Brandgenuity Extends Dr. Scholl’s into Bedding

Standard Fiber, a home textiles company, is set to debut a new line of bedding products under the Dr. Scholl’s brand at the New York Home Fashion Market Sept. 16-19. This marks the first time the wellness brand has expanded into the bedding category. 

The new functional sleep solution products include bed pillows, specialty support pillows, mattress pads and toppers, all designed with Dr. Scholl’s signature focus on comfort and support. Products are offered in three tiers – Core, Adapt and Evolve – highlighting innovative materials and designs inspired by the brand’s foot care technologies. 

“The Dr. Scholl’s brand is trusted and respected as a leader in comfort and support solutions, which aligns seamlessly with the utility bedding category,” says Trina Solomon, vice president, marketing and brands, Standard Fiber. “Collaborating with the Dr. Scholl’s team has allowed us to create unique and meaningful product and packaging that will catch customers’ attention and drive purchases.”  

“Dr. Scholl’s has been a trusted brand for well over a century for products that solve real problems and provide consumers with much-needed comfort and relief,” says Kate Godbout, chief marketing officer, Scholl’s Wellness Company. “We are not just a foot care brand; we are a wellness company and this fits in perfectly with Standard Fiber’s mission. Through this licensed assortment we will be helping to bring relief to our consumers 24/7, including while they sleep.” 

To celebrate the launch of Dr. Scholl’s bedding collection, Standard Fiber is offering insole samples at its showroom at The Marmara Park Avenue Hotel at the New York Market.  

Brandgenuity, licensing agency for Dr. Scholl’s, brokered the agreement with Standard Fiber and is managing the development of the Dr. Scholl’s licensing program.