NEW YORK – Online mattress pioneer Casper has added its third mattress, a value-priced model retailing at $600 in queen. The Essential is an 8.5-inch, three-layer mattress priced hundreds of dollars less than Casper’s original mattress.
The move comes just two months after Casper added its second mattress, the high-end Wave.
With the launch of the Essential, Casper now has mattresses retailing at $600, $950 and $1,850 in queen. That is a major line expansion for the company that had been touting one perfect mattress for years.
The company says on its website that the new bed represents “value, engineered.”
“We challenged ourselves to create a Casper-quality mattress at a more affordable price,” the company says. “The Essential brings award-winning engineering into a streamlined design. So you can snore for less on the most comfortable mattress at this price point.”
Casper said the top two layers of the Essential borrow elements from its original mattress “to blend support, breathability and bounce.”
The Essential weighs 63 pounds in queen, while the Casper, a 10-inch model with four layers, weighs 71 pounds in queen. The Wave, a five-layer, 11.5-inch mattress, weighs 109 pounds in queen.
The Wave was introduced in August of 2017.
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HIGH POINT – Economic developers from the Piedmont Triad region that includes High Point, Greensboro and Winston-Salem are banding together with the State of North Carolina to land a $5 billion, second headquarters operation for Amazon that could employ up to 50,000.
The Guilford County Economic Development Alliance put out a statement late Wednesday that said they are working together to respond to Amazon’s HQ2 RFP. In the statement, the group said this project would be a “game changer for the Triad. We have all the assets and conditions needed to fulfill their needs, but we need some creative ideas on how to leverage those assets and conditions.”
The economic developers are seeking community input on Amazon’s key consideration criteria, which range from incentives to logistics and quality of life in the region. The group has launched https://triadisprime.com/ to gather ideas from across the region. It has set an end of day Oct. 10 deadline for this input.
“We have a highly creative and entrepreneurial culture in the Triad, and we need their creative ideas on this response.” said Bob Leak, president of non-profit economic development company Winston-Salem Business, Inc.
The issue is of interest to the furniture industry as Amazon is growing its presence in home furnishings sales. This month, Furniture Today reported that the company is on its way to generating $3 billion or more in U.S. furniture and mattress sales this year based on first half estimates published by e-commerce sales data source One Click Retail.
According the report, the data firm pegged Amazon.com’s 2016 furniture sales at $2.3 billion. It added that Amazon’s business in the category through Aug. 5 of this year already has reached $2 billion, up 50% year over year.
The Piedmont Triad’s region’s presence in furniture showrooms and headquarters and distribution operations could be a major asset in its favor. The area also has an extensive interstate and railroad access as well as a large number of trucking, transportation and logistics firms.
Brent Christensen, president and CEO of Greensboro Chamber of Commerce, said, “What could we do that is out of the norm and will get Amazon’s attention? These are the ideas we seek.”
“This is our time to shine to the Amazon HQ2 decision makers. Getting their attention requires our collective brainpower,” said Loren Hill, president of the High Point Economic Development Corporation.
“Separately, we are great communities. Together, we are a region with the assets, culture, resources and quality of life that is a perfect match for Amazon,” concluded Stan Kelly, Piedmont Triad Partnership president and CEO.
MILWAUKEE – Verlo Mattress has been honored by the International Franchise Assn. with a 2017 FranTech Award, which highlights innovative use of technology in franchise systems. Verlo received first place in the Client Marketing Campaign (business-to-consumer category) for promotion of its annual Mismatch Mattress Sale.
Verlo officials noted that the mismatch sale successfully leverages Verlo’s key differentiating factor – Verlo builds its own mattresses. By using overstocked or discontinued fabric, the company is able to provide discounts on mattresses that look slightly different but feel the same. The annual promotion is held at Verlo franchise locations around the country and always yields strong results, the company said.
This year’s winning digital campaign saw a 33% reduction in overall costs via optimizations, while yielding a 73% increase in higher qualified traffic, driving a 17% increase in sales, officials said.
“We’re honored to win this award for our mismatch campaign, which is a branded sale that can be easily leveraged by all Verlo franchisees,” said Kathy Thornton-Bias, president and COO of Verlo Mattress. “We’re also proud of the investments we’ve made in our digital infrastructure, which makes an integrated campaign such as this possible.”
This year’s mismatch campaign was recognized for its ability to drive brand awareness, online traffic and in-store sales during the month-long promotion. The campaign leveraged multiple digital channels, such as pay-per-click, remarketing, display, email, social media, onsite creative elements and coupons to increase sales, and also used traditional mediums, including TV, radio, print, and in-store signage, officials said.
Founded in 1958, Verlo has locations nationwide, with a strong footprint in its home state of Wisconsin.
NEW YORK– Online mattress retailer Eight said that all of its smart sleep-tech products will now integrate with the Amazon Echo and Dot via an Alexa skill. The company’s recently expanded Smart Mattress collection and non-wearable Smart Mattress Cover will be enabled for voice control commands thanks to the new skill via the Amazon Alexa app, officials said.
“With more than 10 million Amazon Echo and Dot users, we saw a demand for a seamless smart home experience to be brought also to the bedroom,” said Matteo Franceschetti, CEO of Eight. “Eight is leading the sleep industry into the era of personalized and optimized sleep, and our integration with Alexa was a natural progression for our products. By adding this capability, we are offering customers a fully integrated sleep system that fits unintrusively into their lives.”
Eight’s new Mars+ is a smart bedding offering.
Through the Eight skill for Alexa, users can use simple conversational commands and questions, such as, “Alexa, how did I sleep last night?” and “Alexa, what’s my sleep score?” to gather data from their Eight products without scrolling through a phone screen. They can also control bed temperature on their Eight Smart Mattress through commands such as “Alexa, warm up the left side of the bed,” or as simple as “Alexa, my bed is too cold,” creating the most seamless sleep experience available, the company said.
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