Sealy showing 10 new latex, visco foam beds
By David Perry -- Furniture Today, October 10, 2004
Archdale, N.C. — Aiming to capitalize on growing interest in specialty foams in bedding, Sealy is introducing a collection of high-end Posturepedic models incorporating both latex and visco-elastic foams.
The 10 beds in the new Sealy Posturepedic Signature collection offer a range of distinctive feels that today's consumers want, according to Sealy officials. Each of the innerspring models features a combination of foams at price points from $1,000 to $2,399, a new high end for the flagship Posturepedic line.
Most of the new models offer plush comfort feels, a consumer trend that Sealy's extensive research confirmed is a driving force in the luxury bedding market, the company said.
One new bed has a firm feel, two offer Sealy's "cushion firm" feel, and the rest are in the plush range. Most offer boxtop or Eurotop constructions.
The beds are all covered with circular knit fabrics that let consumers fully experience the comfort of the beds, said Mark Wozniak, Sealy's vice president of marketing. He said the new models incorporate Sealy's UniCased construction, first introduced last year.
"We are building on the success of our UniCased line," he said. "We have had tremendous success with our UniCased line, particularly with luxury beds" — those retailing at over $1,000.
Sealy said its previous research in the "new luxury" market revealed that consumers are increasingly willing to spend money for beds that offer superior comfort and performance characteristics. The company's Stearns & Foster line, aimed at the New Luxury consumer, and the higher-end Posturepedic models have both been strong performers at retail.
So the company is expanding its luxury Posturepedic offerings beyond the $1,599–$1,699 point where the line previously topped out.
The Signature collection represents Sealy's first use of visco-elastic foam in the comfort layers of a national Posturepedic line, Wozniak said. Sealy previously used visco foam deeper down in the mattress to provide motion-dampening support.
Sealy is combining visco and latex foam in each of the beds, he said, because "they create distinctive and unique feels when you put them together."
The resilience of latex and the conforming qualities of visco work well together, Wozniak said.
The collection is offered with ticking in color palettes that range from neutrals to stronger colors like taupes, amethysts and golds.
The new models begin shipping in December and should all be in the marketplace by the end of April, Wozniak said.
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