Brand Book View the Sealy brand book

Welcome to Sealy
...and has been steadily growing for over 100 years. We can trace our origins back to
the late nineteenth century and the original cotton-filled mattress produced by Daniel
Haynes in the town of Sealy, Texas.
In 2013 Sealy Inc merged with Tempur in the USA to create a company that operates in
over 50 countries worldwide. Our beds and mattresses can be found everywhere from
Canada to Japan, from Brazil to South Africa and from South Korea to here in the UK
where we have operated since 1974.
Contents
HERITAGE
DEEPER SLEEPER
ETHOS
QUALITY MATTERS
SCIENCE OF SLEEP
INNOVATION
WORLD OF SPORT
ENDORSEMENTS
WHICH?
PRODUCTS
BRAND MARKETING
DIGITAL INNOVATION
Our heritage is hugely important to us. We are very fortunate to have our home
cushioned in the beautiful surroundings of the Lake District. From the heart of a
little Cumbrian town named Aspatria, we employ around 330 people and make an
astounding 3,500 mattresses and beds a week - all from our 160,000 sq ft factory.
Here at Sealy, we have a very simple mission: to help all our customers become
Deeper Sleepers. And it’s so much more than just a hollow philosophy or something
we hang on the walls. This mission literally drives everything we do.
The importance of sleep is at the heart of Sealy and thanks to our intense research,
we really do understand how the body works. We know that it’s quality of sleep, not
quantity, that our body needs to perform and recover and consistent lack of good
sleep can hinder mental sharpness, productivity, emotional balance, as well as many
other brain and physical functions.
Become a Deeper Sleeper
Go to sleep Quicker, stay asleep Longer
Some call it an 'ethos'
others a Mantra
We’ve heard people describe it as the ‘philosophy’ and even ‘the house rules’.
This is not only what Sealy believes in, but it’s what we make considered decisions
around every working day, these beliefs are the veins which run through our product,
our staff and the way we do business. We trust in our beliefs that:
Sealy should exceed the highest standards for QUALITY,
safety, product traceability and fire retardancy.
That is why we can boast a ten year combined guarantee and
warranty on all our beds and mattresses.
Sealy wants everyone to be a
DEEPER SLEEPER. We want our customers to get to sleep quicker and
stay asleep for longer; waking refreshed and ready to take on the world.
Hence why we invest a considerable amount of time and
money into product research and development.
Innovation is at the heart of Sealy, we should be
the INNOVATORS in our field.
We call upon our worldwide connections to bring the latest
technologies from around the globe and produce the very latest
advance sleep systems right here in the UK.
We are very proud of our commitment to quality. As the no1 bed brand in the world
we feel it is important to lead the campaign for quality on behalf of the bed industry.
As part of the Silentnight Group we are fortunate to utilise the only in-house SATRA
accredited testing lab in the UK, where our sleep experts put every component and
finished product through its paces.
Quality materials • Quality products • Quality service • Giving you quality sleep
World Class Standards
& Corporate Responsibility
Certified by the Forest Stewardship Council (FSC)
We adhere to all Fire Regulations
On-going commitment to all our Health & Safety Regulations
Rigorous product testing and research in our on-site laboratory
Totally REACH* compliant and covered by the Oeko-Tex® Standard 100
Full membership of the Furniture Industry Sustainability Programme
Member of the National Bed Federation – approved supplier
©
* Registration, evaluation, authorisation & restriction of chemical regulations
Whatever your age, size or lifestyle, whether you’re a trained athlete or busy working
mum, we know that if you enjoy deeper sleep, your body is much healthier and more
importantly, happier. And at the end of the day - making our customers feel healthier
and happier is what makes us sleep at night.
At Sealy we invest in far more than just producing outstandingly good beds. Our worldwide
presence means we can call upon technological developments around the globe to bring
the most advanced sleep systems to the bedrooms of our customers in the UK.
THE SCIENCE OF SLEEP
Sealy continue to lead the way with product innovation, our patented technology still
continues to excel in the industry. Whether it is the latest in fabric technologies,
state-of-the-art design or pioneering sleep solutions, where Sealy leads others follow.
Sealy’s range of ‘Smart Fibres’ mattresses with
Purotex hold Allergy UK’s Seal of Approval
endorsement and give those suffering with allergy’s
the confidence to choose the right mattress.
