Soft-Tex International plans to quadruple the reach of its SensorPedic luxury brand by 2021.
The growth initiative involves sales channel expansion, new product and technology launches, and digital marketing investment.
SensorPedic products currently have placement with more than 40 partners, including department store retail, big box, e-commerce, specialty, home improvement and catalogs – with recent launches at Bloomingdales.com, BedBathandBeyond.com and Lowes.com. Future plans for the brand include international expansion into Canada, Australia, and EMEA as well as additional online growth through new e-commerce marketplaces and launching direct-to-consumer sales.
Soft-Tex is teeing up several new product lines in the second half of 2020 to augment the SensorPedic collection of sleep pillows, toppers, mattress pads, protectors and mattresses. The third quarter will bring the launch of Epic Chill products powered by REACTEX, Adjust-A-Cube adjustable pillows, SensorPedic performance memory foam pillows, CBD-infused bedding, iCool and gel swirl memory foam toppers.
The manufacturer is investing in additional digital marketing efforts for the SensorPedic brand, including a forthcoming website redesign and launch of robust paid video, social, and search advertising campaigns supporting retail partners carrying SensorPedic products.
The brand’s online in-retailer visibility was up 59% in Q1 2020 year over year, and click-through rates jumped 85% during the same period, according to Taylor Jones, Soft-Tex VP of marketing & e-commerce.
“We’re excited to invest in digital advertising to continue to scale SensorPedic’s impressive growth as the brand continues to live out Soft-Tex’s mission to help consumers sleep and live better,” he added.