ARM & HAMMER(R) Flexes Its Brand Muscle Through Home Textile Partnership with London Luxury

New YORK, Feb. 8 /PRNewswire/ -- London Luxury LLC, a leading manufacturer of innovative and premium home textile products, announced today a license agreement with Church & Dwight Co. Inc's (NYSE: CHD) iconic ARM & HAMMER® brand. The license agreement gives London Luxury the exclusive right to market and manufacture bedding, bath and kitchen textile products on behalf of the ARM & HAMMER® brand, marking the first time the brand will branch into these categories.

"The ARM & HAMMER® brand has been trusted by consumers for more than 164 years for its safe and effective ability to clean and deodorize," said Marc Jason, CEO of London Luxury. "With today's consumer more focused than ever before on hygiene and cleanliness in the home, the timing could not be better for expanding the ARM & HAMMER® brand footprint into the home textile aisles. We are thrilled to be working with the leading authority in home care and are developing innovative home textile products for this iconic brand."

"Recognizing the needs of today's consumers, Church & Dwight selected London Luxury based on the company's innovative approach to product development and its unique ability to recognize unmet opportunities in the marketplace," said Tammy Talerico, director, licensing for Church & Dwight. "We are looking forward to a long-term and successful partnership."

The ARM & HAMMER® home textile products will be developed for leading specialty home, mid-tier, mass and online retailers, among others. The ARM & HAMMER® product line will be unveiled at the New York Home Fashions Market from March 8-12, 2010. Scheduled visits to London Luxury's showroom are available by contacting London Luxury at [email protected].

ABOUT CHURCH & DWIGHT CO, INC.

For 164 years, ARM & HAMMER® Baking Soda's familiar yellow box has been a trusted fixture in homes. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER® brand name. Today, a variety of cleaning, freshening and deodorizing products for the home, family and body are manufactured under the ARM & HAMMER® brand.

About London Luxury LLC

London Luxury LLC is one of the nation's leading manufacturers of innovative and premium textile products for the home. The company is based in New Rochelle, New York, with a showroom in New York City. For more information please visit www.londonlux.com.  

SOURCE London Luxury LLC