Adaptive is an intelligent textile technology
changing passive textiles into textiles capable to
respond dynamically to environmental changes like
temperature and moisture level.
Geltex® is an innovative combination of an extremely elastic gel
and air-permeable foam, which brings previously unknown sleeping
comfort to everyone who truly appreciates the value of healthy sleep.
UniCase
Edgeguard
Tencel
7 zonal
support
Zero
Deflection
Inside every Sealy mattress you will find an innovative and scientifically advanced core.
Whatever sleeping surface you desire or comfort rating you prefer, our
state-of-the-art spring technologies can tick everyone's box for what they may
require. There are three spring systems used throughout Sealy's bed ranges, each
designed to offer particular aspects of support and comfort.
PosturePocket
All the support of Posturepedic.
All the comfort of Pocket.
Posturetech CS
(Core Support)
Orthopaedically Superior Support
without compromising comfort
Posturetech ZD
(Zero Deflection)
Our most supportive spring
system. Ideal for people of
above average statue
Sporting success and sleep are intrinsically linked. Whether you’re in training to be the
best or recovering from injury, sleep is vital for your health and wellbeing as it restores
the brain and activates the healing process, rehydrating your spinal discs.
We are dedicated to promoting deeper sleep and have developed our World of Sport
with this in mind. We’ve drafted in a whole host of sporting heroes to advise you how
to get the sleep you need to be on the top of your game.
Zoe Gillings-Brier, Britain’s No 1 Snowboard X athlete
Andrew Holgate, Triathlete
Kate Stalker, Physiotherapist
David Haye, Heavyweight World Champion
Zoe Smith, Olympic Weightlifter
Joe Marler, Captain of Harlequins and prop for England
Tom Heaton, Burnley FC and England International Goalkeeper
John Dams, Head of Performance, Harlequins RFC
Nick Easter, Harlequins and England International
Neale Cranwell, Mr World and Mr Universe
Mary King MBE, Olympic Medallist, World and European Eventing Champion
Frank Bruno, former WBC Heavyweight Champion
Joe Trayfoot, London Irish and U16 and U18 England International Flanker
Burnley Football Club
Harlequins RFC
Vintage Clarets
We are exceptionally protective of our product and the superior standards we set,
that’s why we only align ourselves and work in partnership with those who can also
bring benefits to our customers.
Working in Partnership with the
British Chiropractic Association
BCA - Chiropractic is a primary health-care profession that
specialises in the diagnosis, treatment and overall management
of conditions that are due to problems with the joints,
ligaments, tendons and nerves, especially related to
the spine. The BCA is the largest and longest
standing association for chiropractors in the UK.
A
O
B
Allergy UK - Allergy UK is the leading
national charity dedicated to supporting
the estimated 21 million allergy
sufferers in the UK. They provide a
dedicated helpline, support
network and online forum.
ORTHOPEDIC
A D V I S O R Y
B O A R D
Orthopaedic Advisory Board - We have always been
proud of our orthopaedic heritage, that’s why we
created the Orthopaedic Advisory Board (which only
Sealy has) so not everyone who works on our
mattresses, are mattress experts, some are doctors.
The National Bed Federation is the recognised trade association
representing UK manufacturers of beds and mattresses and
their suppliers. As a member of the NBF we are committed to
ensure all our beds and mattresses meet the strict UK quality and
flammability regulations.
It’s an achievement in itself to be awarded with a Which? Best Buy, but to hold the
accolade for not just one, but two consecutive winners is an extraordinary achievement
– one that shows Sealy’s commitment to attain best in class product.
This year our
Napoli 1200
was awarded the Which? Best Buy for
Pocket Sprung Mattresses, for the third year running.
In the latest round of Which? tests our
Teramo 1400
went head-to-head against 28 other mattresses, (not
just Pocket) and they decided our Teramo was
“the best
mattress
we’ve tested in years”
Sealy has always been synonymous with beds that have orthopaedically correct
design. Indeed we have a rich heritage in engineering sleep systems that can boast
of being firm yet incredibly comfortable. Our Ortho Collection has been specifically
designed for anyone who prefers a very firm sleeping surface. They are also ideal for
people of above average stature.
“My Sealy bed is an absolute
knockout... know what I mean?!”
