Specialty sleep producers get big bounce in Windy City
By David Perry -- Furniture Today, March 31, 2002
Chicago — The Futon and Specialty Sleep Expo enjoyed a strong run here, successfully bringing its growing categories to retailers in the nation's heartland.
Frequently held in Las Vegas, the show was staged in Chicago this year to give Midwestern retailers a first-hand look at the futon, air, water, foam and adjustable beds that are a growing presence on dealer floors.
"The show accomplished what we hoped for. Stores within 300 miles of Chicago that had not attended our show in the past came in to see what we had to offer," said Tambra Jones, Expo manager. "Exhibitors saw new customers and opened new accounts."
The market featured the full range of futon and specialty sleep products that have become popular with a growing number of retailers. Conventional bedding producers, some of whom now offer foam models in their lines, were among those attending the show.
Boyd's Phil Sherman, who was named Manufacturer's Representative of the Year by the Specialty Sleep Assn. at the show, said specialty mattresses are "uniquely different from innerspring bedding. They are conventional in appearance but unique in feel."
That was the story at booths across the show floor. The specialty sleep beds were filled with latex foam or viscoelastic foam or air chambers or flotation chambers, but resembled conventional bedding in appearance. The emphasis everywhere was on comfort.
Retailers liked what they saw, exhibitors said.
"The show was great," said Bill Schermel, president of Halcyon Waterspring, named SSA's Manufacturer of the Year at the show. "We were really pleased with all the business we did. We saw major dealers and smaller dealers."
Tempur-Pedic, which was riding high at the show on the heels of strong media coverage of the company's inclusion in the gift baskets given to Academy Awards presenters, maintained momentum for its viscoelastic bedding, which stems from a product originally developed for the space program.
"Specialty sleep is continuing its double-digit growth," said Lee White, Tempur-Pedic's vice president of retail sales. "Tempur-Pedic is continuing its double-digit growth. Consumers are more open to specialty sleep products. Retailers are carrying more specialty sleep products. The innerspring guys know it; they all realize this specialty category is more formidable than people thought."
Tempur-Pedic announced at the show that it has signed up to exhibit at the proposed furniture market in Las Vegas.
Comfortaire did well with its Healthy Choice Collection, which offers visco, latex and a new air model. "The response was phenomenal," said Larry Wride, vice president of sales.
Specialty foams are strong performers at Classic Sleep Products, said Tom Dolack, national sales manager. "This is where the market is headed," he said. "Viscoelastic and latex will gain market share."
Viscoelastic and latex bedding also was well received at Symbol Mattress, said Todd Nieting, vice president. "Both give you a more comfortable sleep," he said.
PureTouch did well with its line of latex bedding, which offers sharp pricing to retailers.
"We had a lot of quality people in and had a lot of interest in our products," said Ken Wilschek, president of a Therapedic licensee participating in the PureTouch program. "Retailers need a product where they can get a mark. And we are giving consumers products that will provide a lot of comfort."
Futon producers also did well at the show.
Gold Bond's Visco Perfection, retailing at $1,499, was a show hit for that producer, said Bob Naboicheck, president. "This was a phenomenal show," he said. "People were very upbeat. They were interested in premium futon mattresses that offer additional features and benefits."
Wolf Corp. President Tony Wolf said, "Overall, we were pretty happy" with the show.
Frame supplier Lifestyle Solutions also was pleased. "We had an excellent show," said Sean Pathiratne, president. "We had a better show in written orders than we did in Las Vegas. That's a lot better than I expected."
"This show benefited our company greatly," said Jeff Roberts of United Sleep/Simmons Futons. "We opened new accounts from this area."
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