Negotiating Licensing Strategies
Representing Serta, the Quarles & Brady trademark team helped create and develop the Vera Wang and Trump mattress brands by negotiating licenses for the fashion designer’s and real estate tycoon’s names and trademarks. The brands helped launch Serta’s return to key high-end retailers, one of their targeted markets. We continue to work with Serta and Trump to help grow and enhance the brands, to position them in the marketplace, and to police advertising of the brands by Serta retailers. Serta’s licensing strategy has helped propel the company to number-one mattress manufacturer in America.