Nationwide to Carry Full Resident Home Brand Range
Nationwide Marketing Group has inked a deal with Resident Home, which owns multiple home goods brands including bed-in-a-box brand Nectar Sleep, making its lines available to the membership. The buying group will have access to all Resident Home brands – normally sold direct to consumers – for its members to sell in their stores over the course of the next year. Besides Nectar Sleep, the brand portfolio includes DreamCloud, Awara, Level Sleep, Wovenly and Bundle.
One part of the agreement will make Nationwide members’ store information viewable on Resident Home’s store locator pages, which average more than 70,000 page views per day, according to the announcement. Looking ahead to 2020, Resident Home and Nationwide plan to leverage the relationship and the ensuing high online traffic volume to drive customers into members’ stores, the statement said.
“Yes, Resident Home’s flagship brand is the Nectar bed-in-a-box, but their plan for 2020 is to add different categories that allow retailers to sell products for the entire home,” said Jeff Rose, director of furniture and bedding for Nationwide, in the announcement statement. “With this new direction and unique advertising strategy, bringing Resident Home into Nationwide’s portfolio of brands was an easy decision.”
“Having worked with Nationwide during my career in a previous role,” said Al Dambrauskas, director of retail furniture distribution at Resident Home, “I have always been impressed with the numerous resources that are available to help their members gain competitive advantages and grow their business. We look forward to contributing our expertise in marketing and innovation and are excited about the opportunities to come.”
Stephen Frey, Jr., president of Factory Mattress in Austin, Texas, says there’s plenty to be excited about with this new partnership – especially with the addition of Nectar. “Nectar leads the way as far as quality and price is concerned,” he said in the statement. “And it’s clear with all of the investments they’re making in their marketing efforts that they’re serious about not only being an innovative brand but also in helping retailers like us drive actual foot traffic into our stores.”
Resident Home has leaned on its significant marketing investments and extensive use of analytics and algorithms to generate large demand for its products online. The Nectar mattress brand was recently recognized as the fastest growing online retailer in North America in 2018, just over a year after its initial launch.