Over 154 Years of Service to the Furniture Industry
Furniture World Logo

White Dove Launches New Identity, Signals Brand Evolution

Furniture World News Desk on 4/9/2017


White Dove Mattress recently announced the launch of its new brand identity to signify the company’s evolution and commitment to its retailer partners.

“The new brand identity celebrates our past and, more importantly ushers in the next stage in the life of a great company and signals our investment in the success of the customers we serve,” said Bruce Goodman, president of White Dove Mattress. “The White Dove brand has considerable, existing equity that surpasses that of any other independent mattress manufacturer in the market. It is our responsibility to our retailers to leverage this equity and supply them with brand assets and marketing support that bolsters their sales process.”

The new brand identity, expressive of luxury, comfort and quality accessible to the full range of customers, is a stylish new take on the brand which has served the company for decades. A key component of the new identity is the celebration of White Dove’s rich history.

The new brand is founded in stories and images dating back to early last century and is marked with a new tagline, “Heaven Sent Since 1922”. Additionally, White Dove simplified its collection structure for easy retailer management.

White Dove was previously comprised of numerous separate brand collections, lines and models that were not part of a larger umbrella. Today, there are six collections that fall under the White Dove Mattress brand: Atlas™, Cambridge™, Classic™, Oxygen™, Nature’s Legacy™ and Duality™.

The new brand identity was developed in collaboration with TWIST Creative, one of Cleveland’s
top brand and creative agencies. TWIST will also provide White Dove and its retailer partners with ongoing consultation and support.

As part of the launch, White Dove has developed a robust marketing and sales support program for its retailer partners:

  • The new White Dove website, www.whitedoveusa.com, is designed to succinctly tell the White Dove story, express the company’s promise of accessible luxury and serve customers as they research their mattress purchase. 

  • The new White Dove social media presence consisting of Facebook, Instagram, Twitter and LinkedIn serves retailers by delivering a host of digital assets as well as engaging directly with existing and potential mattress customers.

  • White Dove has built a marketing asset library for use by individual retailers to help sell White Dove Mattress products at their location. The marketing assets include collection photography, templated social graphics, print and digital advertisements, etc. White Dove will also offer customization services.

“White Dove Mattress is committed to its retailer partners,” said Frank Swanek, the company’s VP of business development. “We’ve always provided a personalized relationship with our retailers, but now we are able to combine that with comprehensive online marketing support and a training program which demonstrate our commitment to helping our retail partners achieve success,” said Swanek.

In tandem with the rebrand, the company has launched its new Atlas™ collection of mattresses which marry durability with comfort. Atlas products are made with high-quality materials and advanced construction techniques that gives Atlas a longer lifespan than any comparable mattress on the market today.

More about White Dove: White Dove Mattress was founded in Cleveland, Ohio in 1922 by H. Goodman who recognized the opportunity to bring an affordable, durable and comfortable mattress to the market. Today, the company is still family-owned and committed to its tradition of sourcing the best materials for long-lasting comfort and durability. White Dove Mattress offers luxury at an affordable price through all its brands including Atlas™, Cambridge™, Classic™, Oxygen™, Nature’s Legacy™ and Duality™. For more information, visit www.whitedoveusa.com.