Diamond Mattress rebrands with health, wellness focus
Time：2019-01-19 16:22:17 Share：
The new year means a new Diamond Mattress, as this omnichannel mattress company launches an all-new brand and product line focused on health and wellness.
The “gift of sleep” will come alive in Diamond’s new mattresses, the company said.
Diamond’s focus now positions it to be a strong brand to be recognized and valued by consumers and retailers alike. The comprehensive rebrand encompasses everything from a fresh, modern logo design to an overhauled website, and from a realignment of merchandising strategies and well-defined product assortment to creative new marketing initiatives, officials said.
“This is a pivotal time for Diamond Mattress as we shift from a manufacturer of mattresses for the past 72 years to a health and wellness brand that is enhancing lives through sleep,” said Shaun Pennington, president of Diamond Mattress. “This is also important for our retail partners because the goal is to elevate our relevancy and value to the modern consumer. In doing so, we gain trust for the sleep industry and empower retail sales associates to be successful.”
At the Las Vegas Market later this month, Diamond will unveil its revamped core product line with four mattresses, along with new branding and a new website.
Developed and named from the concept of the “gift of sleep,” the mattresses are called Grateful, Intention, Faith and Transformation. Each mattress is a foam-encased, bed-in-a-box model that features several Diamond innovations, including a patented wrapped coil system, a proprietary foam component and covers made with phase-change material, the company said.
Each mattress features Diamond’s newly patented wrapped coils system that offers 25% more surface coverage and multiple zoned support designs created by its advanced nested coil design.
The starting model, Grateful, has a 13-inch profile with gel memory foam and retails for $799. Intention and Faith are 14-inch models featuring Diamond’s new Sparkle foam that has graphene and hyper-conductive flakes for advanced heat-releasing benefits. Retail prices are $999 and $1,299, respectively, for those models. Transformation is 15 inches tall and also features the Diamond Sparkle foam, retailing for $1,599.
Faith and Transformation sport phase-change material covers and are specially designed to visually tell the story of the features and benefits they offer, the company said.
Pennington said Diamond’s brand promises have been redefined to deliver a better customer experience. The company is offering a 120-night trial, nationwide free shipping and returns, white glove delivery, and a Forever Warranty.
Going live on opening day of the winter market, the new website at www.DiamondMattress.com provides a more user-friendly experience overall with a focus on education and product information. Company officials said the site will also provide a “seamless e-commerce experience” that allows visitors to purchase from the comfort of their home.
The mobile-friendly site is a one-stop shop for the end-consumer where visitors can research products, use an interactive quiz to find products that best suit them, locate the nearest dealers, and connect them directly with a Diamond customer service team member if their questions are not answered by the FAQs.
