Bedding and homewares retailer Pillow Talk on Wednesday unveiled a new store look, logo and company purpose that are designed to reach a new generation of consumers.

Most notably, Pillow Talk has ditched the red “dot” in its logo and put a feather in its place, which embodies the idea that everything the company does is “for the love of comfort”.

The retailer worked with global ad agency McCann for 18 months to identify its new purpose and branding, something that Pillow Talk co-founder and managing director Heath Goddard believes will help it reach a younger audience.

“We’re branding ourselves so as not to lose relevancy as the market keeps moving and shifting,” Goddard told IR.

“Any business worth its salt is doing things like this,” he added. “We don’t rest on our laurels.”

While the 40-year-old company has traditionally been seen as catering to customers well into adulthood, Goddard noted that Pillow Talk has always had an eye on the next generation of homewares shoppers.

“We advertised on Nova [radio station] when they first came to Brisbane to bring our name into the consciousness of younger people,” he said.

“Most listeners were probably teenagers at the time, but now they’re 25 to 35 years old and now when they bump into us, they’ll see a more modern, stylish brand.”

Pillow Talk has already introduced the new look and feel in its Ipswich Homebase store. The store in Robina Town Centre has also been rebuilt from the ground up and will serve as the retailer’s “hero” location when it opens on Saturday.

Goddard said the company will revamp every store in Australia to varying degrees over a period of time, from ticketing to product presentation to display structures.

Pillow Talk is also in the process of opening “a couple” new stores, which Goddard said will feature the new look and logo.

And while Nick Scali recently announced its plan to move into bedding, Pillow Talk will not be expanding into other categories, according to the managing director.

We’ve had various ideas over the years…some are now running quite successfully elsewhere,” he said.

“Rushing off into sub-categories sounds like a great idea, but it doesn’t carry the day.”

To the contrary, Pillow Talk has been paring back its product range.

“In reverse to expanding, you can actually confuse the customer by offering too much choice,” Goddard said.