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COVER STORY


“When you create a fun retail experience, that helps consumers and retailers better understand what they’re buying and enjoy the process of buying and selling.”


visual in-store demonstrations make the sell- ing process clear and easy to understand. “We have technologies that are very de- monstrable, very applicable and we can create engaging, fun demos,” explains Pennington. “When you create a fun retail experience, that helps consumers and retailers better under- stand what they’re buying and enjoy the pro- cess of buying and selling.” The company finds ongoing success helping retailers fill inventory gaps and achieve high-


er margins through a wide range of bedding products. But after decades of excelling in the private label category, Pennington believes Di- amond’s new message that people can more fully enjoy the “gift of life” when they are rest- ed and attending to their personal wellness will connect with today’s consumers and retailers. “You can see it everywhere in the market,” he says. “The major brands have had their time in the sun, and more upstart challeng- ers are getting their time in the sun now. The


markets are changing quickly. When there’s a period of disruption in a market, it’s always a good time to innovate and be proactive.” Ultimately, Pennington attributes the com-


pany’s level of innovation to the fact that Dia- mond manufactures all of its product compo- nents—including producing the coils, cutting foams and cutting and sewing the fabrics—on its own equipment.


“Having all of these things in-house gives us the ability to be flexible,” he explains. “It


10 Sleep Retailer / Winter 2019


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