Spring Air gets back to basics, adds twists
By David Perry -- Furniture Today, February 9, 2009
LAS VEGAS — Bedding major Spring Air is going back to the basics with its mattress introductions here, and also adding a few new twists in its product mix.
The producer is renewing its commitment to being “The Back Supporter Company” with several product introductions under its flagship Back Supporter brand. The company is placing its emphasis on value-oriented bedding, which it feels is being more aggressively pursued by consumers in response to the economic downtown.
In addition to adding to the Back Supporter portfolio, Spring Air is adding models to its Nature's Rest latex line, is introducing a new adjustable bed program, and will be previewing its new licensed products under the Ironman brand.
With the creation of the Ironman line-up, Spring Air is targeting bedding for athletes. The models are designed to provide proper support and faster recovery from physical activity, the company said.
The Back Supporter Classic line is adding three new Euro-top entrants priced at $499, $599 and $699. Back Supporter Four Seasons models will introduce new promotional encased coil sleep sets at $599, with a choice of firm and plush, and Euro-top offerings at $699 and $799.
“We are seeing a huge market response to Back Supporter as we are fast becoming the recognized value leader on the retail sales floor,” said acting CEO Steve Cumbow. “As consumer preference is moving toward greater value during these tough economic times, we are responding to our dealers by giving them even more value and more aggressive pricing to help them sell.”
Spring Air will introduce its first latex mattress in its Nature's Rest line with a $999 “Alluring” offering. The Alluring offers antimicrobial and blended natural fibers and convoluted comfort foam with Nature's Rest Performance Latex.
“Nature's Rest continues to be our runaway train,” Cumbow said. “Our dealers are reporting tremendous velocity in sales of these beds and, again, the consumer is responding because of the value going into the product.”
The new Ironman line-up is produced under license with T3 Athletic Recovery Products. There are three beds in the program, with price points between $1,000 and $2,000. The beds are upholstered with a Celliant product designed to increase the oxygen levels in the body, thereby encouraging proper rest and recovery, officials said.
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