Retail Observer

RETAILOBSERVER.COM JANUARY 2017 52 I n the 135 year history of the Sealy brand, Crown Jewel was one of their best-selling collections. Today, the beloved Crown Jewel brand has been re-styled and relaunched for MEGA's retailers exclusively. With a sophisticated new look and better step up story, MEGA Group USA is excited about how this line will perform with its retailers and consumers. Retailers saw first-hand the beautiful new, MEGA-exclusive Crown Jewel collection by Sealy during the group's August buying show, and again through a series of open houses hosted by Tempur + Sealy. The Crown Jewel Collection positions our retailers to compete in the velocity price points with healthy margins, and deliver a good night's sleep for consumers. Product was available for initial orders in August 2016 and Sealy began shipping product to MEGA's first retailers in October. The new Crown Jewel line-up will be on showroom floors in anticipation for Black Friday shoppers, and features 12 beds ranging from $299 to $1,099. The re-styled, private label collection by Sealy features: • SealyComfort ® Foam—in the quilt and comfort layers, high quality foam ranging from ultra firm to super soft for comfort preference • Sealy Embrace™ Coil—an encased coil system which allows more targeted support and reduces motion transfer • Core Support™ Center—gel foam in the center third for added support and durability • StableEdge System—featuring two rows of Quantum Edge Coils to provide edge-to-edge support Beyond the initial consumer introduction during the Black Friday shopping period, MEGA has high hopes for the line throughout 2017. This line looks as luxurious as it feels, and the price points are competitive against others in the marketplace today. Customers looking for a quality bed, at a fair price need look no further than the Crown Jewel.To help introduce this line to consumers, MEGA and Tempur + Sealy have provided retailers with a variety of marketing assets from print circulars and ads, to TV spots and digital promotions that support the brand. "In my eight years with Sealy, I have never been more excited about a product launch," says Anne Claire Erwin, MEGA Account Manager. "Crown Jewel is a comprehensive, competitive and distinctly ownable collection, featuring winning aesthetics and a meaningful support step up story. This collection is a home run for MEGA's retailers." We'll see many consumers 'Sleep like Royalty' thanks to the new Crown Jewel collection by Sealy. Jerry Honea Furniture Trends EXCLUSIVE TO MEGA GROUP USA: Tempur + Sealy Crown Jewel Jerry Honea, executive vice president of furniture and mattress merchandising at MEGA Group. RO

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