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Sealy Singapore: A Brand Website Redesign with a Mattress Selector That Guides Buyers
In 2022, Orfeostory redesigned the Sealy Singapore website for Sealy Asia Singapore, maker of Sealy Posturepedic mattresses, as shoppers moved online during COVID-19. The WordPress website presents the full mattress range for a new target audience, women aged 25 to 45, and helps buyers choose with a Mattress Selector before they buy online or visit a store. Sealy's marketing team reported that website traffic was improving after launch.
Sealy Singapore project at a glance
- Client Sealy Asia Singapore (Sealy Posturepedic)
- Industry Mattresses and bedding (consumer brand)
- Location Singapore
- Services Website redesign, UI/UX design, WordPress development, SEO foundations
- Platform WordPress, Elementor
- Project: August – December 2022
- Target audience: Women aged 25–45
- Key features: Mattress Selector, range pages with model and size choosers, range comparison table, store pages, appointment booking, warranty registration
- Live site sealy.com.sg
- Client rating: 5.0 / 5 (verified Clutch review)
What changed for Sealy Singapore
Website traffic improving after launch
Traffic was improving after the new site went live, as Sealy reported (Clutch, April 2023).
Mattress Selector that guides buyers
Buyers get a recommended range from a few simple questions.
Range comparison on every page
Models, sizes and stores for each range, all on one page.
Delivered on schedule
Launched on time in December 2022, and rated 5.0 for schedule.
What challenge did Sealy Singapore face?
Sealy Singapore's website was outdated and not built to support online buying decisions. As the COVID-19 pandemic shifted shoppers online, Sealy needed a website that could explain its products clearly to people who couldn't try mattresses in store first.
Sealy also wanted to reach a new audience, women aged 25 to 45, while keeping its brand message of quality, comfort and science. The new site had to be easy to navigate and visible in search engines.
What did Orfeostory build for Sealy Singapore?
Orfeostory researched Sealy's customer pain points and competitors, then redesigned the website around how people choose a mattress. The WordPress website includes:
What results did Sealy Singapore achieve?
What did Sealy Singapore say about working with Orfeostory?
“They provided a clear timeline of what items they would work on at certain stages and delivered them on time.”
Sealy Singapore
Brand and product websites: common questions
Questions businesses often ask before starting a project like this, answered from our experience building websites in Singapore since 2011.
It should help customers research and decide, then send them to the right place to buy. That means clear product information, comparison tools, and links to the online shop, store locations and appointments. Sealy Singapore's website connects mattress research to its online shop, store locator and sleep-consultation booking.
A product selector asks visitors a few questions and recommends the products that suit them. It helps most when a brand has many similar products that are hard to compare. Sealy Singapore's Mattress Selector recommends a mattress range based on the visitor's sleep profile.
Show the models, sizes and exact dimensions on one page, then let customers compare ranges side by side. Add where to buy and a way to ask questions. Sealy Singapore's range pages combine model and size choosers, a comparison table, store availability and an enquiry button.
Start by researching the new audience and your competitors, then adapt the design, tone and page structure to what that audience looks for. Keep the core brand message consistent. Sealy Singapore's redesign targeted women aged 25 to 45 while keeping Sealy's message of quality, comfort and science.
Yes. Many brands keep their main brand website separate from their online shop, and link between the two. The key is consistent branding and clear navigation, so customers move between them easily. Sealy Singapore's website links to its separate online shop for bedframes, bases and accessories.
Prepare a short brief, so the agency can give an accurate proposal quickly. It should cover:
- your goals and target audience
- what isn't working on the current website
- your product range and key pages
- features you need, such as a product selector, store locator or booking form
- systems to connect, such as an online shop or CRM
- your timeline and budget range
Have a project like this in mind?
Tell us about your countries, languages and timeline.
How was the Sealy Singapore project delivered?
August – December 2022
Team of 2–5
Delivered on time
Orfeostory delivered the project between August and December 2022, with a team of 2 to 5 people. The scope was to redesign Sealy Singapore's website entirely and to create a bed selector tool.
The team set out a clear timeline for each stage, delivered each stage on time, and accommodated Sealy's special requests. Communication ran through in-person and virtual meetings, email and messaging apps.