Bedding newsmaker
By Furniture Today Staff -- Furniture Today, January 25, 2004
Name: Napoleon Barragan
Position: Chairman and chief executive officer, 1-800-Mattress
Years in current position: 28
Bedding career highlights: More than 200 articles written about Dial-A-Mattress/1-800-Mattress; more than 20 books referencing the company, including the latest, "American Retail Excellence;" recipient of more than 20 awards, more than 10 TV segments, more than 10 radio segments; subject of case studies by colleges and universities; numerous mentions for good business practices — convenience, fast delivery, use of Internet marketing, excellence in customer service.
What is the greatest issue facing the bedding industry? As a retailer: The bedding producers directly or indirectly selling to consumers. As a bedding producer: The competition of cheaper mattresses made overseas, as is the case with furniture.
If you could change one thing in the bedding industry, what would it be? Elimination of false and/or misleading claims such as: $29 mattress, free delivery, free box spring, free, free, free; "lowest price in town;" "we'll never be undersold;" "20 years or lifetime warranty" — all of which misinform, mislead or confuse the consumer.
What's the biggest change you've seen in the industry in the past year? The one-sided mattress; and QVC, ShopNBC and Tempur-Pedic infomercials, with one price point and one brand.
What are your key goals for 2004? Increasing market share nationally with interested bedding producers.
What is the last good business book you've read and what did you learn? "Mapping your Legacy" by Charlie Eitel, chairman of Simmons. I learned the benefits of partnering, especially with what some may consider competition.
What are your pet peeves about the bedding industry? Same as the things I would change. If we eliminated the bad practices, this could be a $12 billion industry instead of a $9 billion industry.
What's something about bedding that most people outside the industry don't know? That 60% of consumers don't want to spend more than $600 on a set of bedding; and that after we spend three minutes talking about the importance of sleeping well and comfortably, they are ready to spend $700.
What are the most important qualities someone needs to achieve long-term success in bedding? They are the same in any industry: Understanding what the consumer wants — when and how — and giving them what they want at a fair price and with excellent service.
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