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Mattress manufacturer, Bedding Industries of America (BIA), is growing its Harvest Green Mattress through a unique omnichannel program for retailers across the country. BIA has carved out exclusive territories for major retailers, while expanding the program with more than 100 retail partnerships throughout the country.
The all-natural, organic, bed-in-a-box program offers consumers a simplified purchasing process. In return for displaying two mattresses and toppers, retailers are given specific territories, where they receive revenue on sales from all online purchases of Harvest mattresses. As retailer interest for the program continues to grow, BIA has reserved additional territories across the country for future retail partners.
Harvest’s goal is to use online advertising to drive consumers to a local retailer – lowering returns and creating a positive relationship between consumers and retailers. Harvest creates a new sales funnel: consumers locate a nearby Harvest retailer, browse through a selection of mattresses online, and then make an appointment to visit the closest Harvest retail partner. In doing so, the brand creates a community of retail partners who are incentivized to help each other in “harvesting” a new type of flywheel: the more retail partners advertise locally, the more visitors on the web, the more consumers are driven to local partners, and the more successful the entire group of partners becomes.
“It’s working. Brick-and-mortar retailers have been searching for ways to continue driving traffic to their stores, while also having an online presence in this niche, all-natural category. This allows them to kill two birds with one stone,” said Stuart Carlitz, president and CEO of BIA. “The Harvest program was designed to drive traffic to brick-and-mortar retailers of all sizes all over the country, which want to increase their sales and online presence, while also assuring they provide their customers with the healthiest sleeping options on the market. It’s a mutually beneficial partnership. We are happy to see that we are getting larger and small retailers alike who are joining this program.”
All Harvest mattresses are made in the U.S. without synthetic foams, chemical fire retardants, dangerous pesticides, volatile organic compounds or gases. The mattresses are crafted using 100-percent natural latex, which is harvested from pure rubber sap from Hevea Brasiliensis trees in Asia, offering a healthier, more affordable alternative to other mattresses on the market.
Created with only the finest materials – certified organic Dunlop latex, wool and cotton – as well as a green pressure relief coil system, the 11 models in the Harvest line are Greenguard Gold certified. Utilizing the same all-natural latex, Harvest also offers two types of mattress toppers – Green and Vegan – to complement any mattress. Growing Harvest was a top priority after BIA’s acquisition of BIA Midwest earlier this year, and its national success is a testament.
About Bedding Industries of America
North Brunswick, N.J.-based Bedding Industries of America has been making mattresses since 1866. Known for its design innovation in creating advanced sleep products, the company has an extensive global licensing network that distributes mattresses under eight brands – Eclipse, Eastman House, Ernest Hemingway, Fieldcrest, Harvest Green Mattress, Millbrook Beds, Natural Dreams and Velika. A well-established leader in the bedding industry, Bedding Industries of America designs products crafted with high-quality components, including latex, memory foam, gel and eco-friendly materials such as cotton and wool. The company holds several patents that deliver superb support throughout the product line. Today, the company has over 80 licensees worldwide, and its own plants in New Jersey, California and Illinois. For more information, visit www.biamattress.com.