Read the article - Blu Sleep Products

WWW.BEDROOMRETAILERS.COM / WINTER 2014
BLU SLEEP
PRODUCTS EXPANDS
ITS SLEEP PRODUCTS
AND SERVICE
LAS VEGAS
MARKET GUIDE
SEE PAGE 15
PURE LATEXBLISS RETAILERS CAN EARN
VALUABLE POINTS WITH ‘LEARN AND EARN’
OMI ADHERES TO GOTS PREMIUM STANDARD WITH
CERTIFIED ORGANIC MATTRESS COLLECTION
CAROLINA MATTRESS GUILD’S EMBRACES
SUSTAINABILITY WITH E-Z SLEEP MATTRESSES
Reprinted from the Winter 2014 issue of Bedroom Magazine
BLU SLEEP PRODUCTS EXPANDS ITS
SLEEP PRODUCTS AND SERVICE
By Gretchen Kast and Christopher Schriever
With a long history of technological innovation in the foam specialty bedding
industry, Blu Sleep has evolved to emerge as a groundbreaking designer and
marketer of breathable memory foam, latex and foamed gel pillows, toppers
and, now, mattresses. The Canadian company differentiates itself with its unique
material blends, creative use of color, texture and feels.
O
ver the years Blu Sleep has created a signature collection
that uses both natural and synthetic materials, to create
line-up that has attracted the attention of consumers and
retailers alike.
Focusing on developing “true products” that offer the latest in
comfort, support and health, Blu Sleep has perfected a scientifically unique formulation to manufacture truly innovative bedding
accessories. The company uses a high-density, open-cell foam
structure to provide unsurpassed ventilation and support, with
an elasticity that really set their pillow and topper products apart.
“Our pillows adapt to you,” company co-president Alex Ciccolella
explains. “You don’t have to adapt to the pillow.”
Blu Sleep will add eight new pillows to its already diverse pillow
collection at the Winter Las Vegas Market. Four of the new pillows
are wool-based and four are fiber based. Blu Sleep chose to make
a wool line because wool offers a natural breathable, fiber product
that resists dust mites, helps to wick moisture and regulate body
temperature. The wool line-up includes four distinct pillows—all
with wool—but each with a different feel. The first wool-based pillow is made solely with wool, while the second adds latex to the
mix. The third features both wool and the company’s “nature series” memory foam. The final pillow in the wool collection combines wool and foamed gel.
The remaining four of the eight new pillows are fiber-based. The
first of the line is an all-fiber pillow. The second includes fiber with
latex, while the third is made with fiber with the “nature series”
memory foam. And, the final fiber-based pillow combines fiber and
foamed gel. This collection of four fiber pillows has an incredibly
soft feel, and when combined with latex, foamed gel and memory
foam, also offers outstanding comfort and support.
With steady growth and little to no returns with the company’s
pillow and topper product sales, Blu Sleep is embarking on strategic expansion in the US and Canada. The expansion plan includes
increased marketing and sales efforts along with the introduction
of the company’s first mattress collection. Steady increases in
distribution are expected to continue as Blu Sleep unveils its expanded program.
Reprinted from the Winter 2014 issue of Bedroom Magazine
The models within
the six-bed collection
include variations of
breathable, open-cell
foam, memory foam,
foamed gels, latex,
bio-based foams and
breathable memory
foams.
As part of its program expansion, Blu
Sleep will introduce Somni Specialty Sleep,
the company’s first mattress line. “We used
the same unique, distinctive, designs, components and materials to create our new
mattress and pillow collection that have
been our hallmark for our successful foam,
latex and foamed gel pillows and toppers,”
Alex explains. “The same care, design, performance and color details we have put into
our existing lines will also be used in our
new product collections.”
The new Somni Specialty Sleep collection features six mattresses named the
Romantic, Nubia, Astoria, Bria, Alexia and
Eliza. Each of these mattresses is specifically designed and engineered using the
properties of the luxurious European-based
foams Blu Sleep uses in its diverse pillow
and topper lines. Over a year in the making, these beds were carefully fabricated to
provide optimum support, with conforming
comfort for all sleepers.
Raw materials were careful sourced after extensive testing proved they met the
company’s stringent quality standards.
Alex explains, “We paid attention to every detail.” Not only was great care taken
in specifying the foam cores and quilting
materials, the covers and borders were
designed for optimum performance with a
foam-based mattress. By using high quality super-stretch and upholstery grade
fabric, the cover adds to the support and
comfort of Blu Sleep’s mattress collection.
The models within the six-bed collection
include variations of breathable, open-cell
foam, memory foam, foamed gels, latex,
bio-based foams and polyurethane foams.
In addition to launching a comprehensive
six-line mattress collection and expanding
Reprinted from the Winter 2014 issue of Bedroom Magazine
its successful pillow line, Blu Sleep has updated its strategic business plan. The company started with a plan that’s founded on
a “core business philosophy of helping our
retailers satisfy their customers with innovative, unique and distinctive products
that increase their profit margins.”
From there, they added marketing theme
that encourages potential retailers and
consumers alike to experience the wonder
of their colorful product collections. The
theme of the company’s new marketing
program is, “Come see, touch, feel, and
experience…we know you will love them!”
POP displays reinforce the importance
of testing the products and eye-catching
stands present a variety of pillows, allowing the consumer to feel the difference
between the diverse offerings. Blu Sleep’s
use of color within its products helps RSAs
and consumers visually differentiate the
products within various collections.
Retailers can experience the extensive
variety of Blu Sleep’s pillow, topper and
mattress collections within the company’s
first private showroom at the Las Vegas
World Market Center during the Winter Market. Visit our guide on page 15 for showroom information.
“Customers need to touch, feel and embrace our products,” co-president Elizabeth Ciccolella explains. “They know something is different when they see the color
schemes, the engineered designs and their
uniqueness. Once they touch our pillows,
toppers or mattresses, they will feel the difference and know that it’s not just a marketing claim. They will then understand the importance of offering a substantial upgrade
in quality for a reasonable price.”
Visit www.blusleepproducts.com