digital disruptors | Jan 9, 2018 |
Williams-Sonoma is the latest to launch a sleep brand

Robin, a new brand within Williams-Sonoma, has launched, focusing on “fostering healthier lifestyles through improved sleep quality,” with a group of products to be sold in select stores and online by Pottery Barn, Pottery Barn Kids, PBteen, West Elm and Williams Sonoma Home. Available in twin, full, queen, king and California king sizes, Robin’s main mattress product will ship direct-to-consumer starting this month.

Robin Rest & Renewal bed with packaging pictured on top; courtesy Williams-Sonoma
Robin Rest & Renewal bed with packaging pictured on top; courtesy Williams-Sonoma

“We are excited to educate and inspire customers with Robin’s assortment of thoughtfully designed products and customizable features that deliver a differentiated and purposeful wellness experience,” said Laura Alber, president and CEO of Williams-Sonoma. “The Robin brand continues our rich tradition of delivering purposefully designed products that make a meaningful difference in our customers’ lives.”

The main product is Robin Sleep System, which includes the Robin Pocket Spring Mattress Set and the SleepScore Max Sleep Improvement Monitor. The monitor measures quality and quantity of sleep; when the beds were tested, Williams-Sonoma says, more than 80 percent of those surveyed by SleepScore Labs reported falling asleep more easily and waking up “without trouble.” In addition, Williams-Sonoma says that over 50 percent also reported a notable improvement in sleep quality.

“Sleep has emerged as a powerful tool in promoting health, productivity and vitality, and our customers’ interest in high-quality products that support and improve their well-being is intensifying,” says Anddria Varnado, vice president of strategy and business development for Williams-Sonoma. “Robin extends our vibrant portfolio of brands by delivering new and valuable product experiences to our customers.”

“Williams-Sonoma Inc.’s commitment to enhancing customers’ lives at home through some of the world’s best retail brands and their constant focus on innovation aligns incredibly well with SleepScore Labs’ mission and vision,” said Colin Lawlor, chief executive officer of SleepScore Labs. “Combining the proven quality and comfort of the Robin Mattress Set with the world’s most advanced non-contact sleep improvement capabilities of SleepScore Max will help millions of people to sleep and live better. We have completed thorough testing and research on the Robin mattress and are honored to work with Williams-Sonoma Inc. on this mission.”

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