|Founded||2007, United States|
|Owner||The Trump Organization|
Trump Home is a brand of furniture and home items initially marketed by American businessman and former President of the United States Donald Trump and owned by Trump's company, The Trump Organization.
Trump Home was launched in July 2007, with two furniture lines manufactured by Lexington Home Brands. A third furniture line was made available in 2008, at which point the brand was available in more than 18 international territories. A year later, the company partnered with Serta to produce mattresses under the Trump Home name. A line of Trump-branded tabletop crystal, manufactured by a Slovenian company, was launched in 2010. Trump Home has also sold light fixtures, rugs, bath and bedding collections, and a candle and fragrance diffuser collection.
In 2011, Lexington chose not to renew its licensing agreement with Trump Home. Two years later, Trump Home entered a partnership with furniture company Dorya International to manufacture Trump-branded furniture. Serta ended its affiliation with Trump Home after Donald Trump announced his 2016 presidential campaign. Lifestyle, a Dubai-based retailer of Trump Home products, also ended their affiliation with the company in 2015, after Trump announced his presidency plans. Other retailers have discontinued sales of Trump Home products since Trump was elected in November 2016.
Trump Home was announced by businessman Donald Trump and Lexington Home Brands on September 28, 2006, as a "luxury" furniture line. Trump said he would be involved in the furniture design process.Several other companies had approached Trump regarding a furniture line. Trump Home was unveiled by Trump during an event at Thomasville Furniture in Thomasville, North Carolina, on March 27, 2007. In April 2007, Lexington was in discussions about including the furniture on the set of Trump's reality television series, The Apprentice . Trump Home is owned by The Trump Organization.
Trump Home was launched with two furniture collections on July 19, 2007, at Macy's flagship store on Herald Square.Trump Home subsequently became available at some Macy's stores and other retailers by the following month. Trump Home featured a formal furniture line known as "Westchester", as well as a modern "Central Park" line. The Los Angeles Times called the Westchester line "heavy on burl and brocade and as over-scaled as the Donald's ego," but wrote that the Central Park line was "a genuinely sophisticated take" on Art Deco. Trump Home rugs, manufactured by Miresco Decorative Rugs, were expected to launch in summer 2007. Trump Home light fixtures, manufactured by ELK Lighting, were expected to go on sale by fall 2007.
In May 2008, Trump Home announced the launch of its Mar-a-Lago collection, named for Trump's Mar-a-Lago property in Palm Beach, Florida.Also announced was a partnership with Imax, an Asian importer, to produce a collection of home accessories and room decorations. In May 2008, the Westchester and Central Park collections were available at hundreds of retailers in the United States. Trump Home was also available in more than 15 international territories.
In October 2010, the company had introduced its Trump Home by Rogaska collection, consisting of tabletop crystal.The collection was manufactured by a company in Slovenia.
In 2011, Lexington Home Brands chose not to renew its Trump licensing agreement and all of its Trump Home products were discontinued.By May 2011, Trump Home also sold a candle and fragrance diffuser collection by Aquiesse. A bath collection, as well as a collaborative bedding collection with Hallmart Collectibles, were scheduled to release later that year. In September 2012, Trump Home announced a new collection of flooring, paneling, and custom wood furniture, to be manufactured by New York-based Archetypal Imagery and to be sold at ABC Carpet & Home, a four-store retailer with locations in New York and New Jersey. The new collection was scheduled to launch the following month.
In September 2013,Trump Home partnered with design company and furniture supplier Dorya International to produce a 50-piece contemporary collection that would debut in Istanbul in February 2014, and High Point, NC in April 2014 followed by expansion into other countries. Dorya manufactured the furniture at its factory in Manisa, Turkey. In June 2015, two Trump Home galleries opened in the United Arab Emirates.
In October 2015, the Trump Home by Dorya collection was expanded to include 70 new pieces.The design team of Ivanka Trump, Donald Trump's daughter, worked with Dorya's design team to create the new pieces. Dorya's president and chief executive officer said that international sales had not been affected by Trump's presidential candidacy or by controversial comments that he had made regarding Mexican immigrants. In December 2015, during the presidential campaign, Trump called for a ban on Muslims entering the United States. Lifestyle, a home decoration retailer based in Dubai, subsequently suspended sales of Trump Home products in its 195 stores across the Middle East, North Africa, Pakistan and Tanzania.
