Group, stated HGTV is looking to capitalize on its viewer loyalty as it inks deals for branding on "innovative and stylish" home products.
The arrangement with Serta also involves HGTV's "Green Home" initiative, with some on-air exposure and a sweepstakes.