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Ellery, National Sleep Foundation to preview new social media, merchandising campaigns at NY Market

Retail Editor 2 -- Home Textiles Today, September 17, 2013

Arlington, Va. - Joining forces for the sake of sleep are home fashions manufacturer Ellery Homestyles and the National Sleep Foundation, which together will launch a major social media marketing campaign and retail merchandising effort to promote Ellery's new "Sound Asleep" curtain line - foundation's official room-darkening curtain.

Key retailers shopping the New York Home Fashions Market this month will be the first to get a glimpse of the social media campaign and retail merchandising efforts. The programs officially launch in March 2014 to tie in with the NSF's Sleep Awareness Week March 2-9.

The social media campaign will include a consumer sweepstakes in which entrants will have a chance to win a room make-over using Sound Asleep curtains. Ellery also is creating special Pinterest boards and retail website banners, and will be promoting the campaign on both its own company website at and on the Sound Asleep micro site at

In turn, the National Sleep Foundation (NSF), a non-profit organization dedicated to improving sleep health and safety, is providing educational materials, sleep information, and tips on how to get a better night's sleep on its instructive consumer website --

"Controlling light is very important to getting quality sleep," said David Cloud, ceo, NSP. "Light can interfere with your sleep cycles by signaling your brain that you should be awake, so creating a dark bedroom is one of the most practical ways to reap the benefits of sleep. The National Sleep Foundation recommends keeping your room dark until you get the sleep your body needs. Room darkening curtains are a key to following that recommendation."

The two-year-old Sound Asleep collection was selected as the official room-darkening curtain of the National Sleep Foundation due to its innovative, thermal-lined construction that helps create an optimal sleep environment by darkening the room. Developed to address the National Sleep Foundation's recommendations for sleep health, Sound Asleep curtains' room darkening construction reduces penetrating light through the use of proprietary fabric-backing technology, thereby creating the dark environment necessary to achieve a better night's sleep.

Cloud says the Sound Asleep curtains address a critical consumer need.

"The NSF's 2012 Bedroom Poll revealed that 35% of Americans don't use any curtains or shades in their bedrooms, so we have our work with Sound Asleep cut out for us," he explained. "At the same time, however, 73% of Americans say a dark bedroom is important to getting a good night's sleep. Ellery Homestyles has been a great partner for the National Sleep Foundation. Ellery answered a Request for Proposals for room darkening window treatments that the NSF sent out in 2010, and from the start, Ellery's leadership understood what the NSF wanted to do and spent time developing the right mix of product and messaging."

Budd Goldman, founder and ceo of Ellery Homestyles, said his company identified a niche in the marketplace for room-darkening curtains, and as a result developed the Sound Asleep collection.

"The National Sleep Foundation is the trusted authority on sleep and is educating Americans on the importance of creating the best possible sleep environment," Goldman noted. "It's only natural to combine the authority of the NSF with Ellery's leadership in manufacturing innovative room darkening curtains. The NSF is a trusted name that adds a unique and exclusive level of marketing and product positioning that no other curtain product can claim."

The Sound Asleep curtain collection is designed to marry fashion, function and design, noted Susan Lazor, director of brand management for Ellery.

"Sound Asleep curtains are a fashionable solution to block light, improve home energy efficiency and reduce noise," she said. "Blocking light is the main benefit, but the technology provides noise-reducing and energy-efficient advantages as well. Reducing outside noise also helps promote a better night's sleep, and the thermal properties of Sound Asleep curtains actually enhance the energy efficiency of a home, saving consumers money by reducing heat loss through the window.

A soft thermal coating is applied to the curtain fabric to create the room darkening qualities in the finished panel, and the curtains are constructed of a versatile chenille fabric in a tonal texture that is designed to enhance the bedroom with the natural look of flowing curtains and to coordinate with any décor, she added.

Sound Asleep curtains are offered in six colors and a full range of panel lengths: 63-inch, 84-inch, 95-inch and 108-inch, with suggested retail prices ranging from $24.99 to $39.99. Coordinating ascot or straight back-tab valances are available, with a suggested retail price of $19.99. All panels measure 42-inches wide and are constructed of an easy-care, machine washable 100% polyester fabric. Sound Asleep curtains and valances can be hung using standard curtain hardware.



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