Comfort Solutions pledges to ‘Never Stop Dreaming'

David Perry -- Furniture Today, January 16, 2012

WILLOWBROOK, Ill. - Top 10 bedding producer Comfort Solutions will unveil a new brand position and identity at the Las Vegas Market that it says will serve as the guiding force behind its operation, organization, product development and public outreach efforts.
     The new platform is "Never Stop Dreaming," and it is one that Comfort Solutions President Dave Roberts said offers several advantages for the industry's largest pure-play licensing organization, founded in St. Paul, Minn., in 1898.
     To be used as the universal message and signature across all product and marketing initiatives, the new brand position "reflects the philosophies we've embraced for more than a decade," Roberts said, "but also represents a new ‘call to action' on several fronts that involves our licensees and employees, retail customers, consumers and the public at large. The new identity reveals as much about what the company has aspired to in recent years as it does about the directions it will pursue for the future."
     The design and typography of Comfort Solutions' name and logo has been simplified, streamlined and modernized.
     The Never Stop Dreaming message supports the corporate brand and is now an integral part of the total brand communication effort, the company said. The longstanding King Koil name will remain the cornerstone product brand under which all of the producer's innerspring bed designs will be represented.
     In Las Vegas, the company also will present a new King Koil line with fresh, modern designs to further leverage the global awareness of the name in collaboration with its international licensees, officials said.
     Comfort Solutions' new brand direction emphasizes unity, purpose and outreach for the organization, the company said.
     "While we retain our licensing model, we've worked hard to unify and strengthen our organization as a single entity and team - one that unanimously supports this new direction and the concerted efforts needed not only to live it, but to live up to it," Roberts said. "Those efforts embody our firm commitment to meaningful sleep solutions that consumers actually need and want. That's been our mission for many years and the key driver behind our intensive market research and product development programs. Going forward, then, we'll continue to think and act expansively about sleep solutions that address real problems and satisfy real needs in the marketplace."
     Roberts pointed to the upcoming unveiling in Las Vegas of the company's new iMattress collection, as well as the recent introductions of its Extended Life and Sleep iD lines, as examples of the ongoing focus on developing sleeping solutions.
     "Those are products that, respectively, address the comfort and temperature concerns of Baby Boomers, provide for the sleep needs of millions of overweight Americans, and capture individual consumer physiologies and sleep preferences, ultimately aiding both the selling and decision process," he said.
     As part of the new brand move, changes and enhancements in the construction, design and aesthetics of virtually all of Comfort Solutions' branded collections will be introduced in Las Vegas, officials said.
     A final part of the company's new brand face is an outreach in 2012 to St. Jude Children's Research Hospital, the Memphis-based nonprofit dedicated to the treatment and care of children with cancers and other catastrophic diseases. St. Jude is "one of the worthiest causes that impacts children on a global basis," said Roberts.