Hearst Flips Mega Mattress Deal

Direct-to-consumer bedding and furniture holdings company Idle Group has announced the launch of a multiyear 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 consumers, brands and broad print and digital media platforms.

“Hearst Magazines’ portfolio includes the leading lifestyle brands that hundreds of millions of consumers know, trust and love," says Steve Ross, global chief licensing officer and brand development head, 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.”

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 Q4 2020 with Country Living, followed by House Beautiful, Men’s Health and Women’s Health in early 2021.

The partnership offers Hearst Magazines’ audience premium sleep products, with each brand bringing its marketing support to one of the fastest- growing consumer product segments.

“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," says Schmeizer, chief executive officer and founder, Idle Group. "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 and Women’s Health and others can be transformative within both e-ecommerce and traditional distribution contexts."

The new mattresses will be available direct-to-consumer on dedicated websites for each new mattress brand, offering a host of options suited for all budgets and sleep preferences.