Three New Spring Air Licensing Committees To Focus On Branding Strategy

To help set the course for the company over the next several years, Spring Air International has created three committees with representatives from its eight U.S. licensees. The committees are responsible for developing strategy for Spring Air’s product development, branding and its Las Vegas Market experience.

This is the first time the Spring Air brand has created a formal process for licensees to more effectively share knowledge and participate in brand decisions. It is part of the broader strategic direction of President Nick Bates who has made licensee engagement a big part of his vision for Spring Air.

“This is very different from the way Spring Air has operated in the past. Before the committees, all of the decisions were happening in the home office,” Bates said. “We’re a big company in scope, but a small company at heart. In order of us to come up with the best achievable goals, it makes sense to tap into the expertise of each of our partners. Our licensees are invested in this business, too, and we think a collaborative approach is much better than having corporate pushing down the ideas.”

Each committee is charged with brainstorming ideas in its designated area of expertise. The Las Vegas Market committee is charged with improving the experience of anyone who walks through the front door of the Spring Air Showroom. Every touch point from the lighting to the front desk to the flow of the showroom to the menu served in the showroom’s café falls under the market committee. The first set of recommendations from this committee were incorporated into its Las Vegas showroom for the 2018 Winter Market.

The product development committee works designing product that the entire licensing network will manufacture. The ultimately goal is for Spring Air to develop products that are national in scope. Moving forward the product development committee will be visiting vendors in key markets to review and develop the new product direction.

The branding committee is charged with how the Spring Air promotes its brands through trade and consumer advertising, social media and product marketing at retail. The focus is on developing consistent message and branding strategy for Spring Air.

“One of the best things we’ve done is to bring the licensees together through this committee structure,” Bates added. “It sounds simple, but it’s complicated to pull off. Getting the buy in from the licensees was critical. The real power lies in the synergy of this group.”

For more information, please visit springair.com.

About Spring Air:Founded in 1926, Chelsea, Mass.-based Spring Air International is a leading U.S. bedding manufacturer and widely recognized consumer brand. The company boasts seven licensing partners in the U.S. and is produced in more than 40 countries through its international network. The company is committed to helping retailers drive business while leveraging its reputation for trust and integrity inspired by its name.

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