Comfort Solutions introduces new branding on glitzy stage
David Perry -- Furniture Today, January 31, 2012
A product presenter showcases the new King Koil line.
LAS VEGAS - Comfort Solutions brought the glitz of this city to a special Las Vegas Market event here that highlighted the company's new brand positioning: Never Stop Dreaming.
The event, in a ballroom at the Paris hotel, featured a comedian, a selection of Hollywood movies edited to emphasize the attributes of the company's new product lines, and a surprise reveal, in which the stage rolled away and the curtains opened to display the new lines.
Each of those new lines - The Dr. Breus Bed, iMattress and King Koil - was introduced by a model standing on a platform who outlined key features and benefits of the mattresses.
As a blanket of smoke cleared, the retailers and other guests in the crowd of 250 entered the showroom to get their first look at the new mattress lines.
It was a highly theatrical mattress launch seldom seen even in a city known for big productions, and company officials said it showcased the company's aggressive retail and consumer-focused programs and the spirit of dreaming and aspirations that underlies Comfort Solutions' new direction.
Owen Shoemaker, left, of Comfort Solutions, with Larry and Nuc Miller and Nelson Bercier, all of Sit ’n Sleep, Gardena, Calif.
"We are changing how we think and how we approach the business," declared Dave Roberts, president of Comfort Solutions. He said the company will focus on "the sweet spot of human imagination that overlaps with the realities of the mattress business. We are dreamers. We are doers. We are unveiling a new look, new products and a changing company and we invite you to share in our dreams."
Owen Shoemaker, senior vice president of marketing, introduced several of the company's brand partners, who outlined new display, merchandising and advertising programs that they are working on to drive traffic and profits for Comfort Solutions dealers.
Sleep Doctor Michael Breus, introduced by Shoemaker as "the brightest new star in the Comfort Solutions constellation," said he was pleased to bring the "next generation" of his sleep sets to the Comfort Solutions product portfolio.
Sleep Doctor Michael Breus, left; Michelle, Pam and Earl Kluft, all of E.S. Kluft & Co.
Roberts wrapped up the evening by talking about Comfort Solutions' commitment to support the St. Jude Children's Research Hospital. The company will be making a contribution with every mattress sold this year, and it hopes retailers will make matching donations, he said.
Then Kathy Lee Gifford appeared via video to thank Comfort Solutions and its retailers for supporting the St. Jude cause.
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