Daily News
From Home Furnishing Business
Corsicana Unveils New Website for NightsBridge Brand
December 3,
2020 by Laurie Northington in Business Strategy, Industry 
Corsicana Mattress has developed a new consumer-facing website for its affordable luxury brand NightsBridge that positions the brand as the leading luxury option with high-quality components at an attainable price point.
The move to create a new website is part of the manufacturer’s broader strategy of being able to offer its retailers recognized branded product, in addition to its private label lines.
The website, www.nightsbridgebed.com, provides an upscale presentation of the line, and features extensive product information, pricing and a head-to-head comparison of its mattresses to other comparable, yet more expensive, brands in the marketplace.
Designed in the brand’s signature blue hue, the website features new lifestyle imagery that complements the luxury tone of the brand. Each collection vignette includes detailed information of the products and the “Dare to Compare” feature that demonstrates how each mattress performs against other leading brands. Comparable retail pricing is also available.
In addition to highlighting its better mattresses at a better price lineup, the site provides its retail network with a portfolio of tools for use online and in marketing including a detailed brochure with extensive product information.
Launched earlier this year, NightsBridge has quickly become one of the company’s highest performing brands and has allowed Corsicana to target a new consumer demographic by offering a comprehensive selection of mattresses built with better materials than much higher priced products. The NightsBridge mattresses are priced to retail from $1,299 to $2,499 in a queen.
“NightsBridge has been so well received by our retailers who have been looking for a strategic affordable luxury brand to put on their floors. As the popularity of this brand continues to grow, we are investing in the right marketing support to continue the momentum,” said Michael Thompson, chief executive officer of Corsicana Mattress. “Our goal here is to be able to meet all the needs of our retailers. If they wanted branded goods, we have a great portfolio that reaches all segments of consumers. If they want private label, we have that too. In the current marketplace, we have to be able to fire on all cylinders to serve our retailers.”
The new website comes on the heels of an extensive virtual training program Corsicana created to arm retail sales associates with detailed information on NightsBridge. The training program is designed as an interactive way to provide RSAs the features, advantages and benefits of the brand, and how to effectively communicate those to consumers.