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Yesterday, Home Textiles Today reported that London Luxury, a bed and bath textile producer, has inked a deal to produce Arm & Hammer branded bedding and bath and kitchen textiles. You heard that right: Baking powder-branded sheets.
We were initially hard-pressed to see why America's leading baking soda brand would want to venture into home textiles. London Luxury's CEO, Marc Jenson explained the partnership, "With today's consumer more focused than ever before on hygiene and cleanliness in the home, the timing could not be better for expanding the Arm & Hammer brand footprint into the home textile aisles."
London Luxury is known for its "beneficial bedding," which offers additional functional "lifestyle benefits" beyond your average sheets (like Luxury of London's Skin Glow copper-infused textiles, which claim to "restore skin's natural look and youthful appearance").
As silly as wrinkle-fighting sheets sound, London Luxury has also demonstrated it is serious about its claims: Its allergen-barrier products have been certified asthma- and allergy-friendly by the Asthma and Allergy Foundation of American.
So a line of baking powder-powered bedding and home textiles isn't totally out of left field for London Luxury. However, the idea of Arm & Hammer-branded home textiles raises more questions: Will they use Arm & Hammer's graphic logo and color scheme as their design inspiration? Will the textiles promise the same deodorizing properties as baking soda offers? If it's a deodorizing angle they're after, will the brand be marketed to teenage boys and college students?
We can't wait to find out.
Ed note: I absolutely adore my Arm & Hammer toothpaste, so if the dental care brand extension is any measure by which to judge, Arm & Hammer sheets will be just as good as the baking soda itself.
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Reader comments (Page 1 of 1)
Considering the dowdy image Arm&Hammer has (at least that's how it appeals to me), it would really seem surprising if a luxury line picked up their textiles. I too am curious about their angle on sheets and towels; in today's market it would have to be something outstanding, because you can pick up any old sheet set at Walmart or Target. Since they claim to be about purity, why not forgo chemicals in the cotton and come out with an affordable organic cotton line?
ReplyGenerally, I'm skeptical about new products, but I will give these sheets a try........if they're not too expensive......and if they're not made in China!
ReplyOdds are 95% that the products are actually made in China or India.
My first thought was 'Arm & Hammer: good quality, affordable, dependable. I would buy them' I'm sold just because it's a product of Arm & Hammer.
ReplyLet's just hope they chose a manufacturer right here in the United States. I would definitely purchase those products.
ReplyDefinitely would buy them if they were non-outsourced textiles. Ive always known arm and hammer as one of those tried and true brands sp hopefully they do the American thing and contribute to the recovery!
ReplyBaking soda comes from Egypt. It was used in mumification.
Reply