American Textile Debuts Expanded Brand Direction, Logo for AllerEase
January 7, 2013,
The new AllerEase logo
DUQUESNE, Pa.-American Textile Co. has unveiled what a company statement described as "an updated look" for its AllerEase brand of mattress and pillow encasements.
The new look encompasses an extension of the brand into other product categories--including mattress pads, comforters and pillows--and a redesigned logo. The aim of the campaign is to move AllerEase beyond its prior focus as basic-bedding covers into a provider of allergen-relief bedding solutions, American Textile said.
The new logo, which includes the AllerEase name next to several crossed lines, is designed to connect with mothers who, according to American Textile research, said they are seeking ways to reduce allergens in their bedding, according to Mette Odom, vice president of marketing. With both the logo and the new products, "we're giving moms a way to help the whole family sleep well and feel better," Odom said.
Other Articles By Author
HFN Launches Interactive Idea Book
HFN's DIGITAL EDITION
COVER STORY: HFN Turns 90
We commemorate HFN's 90th anniversary by paying tribute to the iconic retailer and supplier brands--and the people--that have helped the industry flourish, then and now.
ALSO IN THIS ISSUE:
- Up & Coming Leaders - The home industry is in capable and visionary hands as this year’s 40 Under 40 list attests. Today’s young leaders span all disciplines and varied levels of operation.
- Omnichannel Retailing - In the Mobile App World, Time is Money