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HGTV & Serta launch 'Green Home Mattress' collection
Feb '10
HGTV has partnered with Serta to create a new collection of eco-friendly mattresses called the HGTV Green Home Collection by Serta. This new collection was designed to be supremely comfortable and affordable while also offering the latest eco-friendly mattress features. Among these features are an advanced innerspring system made from 95 percent recycled steel coils, soy infused foams and organic cotton and linen fabrics.

"This mattress line is the initial big product launch of our 2010 HGTV licensing program and the first of many such announcements we'll make this year," said Ron Feinbaum, executive vice president of business development for Scripps Networks. "Sharing our commitment to quality and brand building, Serta will enable us to bring a unique and valuable product to consumers, particularly those looking for ways to live a greener lifestyle."

HGTV is the destination of choice for home enthusiasts searching for inspiration and ideas for home and garden. The highly rated cable network is the leading producer of home and lifestyle programming.

“HGTV has incredible insight into what today's consumer wants from home furnishings and from the green category,” said Bob Sherman, president of Serta. “This allowed us to create a truly unique and comfortable product that is also affordable for consumers.”

The new mattress collection will be available to consumers this spring exclusively at BrandSource stores across the country. AVB/BrandSource based in Anaheim, Calif., is a 2,500-member buying group focusing on the furniture, bedding, appliance and consumer electronics categories. BrandSource is also affiliated with SleepSource (mattress specialty), TRIB (rent-to-own) and BrandSource Canada/MEGA Group.

Added Michael Stone, president and CEO of The Beanstalk Group, HGTV's exclusive licensing agency: “We are bringing together these two trusted and credible brand leaders in a unique partnership. This represents the first step toward extending the deep and loyal relationship HGTV has with its viewers to provide innovative and stylish products for the home.”


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