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COVER STORY


facilities to ensure a new level of consistency across the board. “The cascading effect of that is trust with retailers and ultimately with consumers,” he ex- plains. “With a wrapped up mattress, it’s hard to know what’s inside. We want to make sure we can provide some evidence that what the consumer sees online is what they’re getting when they bring it home. We just want to take care of people.” More than just offering a great night sleep,


this new line-up was also designed to help consumers navigate the shopping experi- ence—and more easily find the model that will work best for their unique needs. That meant paring down the number of options to only the most meaningful. It has a Good, Better, Best step-up story, with each level featuring the choice of plush or firm. Ensuring that this collection will work effectively on the retail floor, each model is tangibly distinct. “When you’re at the Good level, you need to know that this firm feels different than this plush,” Kinsley explains. “But also, as you move from Good to Better to Best, all of the plushes feel different. You experience that material difference as you move up the line.” The goal is to provide retailers with a full mattress program that will not only appeal to consumers but minimize the risk of feel fatigue. When presented with too many or too-similar options, the average shopper is much more likely to get overwhelmed and jump ship be- fore making a decision. By carefully curating the line-up, it actually creates an environment in which consumers can be more discerning. “We, in the mattress industry, are our own worst enemies,” Kinsley jokes. “When you go out and talk to retailers, they will say, ‘You gotta keep it simple.’ And then, somehow along the way, everyone involved makes it more complicated.” This is especially true when it comes to mar- keting. Understanding that different people are looking for different information at differ- ent points of their shopping journey, Englander thoughtfully developed the messaging for this line to engage with consumers without totally inundating them from the start. The informa- tion is organized into three levels, starting with “Need To Know” before moving to “Want To Know” and finally culminating in “Expert.” “We’re happy to tell everyone what we use in our mattresses because we think that’s im-


We have 125 years of history. We own our factories; we have experts in product design and development, and we have a great team to support selling those products. We don’t believe in fake innovation. We believe in best-made mattresses and telling it straight.


portant,” Kinsley explains. “But we also need to make sure that we only give people the information they want, and the information that’s going to benefit them so that they can make an informed purchase. We don’t want to take them down a rabbit trail of spec- speak and insider baseball that’s not actual- ly going to help them.”


In some ways, this new approach to mes- saging has been informed by the growth of direct-to-consumer mattress brands. It’s no secret that many of the DTC start-ups found some of their success by homing in on the confusion surrounding the traditional mat- tress shopping experience. Englander is also recognizing this pain point, but rather than offering a one-size-fits-all solution, it is deliv- ering proven materials and time-tested pro- cesses. Put simply, Englander has the experi- ence to back up its claims and the expertise to deliver real quality comfort. “Anybody can have some third-party slap to- gether a mattress and put a brand on it,” Kins- ley says. “We have 125 years of history. We own our factories; we have experts in product design and development, and we have a great team to support selling those products. We don’t believe in fake innovation. We believe in best-made mattresses and telling it straight.” The next step to reinvigorating the En- glander brand is delivering this message to a wider audience. Kinsley acknowledges that this is where the company has dropped the ball


in the past: “We have not created excitement and buzz. We have not been coming up with creative marketing ideas that can help retailers drive their business. We’ve been doing none of that—and all of that is going to change.” That means equipping its retail partners with enhanced support, offering them new marketing kits filled with a dynamic array of updated assets. For the in-store experience, the company has designed eye-catching POP that includes end of bed card templates, top of bed options, posters, banners, selling sheets and more. These kits also offer a wide selection of digital materials, including style and product imagery, digital ads and templates, videos and social media content. Through these assets, Englander is providing its retail partners with the resources and tools they need to expand their own visibility online, where more and more of today’s consumers are starting their shopping journey. All of these new marketing resources tie


back to an overarching theme of simplicity. “From a messaging standpoint, we’re fo- cused on this idea that comfort isn’t compli- cated,” Kinsley explains. “Sleep is not rocket science. We have products that are easy to understand, and you’re going to get great sleep on them. That’s it.” The idea behind this approach isn’t to dilute the sales process. Rather, it’s about honoring its responsibility to the consumer and respecting their needs. Making an ef- fort to minimize confusion is “an example of caring for people,” Kinsley says. “Whenever you’re able to keep it simple, keep it focused on what truly matters, you help them make a more informed purchase decision.” Above all else, Englander’s primary goal moving forward is to provide “simplicity, trans- parency and the best we can make inside and out,” he explains. These are the pillars through which the brand runs all of its product, mar- keting and business development decisions. And in an industry that is often seen as being confusing or misleading, staying true to such a value system is more meaningful than ever. With this new mindset in place, Englander has found a way to build upon its legacy with fresh, forward-thinking programs—and, in do- ing so, has set the stage to reemerge as an industry leader once again. Visit englander.com


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