In November 2016, Wayfair discontinued sales of Trump Home products without explanation. Bellacor, a home furnishings company, also discontinued Trump Home products that month, after being targeted by the anti-Trump GrabYourWallet campaign. Bellacor did not comment on the discontinuation.On February 10, 2017, Sears Holdings confirmed that it had removed all 31 Trump Home items from their Sears and Kmart online shops to focus on more profitable items. Neither company sold the products in their retail stores. By that time, the Home Shopping Network (HSN) was no longer selling Trump Home products, although HSN stated that the discontinuation was not politically motivated. Bed Bath & Beyond, which sold Trump Home light fixtures, discontinued sales of the products in March 2017.
In February 2009, the company partnered with mattress manufacturer Serta to release a Trump Home mattress collection.Serta had planned to launch the collection with high pricing, however, the collection priced lower due to the 2008 recession. The mattress collection included 12 innerspring beds and five specialty models. Trump's name was featured on throw pillows, bolsters, and various parts of the mattresses. The mattress line was manufactured in the United States and Canada, and was available in both countries. In Canada, the mattress line went on sale in October 2009, and was available exclusively at The Brick. In April 2010 the companies announced a higher-priced Trump Home Luxury mattress collection.
In May 2012, Trump Home and Serta launched the new Trump Home iSeries mattress collection in Serta stores.In August 2012, Trump Home partnered with luxury bedding manufacturer DOWNLITE to produce a new line of Trump-branded bedding. By April 2014, Trump Home and Serta had launched a redesigned iSeries collection.
When Trump announced his candidacy for the U.S. presidency in June 2015, he referred to some immigrants from Mexico as drug dealers, criminals, and rapists. As a result of Trump's comments, Serta announced on July 1, 2015, that it would not renew its Trump Home licensing agreement, which was set to expire at the end of the year. Serta released a statement saying, "Serta values diversity and does not agree with nor endorse the recent statements made by Mr. Trump."
Sleep Number is an American manufacturer that makes the Sleep Number and Comfortaire beds, as well as foundations and bedding accessories. The company is based in Minneapolis, Minnesota. In addition to its Minnesota headquarters, Sleep Number has manufacturing and distribution facilities in South Carolina and Utah. As of 2018, the company employed 4,220 people across the United States.
Serta is an American company based in Hoffman Estates, Illinois, that specializes in developing and manufacturing mattresses. It was founded in 1931 in Illinois as Sleeper, Inc. by 13 mattress manufacturers who licensed the Serta name; subsequently eight independent licensees acting like a cooperative owned the company. Afterwards, it was controlled and operated as Serta International by its largest licensee, National Bedding Company. In 2005, two private equity groups teamed up to purchase National Bedding Co.--The Ares Corporate Opportunities Fund, the Los Angeles-based private equity fund of Ares Management; and Teachers’ Private Capital, the private equity arm of the Ontario (Canada) Teachers’ Pension Plan. The American company Serta International is a subsidiary of the American company Serta Simmons Holdings LLC. Other licensees include Serta Dormae in Texas, Serta Restokraft in Michigan, and Salt Lake Mattress in Utah.
The Simmons Bedding Company is an American major manufacturer of mattresses and related bedding products, based in Atlanta, Georgia. The company was founded in 1870, and is one of the oldest companies of its kind in the United States. Simmons' flagship brand is Beautyrest. In addition to operating 18 manufacturing facilities in the United States and Puerto Rico, the company licenses its products internationally. According to a Simmons press release, net sales for 2005 were $855 million, and its revenue was $1.13 billion in 2007 and $1.228 billion in 2013. As of 2011, Simmons ranked in third place among U.S. mattress manufacturers, with a 15.7 percent market share. In 2012, Simmons and its sister company Serta International were acquired by American private equity company Advent International.
Spring Air Company is a mattress company based in the United States. It was founded in Chicago in 1926 when Francis Karr patented a mattress design with free-end coils. Because of the heavy weight, high transportation costs, and low value per unit weight of mattresses, they are often manufactured locally. The company is thus a licensing organization, with local licensees manufacturing the mattresses under a common name for national marketing. Like a cooperative, the licensees own the Spring Air name. Spring Air has factories across the world.
Ashley Furniture Industries, Inc. is an American home furnishings manufacturer and retailer, headquartered in Arcadia, Wisconsin. The company is owned by father and son team Ron and Todd Wanek. Ashley Furniture manufactures and distributes home furniture products throughout the world.
