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Venus William Fronts GhostBed’s New Sleep Line

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Online mattress retailer GhostBed announced a new collaboration with tennis star Venus Williams for a sleep product line designed to promote recovery and rejuvenation through sleep.

Williams, who in addition to being winner of seven Grand Slam titles, five Wimbledon titles, and four Olympic gold medals, has run a full-service interior design business, V Starr, for nearly 20 years. She brings that experience to the partnership, designing an initial collection of mattresses with more sleep products and furnishings to come.

“From the first time we met, both Venus and I realized we shared the same strong family business values and entrepreneurial drive needed to deliver something special and unique for the sleep products industry,” said Marc Werner, GhostBed founder and CEO. “From the very beginning of our relationship there has been total synergy between Venus and the GhostBed team. She will be involved in everything from the design of the product to the creative strategy behind the launch. We couldn’t be more thrilled with this collaboration.”

This is the latest move from GhostBed, which has launched several new lines this year, including a smart bed that monitors sleep data and adjusts comfort settings based on that data, as well as a new memory foam mattress topper. Both made their debut at the Las Vegas Market in August.

Celebrity mattress partnerships have gained steam in recent years, amping up a typically utilitarian product with star power. Mattress Firm recently tapped award-winning actor Liev Schreiber for its newest marketing campaign, and Restonic has partnered with HGTV stars Drew and Jonathan Scott, also known as the Property Brothers, for a mattress line. Simmons also has a mattress collection with “Project Runway” alum and fashion designer, Christian Siriano.

The first round of products in the collection are expected to be available later this year.

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