Majors enhancing high-end offerings
David Perry -- Furniture Today, September 8, 2003
High Point — Bedding's Big Four producers are taking their competition to another level — $1,000 and up.
With the recent launch of Windsor Bedding Co., Simmons officially began a major push into the luxury bedding arena, which is growing increasingly crowded.
Each of the industry's four largest bedding producers — Sealy, Serta, Simmons and Spring Air — now has a separate line for the high-end market.
Some of the impetus for the growing attention comes from the success of Sealy's high-end Stearns & Foster line, which is mostly positioned at price points above $1,000. Stearns & Foster had phenomenal success last year, posting a sales increase estimated by Furniture/Today at 20%. That boosted S&F's revenues to $258 million, according to Furniture/Today's estimates.
Sealy officials said the confidence that consumers and retail sales associates have in the Stearns brand helped sustain its momentum in the marketplace.
Here's a quick look at the Big Four's luxury lines:
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Stearns & Foster. The sales leader in the market is a line that long has been associated with luxury. Key features include foam encasement and luxurious looks and feels. Some retailers start the line at $899, but most of the models retail at well above $1,000. The top model, Bonne Nuit, retails at about $5,000 in queen. Stearns is switching its entire line to a single-sided construction in the coming months. The new line will debut at the October market in High Point.
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Masterpiece, a wholly owned subsidiary of Serta. "Intelligent indulgence" is a key marketing message for the line, which touts the finest bedding materials and meticulous design. Distribution of the line, which retails from $888 to $3,999 in queen, is now being expanded beyond the department store base where it was first established. Serta just announced that all 2004 Masterpiece products will feature FireBlocker, a system of open flame fire-resistant protection.
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Columbia Fine Bedding. This is the first line being produced by Windsor Bedding Co., a wholly owned subsidiary of Simmons. The European-style bedding retails from about $2,800 to $5,800 in queen, but various options take the top price in king beyond the $10,000 mark.
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Chattam & Wells. This is the high-end brand offered by some Spring Air licensees. It has had strong growth in recent years, including a 13% jump in sales last year. The beds feature eight-way, hand-tied box springs, innertufted cotton, antibacterial cashmere fills and embroidered handles. Retails range from $1,599 to $2,999 in queen.
