Article Number: 6225
It’s An All New Bliss for 2011, Beaulieu Announces Dramatic Changes Designed to Help Dealers Even More
DALTON GA, December 8, 2010 — Call it Bliss 2.0. That’s what Beaulieu of America has been developing this year and will be ready to formally unveil at its mega-booth presence at Surfaces. Almost every aspect of the Bliss brand has gotten a makeover to turbo-charge sales performance on the showroom floor.
Totally New Website
Beaulieu will retire its current site for Bliss, developed soon after the brand was launched in 2008. The new Bliss site, slated to launch mid-January, will engage, entertain and educate the consumer who does most of her flooring research online. “The entire purpose for this new website is quite simple.” stated Patricia Flavin, Sr. VP of Marketing, “We want to support our dealers with the best website possible to entertain and educate the floor covering customer about Bliss product and drive them to Bliss dealers to make the sale.”
The new site will be far reaching, larger and more informative than the previous site. “This new website will provide our visitors with a uniquely “Blissful” brand experience,” promises Flavin. “It will raise the bar in the flooring category for style, inspiration and information.”
Totally New Collections: Magic Fresh and HealthyTouch
Beaulieu’s highly popular and proprietary odor reducing formula, Magic Fresh, gets its own carpet collection in 2011. Beaulieu selected the most popular colors, textures, and weights and created this exclusive one-of-a-kind Bliss collection of 32 styles sorted good-better- est. All feature Lifetime Stain Protection and a “You’ll love it or we’ll take it back” Guarantee. “Now the dealer can have the best-of-the-best in Magic Fresh carpet, all together in one collection. This will be extremely powerful on his floor,” observed Jeff Meadows, Chief Marketing Officer for Beaulieu.
Another dramatic new Bliss entry for 2011 will be Bliss by Beaulieu HealthyTouch. This collection uniquely addresses two powerful desires of today’s carpet customer: Ultra-softness and durability. Thanks to Beaulieu SoftSense polyester fiber technology, the consumer can have both. But Beaulieu didn’t stop there. Also built-in the 20 HealthyTouch styles are both Magic Fresh odor reducer treatment and Silver Release technology that inhibits the growth of odor and stain-causing bacteria, mold and mildew. Both handle another important consumer concern: A fresh indoor environment for which almost $5 billion is spent annually on air fresheners and room deodorizers, alone. All HealthyTouch carpets carry 3M Scotchgard Protector, Lifetime Stain Protection and “You’ll love it or we’ll take it back” Guarantee.
“No one has ever brought to market carpet collections this advanced, this consumer-solutions oriented, or this attractive on the sales floor,” remarked Meadows. “Healthy never felt this soft.”
Totally New Display Systems
When Bliss was introduced in 2008, Beaulieu engineers completely changed the way carpet is displayed. In 2011, they’ve done it again. Both Magic Fresh and HealthyTouch collections will be displayed in luxuriously appointed and coordinated racks that have an industry first-ever demonstration area built right into it to show the power of Magic Fresh to the customer. Other innovative features include an easy-to-shop step-up strategy, easy to remove carpet samples, and are totally connected visually to the new Bliss website. “The customer visits our new website and sees the same scene played out on our display – connection made!” commented Flavin.
Totally New Dealer Support Package
Early on, Beaulieu determined to build the most comprehensive dealer support package ever in its history. For 2011, Bliss dealers will have access to point of sale packages that support the new Magic Fresh and HealthyTouch collections, advertising support with free ad materials and a new American Express Gift Card incentive program.
About Beaulieu of America
Beaulieu of America is the largest carpet-only producer in the world, employing over 6,000 associates in over 30 facilities. It is based in Dalton, Georgia and markets carpet branded Bliss by Beaulieu for the residential replacement market, Hollytex for main street commercial installations, Beaulieu Property Management Solutions for multi-family housing and Armstrong FashionSmart for new home construction.
For more information, contact:
Patricia Flavin
Senior VP of Marketing
Beaulieu of America
706-272-7365
patricia.flavin@beaulieugroup.com
Totally New Website
Beaulieu will retire its current site for Bliss, developed soon after the brand was launched in 2008. The new Bliss site, slated to launch mid-January, will engage, entertain and educate the consumer who does most of her flooring research online. “The entire purpose for this new website is quite simple.” stated Patricia Flavin, Sr. VP of Marketing, “We want to support our dealers with the best website possible to entertain and educate the floor covering customer about Bliss product and drive them to Bliss dealers to make the sale.”
The new site will be far reaching, larger and more informative than the previous site. “This new website will provide our visitors with a uniquely “Blissful” brand experience,” promises Flavin. “It will raise the bar in the flooring category for style, inspiration and information.”
Totally New Collections: Magic Fresh and HealthyTouch
Beaulieu’s highly popular and proprietary odor reducing formula, Magic Fresh, gets its own carpet collection in 2011. Beaulieu selected the most popular colors, textures, and weights and created this exclusive one-of-a-kind Bliss collection of 32 styles sorted good-better- est. All feature Lifetime Stain Protection and a “You’ll love it or we’ll take it back” Guarantee. “Now the dealer can have the best-of-the-best in Magic Fresh carpet, all together in one collection. This will be extremely powerful on his floor,” observed Jeff Meadows, Chief Marketing Officer for Beaulieu.
Another dramatic new Bliss entry for 2011 will be Bliss by Beaulieu HealthyTouch. This collection uniquely addresses two powerful desires of today’s carpet customer: Ultra-softness and durability. Thanks to Beaulieu SoftSense polyester fiber technology, the consumer can have both. But Beaulieu didn’t stop there. Also built-in the 20 HealthyTouch styles are both Magic Fresh odor reducer treatment and Silver Release technology that inhibits the growth of odor and stain-causing bacteria, mold and mildew. Both handle another important consumer concern: A fresh indoor environment for which almost $5 billion is spent annually on air fresheners and room deodorizers, alone. All HealthyTouch carpets carry 3M Scotchgard Protector, Lifetime Stain Protection and “You’ll love it or we’ll take it back” Guarantee.
“No one has ever brought to market carpet collections this advanced, this consumer-solutions oriented, or this attractive on the sales floor,” remarked Meadows. “Healthy never felt this soft.”
Totally New Display Systems
When Bliss was introduced in 2008, Beaulieu engineers completely changed the way carpet is displayed. In 2011, they’ve done it again. Both Magic Fresh and HealthyTouch collections will be displayed in luxuriously appointed and coordinated racks that have an industry first-ever demonstration area built right into it to show the power of Magic Fresh to the customer. Other innovative features include an easy-to-shop step-up strategy, easy to remove carpet samples, and are totally connected visually to the new Bliss website. “The customer visits our new website and sees the same scene played out on our display – connection made!” commented Flavin.
Totally New Dealer Support Package
Early on, Beaulieu determined to build the most comprehensive dealer support package ever in its history. For 2011, Bliss dealers will have access to point of sale packages that support the new Magic Fresh and HealthyTouch collections, advertising support with free ad materials and a new American Express Gift Card incentive program.
About Beaulieu of America
Beaulieu of America is the largest carpet-only producer in the world, employing over 6,000 associates in over 30 facilities. It is based in Dalton, Georgia and markets carpet branded Bliss by Beaulieu for the residential replacement market, Hollytex for main street commercial installations, Beaulieu Property Management Solutions for multi-family housing and Armstrong FashionSmart for new home construction.
For more information, contact:
Patricia Flavin
Senior VP of Marketing
Beaulieu of America
706-272-7365
patricia.flavin@beaulieugroup.com
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