Serta futons ready to unfold in Canada
Michael J. Knell -- Furniture Today, January 20, 2003
Toronto — Serta futons were introduced to Canadian furniture retailers at market here through the U.S.-based bedding major's licensing agreement with Wolf Futons (Canada).
The latter is a licensed division of Royal Mattress, a factory-direct bedding producer based in Burlington, Ontario.
Philip Kriszenfeld, president of Royal Mattress and Wolf (Canada), said Wolf will merchandise Serta futons nationwide, translating the line's merchandising materials into French for the Quebec market.
The initial offering is a five-frame, five-cushion program, topped by the Perfect Sleeper Futon with a continuous-wire coil unit. Two others offer a Bonneil innerspring while the remaining two have cores of Cottonique and either foam or cotton batting.
The futons and hardwood frames can be mixed and matched. Frame styles include Mission, tray-arm and sleigh-arm, some with hidden storage and magazine rack, plus a basic starter unit. The opening retail price point is C$999.
"We have built unique features into the Serta futon that make it one of the most advanced futons available today," said Tony Wolf, president of Wolf Corp.
Kriszenfeld said he is working with existing Canadian Serta licensees on distribution, adding the futons have been placed with at least one top 10 retailer.
