Daily News
From Home Furnishing Business
Magniflex Building Brand in Regional Design-Driven Magazines in U.S. Markets
January 10,
2024 by HFBusiness Staff in Business Strategy, Industry 
Leading Italian bedding manufacturer, Magniflex, has begun advertising in regional lifestyle and design-driven magazines in key U.S. markets to build brand and support its retailers.
Among the publications featuring Magniflex’s brand message of luxurious comfort and innovation in design are Miami Florida Design, Modern Luxury Boston, and Modern Luxury Texas. To increase visibility and brand awareness, the company is investing in premium positions in the magazines to help drive customers interested in contemporary and modern design through its dealers’ doors in those regions.
“We are targeting an audience actively seeking luxury, high-quality home products in key markets that have a strong affinity for modern design,” said Billy Curtright, Magniflex’s national sales manager. “We know affluent customers are in search of offerings that reflect their personal style and rightly recognize the long history of Italian design’s influence on luxury fashion and automotive, as well as home furnishings. Our goal with these advertisements is to support our partners, and to streamline access for customers searching for something different.”
Headlined “Sleeping Better, Living Better,” the eye-catching full-page ads are designed to catch the attention of readers with an evocative lifestyle shot of a Magniflex mattress displayed on a clean-lined platform bed with a luxe, tufted headboard, surrounded by high-end modern furnishings.
Ad copy touts the benefits of rejuvenating sleep, as well as the brand’s Italian heritage and exclusivity, and each ad highlights Magniflex’s retail partners in the region to make it easy for readers to find the brand in their marketplace. The company plans to expand the campaign to other major markets in the U.S. on a regular basis.
“As Magniflex’s individual markets continue to grow across the U.S., the company is dedicated to further developing the geographic scope of our regional advertisements. Partnering with our dealers offers expanded market reach and helps them make invaluable connections with new customers. At a time when most manufacturers are trimming all manner of marketing and advertising support, we are very excited about the response we are already seeing,” said Curtright.
To further assist its retailers, Magniflex is preparing its 2024 Retailer Success Plan for distribution to its exclusive dealer partners. As part of the company’s larger marketing support program, the turnkey marketing plan offers retailers an in-depth overview of the company’s latest marketing initiatives, international branding efforts, available product training, examples of important point-of-sale (POS) collateral, and much more.