How pop songs and a good night’s sleep transcend cultures.
In May, I traveled to Germany for the first time in my life to attend Interzum Cologne 2025, one of the largest furnishings trade shows in the world. The occasion was for our sister magazine, BedTimes — which focuses on the manufacturing side of the industry — but I found myself with some retail takeaways, too.
On my one night off in Cologne, I decided to take myself to Papajoe’s Jazzlokal. (As a jazz fiend, I’ll seek out a jazz club just about anywhere I find myself in the world.) So, there I was, standing in front of a tiny, bilevel bar in a cobblestoned alleyway in Cologne, minutes after I finished a solo dinner on the Rhine River. When I walked in, most everyone (unsurprisingly) spoke German. I found myself timidly holed up at the bar, trying to claim a few square feet in the packed space and feeling a bit self-conscious that I didn’t have anyone to chat with. A few minutes after my drink arrived, the band broke into a rendition of “Hotel California” by the Eagles and to my surprise — the entire bar chimed in. Not just a little bit. Like full-throated, knew-every-word level of participation. And that made me smile for two reasons.
First, now whenever I hear that song, I’ll think of that moment. Second, for as many differences as we might have in the world, I love that there’s always an opportunity to find common ground if you look — or listen — hard enough. Whether it’s one of the Eagles’ most famous songs or something the entire world has in common. What might that be? Well, sleep, of course. Selling sleep from a health and solution-oriented angle will never go out of style. Economies shift, but by studying consumer behavior, one can learn what is resonating with shoppers at any given time. For example, the latest research from the Better Sleep Council shows why today’s shoppers are willing to spend more for quality.
With mattresses being such a personal item, it’s certainly not one size fits all. Contributing writer Julie A. Palm highlights the growing heavy-duty (or plus-size) sleep category in our latest Product Spotlight.
And, as always, it wouldn’t be an issue of Sleep Savvy without a little travel. In our latest Retail Road Trip, Palm covers retailer Dow Furniture. Its reputation in the small town of Waldoboro, Maine, draws customers from as far as 50 miles away. Because something else that transcends geography is fantastic customer service, something the family-owned business has offered for 70 years.
Another thing that’s timeless? Advertising. The medium and industry consistently evolve to adapt to the current moment. From hand-drawn flyers in the 19th century to today’s digital banner ads on websites, the goal has always been the same — to sell something to someone. Turn to page 26 to read my feature on best advertising practices for retailers.
Whether you’re the owner of a one-location shop or the vice president of a national retail chain, remember that we all have a little more in common than you might think. No matter our roles, we are all working toward helping the world sleep better.
