Benross – one of the UK’s largest suppliers of homewares and electrical products – has secured a licensing deal with leading bed and sleep experts, Silentnight.
The supplier will bring a collection of Silentnight branded heating and cooling appliances to the home retail market, as part of the deal.
The range will consist of fan heaters, convector heaters and oil filled radiators. The items will be available to stock in August 2014.
Amit Juneja, sales director at Benross, said: “Silentnight is a trusted and well-known brand, with more than 60 years of heritage. Performing as one of the industry’s market leaders, its fun and likeable branding is the ideal fit for a licensed collection of in-home heating and cooling products.
“Silentnight is known as the sleep expert brand, so combined with Benross’ understanding of the electrical appliance market, we’ll be able to create a range that allows retailers to stock heating and cooling items with a wide appeal to the consumer audience.”
The Silentnight license follows on from Benross’ collection of Wall’s small domestic kitchen appliances. The iconic British ice cream brand is featured across a range of vintage-style milkshake makers, food blenders, electric mixers and electric whisks.
Benross supplies a number of well-known retailers in the UK and is targeting these new products towards existing and new accounts, including several well-known high street names.