(PR NEWSWIRE) DJ: (CNCN) Direct Focus, Inc. Expands Direct Marketing Reach
DJ: (CNCN) Direct Focus, Inc. Expands Direct Marketing Reach With Addition Of
Second Major Product
NEWS RELEASE TRANSMITTED BY CANADIAN CORPORATE NEWS
VANCOUVER, WASHINGTON--
EXPRESSED IN U.S. CURRENCY
Direct Focus, Inc. is broadening its direct marketing business with the
initial nationwide introduction of a new product today.
The company is now offering a technologically advanced sleep system in its
bid to gain a share of the estimated $6 billion annual market for mattresses
in the United States.
"This is a milestone in the company's history and opens up an exciting, new
avenue for growth," said Brian Cook, president and chief executive officer
of Direct Focus. "With this product addition, we have completed the
transition from a manufacturer of home fitness equipment to a solid direct
marketing organization."
Television test marketing of the sleep system, which will be marketed under
the name Instant Comfort, began today. Potential customers responding to the
television advertisement will be sent a video demonstrating the product as
well as printed material.
Upon purchase, Direct Focus will deliver and install the Instant Comfort
products, which carry a six week satisfaction guarantee and a 20-year
limited warranty.
Cook said that the sleep system has been in product development and testing
for approximately one year. "We utilized experienced professionals in the
bedding industry and analyzed many products to create a bed that adjusts to
fit any comfort level," he said.
The annual market for mattresses and the broad consumer segment it appeals
to were key factors in the selection of the Instant Comfort line as the
company's second product. "The market for mattresses is estimated at $6
billion annually in the United States," Cook noted.
"That compares to approximately $1.2 billion annually for home fitness
equipment which our Bowflex product line currently competes in." He added
that mattresses are used by vitually everyone, giving Instant Comfort a
universal consumer appeal.
"This is a high quality product with price points ranging from approximately
$499 for a queen mattress alone to more than $1,800 for a complete,
top-of-the-line system," Cook explained. Based on the size of the sleep
system market, the company anticipates that the Instant Comfort products
will generate annual sales equivalent to or higher than its Bowflex home
fitness equipment over the next few years.
"We have laid the groundwork for this expansion and have both personnel and
systems in place to handle it," said Cook. "The addition of this second
product allows Direct Focus to more fully utilize its skills, experience and
a proven track record in direct marketing."
Direct Focus has increased sales of its Bowflex home fitness equipment by
more than 100 percent annually since 1996 with sophisticated direct
marketing tools including television advertising, improved access to
financing and highly trained customer service personnel.
Direct Focus, Inc. (formerly Bow Flex, Inc.) markets directly to customers
via advertising on national cable television networks, printed media and the
world wide web.
FOR FURTHER INFORMATION PLEASE CONTACT:
Direct Focus, Inc., Vancouver Rod W. Rice (360) 418-6178
08:07 EDT AUGUST 24, 1998
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(DOW JONES) DJN: Direct Focus - Mattress Pdts -2: Mktg Begins Monday >T.
DJN: Direct Focus - Mattress Pdts -2: Mktg Begins Monday >T.DFX
VANCOUVER, WAash. (Dow Jones)--Direct Focus, Inc. (T.DFX) said it will begin
Monday the direct marketing of a "technologically advanced sleep system" as
it goes after a share of the estimated $6 billion annual market for
mattresses in the U.S.
In a press release, the company said television test marketing of the sleep
system, which will be marketed under the name "Instant Comfort," begins
Monday.
Direct Focus said it will deliver and install the Instant Comfort products,
which carry a six-week satisfaction guarantee and a 20-year limited
warranty. It said the sleep system has been in product development and
testing for about one year.
It said its products will range in price from about $499 for a queen
mattress alone to more than $1,800 for a complete, top-of-the-line system.
It said it expects that Instant Comfort products will generate annual sales
equivalent to or higher than its Bowflex home fitness equipment over the
next few years.
Direct Focus, Inc. is a direct marketing company.
(END) DOW JONES NEWS 08-24-98
08:23 AM
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