Hearst Magazines is partnering with direct-to-consumer bedding and furniture holdings company Idle Group on a multi-brand licensing deal.
The companies will create an exclusive branded mattress with Hearst Magazines’ publications.
Idle Group plans to launch the first mattress brand lines in Q4 2020 with Country Living, followed by House Beautiful, Men’s Health and Women’s Health in early 2021.
Each brand will bring their marketing support to the product offering.
The mattresses will be available direct-to-consumer on dedicated websites for each brand. There will be multiple options, for different budgets and sleep preferences.
“This partnership proves the mattress space is anything but sleepy, and we believe introducing the strength of Hearst Magazines iconic and authoritative brands to this category cuts through the confusing array of messages consumers need to process from so many ‘beds-in-a-box' and transient pop-up brands," stated Craig Schmeizer, Idle Group CEO-founder.
Idle Group is parent to D2C mattress brands Idle Sleep, Haven and the recently acquired Mend Sleep.