King Koil teams with Jaclyn Smith
By David Perry -- Furniture Today, September 22, 2003
Las Vegas — King Koil has formed a branding partnership with celebrity Jaclyn Smith, the bedding producer announced at its international meeting here.
The Jaclyn Smith Home Bedding Collection by King Koil will debut at next month's market in High Point, where Smith will greet King Koil's current and prospective dealers.
The bedding collection, Smith's first, will encompass three product categories with beds retailing from $699 to $3,499, King Koil officials said.
Smith was introduced to more than 150 King Koil licensees, suppliers and guests at a glitzy presentation here that included a performance by Las Vegas dancers. In her comments to the group, she said the collection is "an exceptional bedding line that is more comfortable and more elegant than what's on the market. I know it's a winner." She said it positions King Koil as a leader in "innovation, fashion and value."
Larry McKay, president of King Koil, said that co-branding with Smith will help the producer expand distribution and boost retail sales and profits.
"Why Jaclyn? Because she's an international celebrity and one of the world's most accomplished women," McKay said. "People know Jaclyn, trust Jaclyn and buy from Jaclyn. Her elegance and style draw attention from the fashion-conscious female consumer."
The program will be launched in High Point with a cocktail reception Oct. 16 at Emerywood Country Club in High Point, where Smith will greet retailers. In addition to showcasing the product line, Smith will talk about the retail support materials she helped develop for the program.
Television commercials and point-of-sale materials featuring Smith were previewed at the Las Vegas meeting.
In the TV commercial, Smith says: "King Koil. It's my choice for a great night's sleep. Why not make it yours?"
In the commercials, Smith endorses both King Koil and the participating retailer as being "the best."
Smith said she is ready to work for retailers to get the message out about her new collection. "I'm here to contribute," she said.
Dave Roberts, King Koil's executive vice president, said the partnership with Smith will pay great dividends for the company.
"Jaclyn will have a major impact on the image of King Koil," he said. "The marketing for the program will be better than anything else that is out there."
Roberts added, "Over 100 million consumers have purchased Jaclyn Smith products. That bodes very well for the partnership she is starting with us."
Smith is the second celebrity to attach her name to a bedding line this year. Kathy Ireland has a bedding collection with Lady Americana. That line is on some retail floors but has not yet debuted in High Point.
