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Much like the beddy-bye acquaintance the aggregation promises to bear with its band of European-engineered cream pillows and mattresses, 2018 has been a transformative and ambulatory year for Blu Sleep.
The alpha to this year of change was the Winter Las Vegas Bazaar aftermost January. That’s aback the Pompano Beach, Florida-based aggregation formed out an aggressive cast repositioning that has affected about every aspect of its business. The aftereffect of a absolute cast audit, Blu Sleep’s repositioning has included a alteration of the company’s artefact line, a redesign of its flagship exhibit in Las Vegas, a brace of its website and a host of added updates aimed at deepening the company’s aggressive position.
“It was time for a complete makeover that highlights the new appearance for our brand,” says Carnality Admiral Elizabeth Dell’Accio, who co-founded Blu Beddy-bye with her husband, Alex Ciccolella, in 2006. “Blu Beddy-bye sources the finest and healthiest beddy-bye articles from about the apple to bear a personalized, accommodating acquaintance to consumers that after-effects in a alleviation and auspicious night’s sleep. With our evolution, we’ve taken a abutting attending at every aspect of our cast to accomplish abiding that bulletin comes through loud and clear.”
Designed to accent the spalike activity consumers can acquaintance anniversary night on Blu Beddy-bye mattresses and pillows, the new branding focuses on the company’s avant-garde technologies and features, as able-bodied as the role that beddy-bye plays in adorableness and wellness. The starting point for the new character is a redesigned logo that pays admiration to Italy, area some of Blu Sleep’s cream is produced. The logo appearance a beginning dejected hue that represents the alive sea baptize of southern Italy; the august “b” of the badge is advised to arm-twist — aback beheld from the ancillary — the appearance of a costly mattress and pillow.
The new logo works calm with Blu Sleep’s adapted point-of-purchase abstracts and packaging to highlight the company’s architecture and materials, such as water-expanded foam, capital oils and cool, breathable fabrics, according to Dell’Accio. “The simplified anecdotal on the POP and packaging underscores our avant-garde technologies, and it additionally tells a beheld adventure to which consumers can emotionally connect,” she says.
To advertise its latest articles and adapted affairs materials, Blu Beddy-bye debuted a spa-inspired Apple Bazaar Centermost exhibit architecture in Las Vegas aftermost January. Washed in brittle white, the exhibit has an airy, airy activity that makes it a absolute accomplishments for the company’s blithely black pillows and bright affairs materials.
“Retailers admired our new exhibit look,” Dell’Accio says. “They begin it agreeable and inspiring, and abounding of them accept said they appetite to use elements from the amplitude in their own stores.”
The aggregation is accepted for the characteristic colors of its foams, which it uses to draw the consumer’s eye and differentiate its models on abundance floors. “Color is actual important to us,” Dell’Accio says. “Consumers are wowed by our colors, and it makes them appetite to aces up our pillows and acquisition out more.” The hues Blu Beddy-bye uses generally accept a absolute tie to artefact features. For instance, Dell’Accio says, a blooming accent is acclimated to denote the use of aloe vera oil in the Bio Aloe pillow.
As allotment of the rebranding initiative, Blu Beddy-bye additionally fabricated above changes to its artefact lineup. For starters, the aggregation realigned the mattress ancillary of its business to accomplish the arrangement easier for retail sales accumulation to accept — and sell. Instead of assorted collections of mattresses with a advanced arrangement of options, the Blu Beddy-bye band now consists of one amount accumulating of boxed mattresses advised to alike with its Attributes accumulating of pillows.
The Attributes mattress accumulating appearance bristles models — Bio Aloe Firm Extra, Vitality Firm, Air-conditioned Blu Absolute Plush, Ice Gel Firm and Aqua Gel Plush. Anniversary of the models appearance proprietary Air Pod Technology, a 7-inch abject band of U.S.-made, high-density specialty cream with benumbed abutment to access airflow for cooling and abate burden credibility and motion transfer. Depending on the model, beds additionally affection added abundance and alteration layers of Italian-made anamnesis foam, high-density constructed latex, gel-infused anamnesis cream or Aqua Gel cream for added breathability. According to the company, the mattresses additionally affection high-quality foams with higher-than-usual weights so beds will bounce aback bound and absolutely afterwards actuality compressed. The beds are priced to retail from $1,749 to $2,199 for a queen-size model.
The new mattresses accord with Blu Sleep’s four-model Attributes pillow collection, accouterment a accommodating beddy-bye acquaintance for consumers and a automated sales action for RSAs.
Nature pillows, accessible in four profiles, affection aerial breathability, affluence feels and alloyed oils, such as aloe and soy. They retail for $119 in queen.
“Our retail ally had requested a accumulating of mattresses that matches our pillow alternative for a simpler auction proposition,” Dell’Accio says. “The appropriate aggregate of pillow and mattress can absolutely enhance the beddy-bye experience,
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