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Chicago — Leggett & Platt’s metal bed and bedding accessory products division, formerly known as the Consumer Products Group, has a new brand identity.
It will be known exclusively as Fashion Bed Group, a Leggett & Platt company, officials said. They said the change is intended to unify the company’s product portfolio and drive greater brand clarity and consistency.
John Case, president of Fashion Bed Group, said the company felt it needed a name with more consumer appeal than CPG. Secondly, he said that as a result of acquisitions and sub-brand introductions over the years, the company had come to be known by different names to different audiences. He said consolidating everything into a single, unifying brand will help prevent confusion.
“We are especially pleased with how this new name pays homage to our 40-year legacy by leveraging the equity we’ve built in both the Leggett & Platt and Fashion Bed names,” said Case. “We are extremely proud of our heritage and look forward to building on that success under our new name.”
Fashion Bed has been a sub-brand, previously associated with the company’s line of ornamental beds, daybeds and futons. Now all sub-brands will be replaced by “Fashion Bed Group, a Leggett & Platt Company.”
The new Fashion Bed Group name will begin appearing on product packaging later this month, with a rolling transition planned for all of the company’s customer- and consumer-facing materials in 2015. The CPG name will continue to be used as an internal identifier of the business unit within Leggett & Platt, but its use will be discontinued outside of the company.
