Idle Group launching licensing partnership with Hearst Magazines
NEW YORK – Idle Group, a direct-to-consumer bedding and furniture holdings company, is launching a multi-year licensing partnership with Hearst Magazines.
The deal brings together Idle’s North American and global operating, supply and marketing platform with Hearst Magazines’ audience of loyal consumers, brands and broad print and digital media platforms, officials said.
Idle Group, led by e-commerce and mattress veteran Craig Schmeizer, who also co-founded Nectar and the Resident Home family of brands, is scheduled to launch the first mattress brand lines in the fourth quarter of 2020 with Country Living, followed by House Beautiful, Men’s Health and Women’s Health in early 2021.
Each brand will bring its marketing support to one of the fastest growing consumer product segments, officials said.
“This partnership proves the mattress space is anything but sleepy, and we believe introducing the strength of Hearst Magazines’ iconic and authoritative brands to this category cuts through the confusing array of messages consumers need to process from so many ‘beds-in-a-box’ and transient pop-up brands,” said Schmeizer.
“We are honored to be selected as Hearst Magazines’ partner. It is clear that channeling the deep brand equity brought by titles such as Country Living, House Beautiful, Men’s Health & Women’s Health and others can be transformative within both e-ecommerce and traditional distribution contexts,” Schmeizer added.
“Hearst Magazines’ portfolio includes the leading lifestyle brands that hundreds of millions of consumers know, trust and love,” said Steve Ross, global chief licensing officer and head of brand development for Hearst Magazines. “From content to commerce and product development, our reputation is built on a commitment to quality and consumer confidence, which makes this collaboration a natural fit, deepening connections forged with our loyal audience of readers and brand enthusiasts.”
The new mattresses will be available direct to consumers on dedicated websites for each new mattress brand, offering a host of options suited for all budgets and sleep preferences, officials said.
Idle Group, based in San Francisco and including Idle Group Asia, acquires and develops bedding and home furnishing category businesses in the U.S, Europe and Asia that can be grown leveraging Idle’s category experience, infrastructure, capital and distribution.
Hearst Magazines’ print and digital assets reach nearly 165 million readers and site visitors each month, including 70% of all Millennials and 69% of all Gen Z consumers over the age of 18. The company publishes more than 300 editions and 245 websites around the world.