Q&A: Brand Partnerships

As the number of mattress brands continues to grow, more companies have begun looking outside the bedding market for new ways to stand out on showroom floors. For many independent manufacturers, strategic partnerships have become an essential marketing decision. Whether teaming up with well-known furniture brands, sports teams, public figures or TV shows, savvy bedding companies are creating new ways to showcase their products for a wider consumer base.

What makes a good brand partnership?

Martin_ReverieThe best partnerships create winning outcomes for everyone involved and benefit our industry and the consumer. At Reverie, we look for partners that share our vision to help people live richer lives through better sleep. By partnering with fitness organizations like our Pro Grid sponsorship of the New York Rhinos last year, we were able to bring new perspectives on sleep and recovery to an audience that is already thinking a lot about the fitness and nutrition angles of recovery. The result? People who are now enhancing their physical fitness and recovery through better sleep.—Martin Rawls-Meehan, CEO of Reverie

Therapedic GerryA good partnership involves are variety of elements. One, each of the partners must respect the input of the other. This after all, is a partnership.  Both parties should contribute to the cause. Secondly, good partnerships allow each of the partners to flourish within the areas of their own expertise.  For example, with Tommy Bahama, our partner is the expert on style and the positioning of their brand. Therapedic, on the other hand, is the expert on building mattresses in our niche of the marketplace. Our partnership wouldn't work, if we interrupted their style guidance, or if they interfered with our build-ups on the mattresses we felt we needed to take to market. I am very pleased to report that the partnership between Tommy Bahama and Therapedic has been a great one, and one I see as only getter stronger.Gerry Borreggine, President/CEO of Therapedic International

Boyd Specialty Sleep DennyI believe the best brand partnerships—whether they involve a single licensed brand or a co-branding arrangement—are dependent on several factors.  One of the most important is that the “partnered brands” make sense together.  Consumers are far smarter than many marketers believe and certain brands have absolutely nothing in common with one another.  When one is used to promote the other, it can strain the credibility of either brand, not to mention the brand message itself. It’s also critical that partnered brands have a mutual understanding of, and respect for, each other’s identities, personalities and visual expression.  Finally, a good partnership unites two brands which are similarly driven to benefit and prosper from their association with one another. In our case, we believe our partnership with Heritage Home LLC Family of Brands, which enables us to make mattresses and other sleep products under the consumer-recognized Thomasville, Broyhill, Lane and Drexel Heritage home furnishings names, meets all of that criteria.Denny Boyd, President of Boyd Specialty Sleep

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