Ther-A-Pedic's New D'amani Line Targets Baby Boomers

Furniture World Magazine

As the Post-War Baby Boomer generation approaches their peak earning years, Ther-A-Pedic has plans to capture a share of their huge discretionary income with its new high-end, luxury mattresses - the D'amani International Collection. "This group of consumers between the ages of 34 and 52 has a great amount of disposable income and as they approach middle age they are buying not only larger bedding, but more high-quality bedding," Ther-A-Pedic President Niles Cornelius said. Ther-A-Pedic hopes to target this profitable demographic group through an aggressive lifestyle advertising and public relations plan. "We plan to support our D'amani retailers through consumer advertising and point of purchase materials aimed at today's active Baby Boomer," Cornelius says. "The campaign will focus on their hectic lifestyles and their demand for a superior sleep product. It is our intention to not only grab the attention of browsing consumers, but to actually drive business to stores." Retailers will have their first chance to view the new D'amani International Collection at the company's High Point Showroom located in the Profit Center at Main and Commerce streets. The retailer ad campaign was launched in August with a series of teaser and testimonial ads which will be followed up with a product launch ad in September. "Ther-A-Pedic is committed to making the D'amani an easy sell for our retailers," Cornelius says. "They will have the support of local educational seminars, a comprehensive sales kit and ultimately a CD outlining the specifics of our retail program." The D'amani International collection is the first product to bear the new Ther-A-Pedic logo and image, a total brand makeover created to position the company for the new millennium. For more information on Ther-A-Pedic and the D'amani International Collection visit their web area on furninfo.com or e-mail info@therapedic.com