Daily News
From Home Furnishing Business
OMI Revamps Website, Focus on Luxury Design and E-Commerce Capabilities
July 24,
2019 by Laurie Northington in Business Strategy, Industry 
Organic mattress producer OMI has redesigned its website to highlight the high-end, luxury aspects of the brand’s certified organic mattresses and sleep accessories and has incorporated e-commerce capabilities. The website shines a new light on the OMI product lineup to retailers, consumers and the design trade.
The revamped site, www.omimattress.com, is designed to appeal to an ever-growing number of organic oriented consumers researching products and shopping for those products online, and to support retailers and design trade professionals selling OMI. One key additions is the introduction of e-commerce for select products being sold at MSRP, which has been designed to work in tandem with OMI’s retail partners. With this key addition, OMI has developed an innovative web-sale contribution program that strengthens the company’s partnership with top-performing brick-and-mortar partners, through revenue sharing on direct-consumer sales.
A second new element is an online shopping platform for the design trade where accredited interior designers, architects, home stagers and other design trade professionals can register to receive perks including exclusive trade discounts, concierge service, sleep consultations and free white-glove delivery. Once registered, design trade professionals can shop directly on the website, at trade pricing.
“Our all new website now facilitates a truly omnichannel funnel providing access to OMI’s extensive collection of luxury, certified organic mattresses and bedding to more buyers. Additionally, our retail and trade partners can now use the OMI website, including an extensive collection of all new lifestyle imagery, to better tell the OMI brand story and for organic education,” said Jeff Bader, CEO of OMI. “Also capturing and sharing revenue from direct conversions is truly unique, and we are proud to have creatively bridged the gap between direct selling and retail and to be able to provide our retail partners with additional sources of revenue, derived from the OMI brand.”
The company’s direct-to-consumer section of the website showcases the company’s 10 best-selling mattresses and offers consumers an opportunity to design a custom mattress either online or in an OMI partner retail store.
While the products are available both online and through OMI’s retail partners, Bader stresses that the company is not competing with retailers.
“Our website offers our selection of organic mattresses and sleep accessories at MSRP, which is higher than the price most retailers sell our products,” he said. “Our online store provides additional marketing support to our retailers, with lead generation and an additional source of revenue for them as well, by way of our unique web-sale partner contribution program.”
Through the website, consumers can also find retailers in their specific market that sells OMI products – a prominent feature highlighted at the top of the home page.