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COVER STORY


“The upsell is that you get way more flexibili-


ty, way more color, pattern and texture options,” Fishman says. “It’s a win-win for everybody.” When it comes to introducing new technolo-


gy, versatility is the name of the game for Wright Global Graphics. At the summer Las Vegas Mar- ket, Wright Global Graphics introduced Perfor- maFlex: a new brand identification product aimed at delivering greater flexibility to the growing performance mattress market. Spe- cially engineered for the mattress industry, PerformaFlex is made and cut from a stretch material that allows it to be applied to a wider range of substrates—including cotton, mesh, performance fabrics and blends. The compa- ny developed the proprietary process that al- lows the material to seamlessly blend into the ticking, giving the mattress a more modern, high-tech look. Additionally, it was designed to fully integrate into the manufacturing pro- cess, making it an eye-catching solution that is appropriate for large volume use. Both PerformaFlex and the updated Show-


room Solutions Express program join Wright Global Graphics’ comprehensive portfolio of solutions-oriented branding components. The company’s woven tab label is one of its most popular labeling options. Sewn directly into the tape edge, these sleek labels are perfect for companies looking to create a fresher look than the standard panel embroidery—taking its inspiration from classic fashion labels. No matter the product, program or cus-


tomer, Wright Global Graphics holds itself to a high set of standards. “My father used to tell me that all the time, ‘Quality is consistency,’” Wright explains. “If you truly believe in your brand, you have to make a good product—and then you have to make it consistently. That goes right down to making sure the yarns fit, the knits are the same, the fabrics are the same. The winners commit to that.” In order to maintain that level of consisten-


cy, Wright Global Graphics relies on the opera- tional expertise it has honed over the course of the last half-century. The company is acutely familiar with every deadline and demand of the product roll-out process; it has longstanding relationships with its suppliers and customers.


Because of this, Wright Global Graphics is able to provide more valuable service and greater efficiency at every step along the way—from concept all the way through installation. This commitment to relationship-building is just one of the reasons why Wright Glob- al Graphics has successfully maintained a consistent growth curve for 57 years. As the company continues to grow, it has made necessary updates to ensure that it can continue to provide the level of support for which it is known. This past summer, Wright Global Graphics expanded its manufactur- ing operations in China to include a new 32,000-square-foot facility. More than double the size of its previous facility, the new plant will help the company accommodate the in- creased demand for its products. “I believe in American manufacturing,”


Wright assures. “Our strategy is and will con- tinue to be: have a strong domestic manu- facturing base, and then have Asia for the programs that make sense to go over there.” Furnished with the same equipment that is found in its domestic facilities, this new facility broadens the company’s global capabilities to include weaving, laser and hot knife finishing, offset and flexo printing, dye sublimation and embroidery. This operational duplication al- lows Wright Global Graphics to offer new op- portunities both domestically and abroad. For manufacturers that are expanding into new global markets, this means that Wright can help them seamlessly produce identical prod- ucts for their international licensees. “They’re not getting a close-facsimile,” Wright explains. “They’re getting the exact same product the US brand is using, no matter where they are. If anyone wants to make sure that their prod- uct is globally represented properly, we give them a vehicle to make that happen.” It also gives Wright Global Graphics the


chance to shift overflow orders from the US, as needed. This not only helps safeguard against any single points of failure, but also ensures that any last minute demands can be accommodated. Whether a company needs to make sure that a suite of ancillary piec- es will be ready in time for market, or needs


to speed up production because a retail slot opens up unexpectedly, the new Chinese fac- tory helps Wright Global Graphics make sure that its customers never miss out on any op- portunities that come their way. Never satisfied with simply keeping up with the status quo, Wright Global Graphics is constantly looking for new ways to improve its offerings. The company continues to take an active role in shaping trends, whether de- veloping new technologies or creating more efficient programs. “You don’t survive, exist and thrive for 50 some-odd years without evolving, changing and growing,” Wright says. “It’s sort of been in our DNA to set ourselves up for what’s next, or even plan to obsolesce ourselves. The bottom line is, we like that evolution and we feel really good about where we’re conditioned for the future.” One way the company has been doing that is by working outside the world of bedding. While the mattress market has been and continues to be its primary focus, Wright also does de- sign and packaging work for the gourmet food, distilled spirits and wine industries as well. With market demands that run counter-cyclical to the mattress industry, these categories help Wright Global Graphics maintain greater fi- nancial stability throughout the year—without affecting its ability to fulfill its mattress commit- ments. Even more so, this “industry cross-over” serves as a valuable source of inspiration that ultimately helps enrich their work overall. “It gives us an opportunity to share with the mattress business how an entirely differ- ent market segment is branding themselves and marketing its products,” Wright explains. “We’re able to pull in new techniques, along with the feel and emotion of that category.” Once considered to be the “silent salesper-


son,” in-store marketing is now more essen- tial than ever—and creative, forward-thinking branding is the key to sales success. Armed with a long history of expertise, a commit- ment to consistency and an innovative spirit, Wright Global Graphics is an invaluable asset for anyone looking to stay competitive in to- day’s changing retail landscape. Visit wrightglobalgraphics.com


sleepretailer.com 11


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