Comfort Solutions unveils new brand positioning

Mattress licensing group Comfort Solutions relaunched its brand identity at the Las Vegas Market in January. The Willowbrook, Ill.-based company says the new positioning will serve as the inspiration and guiding force behind its operation, organization, product development and public outreach.

A new tag line, “Never Stop Dreaming,” is being used as a “universal message and signature across all product and marketing initiatives,” said Dave Roberts, Comfort Solutions president and chief operating officer. “It reflects the philosophies we’ve embraced for more than a decade, but also represents a new call to action that involves our licensees and employees, retail customers, consumers and the public at large.”

Comfort Solutions

Comfort Solutions hosted a gala at the Paris Las Vegas hotel to celebrate its new branding and products. Among those enjoying the evening were Daniel Kamis, (from left) president of Dixie Bedding Co.; Dave Roberts, president and chief operating officer of Comfort Solutions; and Mark Kolovson, president of King Koil Northeast.

The design and typography of Comfort Solutions’ name and logo have been simplified and modernized. The King Koil name—the company’s original moniker—will be emphasized as the cornerstone product brand under which all of the producer’s innerspring beds are represented.

The company introduced a new King Koil line in Las Vegas with fresh, modern designs to leverage the global awareness of the brand name. The high-end King Koil Royal collection, a centerpiece of the showroom, was dressed with sumptuous fabrics and tailoring.

“While we retain our licensing model, we’ve worked hard to unify and strengthen our organization as a single entity and team,” Roberts said.

In Las Vegas, visitors saw sweeping changes and enhancements in the construction and aesthetics of all Comfort Solutions collections, including Extended Life and Sleep iD. The company rolled out a new line of Dr. Breus Beds, the result of a recently signed licensing deal, and introduced a new specialty sleep iMattress collection with iFusion, an “open-cell memory foam infused with cooling gel spheres.”

Comfort Solutions celebrated its new branding and products with a glitzy gala at the Paris Las Vegas hotel the night before the furniture market opened.

Invited guests included retailers, Comfort Solutions licensees from around the world, industry suppliers and others.

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