Agency to help build licensing strategy and product roll out for bed and mattress specialist.

JELC gets into bed with Silentnight

JELC has been appointed to build the licensing strategy for bed and mattress firm Silentnight.

The firm believes that the potential for licensed products marketed under the Silentnight name is enormous – with categories ranging from hot drinks, herbal sleep remedies, relaxing bath and body lotions and enhancing bedroom environment scents to nightwear and even children’s cuddly sleep toys being explored.

Numerous outlets, from specialist health and beauty stores to mainstream supermarkets and Silentnight’s own bed specialist outlets provide strong retail opportunities.

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 from BLE in October through 2014 and beyond with the help of JELC, which is the global licensing agent for the Silentnight brand.

Adrian Fawcett, chairman of Silentnight, said: “As the UK’s market leading bed brand, Silentnight is a trusted sleep expert with over 60 years’ industry experience. Extending the reach of the Silentnight brand into other sleep-related areas is a key focus of the business and we are excited about the opportunities that exist for developing the brand in new categories.”

Janet Woodward, joint MD at JELC, added: “In today’s fast-moving world where a great night’s sleep is prized more than ever, the strength of the Silentnight name and its many positive associations will tap into a strong market for a wide range of offerings. It’s an iconic name with an appeal to consumers young and old that will massively boost the visibility of sleep-related products.”

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About Rachael Simpson-Jones

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