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City's bedding business at a glance

By Furniture Today Staff -- Furniture Today, March 3, 2002

• Key vendors: Sealy, Simmons, Serta and King Koil for innerspring bedding. Halcyon for soft-sided waterbeds.

• Number of bedding slots: About 30.

• Display strategy: Don't look for a twin on the retail floor. Virtually all of the bedding shown is in queen and king sizes.

• Pricing strategy: Give the customer the absolute best value for their money.

• Key price points: The $599 and $699 price points are the heart of City Furniture's bedding business.

• Advertising strategy: Promote bedding 52 weeks of the year, in both TV and print ads. Some of the ads are single-vendor ads. The others are multi-vendor ads.

• Retail philosophy: "The store is not a museum. It should be a fun experience to shop," said Mike Lennon, vice president of marketing.

• Bedding's share: Conventional bedding represents 10% of City Furniture's overall sales.

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