Strategic Divestiture Strengthens Growth, Innovation, and U.S. Manufacturing
According to a news article in Home Textiles Today, Keeco has officially rebranded as Live Comfortably, sharpening its focus on utility bedding after divesting its fashion bedding and window business. With $400 million in annual revenue, the company is North America’s largest manufacturer of pillows, comforters, and mattress pads, producing over 120 million pillows annually.
Live Comfortably operates multiple U.S. manufacturing facilities and maintains sourcing offices in India, China, and Pakistan. The rebrand follows the late-February carve-out transaction that spun off its fashion bedding and window segment into a separate entity, Simply Interior Homes, which now operates independently with a different management team but some shared ownership.
CEO Brian Cassady, who joined as President in March 2024 and became CEO in June 2024, sees the rebrand as a pivotal step toward innovation, e-commerce expansion, and brand development. The divestiture has strengthened the company’s balance sheet, allowing for investments in new product development, facility expansions, and potential acquisitions.
Live Comfortably’s expertise in proprietary fiber fills, sustainable materials, and patented bedding technologies differentiates it in the market. The company continues to supply leading retailers and hospitality brands, including Walmart, Costco, Marriott, and Best Western.
The transition also builds on Keeco’s 2022 merger with Hollander Sleep Products, which brought the Protect-A-Bed brand into its portfolio. The “Live Comfortably” name originally started as a Hollander Home Fashions marketing tagline before evolving into a brand in 2011, and now serves as a springboard for private label and licensed utility bedding lines, including Serta, Calvin Klein, and Kate Spade.
While Cassady is new to the home textiles industry, he brings over 25 years of leadership experience in consumer and industrial markets, with a track record of driving profitability, restructuring, and liquidity improvements. His leadership has helped Live Comfortably optimize manufacturing, streamline operations, and position itself for sustained growth.
“We see tremendous opportunities ahead, and this strategic move allows us to focus entirely on growing our core utility bedding business and better serving our retail and hospitality partners,” said Cassady.
Live Comfortably and Simply Interior Homes currently share the former Keeco showroom at 390 5th Ave. in New York, but operate as separate businesses.
