Mattress maker Jamison Bedding has a new branding strategy that will serve as the umbrella under which the 128–year–old manufacturer and its products will be made and marketed going forward.
The repositioning comes on the heels of an 18–month period that involved management changes, self–study, market analysis and strategic planning, the Brentwood, Tenn.–based company said.
“Our new strategic mission and brand position—‘We Make Sleep Different’—is how we plan to express this critical redefinition,” said Ken Hinman, Jamison senior vice president of sales and marketing. “The ‘we’ in our brand statement is key because it reflects the commitment of every Jamison employee—not just of management—to this new direction. ‘Different’ reinforces the fact that doing business with Jamison today differs dramatically from the past because we are now a significantly different company and every Jamison product has been reinvented or changed in significant ways.”
Jamison officially reintroduced itself to retailers at the fall High Point Market in High Point, N.C., with new brands and product designs. The company transformed its showroom into a more modern retail environment that included new marketing and point–of–purchase materials designed to reflect and reinforce the “We Make Sleep Different” position.
Among the new mattress lines is the four–model Gel Comfort collection, which incorporates JGel, a high–density memory foam blended with gel beads to improve temperature control. The beds have the same foam core used in the company’s Marriott hotel line of mattresses. Suggested retail prices in queen size range from $1,099 to $1,999.
The new European–styled Talalatex Conformer line has an unquilted super–stretch knit cover over Talalay latex layers of varying firmnesses and either a Talalay latex core or a high–density Marriott polyurethane foam core.
The five models have suggested retail prices of $1,099 to $2,199 in queen size.
Jamison describes the redesigned Vita Pedic collection as “the next generation in two–sided sleep.” The nine beds feature Jamison’s Smart Coil technology and a range of special features and components, including, at the high end, a layer of Celliant Sleep fiber for temperature regulation. Vita Pedic beds retail for $499 to $1,399.
“Our products are unique and exciting, and retailers will discover that the Jamison brand is extremely market competitive,” said Frank Gorrell, Jamison president and chief executive officer. “But we’re also proud to say that the quality components we’ve always used in our mattresses and the quality measures we’ve taken to build them have not and will not change. That’s the real value that we want to demonstrate to current customers and to new retailers.”
