Furniture News #392

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PRODUCTS INNOVATION IN BEDDING

SELLING SLEEP From new components to advanced material technologies, the bed industry is impressively dynamic – and nowhere is this energy more apparent than in its approach to consumer marketing. After all, few would dispute the importance of getting a good night’s sleep, so it pays to ensure the marketing messages hit home … (photo credit: 123RF.com/jackf)

Sleep is big business, with beds at its heart. Thanks in part to the bed supply chain’s efforts, consumers are becoming increasingly switched on to the physical and psychological benefits of a good night’s sleep, enticing them to spend more, and more frequently, on the products that enable it. Perhaps more than any other form of furniture, bed marketing has moved

eve Sleep’s Cheryl Calverley and Dreams’ Simon Moore

away from selling a product, and towards selling its benefits instead. Material and component quality still have their place, but usually it’s secondary to the headline – buy this, and you will sleep better, which will in turn give you a better quality of life. It’s a compelling message, made all the more persuasive by the passion and creative heft that’s so often behind it – from retailers, established brands,

manufacturers and, notably, the newer bed-in-a-box brands. But how is that messaging evolving, and why? We asked a mix of D2C and B2B bed specialists for their thoughts – this month’s panel comprises: Cheryl Calverley, CEO, eve Sleep; Stuart Nutbeen, MD, Mammoth Sit & Sleep; and Simon Moore, director of marketing, Dreams.

CONSUMERS ARE BECOMING INCREASINGLY SWITCHED ON TO THE PHYSICAL AND PSYCHOLOGICAL BENEFITS OF A GOOD NIGHT’S SLEEP