Retailers talk Englander’s breakout performance in pandemic
Dreamer Collection posts strong sales out of the gate despite COVID-19 retail closings and industry supply issues
CHICAGO (Jan. 4, 2021) – Retail success stories are the crown jewel in this business, and Englander has them from independent retailers with the brand-new Dreamer mattress collection that launched early 2020 prior to the COVID-19 pandemic.
The Dreamer is a three-model latex hybrid collection designed with modern, elegant aesthetic and constructed of proven materials, including fabric-encased coil support unit, layers of copper-infused latex, copper-infused visco foam, 3° Open Air™ micro-coils and a cool touch top panel. The collection offers eight mattresses in three colorways, with each model offering distinct feels that simplify the buying process.
Greg and Katy Law, owners of Sweet Dreams Mattress & Furniture with four stores in North Carolina, were immediately impressed with the Dreamer line-up last January. They eventually floored the entire collection and said customer reactions and feedback have been overwhelmingly positive ever since.
They also credited the success of the Dreamer program to having “buy-in from the sales managers because it’s simple, easy and the beds feel great.”
“If you are considering taking on the Englander Dreamer collection, do it now because your customers and team will love you for it,” said Katy. “The core values of Englander line up with us as a retailer, and it’s always a pleasure to do business with someone who values your partnership.”
Sweet Dreams manager Andrew Schlesser said, “It’s amazing to see something so new that sells at a super high volume. Right out of the gate it had momentum and that’s what we love to see with new product from Vegas [Market].”
Strong partnership is at the center of a new video series and wholesale webpage that the company is launching that assures retailers of Englander’s commitment to brick and mortar retailers by providing the tools and margins to successfully sell Englander products.
Englander President and CEO Mark Kinsley said, “We’re searching for retailers who share our values and want a competitive edge, not a competitive threat.”
Featured in one of the videos is Trent Ranburger, owner of Trent Bedding, a local celebrity retailer of sorts in Bowling Green, Ky., for his unique marketing style and connection with the community. His store has been voted “Best of Bowling Green” for the last 10 years.
Of Englander’s commitment to brick and mortar retailers, Ranburger said, “I can’t compete against a manufacturer when they are selling online at a cheaper price, under a different name or style. It’s a lose-lose for the retailer. A lot of these big mattress companies have forgotten us retailers. Englander hasn’t forgotten us.”
Kinsley said retail success stories need to be highlighted and shared, which is the idea behind “Come Back to Bed: Attract More Foot Traffic and Make People Fall in Love with Your Store” the book he co-authored with industry veteran Mark Quinn. Launched last month, it’s chock-full of real stories and ideas from retailers across the country — many of them Englander partners – about how they’ve created success in their businesses.
The Dreamer collection is featured online at www.englander.com.
About Englander Sleep Products:
Englander is a top 20 USA bedding producer. Our bench-made mattresses have delivered millions of nights of happy sleep to people around the world. Our team of expert craftspeople use proven components to make the best mattresses in the world. Founded in 1894, Englander combines old world knowledge with state-of-the-art design to offer a range of sleep systems that deliver better sleep by design®.