Branded room heaters and coolers launch campaign in high quality sleep-related products “with a powerful statement of intent”

JELC, the global licensing agent for Silentnight, the name behind some of the UK’s best-known bed and mattress products for 60 years, has announced the first major deal in the new Silentnight branding campaign. It’s a campaign that brings the strength and positive associations of the Silentnight name to a wide range of high-quality sleep-related products. Retail goods supply giant Benross will be producing a range of branded room heaters and coolers that can be set to the optimum temperature in a bedroom for a good night’s sleep. Benross and Silentnight will take advice from sleep expert Dr Nerina Ramlakha to ensure that the products deliver the optimum sleep experience.

The range will launch at retail in the fourth quarter of 2014. Silentnight plans to promote the new products alongside its current bedding products already sold in all leading supermarkets, department stores and specialist bed shops.

The Benross Group began its operation as a supplier of retail goods to a small clutch of local stores in Liverpool nearly 75 years ago. Today it is one of the foremost suppliers of housewares, electrical, lighting, toys and leisure products to retail organisations in the UK.

For more than six decades Silentnight has sought to provide consumers with the most comfortable sleeping experience possible. Its unique Miracoil spring system and iconic Hippo and Duck characters, (created to demonstrate the ‘No Roll Together’ properties of a Miracoil mattress) are almost as well known as the brand itself. Trust in the Silentnight brand is now being translated into products that help deliver the optimum sleep experience: JELC is targeting many other opportunities ranging from hot drinks and relaxing bath and body lotions to nightwear and even children’s cuddly toys.

The Silentnight licensing strategy will be supported by a comprehensive style guide and carefully selected partners. The new brand concept will receive wide exposure at a number of major licensing shows and retail events throughout 2014 and beyond.

Paul McKoen, Finance Director of Silentnight, says: “As a trusted sleep expert with over 60 years’ industry experience, we wanted to launch the Silentnight brand strategy with a powerful statement of intent. Bringing to market a range of high quality room heaters and coolers in partnership with Benross and supported by the sleep expertise of Dr Nerina Ramlakha does just that.”

Janet Woodward, Joint Managing Director, JELC, adds: “This deal with Benross — a respected name with retailers throughout the UK — will be a major boost for our exciting strategy to develop the Silentnight brand in new categories that enhance the sleep environment. This is a brand that is synonymous with sleep and comfort — and these excellent products will reinforce that image and benefit customers.”