OMI Targets Millennials With Organic Line

Organic Mattresses, Inc. (OMI) said it would be focusing more of its marketing resources on the 75 million millennials in the market for a mattress. The company, manufacturer of certified organic mattresses under the Organicpedic and Organicpedic Earth brands, believes organic mattresses are increasingly the way to appeal to millennials.

“The millennial consumer is very aware of the benefits of organic products, and they place significant value on organic goods,” said Jeff Bader, CEO of OMI. “We only see this consumer group’s enthusiasm for organic products increasing, laying a foundation for a strong growth in all organic offerings, including mattresses and other sleep products.”

According to the latest survey conducted by the Organic Trade Association (OTA), more than half of organic consumers are millennials. Parents in the 18- to 34-year-old age range are the largest group of organic buyers in the United States. That statistic gives OMI and its retail partners a powerful selling advantage.

Millennials lead both the Generation X and baby boomers in their penchant for buying organic with 52 percent opting for the organic choice. Thirty-five percent of Gen X parents buy organic, and only 14 percent of baby boomer parents choose organic.

Well-known for organic purity, OMI mattresses are uniquely positioned to speak to organically minded millennials looking for a healthier night’s sleep.

“The millennial consumer is keenly aware of the benefits that come along with organic food, clothing and home furnishings,” Bader said. “By broadening that awareness to include organic sleep products, OMI can deliver a uniquely healthy sleep message that resonates with millennials.”

More than $43 billion in organic products were sold in 2015, according OTA. Sales of non-food organic products, including mattresses and other bedding products, accounted for $3.6 billion in the overall sales of organic goods.

OMI offers a wealth of mattresses for children and adults. Organicpedic by OMI queen mattresses range in price from $1,995 to $8,995. Youth mattresses are available in twin and twin-XL and retail from $995 to $1,095.

The company believes its entry level pricing, health-related message and stylish, yet understated design are the key components for success with this consumer.

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bout OMI: OMI is a full-circle environmental company dedicated to supporting America’s organic and sustainable farmers. The company is the nation's number one manufacturer of organic mattresses under the Organicpedic brand. OMI was the first company to achieve USDA “Certified Organic” status for a complex textile (mattress). It was the first company to challenge the CPSC and proved that its products could pass flammability regulations without fire barriers or suppressants; the first to develop a method of sanitizing certified organic raw materials; and the first company to use certified organic 100 percent natural latex cores in its products. OMI’s handmade custom organic mattresses are manufactured in Northern California in the first and only large-scale Eco-Factory dedicated to the manufacturing of certified organic products. OMI mattresses qualify under the U.S. Environmental Protection Agency’s LEEDs indoor air-quality program.