Soft-Tex International Announces 4x Strategic Growth Plan for SensorPEDIC Brand
Soft-Tex International, a leading bedding supplier of new memory foam technologies and innovation, is pleased to announce a 3-pronged strategic expansion plan for its growing SensorPEDIC® luxury brand to grow 4x by 2021. The three pillars of the SensorPEDIC growth plan include sales channel expansion, new product & technology launches, and digital marketing investment.
Sales Channel Expansion
Soft-Tex has been actively expanding the SensorPEDIC retailer footprint both domestically and internationally. SensorPEDIC products are live with over 40 partners spanning department store retail, big box, eCommerce, specialty, home improvement, catalog and more, including the new launches at Bloomingdales.com, BedBathandBeyond.com, and Lowes.com. Future plans for the brand include international expansion to Canada, Australia, and EMEA as well as continued online growth through new eCommerce marketplaces and launching direct-to-consumer sales.
Soft-Tex is proud to be launching several new product lines in the second half of 2020 augmenting the robust SensorPEDIC collection of bedding pillows, toppers, mattress pads, protectors, and mattresses. New products launching in Q3 2020 include Epic Chill™ products powered by REACTEX®, Adjust-A-Cube™ adjustable pillows, SensorPEDIC Performance memory foam pillows, CBD-infused bedding collection, iCOOL™ and gel swirl memory foam toppers.
Digital Marketing Investment
Soft-Tex 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.
“We’re excited for the SensorPEDIC brand’s continued growth as a market leader in memory foam known for infusing innovative technologies like REACTEX®, the iCOOL Technology System®, Adjust-A-Cube™, SensorFOAM®, and more. With an aggregate product rating of 4.7, SensorPEDIC is the luxury bedding brand consumers can count on to deliver the highest quality sleep experience,” said Scott Thayer, Soft-Tex Chief Innovation Officer.
“SensorPEDIC products are increasingly sought-after by consumers with online in-retailer visibility up 59% Q1 2020 over Q1 2019 and click-through rates up 85% during the same period. 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,” said Taylor Jones, Vice President of Marketing & eCommerce.
SensorPEDIC is a leading brand of luxury sleep products known by consumers for its proprietary foam formulations that are “The Most Comfortable Memory Foam in the World”™. The brand offers a comprehensive assortment of bedding products featuring the finest materials and proprietary, innovative technologies like iCOOL™, Cool Coat®, SensorFOAM®, VentAIR®, Gripwell®, CleanCool®, iDEAL Comfort®, and more to provide the best sleep experience possible.
About Soft-Tex International
Soft-Tex International is an innovation company focused on building the most comfortable products to help the world sleep and live better. With proprietary technologies spanning categories like personal climate control, wellness, antimicrobials, & allergen barriers, coupled with coveted national brands like SensorPEDIC®, SensorGel®, BioPEDIC®, & DreamSmart®, Soft-Tex offers its retail, distributor, and other partners the highest quality, most comfortable products with best-in-class, in-house merchandising, digital marketing, customer service and global supply chain capabilities.