Dormeo Octaspring completes rollout, adjusts sales strategy
David Perry -- Furniture Today, November 8, 2013
PLANO, Texas — Bedding producer Dormeo Octaspring said it has completed the national rollout strategy for its line of memory foam spring products, winning placements for its line in 24 retailers around the country.
The producer said it now enjoys "a national distribution footprint."
Dormeo also announced that in a change of strategy in its sales department Steve Dohm and Joe Hunt, regional sales vice presidents, have left the company.
Dohm was vice president of sales for the western region and announced his retirement after several decades in the industry. Hunt was vice president of sales for the eastern region and recently joined Knickerbocker Bed Co.
"We are grateful to both men for the contribution they both made in the launch and initial success of our brand in the United States," said Chris Henning, president of Dormeo Octaspring. He added that as part of the new strategy, he and Vice President of Sales Chad Megard would oversee the sales organization with these departures.
With key dealers like Sit ‘n Sleep, Sleep Country Canada, Gallery Furniture, Innovative Mattress Solutions, City Furniture and Cardi's on board, the company said its products are now available from coast to coast. That presence is important because of Dormeo's "robust" national advertising effort and the ability of consumers to go to regional retailers to experience and purchase the product, Henning said.
"The march over the past year was to assure a national footprint of quality dealers so that every consumer who saw our ads could find the beds regionally," he said. "Sell through has been very strong and our floor positioning is growing. But we are not stopping there and we are making a new push to add retailers strategically to reinforce regions in the country where we need more distribution."
According to Henning, the sales goal of Dormeo Octaspring was never to be in every sleep shop or furniture store in America, which he said differentiates Dormeo from other producers.
"We are a very unique product with a very different sales approach," he said. "We know that our story will resonate with a certain group of quality retailers - but not with everyone. We are pleased with our growth and the opportunity we have to build upon our success."
Dormeo is a well-known mattress brand in Europe and Asia. The company made its North American debut as Dormeo Octaspring in 2012.
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