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Kingsdown Showroom Undergoes Makeover With New Branding Campaign At Winter Market

Furniture Industry News Update - Furniture World Magazine
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Article Summary: New “We Are Kingsdown” branding promotes the fact that the company’s products are handcrafted in the USA by employee-owners to provide unique innovations and guaranteed quality.


Kingsdown Inc. announced that it will unveil a redesign of its space at World Market Center along with a new branding platform at the Las Vegas Furniture Market, Jan. 28th – Feb. 1st.

The new “We Are Kingsdown” branding promotes the fact that the company’s products are handcrafted in the USA by employee-owners to provide unique innovations, guaranteed quality, and significantly enhanced profit opportunities for retailers. The program will be unfurled on six showroom pillars, each affixed with a 42-inch flat screen monitor showcasing messages about the commitment of its people, the quality of its product portfolio and a tradition of outstanding service. That messaging will be paired with a new showroom aesthetic and several product launches, creating multiple reasons for retailers to visit the space.

“At a time when private equity firms are staking ground in the sleep products industry and companies are going public, ownership is moving farther from the end product. Kingsdown is the exception. With our Employee Stock Ownership Plan each and every mattress is personally crafted by the company’s ownership,” said Kingsdown President and CEO Frank Hood. “There’s a lot that makes Kingsdown unique – we’re not niche and we not a monolith – we’re an agile company with national distribution offering an alternative product for every sector of the industry. We’re proud of our capabilities as well as our people and at this market, we’re driving that point home with our retail partners.”

For the first time, Kingsdown will showcase its exclusive Inline Comfort Support Analysis (ICSA) machine at market. This high tech machinery will be presented on the showroom floor calling out the company’s unique devotion to quality and the commitment that every mattress is designed and tested to meet mattress support standards. Retailers will also be able to engage in hands-on testing of the company’s new Electronic Sales Training Program, as Kingsdown demonstrates its ability to transmit sales training modules to retailers via virtual diagnostic stands.

“We are displaying our commitment to the retailer on every level. First we’re showcasing our employee-owners, who are on our front-lines of creating our product lineup with a variety of comfort feels, styling options and price points, which allows retailers to extend their reach in the marketplace. Then, we’re emphasizing our expert craftsmanship and proving how each Kingsdown mattress is meeting stringent ICSA quality standards. Finally we’re demonstrating our commitment to the sales training process. With our new high-tech program it’s even easier for RSA’s to remain informed about our product lines and sales techniques. This market represents a hallmark event for Kingsdown, as we present an array of options in styling, innovation and value designed to reach every consumer segment and price category,” said Executive Vice President of Sales and Marketing Kevin Damewood.

Experience Kingsdown’s showroom located at B-1300.

About Kingsdown: Kingsdown, Inc. founded in 1904 and headquartered in Mebane, North Carolina, USA is a manufacturer of premium mattress systems serving leading retailers across the United States and in more than 20 countries. Each product is manufactured using handcrafted techniques combined with state‐of‐the‐art research, materials and equipment. Research and development, training and distribution facilities, as well as two manufacturing facilities, are also headquartered in Mebane. International offices are located in Bangkok, Thailand, and Tokyo, Japan. Additional manufacturing and distribution centers are located in Winchester, VA; Muskogee, OK; Lakeland, FL; Stockton, CA; Toronto, Calgary, and Vancouver, Canada; Kuala Lumpur, Malaysia; Istanbul, Turkey; Leicestershire, England; Melbourne, Brisbane and Perth, Australia. For more information, visit www.kingsdown.com.

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