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From Home Furnishing Business

Dormeo Launches New North American Branding

A little more than a year after initiating retail sales and manufacturing in the United States, bedding vendor Dormeo Octaspring will rebrand itself Dormeo NA to better reflect its commitment to North American retailers and migration toward a Made-in-America platform.

Along with a name and logo change, the company is unveiling a new tagline, “Mattresses and Pillows Reinvented,” that will be reflected in new point-of-purchase materials available at the Jan. 26-30 Las Vegas Furniture Market. Dormeo NA's showroom space is World Market Center-B922

Since making its North American debut in 2012, Dormeo NA has steadily grown its presence in the U.S. market, now boasting a showroom and distribution center in Plano, Texas, as well as a state-of-the-art manufacturing center in Winchester, Va. In July of 2013, the company began manufacturing its innovative Octaspring coil in the U.S. for the first time.

Another part of the rebranding initiative is dropping the Octaspring moniker. This will enable the company to eventually broaden its product base to include other sleep technologies in its portfolio, which the company plans to do in 2014.

“This name change enhances our identity--we aren’t just a foam manufacturer, we’re a bedding manufacturer," said Dany Sfeir, chief marketing officer of Dormeo NA. "Our company is Dormeo NA, and the Octaspring is our patented technology. Now we’re making a distinction between the two. With consumer and retailer demand for hybrid product offerings on the rise, we knew it was a good time to take our product portfolio to the next level. We believe that by pairing Octaspring technology, which is known for combining the benefits of both memory foam and innersprings in one product, with other materials, we can offer a unique product that others in the specialty sleep category can’t.”

The company will support its U.S. retail partners through a multi-million dollar television advertising program in 2014.



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