BIA, US licensees gather in Chicago to address multi-brand strategy for 2023

CHICAGO – Leading mattress manufacturer Bedding Industries of America (BIA) brought together 32 executives representing all its U.S. licensees recently to further its multi-brand strategy in 2023 including new product introductions and investments in digital and brand marketing.

The meeting was also significant as it took place at BIA Midwest, formerly Illinois Sleep Products, which the company acquired one year ago.

“Our multi-brand strategy continues to grow in popularity with large and small dealers who see the benefits of working with one manufacturer to service all the demographics of their customer base. Today, BIA manufactures products at all price points, so the value customer, the luxury consumer and everyone in between can find something that suits their needs in our portfolio,” said Stuart Carlitz, president and CEO of BIA.

“The success of our product portfolio had raised our factories AUSPs by an average of 15% last year. At a time when the industry is facing some headwinds on unit volume, it is so important that our licensees can make up that delta with rising margins,” he added.

 “This was a big year of expansion for BIA. Not only have we secured placements with several large national dealers that are being shipped by over a dozen of our domestic licensees, but we’ve also made incredible strides in our marketing materials,” said Phil Carlitz, chief revenue officer of BIA. “In 2023, there will be a further continuation of these efforts and significant investments in our web presence.”

During new product presentations, licensees had a chance to review new programs for Eclipse, Eastman House, Hemingway and Millbrook that will launch this year. They also previewed new digital and brand marketing initiatives that will launch this year.

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