Therapedic strengthens value offerings
By David Perry -- Furniture Today, February 9, 2009
LAS VEGAS — Top 10 bedding producer Therapedic is applying some common sense as it launches its new BackSense line here.
That producer is aiming the line at velocity price points, starting as low as $399. It sees a void at price points like those, and its common sense tells it that retailers need sharply priced products to succeed in this challenging sales climate.
Therapedic will be unveiling its new BackSense line with HourGlass Back Support at the market here. The line targets price points “that have been largely ignored by many of the major bedding brands over the past several years,” according to Gerry Borreggine, CEO and president.
The BackSense line is priced to begin at $399 in queen. The producer will show models at the market from the lead item up to $799. The full line will have offerings as high as $999.
“The $700 queen model in this line is what a $999 item was a year ago,” said Borreggine. “We have packed this line chock-full of value, because we feel right now, this is what the retailers need, and want most.”
The line features a variation of the new proprietary TheraWrap coil unit at the opening price points. The step-up models feature a coil unit that offers a heavier and enhanced model of the TheraWrap unit.
The new BackSense line also has a new, proprietary feature, exclusive to Therapedic, called HourGlass Back Support. The HourGlass feature is an ergonomically designed polypropylene insert that is designed to sit atop the coil unit. That insert, in the shape of an hourglass, has been shown to increase support firmness by 18% in the shoulders, hips and lumbar areas of the sleep surface, the company said.
“HourGlass is a meaty hook that will give retailers something of substance to show consumers,” said Borreggine. “We are trying to give our dealers something at the lower end that will attract the consumer's interest, and help the retailer to reel them in.
“Retailers are telling us that they need more at the low end to keep the consumers from walking,” he continued. “From what the dealers who have seen the new BackSense with HourGlass are telling us, it seems like we have a winner here.”
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