COVER STORY
gage with the mattress in person, they are able to fully understand their value. “We love products that tell somebody a
story, that they can lay on and feel. It’s when those two things come together that magic happens,” he explains. “You can tell custom- ers something that they might not have seen somewhere else. But as interesting as that is, it’s when they lay down on it that they actually feel it. When you get both of those things hap- pening at once, it just seems to make the sale that much better for the retail sales associate.” To really make the most of this sales strat-
egy, Posh + Lavish offers a comprehensive training program to all of its new retail part- ners—whether they be a long-time specialty mattress seller or a newcomer to the luxury category. “We believe our business happens one sale at a time through one sales person at a time through one door at a time,” Ling remarks. “Collectively, it all adds up to an in- credible business. All of our eyes are on train- ing every retail sales associate.” This process begins with an intensive kick- off meeting, which takes place at the retail store and usually runs about three hours. After that, retail sales associates are able to continue their training through Posh + Lav- ish’s online training program, which runs for 26 weeks in total if attended daily. More than just providing RSAs with necessary product information, the program is designed to rein- force a greater understanding of what goes into each mattress—and why it is worth more. “Most learning doesn’t happen overnight,” he continues. “Just a little bit every single day adds up to a really well-educated retail associate that can stand up and talk about something that’s uniquely different, that most of their competitors don’t even play in.” This level of dedication can be seen throughout all aspects of Posh + Lavish’s re- tailer support. More than anything, the com- pany is committed to making sure its retail partners find success with its products. In addition to providing extensive training, it also maintains exclusive distribution territories that ensure that no retailers are in direct competi- tion with one another.
“Changing the trajectory of someone’s life is rewarding beyond words. Saving someone’s life by doing what you love every day is the greatest thing ever, nothing else even comes close.”
This is one of the reasons you won’t see a
Posh + Lavish showroom at any of the ma- jor furniture markets any time soon. Rather than showcasing its products to anyone and everyone, the company opts to ship samples and do one-on-one road shows. This allows more time for retail sales people and store managers to experience the products and sales process within their own environment. By taking a more selective “invitation only” approach to growth, Posh + Lavish under- scores the singularity of its brand. It also makes it possible for the company to provide its retail partners with more dedicated support. Offering everything from MSRP and MAP pricing to floor sample discounts and in-store POP and an online incentive program, Posh + Lavish equips retailers with the assets and resources they need to thrive. While luxury, all-natural products and com- prehensive retail support might be enough to set Posh + Lavish apart in today’s market- place, the company didn’t stop there. Instead, it incorporated a philanthropic program into its core business model. The company do- nates 25% of all its profits to CURE Interna- tional, a network of charitable hospitals and programs that fund medical treatment for kids in need around the globe. “CURE started out as a great idea and it became the heartbeat of our company,” Ling says. “CURE’s kids are the reason we get up every morning and do what we do. The mat- tress business is an amazing business and
has been very good to us. We wanted to do something extraordinary to give us a purpose and passion in life.” “We always translate sales into how many kids that actually healed,” he continues. “We literally look at the sales numbers and see that there are six or 12 kids that will live be- cause we had a good Fourth of July, for ex- ample. It changes the narrative to every sin- gle thing we do. It’s the craziest, coolest thing that we’ve ever done.” In 2017 alone, Posh + Lavish funded more than 100 surgeries for children around the world who were suffering from severe con- ditions like bowed legs, cleft lips and hydro- cephalus. The company makes a point to extend its feeling of goodwill and gratitude to all of its retail partners; each year, Posh + Lavish sends plaques to each retailer who sells enough products to fund at least one major surgery.
“Sleep is important,” he notes. “Changing the trajectory of someone’s life is rewarding beyond words. Saving someone’s life by do- ing what you love every day is the greatest thing ever, nothing else even comes close.” After a few years of dwindling sales and general anxiety, the mattress industry of to- day appears more ready than ever to move confidently into the next stage of the retail evolution. Few companies exemplify that for- ward momentum quite like Posh + Lavish. By combining a commitment to core principals with a willingness to really invest in what it believes in, the brand has carved out a truly unique space for itself—and its retail partners. “Change happens one little bit at a time,” Ling remarks. “Retailers have been able to take a risk, to stand up and say, ‘Hey! We’re heading in a little bit of a different direction. We won’t walk away from what we’ve done, but at the same time, we’re going to step into a brave new world.’ Almost all of them have been able to do that successfully. And when they succeed, it’s pretty cool to be a part of that journey.” Visit
poshandlavish.com
sleepretailer.com 11
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34
