Broad River Furniture, a licensee of Ashley HomeStore, announces it will donate a mattress for every mattress sold in its Charlotte area stores during its “Furniture Stores are Generous” campaign beginning today.
The campaign kicks off Tuesday, June 6, and runs through Friday, June 30, in the Pineville, University City, Mooresville, Kannapolis, Hickory, Gastonia, and Outlet stores and will be fueled by an outdoor campaign across the Charlotte area, along with social media, e-blasts to the Company’s customers and in-store collateral. Broad River will execute the donations in partnership with Charlotte-based non-for-profit Beds for Kids.
“We’ve decided to leverage outdoor advertising for this campaign because we had seen some negative ads calling mattress stores greedy and wanted to contrast that with a more heartfelt approach to addressing a real need and call to action within our community. At least twice a year we accelerate our giving in order to provide beds for the thousands of children in this area who have no bed of their own. This is the first time we’ve ever sponsored a giving campaign for such an extended length of time. The need is growing faster than we can keep up. Once again we’re working with our trusted partner Beds for Kids to help eradicate this need – one bed donation at a time,” explained Charlie Malouf, Broad River’s President and CEO.
“We hope this bold campaign will help raise awareness of the severe need in our area. Many are completely unaware that we actually have children in our own area sleeping on the floor or sofa or with other family members, let alone that the figure exceeds 7,500 children. By bringing attention to this need in a more visible way, we hope our customers will open their hearts to the needs of these deserving children, and perhaps other Charlotte businesses will get involved to help this cause,” Malouf commented.
Employees of the Company will help deliver the beds in July with Beds for Kids. “The opportunity to serve personally is one that warms our hearts and brings as much joy to us as it does to the children and families we serve,” stated Karen McKenzie, Broad River’s Vice President of Marketing and Communications. “We always donate a portion of every mattress we sell to support Beds for Kids, but during this month-long campaign we hope to donate several hundred mattresses to address the need that currently exists.”
“All of us at Beds for Kids are excited to be a part of this campaign, because we’ve seen firsthand the joy and relief in the eyes of these children and their parents when we deliver a needed bed. Not only does a bed improve sleep to help with the physical needs of growing children, but a mattress also helps build self esteem. We are grateful for all the effort Ashley HomeStore has invested to bring this campaign to life in a bolder way for the sake of all of the kids,” said Daniel Fogarty, Executive Director, Beds for Kids.
“We also hope our community will keep Beds for Kids in mind when they have unwanted but usable furniture to donate. We will pick it up, repair and restore it so the receiving families can take pride in having it in their homes. Throughout the year we provide families with a kitchen table and enough chairs for the entire family to enjoy a meal together, along with other basic furniture. Many of their homes also need lamps so the school-age children can study at home,” Fogarty stated.
About Beds for Kids
Founded in 2011, Beds for Kids is a 501(c)3 non-profit whose mission is to provide beds and essential furniture to children and their families in need. Since January of 2011, Beds for Kids has delivered 6,453 beds and 59,463 total bed and furniture units to children and families in need in our community. Beds for Kids continues to serve families each year in an effective, long lasting and dignifying way. For more information about Beds for Kids, please visit www.BedsForKids.org.
About Broad River Furniture
Founded in 2003 by Executive Chairman Jonathan Ishee and headquartered in Fort Mill, S.C., Broad River Furniture is the regional licensee of 15 Ashley HomeStores in North Carolina, South Carolina and Georgia and one Ashley HomeStore outlet in Charlotte. The privately held Company employs over 500 at its stores, distribution center and corporate office.
For More Information
Contact Karen McKenzie, Broad River Furniture, 803-228-4828, firstname.lastname@example.org.