Bullish outlook, despite a first quarter dip

Our client Tempur Sealy International (makers of Tempur-Pedic, Sealy and Stearns & Foster mattresses) recently released their quarterly results Despite discontinuing sales to the huge national retail chain Mattress Firm, they’re doing pretty well. Sales to the rest of their retailers are up 15% overall, and margins on those sales should be up, too.

While we are just a small sliver of a huge team, we like to think at least a part of that uptick is the result of the refresh of the Sealy brand we designed, which came out of the gate at the start of this year. With fresh new product graphics, point-of-sale displays, and a strong presentation to retail buyers, the 135-year-old Sealy brand has been elevated and reinvigorated.

“This represents the eighth consecutive quarter of double-digit adjusted EPS growth,” said Scott Thompson, chair and chief executive officer. “These solid first-quarter results are a byproduct of the team’s focus on our long-term initiatives and the overall positive worldwide economy underlying the bedding industry. We are pleased with the progress of our new product launches around the world and the positive early market reactions.”

“Eight consecutive quarters” just about syncs with the amount of time we’ve worked with Tempur Sealy. But I’m sure that’s mere coincidence. 🙂

For more bullish financial analysis, take a look at the industry publication BedTimes.

Giant Sealy stretches —and wakes up the industry

For the past year, we’ve been working on a complicated, many-faceted brand refresh for Sealy — part of the world’s largest mattress manufacturer, Tempur Sealy International.

It involved a major rethinking and overhaul of the entire structure of their product line, brand architecture and marketing presentation.

On January 20, at the enormous Las Vegas Market trade show, the company announced the update and revealed the new line to stellar industry reaction. The brand was re-energized — and so were Sealy’s own sales staff and their national retail customers. The excited response was universally positive. We’re relieved (whew!) and delighted!

FreeAssociates was involved from the earliest stages, meeting with the brand experience team and brand managers, sales execs, product designers, ad agency and strategists to help define the brand, clarify its position, and craft its messaging.

Dozens of concepts were floated and vetted, tested and refined, through a grueling but thorough process that left no stone unturned. Over many months the design vocabulary was established and tweaked, until a powerful, unified evolution of the brand emerged.

Under the watchful eyes and thoughtful leadership of Director of Brand Experience Karl Myers and his Senior Manager Jonah Nelson, we crafted a comprehensive new branding system.

FreeAssociates has developed a refined version of the logo, color palette, the master brand style guide, point of sale displays and materials, product labeling, a feature icon system, sales guide, product guide, trade show campaign graphics and all the displays and information graphics for Sealy’s 14,000 s.f. permanent showroom at Las Vegas Market (interior designed by Jhipo Hong).

We’re truly grateful to be working with this talented Sealy team and to have an opportunity to help affect the course of their venerable 130-year-old brand.

For the full story, take a look at this article in Furniture World.