Mattress major Tempur Sealy International, based in Lexington, Kentucky, has unveiled Cocoon by Sealy, an e-commerce-only offering.
The mattress is sold exclusively at CocoonBySealy.com and delivered, boxed, directly to consumers. Beds are available in two comfort levels, soft or firm, and priced at $849 in queen.
“Tempur Sealy is committed to having high-quality products available wherever and however consumers want to shop,” said Scott Thompson, Tempur Sealy chairman, president and chief executive officer. “It is a logical extension of our family of products. We entered this specialized distribution channel because we knew wecould provide a product that meets the needs of this target consumer, is superior to the competition and consistent with our Sealy brand promise of quality and value.”
The company is offering an affiliate-marketing program to its retailers, allowing them to earn a percentage of sales that they send to the CocoonBySealy.com website.
Kim Knopf, founder and president of the 155-store chain Innovative MattressSolutions and a Tempur Sealy retailer, said, “We plan to participate fully in the retailer affiliate marketing program. We’re thrilled to work with Tempur Sealy to bring the latest and best sleep-set offerings to our customers. The Cocoon by Sealy initiative is an excellent way to focus industry resources on the e-commerce segment of the market.”
A digital marketing campaign for the new e-commerce brand centers on “My Happy Place” and the idea that the bedroom can and should inspire happiness, and the bed is the centerpiece of any happy bedroom. The campaign also makes use of brand ambassadors with expertise in fashion, design and home who contribute to the brand’s online presence, appear in advertising, develop customized digital and social content, and showcase how to build their ultimate happy place.