Ashley Furniture adds a dash of whimsy to its Sierra Sleep line

Published on : Wednesday, October 26, 2022

Ashley Furniture gears up to introduce a touch of whimsy to the Sierra Sleep line with a new branding strategy that includes updated point-of-purchase materials, a cheerful logo and a bright, happy color combination. The rebranding of Sierra Sleep is specifically for the company’s independent retail network.

Brad Rogers, senior vice president of bedding for Ashley, said it was time for a refresh of the brand after eight years in the category. “We wanted to add some energy, some excitement, a little whimsically fun,” Rogers said. “We want to make it more effervescent, a little ray of sunshine.” sierra sleep rebrand 2Rogers said the new logo — a slight smile — helps connote that a good night’s sleep can set the foundation for a good day. “Sleep soundly and wake up happy,” he said.

The contemporary, hip graphics include colorful wallpaper in a combination of bright and soft blues combined with on-trend pinks and rose. Sierra Sleep’s foot protectors have also been redesigned to incorporate the new logo and color family. Rogers said every piece of consumer-facing collateral has been rebranded.

“We want to show that we’re fashion-forward in the category, and to be perceived as a brand for all — the young generation, as well as the older consumer,” Rogers said.

The collection of graphics is available for to incorporate throughout their bedding departments. Rogers said the new look has been well-received during the fall High Point Market. “There’s a wow factor, and I know it will resonate with bedding consumers,” he said.

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