Resident Home, a traditionally online direct-to-consumer brand, has launched a new partnership with Nationwide Marketing Group (NMG). This partnership is part of NMG’s efforts to help members capitalize on the online furniture and bedding trend, and provides the entire Resident Home portfolio of brands, including Nectar, DreamCloud, Awara, Level Sleep, Wovenly and Bundle.
“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 a statement. “With this new direction and unique advertising strategy, bringing Resident Home into Nationwide’s portfolio of brands was an easy decision.”
“Nectar leads the way as far as quality and price is concerned,” said Stephen Frey, Jr., president of Factory Mattress in Austin, Texas excitedly when asked about the partnership with Resident Home. “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.”
In 2018, just over a year after its initial launch, the Nectar mattress brand was recognized as the fastest growing online retailer in North America. NGM members will also benefit from the inclusion of their stores’ locations on Resident Home’s store locator pages, which average more than 70,000 page views per day. Resident Home and Nationwide plan to leverage the high online traffic volume to drive customers into members’ stores in 2020.
“We are thrilled to be working with Nationwide Marketing Group as a leader in the buying group channel,” said Al Dambrauskas, director of retail furniture distribution for Resident Home in a statement. “Having worked with Nationwide during my career in a previous role, 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.”