Englander Mattress Hires Napier Marketing Group & Imagine Advertising for New LIFE STYLE® Mattress Launch
Furniture Industry News Update -
Furniture World Magazine
The Life Style® will be formally launched at the upcoming January Las Vegas Market in Englander’s new and larger showroom located in Building C.
Napier Marketing Group and Imagine Advertising reported that they have teamed up to design and develop a new comprehensive brand platform for Englander’s new Mattress introduction – Life Style®. This is the second time in the past year NMG & Imagine collaborated to develop a comprehensive brand introduction for Englander. Their most recent program was for Englander’s E-Gel® line of mattresses launched at the January Las Vegas Market in 2012 with the platform of “Sleep Cool, Live Cool, Play Cool”
“We are very excited to have this team working with us again stated Kevin Toman, President and CEO of Englander. “The E-Gel® Brand platform and launch Napier Marketing & Imagine created for us was one of our most successful new product launches in decades. Because of that experience, we wanted to create a lot of excitement and buzz with this new line. Again, they exceeded our expectations with a new Life Style® brand platform, delivering great creative and messaging. We couldn’t be more pleased”, add Toman
“We love working with Englander”, added Flora Stopher of Imagine Advertising. “They are always so receptive in letting us create a brand identity that is new and refreshing. They challenge us to always try and create something fresh and innovative and that is the type of challenge we love”.
The new Life Style® product is designed for major retailers as a profit-producing gel option. Englander’s new three-model LifeStyle collection is the producer’s first nationally specified line of hybrid specialty beds. Expected to retail from $1,299 to $1,899 in queen, the new collection uses a high-density poly foam base and a micro encased-coil layer in combination with multiple foam layers, including reticulated foams for optimum air circulation and “racetrack” foams for firm edge support.
At the top of the LifeStyle line is an “ultra-luxury comfort” model that incorporates layers of latex and gel-infused memory foams. At $1,599, the “luxury plush” model has a gel memory foam layer for extra comfort while the “luxury firm” model offers a higher density gel foam for increased support. All models feature sturdy wood foundations. Ranging in height from 11.5 to 14 inches, the new LifeStyle beds feature cotton knit covers with ventilated side panels for added coolness and breathability. Waterfall-style edge treatments, branded pillow shams and foot protectors, plus a number of new point-of-sale materials—including a lighted, three-tiered display sign—complete the line’s in-store presentation.
The Life Style® will be formally launched at the upcoming January Las Vegas Market in Englander’s new and larger showroom located in Bldg “C” – Space 1596.
For more information contact Bill Napier, Napier Marketing Group, Inc., firstname.lastname@example.org, 612-217-1297
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