Yorkshire-based sleep expert Duvalay has secured a brand license agreement for its premium Hilary Devey collection and new Rosalia collection. Working with Broadbrand International, the agreement will see the collection launch into the Chinese market later this year.
An expert in manufacturing, Broadbrand International will take over the production on the collection in China, but will work alongside Duvalay on marketing activities and brand development to ensure the success of the collection.
Thomas Colleran, brand director at Duvalay, says: “Entering into a brand license agreement with Broadbrand International marks a new chapter in Duvalay’s history and will see our brand enter new markets. We’re excited about the possibilities of our collections being available to over a billion people and the new opportunities that this poses.
“Duvalay will continue to manufacture the Hilary Devey and Rosalia collections for the UK and Western markets from our Yorkshire base, ensuring we continue our ethos of British made.
Jeremy Waller, director at Broadbrand International, says: “The Hilary Devey and Rosalia Collection has a strong Western presence and is supported by excellent marketing and POS which will help us to achieve market penetration within China.
“China has a strong tradition of being excellent at manufacturing and we’ll be honouring the innovation and heritage techniques that go into every Duvalay mattress.”
Broadbrand International has already successfully launched western products into China including, Stanley Power Tools and DuPont.