In a move designed to reposition the brand, Glideaway Sleep Products has renamed its line of imported specialty sleep mattresses and pillows Sleepharmony.
“You can be Kmart or Target in the value space,” said Carmi Fredman, president of the St. Louis–based company. “We want to be the latter. We conducted research and took a chapter from their brand positioning playbook. Consumers can expect the same value proposition from Sleepharmony that Target has captured in the general retail space.”
To complement its rebranding, Glideaway has launched a marketing campaign evoking spa–like imagery and conveying a high level of design and performance at a valuable price point. It also has created a tag line “Revive your sleep,” new logos and new product names—Balance, Harmony, Revitalize, Renew, Serenity and Tranquility.
The company has also introduced the Jubilee visco–elastic youth bed, available with a pink or blue velour cover. The bed, which comes with matching pillow, has a suggested retail price of $399 for twin size. “Kids are smaller than adults and need a mattress construction better geared to their size and weight,” Fredman said. The bed’s less dense 3–pound memory foam core is more responsive to a child’s body than the standard 5–pound foam used in adult beds, according to the company.