DTC mattress brand Purple hires new chief marketing, digital officer

Dive Brief:

Purple Innovation Inc., the corporate behind the Purple Mattress, has employed Patrice Varni to function its chief advertising and digital officer, the corporate introduced Friday.

Most lately the chief advertising officer and president of Dermstore, Varni has over 25 years of digital and brand transformation expertise. Varni held numerous roles with corporations akin to Levi’s, The Walt Disney Company, Tempur Sealy Brands and Arhaus Furniture, based on the press launch.

Varni will probably be accountable for Purple’s advertising, buyer expertise, eCommerce, and product growth. Purple CEO Joe Megibow mentioned in an announcement that Varni will assist to “additional outline our advertising and product efforts and interact a broader viewers within the Purple brand story.”

Dive Insight:
Purple joins Cole Haan and Target in hiring new executives to supervise the corporate’s digital advertising methods. In earlier roles, Varni has helped manufacturers to develop their direct-to-consumer and wholesale gross sales in addition to strengthening their digital presence, per the announcement. 
“It’s a privilege to affix a proficient and completed crew and proceed to develop Purple’s progress, utilizing information, client insights and progressive merchandise to have interaction extra individuals within the Purple story and ship consolation that really makes life higher,” Varni mentioned in an announcement.
As Varni steps in to boost Purple’s advertising technique, the mattress firm has loved a COVID-19 pandemic-induced gross sales spike.
The firm’s first quarter gross sales elevated by 52.3% to $186.4 million, up from $122.4 million in Q1 2020, based on the corporate’s quarterly earnings report. Purple’s direct-to-consumer income jumped 54.8% and wholesale income elevated 47.6%.
The mattress brand attributed the expansion to all of its product traces throughout direct-to-consumer and wholesale channels. Casper, one other DTC mattress brand, additionally noticed a income bump amid the continued COVID-19 pandemic. However, it isn’t clear whether or not pandemic-driven developments within the dwelling house will persist in a post-pandemic world.

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