La-Z-Boy's England aims to raise Englander profile
David Perry -- Furniture Today, October 28, 2002
High Point — Englander's new owner is putting more marketing firepower behind a brand that it says has plenty of room to grow.
England, a La-Z-Boy division, bought the 109-year-old brand earlier this year and is using its bedding expertise and marketing savvy to raise Englander's profile.
"Our intention is to make it a major force in the industry," said David Clark, vice president of sales for England's bedding division.
England is no stranger to bedding. The company's Adjusta-Comfort bedding allows consumers to make their bedding firmer or softer by using various polyurethane foam inserts.
That feature will be incorporated in Englander's new 21st Century Sleep System, which will be Englander's upper-end line, retailing from about $999 to $1,999. The remerchandised Englander line also will include the Lady Englander line, which will retail from about $499 to $999.
The Nature's Finest line, retailing from about $999 to $1,999, will emphasize a natural materials story. Englander is already known for its line of 100% natural latex bedding and also is developing an orthopedic line.
The national line will be marketed under the Englander brand. England-brand bedding will be targeted to that company's Custom Comfort centers.
Englander is developing an integrated marketing campaign under the "An American Tradition" banner. "We are going to key in on point-of-purchase and dealer support," Clark said. "We want to tout our rich history."
An Englander anniversary sale, supported by broadcast and print ads, is set for a January launch.
