Q&A
EVI BRILLEMAN VP OF MARKETING & BUSINESS DEVELOPMENT, LATEXCO US
There is growing consumer interest in understanding how products are made and where materials come from. The Millennial generation is larger than the Baby Boomers, and they value healthy living and sustain- ability, considering them in purchase decisions in ways
different from their parents. These are topics that the industry can talk about to keep the consumer interested in sleep health. The im- portance of healthy living and sleep health were highlighted during the pandemic, as we became more concerned about how to avoid illness through not only sanitizing our environment but also making healthy choices. The industry can continue to make the information available and easily accessible to consumers. They say knowledge is power. The consumer’s knowledge is exercised in their buying power, and as an industry if we are not happy with what they are buying (i.e., cheap mattresses that don’t last), then we can step up our efforts to help them make healthier choices.
STUART CARLITZ PRESIDENT/CEO, ECLIPSE INTERNATIONAL As a mattress manufacturer, it is our job to remind con- sumers that a good mattress is not just a luxury, but a necessity. I believe it is the manufacturer and retailer’s responsibility to tout the restorative benefits of a good mattress while also educating consumers on its lifecycle. Mattresses last five to seven years, so consumers need to get into the mindset of replacing their mattresses accordingly. Foams, springs and pads lose their resilience over time, which impacts the support, comfort and restorative qualities of the mattress. We must educate consumers on how it does not matter what their mattress looks like on the outside, but instead, it is what is on the inside that matters most.
STEPHEN CHEN PRESIDENT, MLILY USA Our persistent messaging to promote the many health benefits derived from investing in a quality mattress has helped us sustain momentum before and during the pandemic. And with our ongoing research to find inno- vative ways to improve sleep health, we stand by this strategy to continue to fuel momentum after the pandemic is behind us. A good example of this is our partnership with Manchester United. MLILY provides the team’s training complex with mattresses and other sleep products to aid athletes in achieving the ultimate rest and recov- ery so they can perform at their best. It is these types of partnerships and educational programs that can help keep consumers informed about the importance of sleep and its effects on their daily lives.
NICK BATES PRESIDENT, SPRING AIR INTERNATIONAL Our industry can help keep momentum going as we continue to return to normalcy by driving the conversa- tion around the importance and health benefits of a good night’s rest. Especially now, while the subject is top of mind, we need to create messaging that edu-
cates consumers about how their sleep health is important—not only during a pandemic—but beyond. I’ve seen a number of major retailers sharing more and more sleep health messages through educational and relevant content on their websites. This strategic inbound market- ing approach is attracting customers to their sites by creating valuable content that offers consumers guidance on how to choose the best sleep solution for them. I think as more retailers tell these stories on their websites and in their stores, we will continue to see our customer base gain interest and of course drive demand.
JEFF CIK PRESIDENT, NATUREPEDIC The pandemic kept people home and this placed an emphasis on “nesting,” in creating a home space that is comforting and rewarding. For many, this translated to a reset on values, like spending quality time with family, slowing down and focusing on self-care. Mental and
physical health were prioritized more than ever, and these both start with healthy sleep. At Naturepedic, we’ve committed to further promote education on healthier sleep, which we do through transparency around the toxic materials and chemicals found in everyday mattress- es, and how we all benefit from the use of natural materials in our home goods. Healthy sleep is an act of self-care. Quality, non-toxic products are acts of self-care. Our customers understand this, and we believe we can continue to push the whole industry forward.
MARK KINSLEY PRESIDENT/CEO, ENGLANDER We’re doing a good job with the better sleep message, and we enhance it by placing greater focus and empha- sis on the health part of sleep health, supporting it with science. The more value we attribute to the benefits of sleep for our physical and mental health, the less we
need to talk about price. When you look at other products and services that can provide health benefits, they make the conversation about improving quality of life—diet and exercise programs that enable you to get out and play with your children; or prescription drugs that get you on a path to less pain and more freedom to do what you love. As man- ufacturers, we continue to support our retail partners by providing these messages and the materials they need to have the conversation about sleep health.
Visit /
reverie.com,
kingkoil.com,
diamondmattress.com,
pleasantmattress.com,
southerlandsleep.com,
latex.com,
eclipsemattress.com,
mlilyusa.com,
springair.com,
naturepedic.com and
englander.com
sleepretailer.com 19
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