COVER STORY
country—with growing awareness on the East Coast. We’ve had a number of West Coast retailers who are coming back ten to fifteen years after the initial introduction saying, ‘There’s still room in the marketplace and on our floors for this brand.’” Spring Air did not stop there, though. The company has worked closely with the Massin- do Group, its Southeast Asia licensee, to de- velop a product that would have “no equal” in the worldwide luxury market. The result was the Chattam & Wells Throne bed, a unique, handcrafted mattress set that evokes the ultra-luxurious lives of European kings and queens. This sumptuous offering features a custom-designed cover that combines a wa- ter-and-stain repellent knitted fabric, high quality satin with genuine leather and suede. Paired with an elaborate, baroque style ma- hogany headboard, leather-covered step stool and a 24-carat gold-coated emblem made from Swarovski crystals, the complete Throne ensemble will retail at $29,900—making it the largest global product in company history. “While Spring Air began as an American company,” Robinson explains, “a great source of our growth and expansion of brand aware- ness comes from our international group.” Spring Air products are sold and manufac- tured in more than 35 countries around the world, with eight new licensees representing 14 countries joining in the past five years. The company regularly convenes with its interna- tional licensees at Semi-Annual Conferences led by Robinson and Eric Spitzer, COO. These meetings have helped expand global aware- ness and promote tremendous sales growth. “From Dubai to the Taj Mahal in India, our international licensees travel and spend sev- eral days sharing best practices, some of which have found their way into our domestic programs as well,” Robinson continues. “We have developed a strong sense of family over the past five years.”
It’s that sense of familiarity that has helped Spring Air grow over the years, even as the marketplace
continues to evolve. Today,
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Spring Air works with almost all of the major online retailers, with the majority of its e-com- merce sales coming from luxury, specialty products that retail at a much higher price point than many other manufacturers selling online. This is a function of Spring Air’s brand philosophy: consumers are willing to spend more on a name that they know and trust. “The message is right and it’s being pro- jected out there for all to see,” Robinson explains. “We’re exceptionally proud of how consumers view us.” This unique positioning has only been un- derscored by the growing trend towards online consumer reviews—where Spring Air is con- sistently top rated. As consumers invest more and more time in researching before they buy, Spring Air can provide retailers with a level of assurance that many other brands cannot. “Trusted by millions since 1926” is not simply a company tagline—it’s an ongoing promise to both consumers and retailers that Spring Air will always be synonymous with quality. And it’s this commitment that continues to drive the brand towards greater growth. At 90 years, this is still only the be- ginning for Spring Air. Visit
springair.com
“ We’ve done away with the ‘top-down’ mentality. Today, it’s the spirit of licensee collaboration that is making Spring Air successful.”
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