Mattress maker Mammoth has launched a licensed mattress collection with retailer Argos and publisher Hearst UK, and it will leverage two of the latter’s magazines to promote the collection.
“Mammoth is backed by the Chartered Society of Physiotherapy and its unique comfort technologies are scientifically tested and shown to improve sleep – making the brand the perfect fit for top-selling Men’s Health and Women’s Health magazines, trusted sources for those passionate about health, fitness and mental wellbeing,” Mammoth said in a statement.
The move “comes as an extension of Hearst’s successful Women’s Health and Men’s Health licensing programmes,” the company said in a statement.
Hearts has explained on its website that its licensing services extend from product development to marketing support. Hearst UK publishes 23 brands including Esquire, ELLE, Harper’s Bazaar, Cosmopolitan and Good Housekeeping.
The line is available exclusively at Argos, owned by Sainsbury’s (SBRY.L) in-store and online.
It features two mattresses – the ‘Fit’ and the ‘Lift’ – both with pocket springs, memory foam and moisture wicking fabric.
Mammoth’s CEO, John Tuton, explained that since health and wellbeing is at the forefront of everyone’s minds during the coronavirus pandemic, “there has never been a more important time to focus on our sleep to support both our bodies and minds.”
He added he has “great confidence for the future and our continued success through the pandemic and beyond.”
Meanwhile Angela Kim, international licensing director of Hearst, said: “We are excited to be launching our first dual licensed product that has been strategically developed with Argos and will no doubt deepen our highly successful and already well-established brand partnership.”
Hearst UK said its print and digital brands reach over one in three UK women and one in four UK men every month. It sells over four million magazines a month and reaches over 20 million UK digital unique users.
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