Frank Bruno,
former WBC Heavyweight Champion
The award-winning Pocket range encompasses all the support you would expect from
Sealy Posturepedic with the luxurious sleeping experience of a pocket spring bed. You
truly can have the best of both worlds!
Featuring Unicase, a unique polyethylene system which envelops the pocket springs,
enabling the sleeper to utilise the entire sleeping surface, without the fear of rolling off.
' having such great nights’ sleep.”
Nick Easter,
Harlequins and England International
The Sealy Posturepedic range is designed to eliminate the uncomfortable conditions
of tossing and turning during sleep. Responding to body weight and pressure points.
Mattresses in this range include our Core Support spring systems for an even weight
distribution and 7 zones of foam to eliminate disturbance and aid restful sleep.
“After a hard day in the saddle,
it’s great to get into a wonderfully
comfortable bed.”
Mary King MBE, Olympic Medallist,
World and European Eventing Champion
Ergonomic in concept, the Profile mattresses are based on anthropometric studies
which ‘profile’ the proportions of the human anatomy - and as such it is the first
mattress that’s shaped to fit your body. Directional and variable zoning from head to
toe means the mattress doesn’t have to be rotated. Offering exactly the right kind
of support to shoulders and hips, and an area of increased lumbar support to ensure
the spine is kept at exactly the right alignment throughout the night.
“Best bed I have ever had”
Joe Trayfoot, London Irish and U16 and
U18 England International Flanker
The Sealy Hybrid Collection is our most advanced Sleep System ever.
Like all great ideas, Hybrid is both simple and effective, offering all the pressure
relief that you would find in a “spring free” memory foam mattress combined with
all the support you would expect from a Sealy Posturepedic. All Sealy Hybrid beds
contain Geltex, our unique, patented, gel infused foam that is quite simply the most
advanced sleeping material available. Geltex provides breathability, pressure relief
and body support.
“Making sure I get a good night’s sleep is vital
for my Olympic training programme and the
last five years of sleeping on a Sealy has
ensured that I am at peak performance.”
Zoe Gillings-Brier, Britain’s No 1 Snowboard X athlete
Sealy Pillow
Sealy Posturepedic range of pillows has been developed in
response to our sleep survey to deal with the most common
consumer sleep inhibitors.
Sealy pillows are perfectly designed to suit small to large
frames. Our spinal alignment pillow range support the head
and neck such that the spine maintains a natural line.
Sealy Enhancer
All our mattress enhancers are engineered around a simple
premise: that quality of sleep is every bit as important as
quantity of sleep.
Mattress enhancers that are made to help you go to sleep
quicker and stay asleep longer. Our bodies are not uniform
so why should our mattresses be any different?
Whether it’s national advertising activity, original in-store POS solutions or groundbreaking marketing research. We aim to promote our brand through bespoke
campaigns via a variety of marketing platforms, in only a way which Sealy could do.
Don’t take it from us, ask some of our retailers who now prefer utilising the expertise
of our in-house digital team on how to drive traffic and sales digitally – as opposed to
receiving financial incentives.
• High traffic volumes
• Above average visitor times
• Low bounce rate
• Fantastic page engagement
• High retailer click out percentage
• Consistently strong conversion rates
DISCOVER YOUR PERFECT BED
FIND OUT ABOUT THE PERFECT SLEEP
We know that finding the right mattress can be difficult.
To make your decision easier, we have devised four simple
questions to help us recommend the perfect bed for you.
At Sealy, being the world's biggest bed brand means we
invest more in thinking about sleep than anyone else. Our
aim is to make you a deeper sleeper ...
Sealy Worldwide
Canada
United
Kingdom
South Korea
Europe
United States
Japan
Israel
Mexico
Dominican Republic
Guatamala
El Salvador
Panama
Colombia
Honduras
Puerto Rico
Taiwan
Hong Kong
Kuwait
Philippines
Venezuala
Malaysia
Saudi Arabia
India
Thailand
Peru
New Zealand
Singapore
Brazil
Australia
Chile
Uruguay
South Africa
Argentina
We operate in over 50 countries and more people on the face
of the planet sleep on a Sealy than any other bed brand.
A Sealy bed is sold
somewhere in the world
every 3 seconds!
The World's NO.1 BED BRAND
www.sealy.co.uk