Lehi, UT —  Purple Innovation has selected Brandgenuity as its exclusive licensing agency to develop and execute a global licensing program. The partnership will extend the Purple brand into new product categories.

Purple is known for its proprietary GelFlex® Grid, a groundbreaking material that provides support, pressure relief and temperature regulation to deliver deep, restorative sleep. The company has grown into a leading premium sleep brand, offering mattresses, pillows, cushions, and sleep accessories designed to enhance comfort and wellbeing.

“Purple is dedicated to improving lives through better sleep, and expanding our brand into new categories is an exciting next step,” said Rob DeMartini, CEO of Purple. “Brandgenuity’s passion for our brand and the agency’s track record of success with leading corporate trademarks make them the ideal partner to help us build a licensing program that will bring science-backed comfort and support to even more people.”

The Purple licensing program will focus on product categories that enhance comfort, support, wellness, and sleep for the entire family. The agency will seek products for the home, work, and on the go. Initial categories for expansion include furniture (e.g., sofa beds, office chairs), bedding accessories, pet products, sleep and wellness-adjacent accessories and electronics, and travel accessories. Brandgenuity will seek partners that can manufacture and market products offering science-based features and benefits, ensuring the same level of quality and innovation that consumers expect from Purple.

“There is a lot to love about Purple,” said Jay Asher, Partner at Brandgenuity. “Wellness is continuing to trend, and Purple has a great reputation of providing innovative solutions in the realm of sleep and wellness.” Added Asher, “Their fans are young, affluent and willing to invest in wellness products for the entire family, and that is very promising.”