Marketing Wright Global Graphics Increases U.S. Manufacturing Capabilities By 40 Percent
By Elaina Hundley Over the course of last few months, the mat- tress
industry has experienced significant
supply chain disruptions, largely due to the coronavirus pandemic. In order to address this pressing issue and better serve its part- ners, Wright Global Graphics (WGG) recently made the decision to expand its U.S. produc- tion resources by 40 percent. Since 2004, WGG has operated four domestic plants and now—in response to the challenges created by the pandemic—it is growing its U.S. man- ufacturing capabilities by adding more looms and DomeTEC machines.
As it has for many industries across the globe, COVID-19 exposed inadequacies in the
bedding industry’s approach to manufacturing and supply chain logistics. WGG’s domestic production increases allow the company to quickly adapt to market demands, especially for the most popular branding items such as woven labels, top-of-bed point-of-purchase and dimensional badges.
“Early into the pandemic, we recognized that many of our industry colleagues were being negatively impacted by trade limitations put in place to protect U.S. citizens from COVID-19,” said WGG President Greg Wright. “We have al- ways had production facilities in both the U.S. and abroad and we source many of our ma- terials from both U.S. and foreign producers. By expanding our capabilities domestically, we
MLILY USA Relaunches Its Website
By Chris Schriever With consumers increasingly showing a pref- erence for spending more time researching sleep product purchases online, MLILY USA recently launched its new website. Serving as a more comprehensive platform, the new site offers an improved store locator, sleep tip section and customer review area. “With consumers changing their shopping habits and looking for more meaningful con- nection and community, our hope in revamping our web presence is to better communicate and reach our audience,” said Stephen Chen, pres- ident of MLILY USA. “For years, we’ve heard feedback from our retail partners and users alike who have wanted to better understand our products and brand, and our hope in this site, is to provide more information to our friends.” The new site includes an enriched store locator for MLILY retailers that shows nearby stores. Consumers that do not have a retail- er near them will be able to purchase direct- ly from the company—although they will pay manufacturer’s suggested retail price so as not to directly compete with retail partners in compliance with the brand’s pricing model.
12 Sleep Retailer / Fall 2020
Retailers will continue to offer promotions and other incentives to attract consumers that the company will not deploy on its website. Designed with MLILY’s signature blue color palette, the website offers visitors the ability to explore the company’s complete mattress lineup, as well as delve into sleep tips with the MLILY’s sleep expert Dr. Robin Thorpe. A former strength and conditioning specialist with Manchester United, whose players slept on MLILY mattresses, Thorpe now is direc-
tor of performance and innovation with Altis, an athletic training hub consisting of thera- pists, coaches and trainers of Olympians and high-performing athletes. A blog will feature analysis of MLILY’s products as well as tips for more regenerative sleep.
In addition to being optimized for mobile de- vices, the website includes a “consumer review” section, which will allow customers to connect with and learn from each other’s experiences. Visit
mlilyusa.com
are able to offer our customers an alternative and uninterrupted source of supply and the flexibility to adapt and meet the demands of a changing market.” Visit
wrightglobalgraphics.com
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