The Company Store Turns Linens into Facemasks

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Spotlight on The Company Store

Perhaps no brand is more closely identified with the pleasures of hominess and physical comfort than The Company Store. “We believe  nothing beats a great night’s sleep and that down time with family and friends restores your spirit,” says its CEO Corinne Bentzen.

But where does that leave healthcare workers, for whom comfort and down time are rare commodities these days?

“For most of us, our most important job is simply to stay home—but while we’re safe at home, others are on the frontline battling COVID-19,” says Bentzen. “We are humbled by their service.”

To help, the online retailer has donated some 10,000 units of its bedding products—$1.2 million worth—to be refashioned into more than a half-million masks for healthcare workers and first responders by individuals and organizations such as Quilting for a Cause, Summit Area Sewing Squad and the TX N95 Covers Initiative. The company has also  provided towels, bed linens, pillows, blankets, bath products and slippers to hospital staff rooms in highly affected parts of the Greater New York tri-state area.

“Many of these essential workers are staying at the hospitals 24/7 in order to protect their families at home,” says Bentzen. “Giving them a comfortable place to rest in between their long shifts is the very least we can do.”

The reality, of course, is that not everyone exposed to the dangers of COVID-19 has a home to take refuge in. For that reason, The Company Store has donated more than 250 units of pillows to shelters in the Tri-state area, including the Bowery Mission and the Neighborhood Coalition for Shelter.

“For more than 100 years, your comfort has been our promise,” says The Company Store’s website. Today, in the year of the pandemic, it’s a brand promise that carries new meaning and poignancy.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.