JELC Signs First Silentnight Partner

JELC, global licensing agent for the Silentnight, has signed the first brand extension for the U.K. bed and mattress brand.

Retail goods supplier Benross has signed on to create a range of branded room heaters and coolers, created in partnership with sleep expert Nerina Ramlakha.

“As a trusted sleep expert with over 60 years’ industry experience, we wanted to launch the Silentnight brand strategy with a powerful statement of intent,” says Paul McKoen, finance director, Silentnight. “Bringing to market a range of high-quality room heaters and coolers in partnership with Benross and supported by the sleep expertise of Dr. Nerina Ramlakha does just that.”

The line will launch at retail in the fourth quarter and Silentnight plans to promote the new products alongside its current bedding offerings.

“This deal with Benross, a respected name with retailers throughout the U.K., will be a major boost for our exciting strategy to develop the Silentnight brand in new categories that enhance the sleep environment,” says Janet Woodward, joint managing director, JELC. “This is a brand that is synonymous with sleep and comfort, and these excellent products will reinforce that image and benefit customers.”

Other opportunities for the brand that JELC is targeting include hot drinks, bath and body lotions, nightwear and children’s cuddly toys. The Silentnight licensing strategy will be supported by a comprehensive style guide that will be unveiled at major licensing and retail events this year.

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