Kingsdown Emphasizes New “Sleep, Made Smarter” Branding With New Showroom By Gretchen Kast


Kingsdown, Inc. is showcasing its new brand positioning with a newly renovated showroom at the upcoming Winter Las Vegas Market. Designed to promote better traffic flow and display its full spectrum of products, the new showroom will also feature several visual and unique focal points, such as a chandelier made from innersprings and a circuit board created from mattress materials. The updated décor helps demonstrate the company’s new tag line, “Sleep, Made Smarter.”


“This is the first time that the industry will


be introduced to our new branding cam- paign,” explained Kingsdown President and CEO Frank Hood. “In order to make a bold statement, we knew we needed to create an innovative way to showcase our mat- tresses, educate our customers and convey our brand’s new positioning. The showroom’s


new layout and décor represents the direction that the company and brand are going.” Pillars


communicating the brand’s new


messaging—Quality, Technology, and Artistr— will be displayed from the front windows to the back wall. The redesigned floor plan utilizes a unique ring installation to create privacy and a circular layout with devoted areas for each product line. A video monitor in the front win- dow promotes the benefits of the company’s most intelligent mattress, Sleep Smart. Visitors to the redesigned Kingsdown


showroom will experience the company’s wide portfolio of products including its new luxury line, Diamond Royale, and three new foam collections, Elliptica, Miro, and Sleep Haven. Kingsdown will also debut updated models in its Traditions and Sleep to Live lines. Visit kingsdown.com.


Designed to display its full spectrum of products with unique focal points, such as a chandelier made from innersprings and a circuit board created from mattress materials


OMI Simplifies Organic Mattress Messaging With New POP


By Gretchen Kast Organic Mattresses, Inc. will unveil new mes- saging and newly designed point-of-purchase materials as part of the debut of its Naturals by OMI collection at the Winter Las Vegas Market. As a thought leader in the organic and natural sleep industry, OMI has created POP which encourages its target consumers to align the same selection criteria they would use in purchasing other organic and natural products—such as food, cosmetics, flooring and paint—when they shop for mattresses. “OMI is committed to presenting the benefits of organic and natural bedding in a positive, relevant and straight forward way,” said OMI Chief Executive Officer Kurt Ling. “We have found consumers that


are looking to reduce or replace chemicals in their lives are not only looking to do so during the day, but at night too.” Examining a wide range of natural prod- uct categories, OMI found that consumers are much more likely to buy any natural and organic products when they either eat, breathe, or absorb into the skin. With this very simple purchase criteria in mind, OMI has built its new merchandising and training materials around two main concepts: the air that is breathed in all night and what the skin absorbs while we sleep. Developed to simplify its naturals and organic messaging, the POP was also designed to help retail sales associates tell the company’s Healthy Lifestyle story.


“We speak our target market’s language when we ask them to think about how close their mouth and nose are to their mattress. We dimensionalize the message to them when we point out that their skin, the largest organ in their body, absorbs or osmoses what comes off the layers un- derneath them all night long as well,” Ling continued. “With this new POP program, our intent is to help retailers sell more product by narrowing the benefit message of naturals and organic bedding to the ir- reducible minimum. It is also a great way to remind RSAs of our brand’s most impor- tant benefits.” Visit omimattress.com.


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