Serta to offer visco-elastic line
David Perry -- Furniture Today, December 20, 2004
HOFFMAN ESTATES, Ill. -- Bedding major Serta is entering the popular visco-elastic arena with a three-bed line called International Touch.
The visco-core models retail from about $1,199 to $2,000, said Serta International President Bob Sherman. The company is targeting visco leader Tempur-Pedic, he said, with prices priced substantially below Tempur-Pedic.
International Touch, which carries the Serta brand, marks its major entry into the visco category. The producer previously had a single visco-core bed, the Serta Perfect Sleeper Body Pillow.
The top two beds in the International Touch line contain Serta’s Sensifiber with Outlast, a temperature-regulating technology that keeps the surface of the mattress at a constant and comfortable temperature, the company said.
Accompanying the mattresses is a line of International Touch pillows. The program is backed with a variety of point-of-purchase materials.
All of the beds incorporate Serta’s proprietary fire-resistant FireBlocker technology.
Sherman said it’s unclear if new types of sleep systems like visco foam and airbeds have staying power. “When the customer sleeps on them, would they buy another one?” he asked. “That will determine if those products survive in the market. If the customers go on and replace those beds, they are here to stay.”
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Serta offers 3-bed visco line
Feb 20, 2005
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