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cocoonBySealyGlobal bedding supplier Tempur Sealy International has revealed branding, imagery, pricing and the service proposition behind its Sealy business’ entry into the bed-in-a-box market.


The US headquartered group’s CEO Scott Thompson said the brand wanted “to be wherever the consumer wants to shop” in announcing its intention to launch last month (see related).


Tempur Sealy says the concept will be branded Cocoon by Sealy, with its foam mattress available in two options: firm and soft. A Queen sized mattress will ship to customers for $849, about £600 at today’s exchange rate.


cocoonBySealyBoxIt will offer a 10-year warranty and free shipping within five days as well as a 100-night trial. The product is being aimed squarely at the ecommerce sector, with Tempur Sealy saying it believes the US bed-in-a-box market is worth around $124m at present.


Retailers will be able to participate through online affiliate marketing, Tempur Sealy said.


Its cocoonbysealy.com website went live this morning (8th March). It has also registered the .co.uk website domain.


Tempur Sealy International sells in the UK through its wholly-owned Tempur subsidiary. The Sealy brand in the UK is licensed to the Silentnight group, which has its own Sealy manufacturing plant in Aspatria.


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