Fresh products generate good activity in bedding
By David Perry -- Furniture Today, February 16, 2009
LAS VEGAS — LAS VEGAS— Bedding producers were in good spirits after a market that turned out to be a surprisingly strong one in many key mattress showrooms.
Producers said the market got off to a slow start but quickly picked up speed. Several said the market was significantly stronger than they had been expecting, especially considering the lackluster retail sales climate.
Five Star had a hit with its new Better Homes and Garden collection, retailing from $799 to $1,499.
“Wow!” exclaimed Donna Zett, Five Star president. “This line has gotten so much attention from big sleep shops, furniture stores, department stores and national accounts. They see it as a breath of fresh air. It's something new.”
Ralph Rossdeutscher, Natura's president, called it “our best market ever. Coming in, we knew this would be good for us. It turned out even better than we expected. Retailers realize what we are all about.”
Gold Bond President Bob Naboicheck said his market was stronger than he had expected, and said he sees signs of hope for business this year. “The American consumer will be back,” he said.
Hollandia got a good response to its new 3D bed, which features a braided fabric that provides superior pressure distribution and air regulation, the company said. “Retailers spent more time in our space,” said Avi Barssessat, president. “We are excited to see people who want something new.”
OrganicPedic reported a sizzling response to its organic sleep sets. “We were slammed,” said Walt Bader, CEO. “We couldn't have handled any more people. Retailers are looking for more hooks in the sale. Comfort is great, but comfort and purity is even better.”
Restonic got an enthusiastic response to its new brand identity, which includes a new logo. “We were pleasantly surprised by traffic,” said Ron Passaglia, president. “Retailers are looking for companies that will support their needs. With our conversion to a new brand with a new logo, retailers understand that we are evolving from a mattress company to a true consumer brand.”
Kingsdown, showing its new Sleep to Live retail concepts at the Venetian, reported brisk traffic and a stellar reaction to its new sleep education-oriented program.
“This is a grand slam,” said Eric Hinshaw, CEO. “I'm in my triple digits of markets and nothing has even come close to the market we are having.”
Executives at Spring Air, which introduced an Ironman line of mattresses, and Comfort Solutions, which showed a revamped Laura Ashley line and a new line for overweight consumers, reported their showrooms were busy.
On the product front, producers did well with value-priced sleep sets, some starting as low as $199, but also with sleep sets retailing for as much as $23,000.
Promotional price points were strong, with $399 sleep sets a popular option, but makers said the high end continues to offer sales opportunities, especially considering the profit-building dollars and margins those lines command.
Memory foam leader Tempur-Pedic made news at $4,499, where its revamped BellaSonna bed will retail. It combines two types of the company's Tempur material to deliver what the company calls “a buoyant support system.”
Sealy's new high-end Stearns & Foster line, retailing from $1,199 to $2,499, is off to a strong start, according to Sealy CEO Larry Rogers. “The aesthetics and sophistication of the mattress make it stand out on the showroom floor, demanding the luxury consumer's attention,” he said.
Simmons bolstered its high-end Beautyrest Black line with a new coil unit design adding new comfort options, and also with the proprietary new Transflexion process of pre-conditioning foam components to provide greater consistency.
E.S. Kluft added a $3,000 Aireloom sleep set featuring all-natural materials. “There are still customers out there for high-end products,” said Earl Kluft, president. “They want to see something for their money. They will spend, if you demonstrate a compelling product story for them.”
Serta added latex Vera Wang beds at $2,999 and $3,499 cushioned with Smart Support, a system of support cells fashioned from a high-tech polymer, the company said.
Carpe Diem Beds of Sweden, retailing from $6,000 to $23,000, enjoyed “a phenomenal market,” according to Jeffrey Klein, president. “Retailers understand that this line won't compete with other beds on the floor and will help them draw from a larger radius.”
Traffic was brisk at South Bay International, which is moving into retail with its specialty sleep line. “We've had a fantastic reception,” said Ken Salm, national sales manager.
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