SFERRA

Client: Since 1891, SFERRA has produced several lines of premium Italian sheeting and top-of-the-line bedding for the luxury home. In North America, SFERRA products are available at Neiman Marcus, Bergdorf Goodman, Bloomingdale’s, New York’s legendary ABC Home & Carpet and Los Angeles’ H.D. Buttercup store.

Strategy & Tactics: The Brandman Agency was retained to introduce Sferra Linens to shelter and luxury lifestyle media, positioning the brand as synonymous with luxury, and re-establishing the company as the luxury linen industry’s most prominent brand. In addition, goals included: establishing a major presence as a provider to top-level hospitality brands, educating consumers on the unique history and philosophy of the brand through lifestyle, travel and fashion media and launching the “1891 Collection.”

Campaign Highlights: Over the course of four years, introducing SFERRA to a full public relations campaign involved consistent outreach to key shelter and lifestyle publications, consumer launch events, celebrity gifting, product of the month pitches, themed news releases and intimate media events. The resulting media coverage has contributed to heightened name recognition, consumer response, and an increase of 25% in the company’s retail sales.

Results: The Brandman Agency has secured placements in: Robb Report Luxury Homes, Shelter, Town&Country, BestLife, Esquire, USA Today, New York Times, New York Daily News, Robb Report’s “Best of the Best” issue, ForbesLife and Hamptons Cottages & Gardens.