International Bedding bold visuals to Airsprung & Dr Breus Bed Lines

International Bedding bold visuals for New Airsprung Bed. Also featuring the Show the Dr Breus Bed and new American-Pedic mattress at High Point Market
April 30, 2011 - PRLog -- International Bedding is one of the largest independently owned mattress manufacturers in the United States. And since sleep systems are all we do, quality of materials, innovation and technology are the focal point of our business. We have established exacting standards that set us above the competition, and our limited distribution policy provides retail partners with a significant advantage.

The Airsprung presentation at International Bedding includes this logo with a red rose theme. From the HIGH POINT market  International Bedding's new Airsprung mattress line features English inspiration with a U.S. twist. The line is licensed by Airsprung Beds of Trowbridge, England, a producer with a 139-year heritage in the United Kingdom.
The brand presentation, which includes a brand positioning statement, rich visual imagery and a strong color palette, was developed by Airsprung. IB officials adapted that program for the U.S. market with new top-ofbed retail signage and ad materials.

"This approach is attractive and exciting, and we're confident it will strongly differentiate the Airsprung brand on U.S. bedding floors," said Jeff Maillet, CEO of International Bedding.

Fort Lauderdale, Fla.- based International Bedding will showcase the new look and color palette for the line at the company's showroom here in the International Home Furnishings Center, M-528.

The new Airsprung line carries the position statement "Beautiful Beds at Comfortable Prices," a reflection of Airsprung's mission of providing superior innovation at an honest value.

The brand positioning will be used with close-up photography of brilliant red roses and women in repose, blanketed in loose rose petals.

"We believe this direction for Airsprung will create an emotional connection that will draw women to the brand and, ultimately, to the quality, comfort and tremendous values these beds represent," said Mark Wozniak, vice president of marketing.

The new program features gray suede-look foot protectors with information inserts, plus matching pillow shams accented with fabrics that have been imprinted with red rose photography. Three new in-store lifestyle banners, product labels and other coordinating materials reinforce the brand positioning.

The Airsprung collection, expected to retail from $599 to $1,999, features three foam-encased coil units available on European-design platform bases. The units include a coil-on-coil design at the top of the line, an encased coil design, and the Airsprung-branded Duraspring open offset construction. All of the mattresses  use latex and memory foams, and have bio-based foams in the upholstery and quilt layers.

International Bedding also will use the High Point Market to present its newly redesigned American-Pedic mattress and Classic collections, featuring foam-encased coil units upholstered with upgraded memory foams and Talalay latex.

"With retails from $299 to $999 in queen and significantly upscale looks and feels, these long-standing IB lines represent excellent values," Wozniak said.

IB will also be showing its six-model Dr. Breus Bed line, designed in cooperation with Sleep Doctor Michael Breus. It will also display new models in its Origins and Europa collections

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