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Visco-elastic foam bedding on the rise

By David Perry -- Furniture Today, April 13, 2003

High Point — Visco-elastic foam bedding, one of bedding's hottest categories, picked up more steam here as producers at all price points got strong responses to a wide variety of new models.

Tempur-Pedic, the leader in this category, enjoyed another good market, said David Fogg, president of the company's retail division. The market started off strong before the official opening day, then improved to a "non-stop" flow of traffic.

"The visco market is growing rapidly and we will garner a bigger share," Fogg said. "Will that growth continue? Personally, I think it will. It's a better way to sleep. It's better science."

Tempur-Pedic's two visco beds retail at $1,699 and $2,099 in queen.

Sealy introduced visco-cushioned models at the higher end of its new one-sided Posturepedic line.

Serta showed its Perfect Sleeper Body Pillow visco bedding here in three models, retailing from $1,299 to $1,999.

"Retail salespeople like visco-elastic bedding because it is something different to sell," said Bob Malin, Serta's vice president of marketing. "And Tempur-Pedic is creating more awareness of the product."

Malin also said visco bedding offers better margins for retailers than some other bedding lines. Serta showed one of its visco beds in an adjustable bed configuration, one that Malin said works particularly well with visco foam.

Englander showed two new visco-cushioned beds in its 21st Century collection, one at $1,299 with an innerspring unit and one at $1,199 with a foam core. That producer also now offers a visco insert option on its Adjusta-Comfort bedding line.

"Visco has a very unique feel," said David Clark, vice president of Englander. "It's very different from latex. Foam has become the buzzword for the premium market."

Fraenkel showed its Dreamer foam-encased foam bed with a visco sleep surface, targeting the $799 price point. "I want to be at the popular price points for that 80% of the market that can't afford those high price points," said Brian Akchin, vice president.

He said one key to selling visco bedding at retail is to provide a block of visco foam for consumers to handle. The way the foam reacts to pressure is easy to see, he said.

United Sleep now has 13 visco beds in its lineup, seven in all-foam versions and six supported by innerspring units. Retails range from $699 to $1,299. The producer also showed a visco-cushioned one-sided Beautyrest futon mattress that retails at $399.

Thurmo-Pudic USA, a new visco producer, got off to a good start with its line starting at $879 in queen. "We wrote some orders," said President Rod Whitney.

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