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The International Sleep Products Association (ISPA) is a trade association based in Alexandria, Virginia, United States. Its members are mattress manufacturers and mattress industry components suppliers.
Fantastic Furniture is an Australian owned and operated furniture retailer. It is a subsidiary of Steinhoff International.
Sleepy's was a retail mattress chain with over 1,000 stores, primarily situated in the northeastern United States. The company was founded in New York City in 1931. Sleepy's was acquired by Mattress Firm in December 2015 and all stores were rebranded under the Mattress Firm name on January 1, 2017, but the website continued as an online retailer until 2018. Mattress Firm now uses the Sleepy's name for their private label mattresses.
Ashley HomeStore is an American furniture store chain that sells Ashley Furniture products. Opened in 1997, the chain comprises over 2000 locations worldwide. The chain has both corporate and independently owned and operated furniture stores.
Protect-A-Bed® is a manufacturer and distributor of bedding products(including mattress protectors, encasements, and pillows) that help protect against bed bugs, dust and allergens. Protect-A-Bed products are available in 45 countries. Protect-A-Bed supplies mattress and pillow protectors to 7 of the 11 top bedding specialists in the United States, several of the top 100 U.S. furniture chains, and all the major distributors in the pest control industry and hospitality industry. Protect-A-Bed products are also sold by national retailers including J.C. Penney, Target, Kohl’s, Costco, and Sears. The company currently has in excess of 7,000 furniture and bedding store clients in the United States as well as serving pest control and hospitality markets with bedding protection products. Protect-A-Bed is the developer of Miracle Membrane®, a proprietary membrane, which is waterproof and protects against liquids, as well as the patented BugLock® with SecureSeal® and three-sided zipper system for encasements. Protect-A-Bed products are listed as Class 1 Medical Devices with the Food and Drug Administration (Malaysia), and have received the Good Housekeeping Seal.
Angela Adams is an American rug designer. Adams partnered with her husband and furniture designer, Sherwood Hamill, to launch a website, dedicated to the creation of custom rugs and custom furniture in Portland, Maine.
Roger Oates Design is a British company that designs, manufactures and retails flooring, fabric and interior products. The company is best known for Venetian Flatweave, a narrow width wool floorcovering usually fitted as a stair runner.
Casper Sleep is an e-commerce company that sells sleep products online and in retail locations. Headquartered in New York City, the company has showrooms in New York City, Chicago, and elsewhere. Its mattresses are manufactured in Georgia and Pennsylvania.
Saatva is an American privately held e-commerce company that specializes in luxury mattresses and is based in New York, New York with a second major office in Austin, TX. Launched in 2011, Saatva was one of the first companies to implement the popular Direct to Consumer business model. The fastest growing major Direct to Consumer mattress brand from 2019 to 2021, Saatva is estimated to bring in close to $500M in direct annual revenue in 2022 with no wholesale channels. In 2015, Saatva ranked 101 on Inc's list of the top 500 retailers for the year. Since 2014, Saatva has grown exponentially. Saatva mattresses launched Loom and Leaf, an eco-friendly brand of luxury memory foam mattresses and their high end 'Zenhaven' mattress in 2016.
Chittenden & Eastman Company is an American handcrafting mattress manufacturer originally based in Burlington, Iowa. The company has thirty factories around the world and is currently headquartered in North Brunswick, New Jersey. Chittenden & Eastman's intellectual property has since been purchased by Mattress Development Company of Delaware which reintroduced the Eastman House brand into the marketplace. The company is active with over 30 factories and licensees worldwide.
Tuft & Needle is an American direct-to-consumer mattress and bedding brand owned by Serta Simmons Bedding. The company was founded on July 19, 2012 by Daehee Park and John-Thomas Marino in Phoenix, Arizona. On September 28, 2018, Serta Simmons Bedding merged with Tuft & Needle, which continues to operate as a separate brand.
Boll & Branch is a privately held, U.S. based, e-commerce company that sells luxury bedding online. Headquartered in Summit, New Jersey, the company manufactures and sells organic cotton bed linens, blankets and bath towels and are the first maker of such goods to be certified by Fair Trade USA.
Beyond real estate, there is the Trump Organization's 2013 partnership with Dorya International, a luxury furniture maker with a factory in Manisa Province, near the city of Izmir, to build pieces under the Trump Home Collection.