SleepLogic takes wing
White Dove eyes national brand
By David Perry -- Furniture Today, June 27, 2005
Cleveland — White Dove Mattress is hoping its new SleepLogic brand of mattresses will take flight.
The 83-year-old producer launched the lifestyle brand of bedding earlier this year and has national aspirations for it.
"We're excited about putting together a select group of top-notch, success-driven companies that will build that brand," said Bruce Goodman, president of White Dove. "We are committed to a team approach, an approach we feel is unique to the mattress industry, as our formula for success."
The goal, he added, "is to build this into a national brand. We don't say that lightly."
Goodman insists that he has something to offer.
"We have a partnership with a health-based organization," he said. "This is not just an endorsement." SleepLogic has partnered with the nearly 8,000-member International Chiropractors Assn. and has been working with the group to design a line of mattresses.
"We were looking for a mattress company that possessed two key attributes: growth minded and innovative," said Dr. Don Hirsh, a chiropractor who headed an ICA committee that worked with SleepLogic engineers. "SleepLogic combines those two qualities with the highest level of customer satisfaction and quality control."
The ICA endorsement covers the better and best SleepLogic lines, ChiroSense and LifeScape.
Goodman said the new line, which retails from about $499 to about $2,699 in queen, was created to promote better sleep and better living.
SleepLogic marks a new direction for White Dove, a company established by Harry Goodman in 1922. Bruce Goodman, Harry's great-grandson, is now president. He said he realized that for White Dove to grow, it needed to change.
That meant saying goodbye to its affiliation with Springwall. Goodman said White Dove was Springwall's largest U.S. producer, holding the license from 1997 until last year.
To take his company to the next level, Goodman said, he needed to launch his own brand. Enter SleepLogic.
"SleepLogic thinks of sleep a little differently," he said. "A good night's sleep is one that rejuvenates not only the body, but the mind and soul as well. That's why we wanted to create 'beds for life.'
"Think about it. Today's lifestyle has you living more of your life in bed — watching TV, working on your laptop, catching up with your family on the phone, reading to your kids and sometimes the dog. This lifestyle demands a high-quality mattress that provides the kind of support your body needs to keep you feeling like a new person, whether living or sleeping in your bed."
Goodman said he is talking to bedding producers in other parts of the country as potential members of his group. He anticipates "significant interest."
The company will continue to market its White Dove bedding brand, which retails from $299 to $2,699 and is shipped mainly in the Upper Midwest.
Goodman said the company has made a smooth shift from Springwall to SleepLogic. "Every customer we had has made the transition with us to SleepLogic," he said.
He said established independents can find success in a marketplace dominated by the big brands.
"It certainly isn't the easiest road, but the independents offer the ability to build strong partnerships with retailers," he said. "We have always felt that way."
