Spring Air Northeast has partnered with Cardi’s Furniture & Mattresses to roll out the newly redesigned Nature’s Rest brand of mattresses at retail. The five-model collection of all-latex, luxury mattresses was introduced alongside a turnkey point-of-purchase program that gives retailers a useful toolbox to help tell the all-natural story of the new collection.
Cardi’s is the first dealer to unveil the Nature’s Rest collection, which will be sold in the retailer’s 23 locations. Spring Air Northeast, Spring Air International and most of Cardi’s stores are based in Massachusetts making this partnership notable.
“Having a partnership so close to home with one of the nation’s leading retailers is important to us,” said Nick Bates, president of Spring Air International. “We are proud to have such a strong and trusted partner to launch Nature’s Rest in New England.”
Swansea, Massachusetts-based Cardi’s is a family-owned furniture and mattress retailer founded 92 years ago by the grandparents of the current owners. Cardi’s has grown from its beginnings as a small general store to one of the nation’s top retailers with locations in Massachusetts, Rhode Island and New Hampshire.
As part of the Nature’s Rest launch, Spring Air developed a creative marketing program that replicates the experience of the national park system. POP materials include travel-guide inspired collateral for the different models designed to connect with consumers in a unique way.
“Our national parks and forests offer people a respite from today’s hurry-up world and a place to recharge in nature, and that’s the perfect tie-in with Nature’s Rest. The POP provides RSAs an alternative, more creative way to sell sleep,” Bates said.
The Nature’s Rest brand was acquired by Spring Air CEO Ed Bates in 2009 at the same time he acquired the rights to the Spring Air brand. E&E Bedding, a Spring Air licensee owned by Ed Bates until late last year, was producing the line as a standalone brand, as were licensees in Greensboro, North Carolina, and Grand Rapids, Michigan.
About Spring Air: Founded in 1926, Chelsea, Massachusetts-based Spring Air International is a Top 20 U.S. bedding manufacturer and widely recognized consumer brand. The company boasts of its ability to service retail customers from north to south and coast to coast 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.