Broad River Retail, a licensee of Ashley HomeStore, announces it will donate a mattress for every mattress sold in its Charlotte area stores through Saturday, December 23.
The “Buy a Mattress, We’ll Give a Mattress” campaign echoes the three-week “Furniture Stores are Generous” campaign the Company initiated this past June. The current campaign, which began December 5 and concludes December 23, encompasses the Company’s Ashley HomeStores in Pineville, University City, Mooresville, Kannapolis, Hickory, Gastonia, and the Charlotte Outlet store. It is being 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 not-for- profit Beds for Kids, with as many deliveries as possible before Christmas Day.
“We’ve decided to leverage outdoor advertising for this campaign again because we had such a positive reaction to our June ‘Furniture Stores are Generous’ campaign. We also wanted to make this community need top of mind during the holiday season,” explained Charlie Malouf, Broad River‘s President and CEO. “At least twice a year we accelerate our giving for a week with a one-for- one event in order to provide beds for more of the thousands of children in this area who have no bed of their own. But the number is growing faster than we can keep up, and that motivates us to do more, particularly this year when our Company has focused on creating impact in all we do.
Once again, we’re working with Beds for Kids, our trusted Charlotte-based partner, to help improve the lives of area children, one bed donation at a time,” commented Malouf. “We intend for this bold campaign to help raise awareness of the severe need in our area. Many of our fellow citizens are completely unaware that we actually have children right here in Charlotte sleeping on the floor or sofa or with other family members. That number exceeds 7,500 children. By bringing attention to this issue in a more visible way, especially at this time of the year, we hope to motivate our customers to help us give a bed to a child when they replace at least one aging bed in their home,” Malouf commented.
Employees of the Company are volunteering to help deliver the beds throughout December 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 donate a portion of every mattress sale to a fund we use to purchase mattresses for Beds for Kids, but during this three-week campaign, the donation
increases significantly. We hope to donate several hundred mattresses to address the ever-increasing need in Charlotte.”
“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 efforts Ashley HomeStore has invested to bring this campaign to life in a compelling 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 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 7,795 beds and 72,178 essential furniture pieces to children and families in need in our community. Beds for Kids continues to serve families each year in an effective 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 Retail is the regional licensee of 15 Ashley HomeStores in North Carolina, South Carolina and Georgia and one Ashley HomeStore outlet in Charlotte. Two new stores will open in Cary, NC, and northeast Columbia, SC, in late January/early February. The privately held Company employs over 500 at its stores, distribution center and corporate office.
For More Information
Contact Karen McKenzie, Broad River Retail, 803-228- 4828, firstname.lastname@example.org.