Dream Machine makes customized pillows

Consumers can watch kiosk fill, sew and fluff personalized pillow

David Perry -- Furniture Today, August 5, 2010

AT THE MARKET — This Dream Machine is also a money machine. And it puts on a good show, too.

So says serial entrepreneur Dave Young, owner of "durable products company." The lowercase style indicates that this is a distinctive company, one designed to stand out from the competition.

Young, CEO of VyMaC Corp., the parent of Verlo Mattress, continues to work in the customizable comfort arena. The Dream Machine, which makes its debut here and will be demonstrated in Young's showroom, World Market Center B-906, is a kiosk that makes pillows to order.

Consumers identify their sleeping position, select their firmness preference and custom embroidery message, and then watch as their personalized pillow is filled, sewn and fluffed right before their eyes.

"This in-store model is a huge draw for any store looking to differentiate itself with an exclusive and unique customer experience," said Young. "We understand that retailing today demands entertainment and when the customer audience has had fun they spend more money, make repeat purchases, and tell their friends. The Dream Machine combines consumer entertainment with interaction and visual excitement while offering the customization and instant gratification that today's consumer craves and demands."

Young said he has tested the concept at several retail locations around the country. He says that Dream Machine licensees will get a 70% gross profit margin and increase their annual profits by as much as 10%.

He's offering licenses for the Dream Machine, and says the machines are well suited to mattress stores, specialty sleep shops, mall-based kiosks, design showrooms, chiropractor offices and even boutique hotels.

"By leveraging existing floor space and staffing, retailers can enhance customer experience and broaden their customer base by leaping into the gift market," Young said.
"With its personalized and interactive elements, a store's floor becomes a retail theater not seen anywhere else."

The Dream Machine pillows were designed in collaboration with a neurosurgeon and a chiropractor. They contain a blend of double-fluffed 100% duck down and patented Everlon flakes. Each of those flakes has its own tension and built-in memory, Young said.

The size and design of the pillows are adapted to the individual, depending on body type and sleep position preference.

"Pillows from the Dream Machine are a perfect mix of luxury and necessity," Young said. "In addition to providing the customer with entertainment and the power of choice, each is ergonomically designed for a healthy, comfortable night's sleep."

Consumers can have their pillow made with a monogrammed outer shell and can select an aromatic sachet which gradually releases their choice of scents throughout the night. The pillows have suggested retail prices of $129 to $149.

Durable products company is based in Whitewater, Wis.

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