BedTimes magazine June 2010

IndustryNews
Glideaway revamps
Sleepharmony line
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.
Centrixx Quilts
Stretch Knits
4800 S. Kilbourn Ave.
Chicago, Il 60632
38 | BedTimes | June 2010
A. Lava & Son Co.
Introduces Our New Kit Line
Value Line
A. Lava & Son Co.
Sewing Threads and Bedding Textiles
www.alavason.com
Customerservice@alavason.com
Tack & Jump
Short
Producer adds specialty youth beds to its offerings
St. Louis-based
Glideaway Sleep
Products has 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,” said Carmi Fredman, Glideaway
president. 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.
Organic Ticks
Earth Bed
Ph: (800) 777-5282
Fax: (773) 254-0800
www.sleepproducts.org/bedtimes