Adjustable goes mainstream
By David Perry -- Furniture Today, October 28, 2002
High Point — Adjustable bedding, once seen only as a product for the old or bedridden, is going mainstream with stylish new models aimed at baby boomers.
Simmons and Kingsdown made major entries in the category, one that they say has tremendous growth potential.
Simmons said it got rave reviews at market for its new Living Right foundation, offered only in its BackCare category. The foundation, which looks like a conventional one, has the motor inside. The system comes with either a wired or wireless remote unit, and various massage options.
"This is more of a lifestyle bed than a medical bed," said Don Hofmann, senior vice president of marketing. The unit incorporates a head-tilt function that provides additional support for consumers who want to watch TV in bed or read.
The unit includes Safety Zone Technology that uses a temperature-sensing system to stop the operation of the bed if a child or animal gets too close.
The foundation adds about $1,000 to the retail price. Target consumers for the Living Right foundation, Hofmann said, are consumers ages 35 and up who have the money to step up to a bed that offers them additional features and benefits.
Also introducing adjustable bedding was Kingsdown, which said its Co-Z motion bedding meets the needs of consumers who use the bedroom for more than just sleeping.
"It is the next generation of the revolutionary vertical zoned product introduced at the April market," said Pat Flippin, Kingsdown's president. "The concept is not only perfect for the wide-ranging body types found in our population, but it answers their needs to use the bed for various purposes, such as working on their computer, watching television and reading."
Co-Z motion bedding lifts the head and feet like previous electric beds, but also has an independently operated head tilt, which positions the body in a more upright position. Kingsdown says this feature enables the consumer to sit up in bed comfortably without extra pillows or padding.
The Kingsdown bedding is designed to accommodate drastically different body types. It was developed with body information gleaned from the company's DormoDiagnostics system.
Kingsdown said the new Co-Z motion bedding, in which a dual twin model will retail for about $5,000, will be offered in most of the 400 retail outlets in North America that currently offer Kingsdown's DormoDiagnostics system.
"For so long, the electric bed was considered to be the necessary last step of the geriatric crowd," said Tom McLean, Kingsdown's senior vice president of marketing. "Our new motion product is designed for the active lifestyle of all ages."
