Launched in 1992, Skechers has become a massively successful footwear brand. But it’s not stopping at shoes.
Now, it has its sights set on mattresses and has partnered with Adventure Mattress to create a Skechers-branded mattress collection that continues to bring the brand out of shoes and into the lifestyle arena.
Adventure Mattress has been in the brand licensing game for some time, so Stefani Van der Voort, head of marketing, says the company understands the power of brands when it comes to the mattress industry.
“When we look for a brand to partner with, comfort is the main focus,” she says. “It has to be one that people will know and recognize and that’s going to help drive traffic to retailers. We have The Scott Living brand license now, and that has been very successful for our retailers.”
Skechers as a company is growing, and they are expanding outside of footwear into categories such as apparel and comfort accessories like seat cushions. With sleep products in the mix, the brand is poised to become a lifestyle brand — one that has a product for every part of your day.
And shoes aren’t so different from mattresses, if you think about it. We spend one-third of our life on our mattresses, but how much of our life do we spend wearing shoes?
Here’s some fun math: If a typical adult spends about 8 hours a day sleeping, that translates to approximately one-third of a 24-hour day. So if they spend 10 hours a day wearing shoes, that’s over one-third of a person’s life that they spend in shoes.
The new Skechers mattress line is designed to capitalize on Skechers’ strong consumer following while delivering value to retail partners in the way of marketing and margins.
The models are:
- Skechers Cool Skech-Knit fabric technology: A breathable, cool-to-the-touch cover that enhances airflow, delivering a cool, comfortable sleep experience.
- Skechers Max Cushioning: Layers of quilted gel and comfort foams relieve pressure points for better rest and recovery.
- Skechers PostureFit innerspring system: Made with spinal alignment and zoned support in mind, the innersprings adapt to sleepers.
“We are offering this line as exclusives in retailers markets based on volume,” Van der Voort says. “We’re going after large regionals, and they can have exclusivity in their market area so the margin is protected. Our first retailer launched at the end of February, and we have about 16 retailers that are now launching.”
According to Van der Voort, the Skechers mattress line is designed to help retailers in three key ways: First, by driving traffic at a time when fewer customers are walking into stores. Second, through distinct and unique brand marketing — like their Memorial Day promotion that includes a free pair of Skechers shoes with a mattress purchase. And third, by offering high margins with brand exclusivity in each market.
“Mattresses are an extension of the Skechers footwear brand — comfort all day, comfort all night,” Van der Voort says. “You wear your Skechers during the day for comfort, and then flip them off as you lay on your Skechers mattress.”
Notably, the company is leaving pricing flexibility up to its retail partners, giving dealers more room to compete and control their margins.
“We’re seeing such remarkable early success — even for those who haven’t activated the marketing yet — that we believe the Skechers brand is poised to become a major force in the sleep industry,” Van der Voort adds. “And Skechers mattresses are just the beginning. More Skechers sleep products are on the way — stay tuned!”
