King Koil Completes Contemporary Re-Brand Emphasizing Rest & Renewal

On the heels of its successful rollout of a refreshed product line, mattress manufacturer King Koil has completed a rebranding effort that projects a more contemporary look and feel for the brand. The rebranding includes a new logo, a new tagline and messaging that emphasizes rest and renewal in the comfort of your home.

The principal tagline, “We Bring Sleep Home,” is one of four that will appear in the company’s brand-building promotions, all of which feature a sophisticated, yet understated color palette of gold, black and gray while highlighting the attention to detail that’s a part of the manufacturing process.

“The mattress should be a key part of a person’s day-to-day wellness, not just a simple piece of furniture, and our new brand messaging calls attention to the craftsmanship that goes into each mattress,” said David Binke, chief executive officer of King Koil. “It also presents our products in an inviting ‘lived-in’ authentic look that will resonate with our target audience of consumers seeking an upgrade to their sleep and wellness.”

The alternate taglines that will be used – “Come Home to Comfort,” and “Comfort of Home” – all reinforce the connection between home and rest that is made possible by a comfortable mattress, Binke said, noting that they are short and crisp enough to be used as social media hashtags.

“I think many mattress manufacturers over the years have spent an enormous amount of time focusing exclusively on marketing componentry in their products. This spring or this foam density. While that is a part of the story, there is a bigger role the mattress plays in the home and we wanted to highlight that,” said David Long, King Koil’s executive vice president of innovation and marketing. “Your mattress is where you snuggle with your partner, where your kids climb in for comfort when they have a bad dream, and where your pet jumps in for some affection. We wanted to draw some those emotions into the King Koil story.”

The new messaging will be used in all advertising and collateral material, including retail store signage.

The rebranding is taking place about six months after three of King Koil’s top-selling collections were upgraded and redesigned with a cleaner presentation of their own. The new products were launched in January at the Las Vegas Market and have gotten a strong reception with retailers.


About King Koil: A leading global mattress manufacturer, King Koil supports more than 30 licensees in more than 90 countries where King Koil mattresses are manufactured and sold. Headquartered in the Chicago suburb of Willowbrook, Illinois, with a manufacturing facility in Avondale, Arizona, the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minnesota. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born.