Bedding source Dormeo N.A. rebrands itself
David Perry -- Furniture Today, January 14, 2014
PLANO, Texas — Specialty bedding producer Dormeo Octaspring is rebranding itself as Dormeo N.A. in a move to better reflect its commitment to North American retailers and to U.S. manufacturing, the company said.
Dormeo has adopted a new logo along with its rebranding effort.
Along with the new name and a logo change, the company is unveiling a new tagline, "Mattresses and Pillows Reinvented," that will be reflected in new point-of-purchase materials available at this month's Las Vegas Market, which opens Jan. 26.
Since making its North American debut in 2012, Dormeo has steadily grown its presence in the U.S. market, now with a showroom and distribution center in Plano, a Dallas suburb, as well as a manufacturing center in Winchester, Va., officials said. In July of 2013, the company began manufacturing its Octaspring memory foam coils in the U.S. for the first time.
Another part of the rebranding initiative is dropping the Octaspring name. This will enable the company to eventually broaden its product base to include other sleep technologies in its portfolio, which the company plans to do this year, officials said.
"This name change enhances our identity - we aren't just a foam manufacturer, we're a bedding manufacturer," said Chief Marketing Officer Dany Sfeir. "Our company is Dormeo N.A. and the Octaspring is our patented technology. Now we're making a distinction between the two."
Sfeir said the name change is timely.
"With consumer and retailer demand for hybrid product offerings on the rise, we knew it was a good time to take our product portfolio to the next level," he said. "We believe that by pairing Octaspring technology, which is known for combining the benefits of both memory foam and innersprings in one product, with other materials, we can offer a unique product that others in the specialty sleep category can't."
Dormeo N.A., part of the Studio Moderna Group, a European multi-channel direct marketing company, shows in Las Vegas at World Market Center B-922.
Furniture Today's Ray Allegrezza Speaks with Stephen Bogart about Fine Furniture's New Bogart Line