Tempur Sealy hopes to entice online shoppers with Cocoon mattress
Tempur Sealy, which is based in Lexington, unveiled its new “bed-in-a-box” concept, Cocoon, on Tuesday. The new line is aimed at the booming online mattress sales niche, with prices less than $1,000.
A queen Cocoon by Sealy mattress sells for $849, including free shipping, according to the company. A twin mattress will be $549, a king or California king for $999.
The marketing for Cocoon focuses on the idea that the bedroom is the “happy place” for most people, with the bed the centerpiece. Tempur will launch a digital marketing campaign with stylish brand ambassadors including Carrie Eddmenson, co-owner of denim brand imogene + willie; Nashville interior designer Hannah Crowell; Nashville creative consultant Elise Joseph; and videographer Levi Maestro.
Customers can choose from two “feels”: soft or firm.
To tempt customers, particularly millennials who might not be interested in traditional mattress shopping, Cocoon offers a 100-night trial.
“If you’re not in love with your new Cocoon by Sealy mattress within the first 100 days, we’ll send you the other feel to try,” the website says. “Still not happy? We’ll give you your money back, no questions asked. We’ll arrange to pick up the mattress, and donate it to a local agency.”
The 10-inch memory foam mattress arrives rolled up in a box; after you remove the wrapping, it fluffs in about a minute and is fully expanded in about 30 minutes.
“Cocoon by Sealy is a logical extension of our family of products,” said Scott Thompson, chairman, president and CEO of Tempur Sealy. “We have products that serve just about every consumer need and at just about every price point. We entered this specialized distribution channel because we knew we could provide a product that meets the needs of this target consumer, is superior to the competition and consistent with our Sealy brand promise of quality and value.”
And there is a lot of competition: Casper, Tuft and Needle, Leesa, Saatva, Novosbed, Helix Sleep and Bear Sleep all offer mattresses online for less than $1,000.
Last month, Tempur Sealy announced during the company’s first-quarter earnings conference call that it would commit new resources to direct sales to customers. Tempur Sealy is the world’s largest bedding maker but has roots in Tempur Pedic’s direct sales. The company said that in 2015, Tempur’s direct-to-consumer business grew at twice the rate of third-party retail sales.
Tempur Sealy also plans to offer a program for marketing Cocoon through retailers, beginning this summer. Innovative Mattress Solutions, which has more than 155 retail stores in Kentucky, West Virginia, Ohio, Indiana, Tennessee and Alabama, will participate, according to the news release.
This story was originally published March 8, 2016 at 11:23 AM with the headline "Tempur Sealy hopes to entice online shoppers with Cocoon mattress."