Bedding for big folks
Comfort Solutions offers 'XL' mattress
By David Perry -- Furniture Today, February 2, 2009
WILLOWBROOK, Ill. — Overweight consumers can sleep easier, thanks to a new line of extra-durable mattresses from Top 10 bedding maker Comfort Solutions.
The company's new XL “eXtended Life” collection, debuting at next week's Las Vegas Market, uses a variety of extra-strong components, including a new heavy-gauge steel coil system, a special high-density visco foam, and upgraded polyurethane foams and knit covers.
In addition, every model has an outer-tufted panel that pre-compresses the upholstery layers to eliminate artificial loft.
Comfort Solutions said the products are part of its effort to give retailers new selling opportunities in this difficult sales climate.
The new line, which Comfort Solutions officials believe is a first for a conventional bedding producer, is positioned as “Better Built for Plus-Size Sleepers.” The beds are designed for the more than one-third of American adults who are considered overweight or obese, officials said.
The line, backed with a 15-year warranty, aims to help solve what according to the company is a common problem for overweight consumers: the premature wearing out of their sleep set. There are five firm tight-top models in the line.
The eXtended Life line is one of three major Las Vegas introductions on tap for Comfort Solutions. The others are a value line of Laura Ashley mattresses and a new Perfect Contour Reaction line featuring a broad selection of foam-core models.
“Our product offerings this market are focused and aggressive, reflecting a dual commitment to retailers in this difficult economic environment,” said Dave Roberts, president of Comfort Solutions.
“Not only are we introducing meaningful new mattress brands and technologies, but we conceived and designed these products specifically to give retailers a breadth of new selling opportunities in more affordable price ranges. Each new line provides real value and addresses what we know are critical concerns for retailers right now: closing the sale and generating traffic,” he said.
The Laura Ashley introductions, expected to retail from $399 to $899, represent a new starting price point hundreds of dollars lower than the company previously offered. Comfort Solutions says the new models offer “extraordinary value for legendary style.”
They use a new premium LFK unit with an enhanced, high-density polyethylene edge support system for full-surface support and an extra-strong seating edge.
Comfort Solutions also offers a new Spine Support Collection by King Koil that mirrors the new Laura Ashley line in construction and price, giving retailers another strong promotional opportunity, officials said.
“Given how challenging the market is expected to be in 2009, it's clear that no company has a lock on what consumers will respond to over the next year,” Roberts said. “And, because every market and retailer is different, we are concentrating on removing as many barriers to the sale as possible and providing real solutions for retailers with varying needs.”
The new Perfect Contour Reaction Collection features 12 models, each with different combinations and densities of advanced comfort components in the upholstery layers. The components include layers of five-pound visco foam, three layers of natural or synthetic latex, and convoluted foams. Retails will start at $799.
In addition, the company is also introducing a traffic-building promotion, the $30,000 Payback Spectacular, which provides shoppers who purchase a Comfort Solutions mattress a free coupon book worth up to $30,000 in savings on various products and services.
Participating dealers have the flexibility to customize their coupon books with their store name, to add their own coupons, or to include products and services from local businesses. Retailers can also determine the total dollar value of the coupon books they provide.
Featured brands in the coupon book include Target, AMC Theaters, Best Buy, Radio Shack, Office Depot, Borders, Blockbuster Video and Champs Sports, among others.
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