The rise of the Asian brand

Targeting the American consumer

Bedsure is a broad-appeal, mass market brand focusing on helping consumers live their lives more comfortably. They make a wide range of home products including sheets, duvets, pillows, blankets and throws. They integrate quality materials with smart technologies to make high performing products – from bamboo bedsheets to Bio-Zero pillows. After 40 years in business, they developed a direct, manufacture to consumer model – minimizing steps in the supply chain – enabling them to deliver high quality products at affordable prices.

Bedsure is also part of an emerging trend, Asian companies selling products tailored for the American market, direct. Bedsure doesn’t exist in China. They have created a proposition specifically for the modern American consumer who values their simple, modern brand.

Like many other retail brands, Bedsure is building its business through the 800 pound online retailer - Amazon. While Bedsure has their own informational website and leverages social media to support, promote and engage with their fanatic customers, the focus of their sales strategy is through Amazon – and a few other etailers like eBay or Overstock.

Understanding the American market

Salt worked with the team at Bedsure to help them understand the U.S. marketplace, the competitive context and define their target customers. This also looked at developing a wider portfolio of opportunities, as they evaluated the needs of different market sectors and product offerings. Then we developed a brand that would resonate at the price point Bedsure was targeting. The brand identity and creative toolkit was kept simple and straightforward, as much of the imagery and touchpoints were to be created by the Bedsure creative team in China.

The Bedsure team then implemented the new brand expression with speed and efficiency. Unlike many American retail brands, the Chinese approach is more entrepreneurial. Develop quickly, fail fast, learn from mistakes, reconfigure, try again.

The brand is consumer driven and built around customer feedback. The touchpoints are aimed at building the essential building blocks that help new retail brands cut through - a strong name, a simple identity, a flexible icon, the ownership of color and a tone of voice that is direct and jargon-free. Truly, a modern brand for a modern American market.

Why brands that adapt will survive.

Today, American shelves are filled with Asian brands competing directly for share of wallet. And, they’re smart at how they do it. They’re understanding the market, connecting with the consumer, are quick to deploy and flexible in approach. Brands that can adapt will survive - regardless of where they come from or what they sell.


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