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Hearst has teamed with Idle Group to launch a line of mattresses under the Country Living brand.
Country Living Magazine focuses on food, home renovation, home decor, DIY and lifestyle, and the new Country Living Welcome Home collection spans three mattress styles: The Napa, The McKinney and The Hudson.
“Nothing beats a good night’s sleep in the country, and we’re thrilled to offer that relaxed, reinvigorating spirit to readers nationwide, regardless of geography,” said Rachel Hardage, Editor-in-Chief of Country Living.
“Our most discerning, nap-enthusiast editors put a great deal of thought into every detail, from the quilted tops to the ticking stripe detailing, meaning you can rest assured there’s no better way to hit the hay.”
Further mattress lines are in the works based on Hearst’s House Beautiful, Men’s Health and Women’s Health brands.
“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,” said Craig Schmeizer, Idle Group’s CEO and Founder.
Steve Ross, Global Chief Licensing Officer and Head of Brand Development for Hearst Magazines, added: “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.”
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