Diamond Mattress Launches Re-Brand with Health and Wellness Focus

Furniture World News Desk on 1/14/2019

Diamond Mattress announced that it is launching an all-new brand and product line focused on health wellness.
 
The comprehensive re-brand encompasses everything from a fresh, modern logo design to an overhauled website; from re-alignment of merchandising strategies and well-defined product assortment to creative marketing initiatives.
 
“This is a pivotal time for Diamond Mattress as we shift from a manufacturer of mattresses for the past 72 years to a health and wellness brand that is enhancing lives through sleep,” said Shaun Pennington, president of Diamond Mattress. “This is also important for our retail partners because the goal is to elevate our relevancy and value to the modern consumer. In doing so, we gain trust for the sleep industry and empower RSAs to be successful.”
 
Vegas Market Launch
At the Las Vegas Market later this month, Diamond will unveil its revamped core product line with four mattresses, along with new branding and website.
 
Developed and named from the concept of the “gift of sleep,” the mattresses are called Grateful, Intention, Faith and Transformation, or G.I.F.T. Each mattress is a foam-encased, bed-in-a-box model that features several Diamond innovations, including a patented wrapped coil system, a proprietary foam component and covers made with phase-change material.
 
Each mattress features Diamond’s newly patented wrapped coils system that offers 25% more surface coverage and multiple zoned support created by its advanced nested coil design. Starting model Grateful has a 13-inch profile with gel memory foam and retails for $799. Intention and Faith are 14 inches featuring Diamond’s new Sparkle foam that has graphene and hyper-conductive flakes for advanced heat-releasing benefits; retail prices are $999 and $1,299, respectively. Transformation is 15 inches tall and also features the Diamond Sparkle foam, retailing for $1,599. Faith and Transformation sport phase-change material covers and are specially designed to visually tell the story of the features and benefits.
 
Beyond product innovation, he said Diamond’s brand promises have been redefined to deliver a better customer experience. The company is offering a 120-night trial, nationwide free shipping and returns, white glove delivery and a Forever Warranty.
 
Going live on opening day of the winter market, the new website at www.DiamondMattress.com provides a more user-friendly experience overall with a focus on education and product information. Company officials said the site will also provide a “seamless e-commerce experience” that allows visitors to purchase from the comfort of their home.
 
The mobile-friendly site is a one-stop shop for the end-consumer where visitors can research products, use an interactive quiz to find products that best suit them, locate nearest dealers, and connect them directly with a Diamond customer service team member if their questions are not answered by the FAQs.
 
Supporting Industry Trends
“Consumer confusion, price pressure and margin erosion exacerbated by cheap imports, direct to consumer retail and retail consolidation are the prevailing challenges in the industry,” said Pennington, who is striving to address and support industry trends as he transforms Diamond Mattress.
 
The concepts of “Beauty of Sleep” and “G.I.F.T.” provide a clue into the brand and marketing strategies behind this shift from a maker of mattresses to a lifestyle brand, and it is also a sign of the new leadership under Pennington and his sister and company vice president, Breana Pennington, who represent the fourth generation of this family-owned and operated company since their grandfather founded it in 1946.
 
“We have taken a fresh look at what customers want. Today, people value a company with a purpose greater than just selling products. They want passion,” said Pennington. “We are communicating that through our rebrand efforts and influenced by our values and purpose as an organization.”
 
Pennington said, “Manufacturing is in our blood and will always be at the core of our product innovation. The rebrand amplifies Diamond’s commitment to quality sleep by linking its trusted reputation for quality craftsmanship, integrity and purposeful innovation to a higher-level brand purpose.”
 
Diamond Mattress will introduce its new brand and innovations at the World Market Center, B-950, during the Las Vegas Market, Jan. 27-31. The website will launch on opening day of market at www. DiamondMattress.com.

More about Diamond Mattress: Diamond Mattress is an innovative independently-owned company with a four-generation tradition of making mattresses in the U.S. Since 1946, Diamond has been committed to superior customer service with a focus on quality, value and promoting the importance of sleep and its impact on personal wellness and the ability to make a positive impact in the world.