Love’s Travel Stops launched Traverse Travel Gear, a new private merchandise brand. The brand is designed to be “a mix of road trip essentials and pieces to maximize comfort while on the go.” Available now, the initial product offering includes a neck pillow, a traditional-sized blanket and a smaller, light-weight throw blanket.

According to Love’s, prices start at $14.99.

“Love’s loyal customers expect a brand they can trust,” said Eddie Burt, chief supply chain officer at Love’s. “That’s why we prominently place Love’s private brand products within our stores. Our customers recognize Love's as the heart of the highway and look to us for premium alternatives at a value. We’re proud to make our products available to customers as they traverse our network of 600-plus stores nationwide.”

According to the press release from Love’s, the products were curated based on customer feedback and demand to get drivers back on the road quickly and comfortably. Love’s considered “every detail, from minimal packaging that won’t crowd tight spaces in vehicles to high-performance items that can be depended on in a travel emergency.”

Love’s said it will continue to roll out additional products over the coming months and that Traverse Pro Series, which includes tactical flashlights and cooling gel seat cushions, will be available during Driver Appreciation Month in September.

Earlier this month, Love’s partnered with Buffalo Outdoors, a workwear outfitter, to produce high-visibility workwear featuring logos and designs of all 32 NFL teams.

The line includes work vests, safety t-shirts, sweatshirts, snapback hats, trucker hats, knit hats and more.