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From Home Furnishing Business

OMI Creates Retailer Council

Organic Mattresses Inc., which makes organic mattresses under the OrganicPedic brand name, has created a 12-member Retailer Council composed of a diverse sampling of its customers for better collaboration with its dealers.

Members of the Retailer Council represent OMI’s retailers from around North America, representing large, medium and independent dealers, from furniture, organic and main line sleep shops.

While a consistent, interactive dialogue with dealers has always been an important part of Yuba City, Calif.-based OMI’s business strategy, this is the first time it has formally assembled a panel of its customers to encourage an open forum of ongoing conversation. 

“We are taking our queue from the high tech industry that has benefited from councils like this for decades," said OMI CEO Kurt Ling. "The purpose of the new Retailer Council is to draw upon the experiences and opportunities retailers face on a day-to-day basis. When it comes to the healthier lifestyle movement, consumers are further ahead than the furniture and mattress industries. We believe people that follow this lifestyle should have the availability--and choice--of a comfortable mattress that either eliminates or significantly reduces chemicals in their home.” 

One of the group’s first topics to be addressed is how the “healthier lifestyle” movement fits into each retailer’s business. The discussion will also include initiatives the company can take to its brand, evaluate and market new component materials, merchandise new product collections, create relevant messaging, build effective training programs and discuss point of purchase material options.

 “In order to take our brand to the next level, we wanted to tap into the insights of the people on the front line--retailers and customers. This initiative will continue to bring Walt Bader’s decade long vision to reality, helping us better understand where retail and consumer marketing meets,” said Ling.

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