Modway is taking its successful boxed-bed program into national retail stores, seeking to gain better brand awareness and bring potential customers a tactile experience of its products.
Experiencing a mattress first-hand is a truth that traditional mattress brands have long known, and a fact that direct-to-consumer brands are beginning to appreciate. The advantage of the retail store is twofold: the first is that the mattress is not purchased sight unseen; the second is that expensive marketing campaigns fall flat in the face of product. Inside the store the product is king.
“We focus on product, not slogans,” stated Yonatan Gordon, marketing manager at Modway. “Our goal is to benefit the store and the customer, and pricey advertising does neither.”
Modway takes that sentiment to heart. The company’s top-rated boxed mattress line, Aveline, sells for as low as $77 wholesale, with seven more affordably priced selections that offer retailers and consumers a clear price advantage.
Not satisfied with simply disrupting direct-to-consumer mattress brands, Modway has also begun selling the ultimate store draw: bamboo memory foam pillows that sell for only $7 wholesale and retail for $79.
“When stores come into our showroom and hear the $7.00 price, they do a double-take,” Gordon explained. ”The price is nowhere close to what they are used to paying.”