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Restonic's Scott reflects on year of opportunity

By David Perry, Executive editor -- Furniture Today, January 13, 2002

The year 2001 wasn't kind to the bedding industry. But it was a pretty good year for Restonic, which gained ground in a down market.

The group's success last year was a function, in part, of the tough times that hit the industry overall, according to Ed Scott, Restonic's president and chief executive officer, now in his seventh year on the job.

Here's his thinking: "In difficult economic times, manufacturers beyond the top three have a greater opportunity for success. Retailers are more open to change. When business is tough and Restonic comes in and talks about quality products and how they can grow your business and make it more profitable, that presentation has a greater chance of being successful."

Mind you, the presentations Scott and his colleagues have made to retailers have been basically the same as when business is booming. But it's those challenging times that put retailers in a more receptive frame of mind. And a number of them became new Restonic dealers.

The results for Restonic last year were significant. Restonic, a well-known name in the industry but obviously not part of bedding's Upper Echelon Elite, came out slightly ahead for 2001. The industry is expected to post an overall drop in dollar volume for 2001 of 5.5%.

That means, of course, that Restonic gained market share. "Given the economic conditions throughout the industry last year and the aftermath of the Sept. 11 attacks, being slightly ahead is a significant accomplishment," Scott says. We agree.

The group's emphasis on quality products and on profits for its dealers struck a chord last year, and shows that you don't have to be one of the big boys to do well.

Scott says the ingredients are there for Restonic to have another good year this year. The group recently added a plum licensee in the Northeast, Bedding Inds. of America, which operates a 90,000-square-foot, state-of-the-art plant in North Brunswick, N.J.

Restonic New Jersey, as the new licensee will be known, is Restonic's 23rd domestic licensee and fills a key void in the New York metro market. "Restonic New Jersey's current success in a very competitive marketplace has established a solid platform from which the Restonic brand will be enhanced and developed," Scott says.

Looking ahead, Scott says Restonic will be expanding the frequency of its direct-mail pieces, and is developing a series of event-oriented TV ads. It also is producing a brand-building TV commercial for regional use that tells the Restonic story and can be tagged for local dealers.

Scott is hoping to keep Restonic on a roll, whatever the economy has to offer. With a broader retail base, and existing accounts giving Restonic additional slots on their floors, the company is well positioned for 2002.

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