Durable Products Co. Launches "Dream Machine" Concept

July 6, 2010  by in UnCategorized   

By Home Furnishings Business in Bedding on July 7, 2010

Durable Products Company, Whitewater, Wis., the producer of EcoSleep and Everloft will launch the "Dream Machine, a made=to-order pillow kiosk for retailer floors, at Las Vegas Market, August 2-6.

DPC will demonstrate the Dream Machine, which the company says is similar to the popular "Build-A-Bear Workshop" concept, at its World MArket Center Showroom, space B-906.

Dream Machine lets 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.

"This in-store model has huge draw for any store looking to differentiate itself with an exclusive and unique customer experience," said DPC Owner Dave R. Young. "We understand that retailing today demands entertainment and when the customer audience has 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."

DPC said the concept, which has been beta tested at several retail locations across the country, provides its licensees with a 70 percent gross profit margin and can increase yearly profits for retailers by as much as 10 percent. 
         
"The Dream Machine license is a valuable investment. The intimacy of the in-store experience offers an opportunity for salespeople to create a personal relationship with their consumer," said Young. "By leveraging existing floor space and staffing, retailers can enhance customer experience and broadening their customer base by leaping into the gift market. With its personalized and interactive elements, a store€™s floor becomes a retail theater not seen anywhere else."

Apart from mattress retailers, the marketing opportunities and kiosk licenses for the Dream Machine include specialty sleep shops, mall-based kiosks, premium design showrooms, chiropractor offices and boutique hotels.

Dream Machine pillows are designed in collaboration with a neurosurgeon and a chiropractor, containing a plush, hybrid blend of double-fluffed 100 percent duck down and patented Everlon. Each Everlon flake features its own unique tension and built-in memory so the pillow offerings go well beyond the standard choices of soft, medium and hard. The size and design of the pillow is adapted to the individual, depending on body type and sleep position preference.