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Englander Promises Consumers "Better Sleep, By Design"

Edited By: Dale T. Read, Editor-in-Chief

A new president, a new logo, an expansion and continued design and innovation of six differing product lines, and a completely new focus and marketing program based on concept of “Better Sleep, By Design™” all built upon a reputation that stretches back to 1894. . . . ENGLANDER and the seven companies that own this brand are not just tweaking a few items here and there; they are completely repositioning nearly everything about this well known mattress/bedding brand.

 

Kevin Toman, who is ENGLANDER’s new president came on board last July 1st. Toman is a well known bedding veteran having served in management positions with the top three Big “S” brand companies, and as the president of Restonic. Toman informed BEDROOM Magazine in an interview in Las Vegas that he is working closely with the marketing and manufacturing committees created by the seven licensee owners to create a uniform company with an overriding ENGLANDER message, product story, quality and standards.
 

As a first step in the process of re-positioning ENGLANDER, working with Eileen Shapiro of Shapiro & Company, Mark Savel, who has been head of ENGLANDER’s Communication’s Committee and vice president of sales and marketing for ENGLANDER’s Massachusetts based licensee created a new, clean and modern logo with a powerful positioning tagline. The new logo features a modern yet traditional feel with gunmetal blue type face and the words “Since 1894” snugged up under the company name. Beneath that is a revised tagline “Better Sleep, By Design™”. The message is clear: this company is not simply focused on producing high value mattress products, but all seven licensees are uniformly using their design, materials and manufacturing skills to offer consumers the benefit of “Better Sleep.” This logo combines history, tradition and reliability over time with a consumer focus and performance. The company mission is to provide an outcome, a clear improvement in sleep for the consumer and a broad and well-designed product line up for the retailers.

 

The new marketing program introduced in June 2007 and prominently featured in Las Vegas is consumer directed, powerful, all-encompassing and an extremely well thought out presentation of ENGLANDER’s business. Starting with advertising that promises better sleep and a better quality of life, the ENGLANDER message is customer oriented rather than just product directed. “We Put More Into Every Mattress. So You Get More Out of Every Day,” reads an ENGLANDER advertisement. This is a far cry from the usual price-driven ‘$399 SALE while it lasts’ mentality that is used by far too many retailers. Another advertisement showing an ENGLANDER pillow-top mattress and foundation states in the body copy, “We design them for a better life . . . Sleep better, on an ENGLANDER mattress.”

 

ENGLANDER’s overall program offers consumers six categories of product. These include:

 

Nature’s Finest® Latex Sleep Systems featuring all natural 100% pure (petroleum-free) foam rubber from rubber trees in Sri Lanka. (ENGLANDER has been a leader in the all-natural latex mattress field for decades, long before the current market growth of this category.) These hypo-allergenic, odor-free pressure reduction all-natural mattresses are marketed by ENGLANDER as offering a naturally better sleep system and as mattresses that are not only better for the customer, but also for the environment. Their poster states, “HELP SAVE OUR PLANET!!” ENGLANDER marketing materials tout the 100% pure, natural latex, made from the sap of rubber tress, and goes on to assure consumers that “No trees are harmed or destroyed in the rubber tree tapping process.” These mattresses are also covered with organic cotton tickings that are woven from cotton which is grown without pesticides or other chemicals.

 

VISCOPEDIC® Visco Elastic Memory Foam is offered as, “The Finest Sleep Science Can Design.” This line includes both ENGLANDER’s “Revolutionary Visco-Elastic Memory Foam” line and the company’s “VISCOPEDIC Plus® 7-Zoned Posturized Design” memory foam mattresses. Touting their improved visco-foam, ENGLANDER tells consumers that the foam is PBDE free and hypo-allergenic.

 

Fusion Foam Collection SYNERGY™ is marketed as the “Fusion of Science & Nature.” ENGLANDER was one of the first companies to recognize that, as popular as visco-elastic memory foam is with a large segment of the marketplace, that same visco also has its limitations. Perhaps it was ENGLANDER’s long, successful history with the luxurious feel and responsiveness of their well-received latex mattresses. For whatever reason, ENGLANDER was one of the first companies to pioneer a highly successful fusion of visco-elastic and memory foam . The result is the very popular SYNERGY line that offers both the luxurious conforming qualities of pure, natural latex foam and the heat responsiveness and pressure reduction sensitivity of visco-elastic memory foam.

 

The ENGLANDER TENSION EASE® is designed for Stress-Free Sleep and is constructed with double-tempered heavy gauge offset coils for superior support. The system offers a posturized design with a special edge support to give sleepers full-surface sleeping comfort. This mattress uses a head-to-toe helical wire system to reduce motion transfer between sleepers and to reduce roll-together sagging. Finally the TENSION-EASE mattress offers a never-needs-flip or turning design that is increasingly popular with consumers.

 

In Las Vegas ENGLANDER showcased the company’s higher end POSTURE SUPPORT™ Advanced Coil Technology line with advanced coil-on-coil combined innerspring technology designed for exceptional comfort and support. These mattresses have brought together two distinctive coil systems: an individually fabric encased top coil unit offering contoured support and neutral spinal alignment on top of a heavy 12.75 gauge double tempered and offset bottom coil unit. The POSTURE SUPPORT™ system then offers the luxurious comfort of high density visco-elastic memory foam which conforms to the sleeper’s body, providing exceptional comfort and individualized support as well as 100% pure, natural non-toxic, environmentally safe and hypo-allergenic petroleum-free latex foam.

 

Englander also offers high value, lower priced, traditional two-sided flip mattresses with heavy duty coil units, extra posturized support and edge support systems for consumers who are looking for a durable, lower end value sleep system.

 

With a totally new marketing presence geared towards offering real health, and life style benefits to consumers, an environmentally friendly offering of products, as well as a real selection and selling story with excellent margins for retailers, ENGLANDER is a brand that all mattress and bedding retailers should look at in the months ahead.

 

For more information on ENGLANDER

call: 1-800-83-SLEEP

or visit www.englander.com