I am a marketer for a small chain of mattress specialty stores in the US. I’ve been in the industry for a few years and have good experience with the many different types of mattresses and materials. However, I am not an expert in the objective measures of those materials with which you would all value mattresses at. So I’m here asking for advice on how best to go about my current project.
Some Background:
We are bringing in a lineup of private label mattresses made by Brooklyn Bedding and Diamond Mattress. Both of them, as far as manufacturer’s in general go, seem to be a much better value than much of our local competition, mostly S-Brands. My problem is that I don’t know how much better a value. I would like to be able to make “compare to” for each mattress in our lineup to our competitions S-Brands and other popular online brands; Nectar, Casper, Dreamcloud, etc… I would like to make these comparisons as accurate as possible and be a store for those who believe that name brands are overpriced.
A great example would be the Signature Hybrid Soft with the cooling cover from BB, our best selling mattress. They make a private label version for us but idk if it should be compared to a $1500, $2000 or $3000 Serta, Sealy, Nectar etc…
How would you go about doing these comparisons? Is there a place where I can find the material metrics for the more popular, overpriced, brands?
Hi Eudaimonia, welcome to The Mattress Underground
Glad to have you here.
[quote] We are bringing in a lineup of private label mattresses made by Brooklyn Bedding and Diamond Mattress. Both of them, as far as manufacturer’s in general go, seem to be a much better value than much of our local competition, mostly S-Brands. My problem is that I don’t know how much better a value. I would like to be able to make “compare to” for each mattress in our lineup to our competitions S-Brands and other popular online brands; Nectar, Casper, Dreamcloud, etc… I would like to make these comparisons as accurate as possible and be a store for those who believe that name brands are overpriced.
A great example would be the Signature Hybrid Soft with the cooling cover from BB, our best selling mattress. They make a private label version for us but idk if it should be compared to a $1500, $2000 or $3000 Serta, Sealy, Nectar etc…
How would you go about doing these comparisons? Is there a place where I can find the material metrics for the more popular, overpriced, brands?[/quote]
I can say the here at The Mattress Underground, our primary focus on advising consumers, is to cut through the marketing and advertising jargon, and focus on transparency and quality. As you noted the ‘metrics for the more popular, overpriced brands’…these are very rarely forthcoming in the materials and specifications for the components of their products. Disregarding proprietary names for components and clearly defining them, like disclosing certain components are memory foam, poly foam, gel foam, etc, and giving the correct specification, such as the thickness of each layer, and the density (ILD/IFD) for the foams are something we look for in commenting on mattresses for consumers with questions.
I know that Brooklyn Bedding are popular and of good quality; there have been forum questions on these before, and in a few cases the where the thickness and ILD of their mattress components were not available, their customer service through their site chat function were quickly and happily able to provide these details. I feel they are indeed better value than the Sera, Sealy or nectar, however if the materials used in their construction and specs like thickness density are no given, as is common for the ‘big box’ brands, it would make it a bit more difficult from marketing standpoint to compare ‘one for one’. You should be able to do a comparison for type for type, and for pricing, a bit extra for better construction and transparency would not be unexpected. I’m sure you have an idea of wholesale vs. marketed price and keep in mind the construction/overhead costs in mind for determining the sale price to the consumer, as far as obviously being able to sell at or close to the major brands pricing will make it more attractive to the average consumer doing comparison shopping.
I wish you success in your venture and look forward to seeing what you do with marketing for the final rollout!
