Sealy launching new Stearns & Foster luxury line
By David Perry -- Furniture Today, February 2, 2009
ARCHDALE, N.C. — Sealy is introducing a new luxury Stearns & Foster line, combining what it says is superior craftsmanship with the latest in technological advancements. The new line “redefines the luxury mattress,” the producer asserted.
Two versions of the line, both featuring innerspring construction, will be introduced at the Las Vegas Market, which opens Feb. 9. The core S&F line, consisting of 12 models, retails from $1,199 to $1,699, while the S&F Estate line of 16 models will retail from $1,499 to $2,499. The Estate line incorporates a new coil-in-a-coil design that is proprietary to S&F.
Both lines feature several new design, construction and style details, and will be produced by S&F certified workers in dedicated S&F production cells in Sealy factories. The company has upgraded the quality of the materials in the lines significantly and now meets or exceeds the highest quality standards in the industry, officials said.
The new lines, which aim to build on S&F's heritage as the oldest brand in the bedding marketplace, feature practical benefits offered with sophisticated style, according to Sealy officials.
“Stearns & Foster continues to expand its line of sophisticated offerings and provide consumers with practical luxury and refined style,” said Larry Rogers, Sealy's CEO. “We've partnered with a top global design consultancy, IDEO, which specializes in impact through design for the luxury consumer.”
The result of that partnership, he said, “is a mattress above the average price point made for consumers who are willing to invest in their health by spending more on a bed that will help them get a better night's rest. The new Stearns & Foster line fulfills this consumer demand, providing an uncompromising mattress that feels as luxurious as it looks.”
The new S&F line includes details such as script design embroidery on a cashmere- or silk-infused cover, two-tone microsuede detailing in mocha colors, and raspberry-colored peek-a-boo fabric on a continental box spring.
“The innovation of the inside of the mattress matches the inspiration of the outside — the aesthetic design and color schemes were actually inspired by the original Stearns & Foster carriage upholstery used in the 1800s,” said Mark Delahanty, vice president of marketing for Sealy. “The tailored and sophisticated line is remarkably engaging to consumers and stands out on the showroom floor. In fact, recent consumer studies show the new Stearns & Foster line consistently stands out visually among its competitors.”
In addition to the new IntelliCoil, the individually wrapped coil-in-a-coil design exclusive to S&F used in the Estate line, the entire S&F line contains Sealy's proprietary Variable Response Technology foam, which provides a “softer, more indulgent sleeping surface,” the company said. The new technology provides two conforming zones to create an ideal level of comfort at the shoulders and knees, while a medium density and more supportive center zone provides comfort at the hip region, the company said.
All of the new S&F beds are zoned, a first for the line.
Distribution of the S&F Estate line will be limited to select stores, officials said. The new S&F lines will hit retail floors in late spring.
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