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 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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