The High Point Market Authority is partnering with the Home Furnishings Association (HFA) and Purple Innovation for its next webinar in the spring 2021 IdeaStreams series. The session will explore mattress manufacturer Purple’s approach to reinventing brand loyalty and its resulting successes in becoming a leader in comfort innovation solutions.

Scheduled for Tuesday, May 11, at 2 p.m. ET, HFA’s CEO, Mark Schumacher, will interview Purple’s VP/Brand & Executive Creative Director Burke Morley in an engaging and informative overview of the Purple brand’s story and success, including practical tips on how to elevate one’s business goals.

Purple’s successful marketing strategy took them from a Kickstarter campaign to a public company with close to $300 million in sales in under three years. Focusing mainly on digital marketing, its viral video campaigns have been viewed over 4.4 billion times. Evolving from a strictly direct to consumer model, the brand has expanded its market presence to include partnerships with traditional brick and mortar stores.

“Everyone loves a good success story, and there’s a lot to unpack and learn from Purple’s introduction and integration into the mattress industry,” comments Schumacher. “I look forward to diving into Purple’s story with Burke and uncovering the lessons there to be learned and applied.”

The 60-minute session will offer 1 IDCEC-accredited CEU. Details and a registration link are available at www.highpointmarket.org/events/ideastreams.

The Market Authority’s website also offers on-demand viewing of previously recorded IdeaStreams sessions. These webinars are in place of in-person educational programming for the Market Authority during Spring Market, June 5 to 9.