From Home Furnishing Business
Tempur Sealy Unveils E-Commerce Line
Bedding supplier Tempur Sealy is jumping into the below $1,000 e-commerce mattress space with the introduction of Cocoon by Sealy.
Cocoon by Sealy is sold exclusively online and delivered in a box directly to consumers. A queen mattress retails at $849 and includes free shipping.
“Tempur Sealy is committed to having high-quality products available wherever and however consumers want to shop,” said Scott Thompson, chairman, president and CEO of Tempur Sealy. “Cocoon by Sealy is a logical extension of our family of products. We have products that serve just about every consumer need and at just about every price point. We entered this specialized distribution channel because we knew we could provide a product that meets the needs of this target consumer, is superior to the competition and consistent with our Sealy brand promise of quality and value.”
The company also plans to offer a retailer affiliate marketing program. The program, which will be available this summer, will allow retailers to benefit from the Cocoon by Sealy experience by participating in the sub-$1,000 e-commerce channel.
“We have developed an innovative program whereby our best retailers will help create demand for Cocoon by Sealy, in return for profit generation from the online sale of the product,” Thompson said.
Innovative Mattress Solutions operates more than 155 retail mattress stores in West Virginia, Ohio, Kentucky, Indiana, Tennessee and Alabama.
“We’re thrilled to once again work with Tempur Sealy to bring the latest and best sleep set offerings to our customers,” said Kim Knopf, founder and president of Innovative Mattress Solutions. “The Cocoon by Sealy initiative is an excellent way to focus industry resources on the e-commerce segment of the market. We plan to participate fully in the retailer affiliate marketing program.”
Cocoon by Sealy is available in either soft or firm feel. The mattress is available in twin at $549 and king at $999.
The Cocoon by Sealy marketing campaign centers on “My Happy Place” and the idea that the bedroom is a manifestation of identity and style.
Cocoon by Sealy will launch a digitally centered marketing campaign featuring brand ambassadors with expertise in fashion, design and home. They will contribute to the brand’s online presence, appear in advertising, develop customized digital and social content, and showcase to consumers how to build their happy place.