COVER STORY
interest in marketing transparency continues to grow, this endorsement provides a valuable sense of credibility that can be easily commu- nicated to customers. These same patented features can also be found in BIA’s esteemed Eastman House line- up, which ranges in retail price from $799 to $4,999 in queen. Founded in 1866 and ac- quired by BIA in 2008, Eastman House is the oldest continuously operated mattress manu- facturing company in the United States, lend- ing a luxuriously handcrafted quality to the company’s advanced technologies. The five nationwide Eastman House offerings feature the finest materials and processes, including natural latex, Joma Wool, Pima Cotton and high-end silk components and handcrafted lace tack tufting. This year, the brand cele- brated its 150th
the introduction of its popular 150th
birthday in a big way—with Anniver-
sary Collection. Officially launched this past spring, the line-up was designed to offer an ultra premium product at a more broadly ap- proachable price point. From Eclipse’s high-tech Health Sense Collection to Eastman House’s sumptuous English Hand Tufted line, the benefits of BIA’s national collections are further reinforced by the strength of its licensee network. This means that, in addition to widespread mar- keting and brand recognition, retailers are af- forded all the benefits of working with a local manufacturer: from superior customer ser- vice to quality control. Beyond that, BIA also gives its licensees the “latitude to take those patents and utilize them within products that will be more tailored to their market,” explains Connolly. “In addition to the national specs, they can be as creative as they want to be or need to be in order to be aggressive in their individual market.” As BIA looks to the future, the company remains committed to creating more valuable business for their factory and retail partners. As high-level consolidation continues to di- lute the industry, the company continues to create new opportunities for mid-size retail- ers to better connect with their customers through a wide range of products and brands. With a comprehensive network of industry veterans, BIA facilitates a shared economy of
best practices that apply not only to manufac- turing but advertising and distribution as well. “What BIA brings us, number one, is a net- work of manufacturers that we can work with to work on national programs,” says Arias. “They have people who will be working with us directly to help increase their brand and business: people with experience, people who have connections and relationships out in the market in our trading area.” The company’s work with Saatva is proof of its ability to stay ahead of the curve when it comes to changing retail trends. As one of the first bedding brands to harness the power of e-commerce, BIA holds a wealth of valuable experience in that growing category. Unlike the many new bed-in-a-box options available today, Saatva is a full-service, online network of direct-to-consumer mattress sales. All of the online brand’s mattress offerings were de- signed and developed by Cartliz, and manufac- tured by BIA’s network of US licensees. Using unique specifications and quality components, the product is unparalleled in the market—a fact that has helped the company’s licensees to become more flexible and efficient in their own manufacturing capabilities. As the suppli- er for one of the largest online bedding retail- ers, BIA truly has its finger on the pulse of this rapidly evolving industry. “Consumers are changing generational- ly as younger customers are moving into a shopping pattern that starts online,” explains Armando Murillo, VP of Licensing and New Business Development and the newest ad- dition to the BIA team. “With Saatva, we are one of the pioneers in that distribution and advertising channel. Our company has the initial exposures to the growing category of online business. Most brick and mortar and well-established retailers are expanding their presence in that category and we have that experience to better support them.” In order to better connect with consumers earlier on in the purchasing process, the com- pany recently unveiled sleek new websites for Eclipse and Eastman House. Both sites are designed to give a clear overview of each avail- able line-up, effectively communicating their key selling points before directing consumers to the retail spaces where they can be purchased. And
because of BIA’s widespread roster of licensees, retailers can be assured that there is a local fac- tory to service each nationwide collection. It’s that sense of pragmatic innovation and reliable service that has come to define BIA and its licensing group. Over the past twenty years, Cartliz has fostered a corporate environment in which input and collaboration are not sim- ply welcome but integral—creating a business structure that allows it to maintain a dynamic understanding of the marketplace that starts from the ground up. From this unique vantage point, BIA has been able to continuously bolster the retail power of its heritage brands by provid- ing real benefits that are meaningful to custom- ers. Armed with a comprehensive network of industry veterans and decades of experience, Bedding Industries of America has developed a thorough reserve of resources that will continue to bring true value to its retail partners for years to come. Visit
eastmanhousemattress.com and
eclipsemattress.com
sleepretailer.com 11
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