Sealy Enhances Orthopedic Heritage Through Major Trade and Retail Initiative

Furniture World Magazine

In a time when consumers are more concerned than ever about wellness, the selection of the right mattress is as important as any daily health regimen. When consumers are asking their doctors what kind of vitamins to take or how long to exercise each day, they might also be interested to find out what kind of mattress they should be shopping for to get the kind of deep sleep they require for a more productive day. In an effort to help retailers advise consumers on choosing the best mattress, Sealy, Inc. is launching a major initiative to enhance the orthopedic heritage of the Sealy Posturepedic brand. Sealy is widely known as the brand that provides correct spinal support for a comfortable, healthy night's sleep. Consumers should also know that the Sealy Posturepedic is the mattress of choice for back doctors. A major survey of orthopedic surgeons showed more of the doctors surveyed sleep on a Sealy Posturepedic than any on other mattress. "I am extremely enthusiastic about the orthopedic initiative," says Ron Jones, Chairman and CEO of Sealy, Inc. "This is about bringing an important point of differentiation to the forefront that will assist our retailers in providing the best mattress to consumers. With the myriad claims being made for various brands of mattresses, the knowledge of what orthopedic surgeons choose for themselves should be of great interest to consumers; and it is powerful support for the heritage of our brand," Jones concluded. New trade ads, scheduled to begin running in October 2000, are designed to position the Sealy Posturepedic as "the back doctor's bed." The ads reinforce the message that the doctors who know the most about back care and the restorative benefits of a sound, deep sleep are sleeping on Sealy Posturepedic mattresses. They realize the importance of correct spinal support and stress-reducing comfort that Sealy mattresses provide. This orthopedic initiative will reinforce Sealy's positioning as the brand that "supports you night and day" by offering a better night's sleep for a more productive day. In addition to the new advertising, this initiative will also include a complete package of retail POS materials. Sealy, Inc., is the largest manufacturer of bedding in North America, serving more than 7,000 retail outlets from 25 plants in 18 states. Sealy, Inc., produces and sells a full range of mattresses under the Sealy, Sealy Posturepedic, Sealy Posturepedic Crown Jewel, and Stearns & Foster brand names. More information on Sealy, Inc., can be accessed at http://www.sealy.com.