Comfort Solutions Unveils Laura Ashly Collection In Las Vegas

Furniture World News

Comfort Solutions introduced its Laura Ashley Home Mattress Collection in their Las Vegas showroom (A546). The company announced that it will support the new collection with an aggressive marketing campaign in 2008, including a specially designed in-store gallery to help merchandise the product. “The Laura Ashley brand is very powerful. We know it resonates with women. In fact, we believe it is the most relevant mattress brand for women on the market today,” said Dave Roberts, President and COO of Comfort Solutions. Laura Ashley is regarded as one of the original lifestyle brands in existence. Backed by its incredible quality, Laura Ashley merchandise is currently sold in over 25,000 retail outlets in North America. “The Laura Ashley brand has a 92 percent brand awareness rating among women,” Roberts said. “These consumers are very conscious about their home, family and where they shop, and they don’t mind spending extra to get what they want. That’s why we are confident the power of the brand and the marketing support behind our new collection will help drive traffic through retailers doors.” Price points for the new collection will range from $699 to $1999. The Laura Ashley Home Mattress Collection will represent a break from the traditional white and neutral mattress fabric patterns. It includes more contemporary looks, as well as fresh and updated classic patterns that support the Laura Ashley style and elegance. “You can expect to find more color and bold patterns, based on what we learned from our research,” said Mark Wozniak, the company’s Executive Vice President of Marketing. “The research told us that female consumers are attracted to colorful, more feminine looking mattresses. More often than not, women make the choice when it comes time for a couple to purchase a new mattress. That’s why we have coordinated our design effort with Laura Ashley to create a very appealing array of colors. Set among the typical whites and neutral patterns that you find on the retail floor, the Laura Ashley beds will really stand out.” Wozniak said Comfort Solutions would support the new collection with a full complement of point of purchase and promotional materials. A full-scale promotion involves a Mini Cooper car giveaway. The special vehicles, wrapped in a Laura Ashley pattern, will be given away as part of a retail promotion conducted by various retailers throughout the country. And one of the Laura Ashley Mini Coopers will go to a retailer/dealer executive in a random drawing during Market week. Comfort Solutions is the seventh largest bedding manufacturer in North America. Its products are also manufactured, marketed and sold in over 50 countries worldwide. Established for over 100 years, the company produces high quality mattresses and foundations. Comfort Solutions is also the domestic supplier for the Laura Ashley Home Mattress Collection. For more information call (630) 320-3100, or visit the web site at www.comfortsolutions.com.