Silentnight licensing agent JELC has agreed a deal with retail goods supply firm Benross for a range of Silentnight branded room heaters and coolers.
This marks the first major deal in the new Silentnight branding campaign which is bringing the 'strength and positive associations of the Silentnight name to a wide range of high-quality sleep-related products'.
Benross and Silentnight will take advice from sleep expert Dr Nerina Ramlakha to ensure that the products deliver the 'optimum sleep experience'.
“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," said Paul McKoen, finance director of Silentnight.
"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.”
The range will launch at retail in Q4 2014 and the new products will be promoted alongside Silentnight's current bedding products.
“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," said Janet Woodward, joint managing director at JELC.
"This is a brand that is synonymous with sleep and comfort — and these excellent products will reinforce that image and benefit customers.”
JELC is npw targeting partners in sectors including hot drinks, relaxing bath and body lotions, nightwear and children’s cuddly toys.