Dunelm acquired the Fogarty IP three years ago
Home furnishings retailer Dunelm is leveraging the Fogarty brand it acquired in 2015 into a complete sleep solutions offer, adding products such as mattresses as part of a co-ordinated approach.

Through the launch of the Fogarty Sleep Zone, Dunelm is making the brand — best known for its filled bedding products — a full bedroom merchandise programme comprising beds, mattress protectors, toppers, bedding as well as pillows and duvets.

Dunelm acquired the intellectual property rights to the Fogarty filled bedding brand back in the autumn of 2015, paying £4.8 million.

As part of the transaction, Dunelm granted a 15-year licence to the Lincolnshire manufacturing company that formerly owned the IP to produce and distribute Fogarty products within the UK and Ireland.

The Fogarty Sleep Zone is the biggest development for the brand since the acquisition, seeing Dunelm add rolled and folded foam bed-in-a-box products to the offer — with a 100-night trial — as well as pocket spring and open coil mattresses.

Though they feature individual product names, all of the mattresses and ancillary bedding products form part of the co-ordinated Fogarty Sleep Zone branded offer.

Dunelm, which also owns the WorldStores business, continues to market and sell beds and bedding products from other third-party wholesale and manufacturing brands.