COVER STORY
other certified organic mattress offerings, the Metta Bed features many of the same premi- um certified organic raw materials for which the company is known, including GOTS-cer- tified cotton and wool, without any sythetic or chemical fire retardants. Each mattress is made from layers of premium certified botan- ical rubber latex that is free from nearly all the chemical “fillers” used in synthetic products. With price points comparable to popular on- line mattress brands, single-box delivery, 0% financing and a comfort exchange program the Metta Bed is a valuable addition to OMI’s growing slate of products—and a new oppor- tunity for retailers to connect with a new type of consumer that shops predominantly online. “So many consumers are shopping online for mattresses and bedding, OMI retailers need a stand-out product for the at-home on- line shopper, with the features and price points that shopper has come to expect in a mattress,” Bader explains. “The alternative would be to not participate in online, and we just don’t see that as a viable long-term option our retailers. We believe the online channel can drive direct sales, but more importantly we believe it can be leveraged to drive retail traffic.” Available in plush, medium and firm mod- els, the Metta Bed delivers added customi- zation in the form of an interchangeable top comfort layer. During the 120-Night Comfort Guarantee period, customers can take advan- tage of a one-time comfort layer exchange. The zippered cover allows the customer to easily swap out the latex layer for a softer or firmer option—in addition to simplifying the process of setting up or “unboxing” the mattress. While the Metta Bed fulfills many of the expectations of today’s online mattress market, brick-and-mortar retailers do not need to worry about the new line negatively impacting their in-store sales. In fact, OMI de- veloped the line with the retail market in mind. “We are a committed partner for our retail store owners and feel there is an opportuni- ty to be online with a great product, without disrupting our distribution,” Bader says. “With Metta Bed, we count on our retail partners to floor the mattress and bedding products
to give consumers an opportunity to try the product in their store.” This dedication to brick-and-mortar retail
has always been and continues to be an es- sential part of the OMI story. Over the years, the company has avoided selling OMI branded products online—but has instead developed new programs that will engage with these consumers where and how they shop today. With distribution extending to hundreds of locations across the country, the company is looking to offer greater digital support to its re- tail partners in the future—as well as continue to expand this brick-and-mortar retail network. While the demand for certified organic prod- ucts is growing, the awareness of organic mat-
tresses is still in its infancy. For Bader, this rep- resents a huge opportunity for retailers. “Once the majority of already-organic-leaning con- sumers become aware of organic sleep alter- natives,” he suggests, “the influx of new organic sleep product consumers will be tremendous.” As the company looks ahead to the future, one of its main focuses will be on continuing to get the word out about organic—tapping into new national advertising platforms to deliver its message and expand its consumer reach. With new products and programs already in the works, OMI remains committed to helping more people find the products they need to create a cleaner, more healthful sleep environment. Visit
omimattress.com
sleepretailer.com 11
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