Soft-Tex and La-Z-Boy Announce Exclusive Utility Bedding License Agreement

Home » Press Releases » Soft-Tex and La-Z-Boy Announce Exclusive Utility Bedding License Agreement

All-New La-Z-Boy ® ‘Top of Bed’ collection to be unveiled during New York Home Fashions Week

at Soft-Tex’s 230 Fifth Avenue showroom.

September 28, 2021 – Soft-Tex International, Inc. is pleased to announce it has been named the
exclusive license for La-Z-Boy ® top of bed products and will be unveiling a number of new
concepts during the Fall New York Home Fashions market week taking place October 4-7,
2021.  Soft-Tex will be exhibiting the new collection at its 230 Fifth Avenue showroom offering
both in-person and virtual appointments for retailers who are not traveling to the market.
Under the license, Soft-Tex will develop a comprehensive collection of comfortable utility
bedding products including; bed pillows, mattress toppers, mattress pads, comforters, warming
blankets, and more.

“We are thrilled to partner with the team at Soft-Tex. At its core, La-Z-Boy is about bringing
comfort to consumers through quality products. Soft-Tex’s commitment to quality and
innovation in the bedding market fits perfectly with our brand, and the collection of La-Z-Boy
bedding products will offer consumers a new level of comfort as only La-Z-Boy can,” said Rob
Sundy, Senior Vice President, Chief Commercial Officer at La-Z-Boy.

“La-Z-Boy is an iconic American brand with instant brand recognition among consumers and is
the ideal choice for retailers to energize their bedding floor with solutions delivering superior
comfort and innovation.  We are excited to commercialize new bedding products with cutting-
edge technologies, premium fabrics, and superior packaging designs to help consumers sleep
comfortably and live better,” said Mark Smiderle, Chief Executive Officer at Soft-Tex.

For retailers looking to make market appointments to see the new La-Z-Boy collection, retailers
can make an appointment by contacting [email protected].

About Soft-Tex International, Inc.
Soft-Tex International is an innovation company focused on building the most comfortable
products to help the world sleep and live better.  With proprietary technologies spanning
categories like personal climate control, wellness, antimicrobials, & allergen barriers, coupled
with coveted national brands like SensorPEDIC ® , SensorGel ® , BioPEDIC ® , & DreamSmart, Soft-
Tex offers its retail, distributor, and other partners the highest quality, most comfortable products
with best-in-class, in-house merchandising, digital marketing, customer service and global
supply chain capabilities.

About La-Z-Boy
La-Z-Boy Incorporated is one of the world’s leading residential furniture producers, marketing
furniture for every room of the home. The Wholesale segment includes England, La-Z-Boy,
American Drew ® , Hammary ® , and Kincaid ® . The company-owned Retail segment includes 157 of
the 352 La-Z-Boy Furniture Galleries ®  stores. Joybird is an e-commerce retailer and
manufacturer of upholstered furniture. The corporation’s branded distribution network is
dedicated to selling La-Z-Boy Incorporated products and brands and includes 352 stand-alone
La-Z-Boy Furniture Galleries ®  stores and 560 independent Comfort Studio ®  locations, in addition
to in-store gallery programs for the company’s Kincaid and England operating units. Additional
information is available at