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March 15, 2010 -
Glideaway® Sleep Products
said it was branding its
mattress and pillow line as
sleepharmony™, in a move to
position it as the “Target” of
value bedding products in the
U.S.
“You can be the Kmart or the
Target in the value space. We
want to be the latter because we
appreciate conscientious
consumers looking for high
quality merchandise at cost
effective prices,” said
Glideaway President Carmi
Fredman. “We conducted market
research, benchmarked Target’s
approach, and took a chapter
from their brand positioning
playbook. When it comes to the
bedding industry, consumers can
expect the same value
proposition from sleepharmony
that Target has captured in the
general retail space.”
To compliment Glideaway’s
rebranding, they have launched a
new marketing campaign evoking
spa-like imagery to promote the
brand as products offering a
high level of design and
performance at a valuable price
point. A new tag line, “revive
your sleep,” new logos and
product names that include
Balance, Harmony, Revitalize,
Renew, Serenity, and
Tranquility, help differentiate
the sleepharmony line from other
products in the marketplace.
“When all the components needed
for the ultimate sleep
experience harmoniously come
together for our retailers and
their customers, that’s
sleepharmony,” Fredman adds.
“From the carefully constructed
bases, to the quality of our
mattresses, and even our plush
pillows, Glideaway continues to
provide our loyal client base
with unsurpassed comfort and a
tranquil all-in-one shopping
experience that remains our
standard.”
Founded in the 1920s as a
furniture retailer in Illinois,
Glideaway is a full-service
bedding manufacturer and
supplier to full-line furniture
retailers, specialty sleep
shops, and web-based e-tailers.
Their products include a
complete line-up of visco and
latex mattresses, adjustable bed
bases, bed frames, pillows,
mattress protection products,
headboards and juvenile beds.
Based in St. Louis, the company
employs more than 140 people in
its 185,000 square-foot
manufacturing, distribution, and
showroom complex.
Retailers seeking more
information on Glideaway should
contact:
Glideaway Sleep Products
8226 Lackand Road
St. Louis, MO 63114
800-428-3999
www.glideaway.com |
