Sealy reports single-sided Posturepedic gets good start
By David Perry -- Furniture Today, October 6, 2003
Trinity, N.C. — Sealy says its new Sealy Posturepedic line, now retailing on sales floors around the country, has gotten off to a good start.
Several retailers are reporting "great results" with the new single-sided line, which features a UniCased Construction, Sealy officials said.
And the line is benefiting from a key placement at American Furniture Warehouse, a Top 100 retailer based in Englewood, Colo.
"I am proud to add Sealy to our stable of famous brand names," said Jake Jabs, chief executive officer at American, when Sealy this summer joined the lineup at American.
The retailer began running TV and print ads in early August announcing the addition of the line.
"The new Sealy Posturepedic with UniCased Construction has been very well received, generating considerable customer interest and posting solid sales," said Pete Parker, a buyer for American. "We couldn't be more pleased with the launch."
Sealy is supporting the rollout of the new Posturepedic line nationally with features such as lifestyle point-of-purchase materials and extensive training programs for retail sales associates.
The company also got a boost recently when Posturepedic was the featured prize on cable TV channel TLC's "While You Were Out" program.
In the show, a homeowner sends his partner, parent or roommate out of town for a few days, and "While You Were Out" host Evan Farmer brings in a designer and two handypersons to work around the clock to create a new look for an indoor or outdoor space. When the person returns, the transformation is revealed.
The new Sealy Posturepedic got a lot of air time at the end of the show when the homeowners and the show hosts stood around it, interacted with it, and expressed their delight with the bed.
Also backing the new line is Sealy's redesigned Web site at Sealy.com, which launches this month. New features on the site include:
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An updated, more contemporary look with colors that match new Sealy POP materials to increase the consistency of the marketing efforts.
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The site is more consumer friendly and easier to navigate with more interactive tools.
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Consumers can submit questions on the site. The questions are collected in a database and the most frequently asked questions are posted on the site along with answers.
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A video about the luxury of latex is shown under the reflexion portion of the Product Catalog section.
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A video on the UniCased Construction in the Posturepedic line is available in the Product Catalog section.
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A video of the Sealy Roll Test is found in the Learning Center.
