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A Follow-Up or Reminder Note to Mattress Retailers

 

May 26, 2010 - So it is already at least six weeks since High Point…..and like most busy retailers you were surprised to see just how many mattress/bedding manufacturers had showrooms at High Point, NC. Your schedule was packed. You had some pretty good meetings with your usual suppliers, and then you even checked out a few new sources. One of the companies you stopped in to see was a company called Glideaway, and they had a whole new thing going on….It was called sleepharmony. Beautiful, tranquil posters..sweeping, but peaceful logo..you took notes. Had a great conversation …They were telling you about a whole new line up of bedding, but also weren’t they the folks who said they had done some research and were now positioning themselves with their sleep harmony to be like the Target® in the retail space ---offering what their president Carmi Fredman called “the same value proposition that Target offers it customers.” We you don’t have to scramble through you notes to refresh your memory because here is the story six weeks after the market:

The simple fact is that 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. Five years ago, Glideaway introduced a 14-mattress lineup. The company also offers pillows and pillow and mattress protectors all marketed under the “sleepharmony” brand.

Today Glideaway, headquartered at an 185,000 square foot facility in St. Louis, Missouri, is still operated by the family’s 3rd generation with Carmi Fredman as President. The company has grown to over 140 employees – many of whom are related – and has warehouse space in St. Louis, Portland and Los Angeles.

Sales of bigger and heavier bedding continue to grow and leading retailers have realized the need for high quality bed frames and rails to provide the required support. With a complete line of products ready for immediate shipment, Glideaway continues to surpass customer expectations, offering retailers a competitive edge. Having established its reputation as the one-stop shop for retailers, Glideaway products can be found in over 30 of the top 100 accounts in the USA along with several thousand furniture stores.

While Glideaway has updated its product lines, the original emphasis on great customer-service and quality products is still at the forefront of operations. Glideaway remains a leader in designing frames and center support systems that not only meet but exceed the warranty requirements of National Bedding Suppliers.

So, you mattress retailers want even more information? Well, go visit www.glideaway.com!

 

 

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