Jamison Bedding Sets New Brand Strategy

September 21, 2011  by in UnCategorized   

By Home Furnishings Business in Bedding on September 22, 2011

Jamison Bedding is coming to High Point Furniture Market with a new brand strategy and position.

The re-positioning of the 128-year-old, Brentwood, Tenn.-based company and brand comes on the heels of an 18-month period that involved management change, self-study, market analysis and strategic planning. Jamison's High Point showroom is space 615 in the Main wing of the International Home Furnishings Center.

"Our new strategic mission and brand position, 'We Make Sleep Different,' is how we plan to express this critical redefinition," said Ken Hinman, senior vice president of sales and marketing. "The 'We' in our brand statement is key because it reflects the commitment of every Jamison employee--not just of management--to this new direction. And to maintain that we make sleep 'Different' reinforces the fact that doing business with Jamison today differs dramatically from the past because we are now a significantly different company."
 
Commenting on his family firm's evolution toward this new vision, President and CEO Frank Gorrell said that "our products are unique and exciting, and retailers will discover that the Jamison brand is extremely market-competitive.

"But we're also proud to say that the quality components we've always used in our mattresses and the quality measures we've taken to build them have not and will not change," Gorrell added. "That's the real value that we want to demonstrate to current customers and to new retailers interested in the new Jamison."
 
In the first public presentation of its company and brand transition, Jamison will launch at market three major product initiatives: a Gel Comfort collection featuring first use in the industry of an exclusive gel-visco foam blend; a new, European-look Talalatex Conformer line with articulated bases, and a completely re-designed Vita Pedic collection described as €œthe next generation in two-sided sleep."

"Every Jamison product has been re-invented or changed in significant ways," Hinman said.

The complete market presentation, for which Jamison has transformed its showroom into a modern retail environment, also will include new marketing and point-of-purchase materials, brochures, bed dressings and labels, and other key support pieces that have been re-imaged to reflect and reinforce the new "We Make Sleep Different" position.

Jamison Bedding operates two mattress factories in Gallatin, Tenn., and Albany, Ga., serving more than 400 retailers in the southeast U.S. and major hotels and resorts worldwide.

Jamison also is the exclusive producer of Hypnos-branded products, licensed by Hypnos Ltd. of Buckinghamshire, England. Hypnos is the exclusive supplier of mattresses and upholstered furniture to the British Crown.