Paramount Sleep Company will unveil its refreshed brand identity during the October High Point Market, bringing to life a new expression of the heritage, craftsmanship and forward-looking vision of the fourth-generation, family-owned mattress manufacturer from Norfolk, Virginia.
Paramount will celebrate with retailers and industry friends during its Brand Refresh Reveal Party, Saturday, Oct. 17, 4:30-7 p.m., in its High Point showroom at 330 S. Wrenn St., when the company will unveil its new logo and visual identity in an event marking the next chapter in its more than 90-year story.
Encompassing a new visual identity, brand narrative and digital presence, the refresh is designed to more clearly communicate Paramount’s heritage while creating a contemporary platform for the future. As the company approaches its 100th anniversary, the new direction builds on four generations of family ownership, American manufacturing, handcrafted products and longstanding relationships with leading retailers, along with the premium credibility of its proprietary brand portfolio and international partnerships.
Adding to the High Point experience, retailers will get an early preview of the newly redesigned and doctor-certified Back Performance line, providing an opportunity to experience the line and offer feedback ahead of its broader introduction. The reimagined collection pairs a retro-modern aesthetic with performance-focused construction and ergonomic support.
Designed with feels for side, back and stomach sleepers, the enhanced lineup incorporates Tencel cooling knit with Belgian damask borders, silk, wool and cashmere quilting, high-density foams and targeted latex lumbar support. Select models feature five-zone contour foams, with the 2027 collection consisting of more than 10 pounds of cotton and carries the Seal of Cotton® trademark of Cotton Incorporated, along with Amish wood foundations.
Back Performance comprises two collections. The Generations collection features a foam-encased heavy-duty spring design at projected queen retail price points of $799 to $999, while the Pocket Series features ergonomic pocket spring designs at projected queen retail price points of $999 to $1,499.
“High Point is an opportunity to show our retail partners what’s next for Paramount, from how we express our brand to how we’re evolving our product,” said Richard Fleck, president of Paramount Sleep Company. “We’re bringing our heritage forward in a fresh way while giving retailers an early voice in the next generation of Back Performance.”
Paramount Sleep will welcome retailers during High Point Market, Oct. 15-23, at 330 S. Wrenn St. In addition to the Back Performance preview, the showroom will feature many of Paramount’s other premium mattress collections, giving retailers an opportunity to meet with the team and build a differentiated merchandising story tailored to the needs of their market and customers.
