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Marketing


Serta Simmons Bedding Generates Excitement With All-Virtual Showcase By Gretchen Kast With the risks of attending in-person events still high, Serta Simmons Bedding (SSB) made the decision to keep its showroom doors shuttered for the rescheduled sum- mer market—and instead host an all-virtual trade show of its own. The three-day online event, which took place in September, al- lowed the company to showcase new prod- uct launches and innovative technologies and directly engage with its retail partners in a safe way. The event, themed “Leading the Way,” was hosted by celebrity chef and TV host G. Garvin and streamed live from SSB’s head- quarters in Atlanta. It proved to be an excel- lent demonstration of the company’s ability to remain nimble, meeting both customers and consumers wherever they may be.


“In today’s environment, consumer behav-


ior is changing rapidly and we have to change with it,” said Melanie Huet, chief marketing officer. “We were proud to be the first major sleep company to lead the way with a fully digital event that showcased our exceptional new product innovation.” The virtual showcase far exceeded expec- tations, with attendance even outpacing the company’s 2019 Summer Las Vegas Market in-person showing. Participants got a chance to learn more about new collections and in- novations across all of SSB’s brands. “While our virtual market showcase was


borne out of a desire to keep our employ- ees, customer and partners healthy and safe during the pandemic, we were pleased with the overwhelmingly positive response we re- ceived to our newly introduced Perfect Sleep-


er, Beautyrest Harmony, and Simmons lines,” explained Derek Miller, chief sales officer. Given the success of its September event, the company expects to incorporate more digital elements into its traditional strategy moving forward—including regularly sched- uled virtual touch bases, video updates with consumer insights, interviews with key lead- ers and online showcases.


“I am constantly impressed by our people who have risen above and beyond to deliv- er in this challenging time,” Miller continued. “The team here at SSB has come together to problem-solve at a rate that is above the norm of the environment. Our digital capabil- ities have us positioned well for servicing our retail partners with insights, data, and support more than ever as we move forward.” Visit sertasimmonsbedding.com


Tempur Sealy Commits To New Long-Term Sustainability Goal


By Chris Schriever Tempur Sealy International remains ded- icated to expanding its sustainability ef- forts. The company recently announced a commitment to achieve carbon neutrality in their global operations by 2040. According to Chairman and CEO Scott


Thompson, Tempur Sealy has already tak- en “meaningful steps toward reducing or offsetting Scope 1 and 2 greenhouse gas emissions from our wholly-owned opera- tions” in recent years. In 2020, the com- pany sourced 100% renewable energy for its wholly-own U.S. and European manu- facturing operations. It is also on track to install a solar power array at its Albuquer- que, New Mexico manufacturing facility, with the goal of generating enough solar energy to power all of the plant’s assembly lines. Additionally, Tempur Sealy continues


14 Sleep Retailer / Winter 2021


to drive zero-landfill waste initiatives across its global operations. This new sustainability goal will see the company reducing or offsetting 100% of Scope 1 and 2 greenhouse gas emissions from its wholly-owned manufacturing, logis- tics and retail operations by the year 2040. This will reduce both Scope 1 emissions (direct emissions from sources it owns or controls) and Scope 2 emissions (emissions attributable to the electricity it consumes). Tempur Sealy plans to achieve this long-term goal through absolute emission reductions from the continued use of renewable energy and operational efficiency improvements, as well as the funding of carbon offsets. In addition, Tempur Sealy intends to extend


its sustainability efforts to its global supply chain by encouraging its suppliers to establish their own sustainability goals. Through this ini-


tiative, the company aims to increase sustain- ability awareness and initiatives within its sup- plier base with the goal of reducing the overall environmental footprint of its supply chain. “This new long-term goal reflects the continued commitment by Tempur Sealy’s Board of Directors and management team to improving our communities and environ- ment,” Thompson continued. “Our zero-land- fill and renewable energy initiatives have already delivered a significant reduction of our environmental footprint to-date. In this next phase of our efforts, we will continue to implement industry-leading sustainability initiatives to achieve carbon neutrality by 2040. Our global workforce is mobilized to implement solutions that limit our environ- mental impact, benefit our community, and drive shareholder value.” Visit tempursealy.com


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