Reverie Rolls Out New ‘Sleep Is The New’ Consumer Campaign

Reverie, well known manufacturer of innovative adjustable beds, has announced the launch of a new four-part program designed to shine a spotlight on the value and power of selling sleep as a healthy lifestyle. Sleep is the New, a campaign designed to give retail sales associates an alternative approach to interacting with consumers shopping for sleep products, will be unveiled in Reverie’s newly expanded showroom at the Summer Las Vegas Market.

“Since our beginning, we have been staunch advocates that sleep is as important to health as daily exercise and a good diet,” said Martin Rawls-Meehan, president and CEO of Reverie. “Now, sleep is having its moment, and we’re taking our philosophy to the next level with our Sleep is the New campaign. We’ve developed a great deal of information, products and programs that will help our partners succeed in the sleep products category.”

With the addition of 2,000 square feet to its space, Reverie’s 7,000-square-foot showroom will be focused on the four primary tenets – Frontier, Wellness, Power and Green – of the Sleep is the New. Research shows that millennials are willing to spend up to 25 percent of their disposable income on wellness-related pursuits, and the Wellness component proves that sleep is an important factor in a healthy life.

Frontier spotlights initiatives in the company’s future bringing new jobs and manufacturing opportunities to America. Profit is always a factor in the sleep products industry, and Green shows that sleep remains part of the growing global conversation.

A recent article in The New York Times declared “sleep is the new status symbol”. It’s no longer cool to brag about not getting enough sleep. Instead, the page has turned and sleep is seen as a component of success. That shift has pushed entrepreneurs to develop products designed to help people attain better sleep habits – and to encourage them to open their wallets. Reverie’s products are backed with sleep science and research that helps RSAs address the value of sleep and monetize that conversation with the consumer.

As consumers become increasingly aware of the Power of sleep, they see it as a way to perform better in doing everyday activities and boost productivity. The Power component encourages consumers to harness their inner power by skipping the all-nighters and getting a healthy night’s rest.

“With the roll-out of our Sleep is the New campaign, we are positioning ourselves as a resource in the industry to provide an elevated level of marketing support supported by the latest in sleep science that our competitors simply don’t offer.” said Rawls-Meehan. “The new program covers all of the bases to help retailers capitalize on the growing phenomenon that consumers are placing a priority on their sleep health.” Reverie has created a lively video invitation to encourage retailers to sign up for appointments at the Las Vegas Market to learn more about Sleep is the New.

Highlights of the program include a new board of sleep advisors to educate consumers about the benefits of healthy sleep. All materials in the new program were developed to engage with different audiences, including Millennials, Gen X, Gen Y and Baby Boomers.

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About Reverie: Reverie is a leading manufacturer of innovative adjustable beds, mattresses and pillows to the trade and direct to consumers. The company’s sales and marketing headquarters is located in Bloomfield Hills, Mich., while its production, distribution and customer service facilities are based in New York. Reverie manufactures select products in the U.S. and continues to be a cutting-edge leader and innovator in the sleep products industry.