With price points starting at $1,299 and topping out at $2,499, the Immunity collection is already receiving positive reviews from across the Therapedic network. “Immunity got a great response at our show,” notes Illinois-based factory owner, Darren Sodikoff. “We got great placements on the line, and we expect good business from it.”
The collection received a similar response from Jeffri Massie, president of Therapedic Indonesia: “We are definitely going to launch the line in Indonesia at our fall show.” The appeal of Immunity goes beyond just its features and specs too. “We think its positioning is brilliant,” adds Therapedic Indonesia’s Silvia Kho.
While Immunity made its official debut at the winter Las Vegas Market in January 2022, the line was first test-marketed under a different name the year prior. Designed by Therapedic Colorado owners Les Mesner and Rodney Goodrum, the collection was initially dubbed the “MemoryTouch Hybrid.” After it became an immediate hit in the Denver market, Mesner and Goodrum brought the collection to the national Therapedic group, where the company quickly identified the growing value of its health and wellness benefits—and rebranded it as Immunity.
“The Immunity branding gives this great product line more clarity and better positioning,” says Goodrum. “It was a strong product line for our factory, and now it has gotten even stronger with its new branding, point-of-sale materials and positioning.”
Under the tagline, “Keep Well, Sleep Safe,” the collection’s point-of-purchase materials spotlight its unique health-focused positioning. Colorful, eye-catching wall graphics detail the Immunity by Therapedic story, communicating the health benefits of copper and the exclusive features of the NatuVerex cover. All the models also feature copper-centric names such as: Cinnamon, Chestnut, Auburn, Terracotta, Siena, and Sepia.