JELC Takes on Mattress Brand


JELC has been appointed to build a licensing program for the U.K. bed and mattress brand Silentnight.

After 60 years as a market leader, Silentnight now plans to develop a comprehensive licensing strategy that will bring the brand to a range of sleep-related products.

Inspired by Silentnight’s Miracoil spring system and its Hippo and Duck characters, JELC is now developing a style guide and brand concept for Silentnight that will be unveiled at licensing shows and retail events beginning with Brand Licensing Europe in October of 2014.

Among the potential categories for expansion are hot drinks, herbal sleep remedies, relaxing bath and body lotions, bedroom scents, nightwear and sleep toys.

“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,” says Janet Woodward, joint managing director, JELC. “It’s an iconic name with an appeal to consumers young and old that will massively boost the visibility of sleep-related products.”