Nationwide Marketing Group Offers An Extensive Private Label Mattress Portfolio
By Gretchen Kast
As part of its mission to support independent retailers, Nationwide Marketing Group (NMG) offers its members access to a carefully crafted portfolio of private label mattress programs. Increasingly valuable in today’s marketplace, private label bedding provides retailers with a level of exclusivity that helps boost traffic, sales and margins. As consumer buying habits have evolved with the pandemic, these types of programs have become more meaningful; they give consumers a chance to shop local with the added reassurance of nationwide support.
Over the past decade, NMG has worked to build a comprehensive private label program with leading bedding brands, including Serta Simmons Bedding, Tempur-Sealy International (TSI), Malouf Home and Sherwood. Together, the company has a range of price points, distribution capabilities and bedding features to give its retail members the variety and support they need.
Building A Successful Private Label Program
When NMG sets out to develop a new private label line, the first step is to evaluate the existing portfolio to determine which price points, materials and features it may be lacking in order to deliver a product mix that will drive sales.
“First and foremost, it has to fill a gap in our product portfolio and have a unique value proposition,” explains Mike Derro, VP of furniture and bedding for NMG. “You don’t want the offerings to overlap.”
Second, before NMG dives into product development, it must consider the manufacturers’ distribution capabilities. “We have to make sure that the vendor can service a product for the entire membership,” he continues.
Lastly, NMG collaborates with each partner to fine-tune the design and construction of the lineup to ensure the final product will be able to gain velocity in today’s retail market. They work to fill a specific niche, creating products that will drive consumers into the store.
“First and foremost, it has to fill a gap in our product portfolio and have a unique value proposition. You don’t want the offerings to overlap.”
—Mike Derro, vice president of furniture and bedding for NMG
A Comprehensive Private Label Portfolio
Understanding that it’s impossible to be everything to everyone, NMG has strategically curated a private label program that leverages each of its four vendor partner’s unique strengths.
One of NMG’s most successful private label partnerships is with TSI. Since October of 2016, TSI has provided the group with two private label lines—the Sealy Crown Jewel and the Sealy Golden Elegance collections. Typically priced between $99 to $1,299, these branded lineups give retailers exclusive and competitive product options below key price points with the Sealy name. They are both built with clear step up stories, offering additional attractive features like vertical handles and cooling technologies as you move through the line.
Additionally, TSI and NMG work together to equip retailers with digital advertising tools, financing promotions and up-to-date strategic planning around consumer shopping trends. Each retailer also has a dedicated TSI Account Manager skilled in training the Retail Sales Associate on how these exclusive products drive sales.
NMG also has a long-standing partnership with Serta Simmons Bedding, offering the branded Blissful Excellence line. Made with individually wrapped coils and conforming foam layers, this collection delivers comfortable support and enhanced breathability, in addition to the visibility of the Serta name. Despite slowing demand for the under-$1,000 category, this lineup has continued to see notable sales growth—underscoring the value these partnerships can deliver.
Finally, NMG recently rounded out its private label portfolio with the introduction of non-branded collections from Malouf Home and Sherwood—filling meaningful gaps in features, price points and distribution capabilities.
The Benefits For Retailers
NMG’s programs offers its members added benefits that go above and beyond.
Gross Margin
One of the foremost benefits of a private label program are the gross margin opportunities. While much of the general mattress category is offered to retailers at MSRP, NMG’s private label lines are not—which allows the retailer to sell the products at the margin they feel works best with their customers. By empowering them to control their own pricing, NMG’s private label program gives retailers greater control over their own gross profit.
Driving Traffic
Exclusivity is the name of the game and private label mattress programs give retailers the opportunity to market exclusive product lines in their geographical area. They can advertise something the consumer will not find anywhere else. This marketing strategy can help drive customers into the retail store, increasing traffic at a time when that has been a challenge.
Higher Closing Rate
The exclusivity of private label programs is about more than just getting people in the door. When merchandised properly, private label lines make it less likely that consumers will shop around and find a cheaper option elsewhere.
Product Availability
After two years of supply chain disruption and delivery delays, consumers and retailers alike are looking for product fulfillment they can rely on. NMG ensures that each manufacturing vendor partner can support distribution from coast to coast, at or better than their current lead times. This means that its retail members can be confident that they will not have to wait for products.
