Dormeo Expands U.S. Retail Base

Furniture World News Desk on 9/29/2014

Dormeo N.A.® reported that it has added 12 new dealers to its national distribution base in order to fill in “white space” in its national distribution grid where it did not have adequate consumer reach.

Dormeo has always had a double-edged marketing strategy that boosts its brand awareness through a national advertising campaign of 2, 5, and 30 minute infomercials that air on several leading national cable channels and then drive consumers to local retailers to buy the product. The spots focus on educating consumers on what constitutes a good night’s sleep and the benefits of the company’s revolutionary Octaspring technology, not only have driven traffic to its website, but also to its retailers. As the company expands its advertising reach, it needed more retailers to support the marketing effort.

“Several months ago we launched a national DRTV campaign that has been very successful and has increased the demand for our innovative product in parts of the country where we had little or no retail support. While in Las Vegas, we met with several strong multi-store furniture retailers who wanted to be a part of our unique marketing effort and benefit from our investment in consumer advertising by carrying our mattresses and pillows,” said Dormeo N.A. CEO Jon Stowe. “This retail expansion is part of our strategy of only working with quality retailers, be they Top 25 or strong regional independents who have the experience and support to properly carry our brand.”

Some of the new retailers joining the Dormeo program include: include Sleep N Aire in New Mexico, Urban Styles Furniture in Indianapolis, Walker’s Furniture in Washington, Galleria in Oklahoma and Vermont Mattress Depot.

About Dormeo: For more than 10 years, Dormeo has been a leading mattress brand in Europe and Asia. Making its North American debut in 2012, the company introduced its patented Octaspring in the U.S. Market. A breakthrough in mattress technology, the Octaspring's individual memory foam springs work together to form the core of the revolutionary Octaspring mattress. With its U.S. showroom and distribution center in Plano, TX, Dormeo is part of Studio Moderna Group, a leading European multi-channel direct marketing company. The company will be supporting its retail partners in the U.S. through a multi-million dollar advertising program in 2014. Dormeo is making a strong commitment to consumer advertising to drive traffic to its dealers.