Five Star Mattress to make Better Homes and Gardens line
Line to be priced at $799 to $1,599
David Perry -- Furniture Today, December 8, 2008
NAPLES, Fla. — Five Star Mattress has signed an agreement to produce a line of mattresses under the banner of Better Homes and Gardens, the home improvement magazine.Five Star President Donna Zett announced the new partnership during a presentation at Furniture/Today's Leadership Conference here.
She said Five Star officials have listened to consumers who say they want more sharply priced mattress lines. The new Better Homes and Gardens bedding will debut at the Las Vegas Market in February.
In an interview, she said the new line will retail from $799 to $1,599 and will carry the tag line, "Designed by women, for women." Zett said she and Leona Wightman, vice president of merchandising at Serta (whose owner launched Five Star Mattress last year), will lead the design efforts, with other women brought into the process.
It's important for women to be involved in mattress design, she said, since the mattress customer is predominately female and most bedding lines are designed by men. "It's not that women haven't had input," Zett said, "but we want to keep the female consumer in mind."
The eight innerspring beds planned for the line will feature organic cotton and bamboo covers and will appeal to "an easy style of living," Zett said.
"The Better Homes and Gardens brand image is very well aligned with what Five Star can do for them," she said. "Better Homes and Gardens is all about style and value."
The new line will take Five Star's prices above $1,000 for the first time. Zett said that is important, because many retailers want to do one-stop shopping and look for broad mattress lines.
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