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Fashion Bed Group Adds New Packaging Approach

Furniture World News Desk on 7/6/2016


Fashion Bed Group (FBG), a U.S. retail supplier of bedding accessory products, recently announced that they have created a merchandising concept designed to streamline the purchase process at retail. Following successful previews during High Point Market in April, the company’s new SleepSense program will formally launch at the Summer Market in Las Vegas.

“The SleepSense concept simplifies the shopping experience by using eye-catching colors and iconic imagery to guide consumers intuitively to the right products for their individual sleep needs and preferences,” explained Rob Newcombe, senior vice president of sales and marketing for Fashion Bed Group. “The easy-to-understand system also helps retailers to better assist customers at the point of sale.”

The new SleepSense packaging and merchandising program employs a new product naming strategy along with key words and visual cues to help consumers and store sales associates easily navigate product selection:

  1. Color Coding – Products have been renamed and categorized by key performance benefits, each affiliated with a signature packaging color:

      • Purified Silver – for Sleep Calm and Sleep Calm+ products offering a range of protective, firmness and contouring options to ensure healthy, comfortable rest for all types of sleepers

      • Tranquil Blue – for Sleep Chill and Sleep Chill+ products with cooling and/or breathability features that regulate temperature for comfortable, even sleep

      • Luxe Rose Gold – for Sleep Plush and Sleep Plush+ products offering protection and extra softness for a luxurious sense of comfort

  2. Performance Call-outs – Within each category, key product benefits (e.g., Protects + Controls Temperature) are clearly called out at the top of each package.

  3. Benefit Icons – Graphic icons along the bottom of the packaging face identify the distinct technologies and benefits of each product (e.g., Sleeps Ultra-soft, Blocks Moisture and Stains, Fights Allergens and Dust Mites).

“Designed to stand out in the retail environment, the new packaging relays the most important product details without a lot of clutter,” said Newcombe.

If consumer focus groups are any indication, the SleepSense program is poised to perform well at retail. When asked for their input on the new packaging, more than 88% of participants indicated that they had a good understanding of the products inside.

“The packaging clearly demonstrates the product’s features without trying to overdo it,” noted one participant. “The softer tones are clearly associated with sleep and comfort.”

Additionally, when asked to rate the overall appeal of the new packaging using a five star rating scale, 72 percent of participants awarded the new SleepSense packaging four or five stars.

“The response we have received so far has been terrific,” added Newcombe. “We are excited to launch this new program for our retail partners in Las Vegas and to begin executing it at retail this August.”

The SleepSense program encompasses all of the Fashion Bed Group sleep accessories, including bedding textiles, protection products, and high-performance pillows. The new packaging and merchandising will be on display in the Fashion Bed Group Las Vegas showroom (Space #B1326) during the Summer Market. For more information, visit www.fashionbedgroup.com.


More about Fashion Bed Group: Fashion Bed Group (formerly known as Leggett & Platt® Consumer Products Group) is a division of globally diversified Leggett & Platt®, Incorporated, and is the premier provider of bedding accessory products to the U.S. retail community. Based in Chicago, IL, FBG is committed to delivering innovative, high-performance products at an exceptional value and offers a complete range of bed frames, bedding support products and sleep accessories, along with an expanding array of casual furniture options. FBG products are available in retail furniture, department and bedding stores nationwide, as well as through online retailers. For additional information, please visit www.fashionbedgroup.com.

More about Leggett & Platt: Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs, and produces a broad variety of engineered components and products that can be found in most homes, offices, and automobiles. The 133-year-old company (founded in 1883) is made of 17 business units, 20,000 employee-partners and 130 facilities located in 19 countries. Leggett & Platt is the leading U.S. producer of: a) components for residential furniture and bedding; b) carpet cushion; c) adjustable beds; d) work furniture and components; e) high carbon drawn steel wire; f) automotive seat support and lumbar systems; and g) bedding industry machinery. For more information, visit www.leggett.com.