The brand has appointed former National Lottery media manager Henrietta Page in the role of marketing manager to lead the UK push.
Page feels there is “enormous potential” to grow the “revolutionary” dual layer mattress brand in the UK market to match its profile in Europe where it operates branded retail stores. In Slovenia, the brand holds 75% of the mattress market.
ARM Direct is currently employed to handle Dormeo’s DRTV account and Page plans to appoint a media-planning agency in the next phase of the brand’s development.
Dormeo is new to the UK this year and TV Shopping Direct holds the UK licence. It is currently only available via direct response TV (DRTV).
Silentnights Beds is the biggest manufacturer of beds and mattresses in the UK.