Perfect Fit nabs Jockey basics license

Michele SanFilippo, March 22, 2004

Perfect Fit Industries recently signed a license with Jockey for basic bedding that will include bed pillows, mattress pads, feather/fiber beds, and natural and down alternative comforters.

The line will feature two collections distinguished by fabrication and price point that separately target the national chains and department stores.

According to company executives, both assortments build on the brand's high level of consumer awareness and key associations with comfort and quality. Price points for mattress pads will run $19.99 to $59.99 at national chains and $24.99 to $79.99 at department stores. Down comforters will be priced from $69.99 to $99.99 at chain stores and $79.99 to $129.99 at department stores.

"We are very excited and think the Jockey brand offers great promise in this category because it is associated with intimate comfort," added Allen Robinson, director of marketing at Perfect Fit. "In that sense, we feel we are well positioned to have this brand successfully compete with other lifestyle brands in basic bedding."

In addition, Jockey has just embarked on an extensive national marketing campaign that includes its new basic bedding products. Initial Jockey product assortments will be on display at the Perfect Fit showroom during the New York Home Textiles Market.

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