Five brands make up IBC's arsenal
David Perry -- Furniture Today, January 23, 2005
Fort Lauderdale, Fla. — International Bedding Corp. markets its bedding under several names.
As a major licensee of Therapedic, it produces Therapedic bedding on the East and West Coasts. Other key brands are MiraLux, Europa, MiraRest and Airsprung.
IBC President Neil Ellman said those five brands will key IBC's bedding business for years to come.
"Therapedic is part of our arsenal," he said. "That line comes with nice point-of-purchase materials. They make a nice, complete package. It's a brand that has longevity."
Eric Johnson, vice president of merchandising and marketing, said, "Therapedic gives us a tie to the Top 10 bedding producers. It has given some legitimacy to us."
IBC also produces and markets its own brands, the best known of which are MiraLux and Europa. The latter was launched in 1991.
The Europa line starts at $499 in queen and moves up to $2,000. The foam-encased line is priced "substantially below" competitors' offerings, Johnson said.
"These are superior products that we are offering at a lower price," he said. "That's what sets us apart."
New Europa models feature various combinations of latex and visco and have imported, three-ply circular knit covers. Constructions include box pillowtops and Euro-tops. Natural fibers in the cushioning layers include silk and wool.
"By using the best materials," Johnson said, "we should have the best beds."
MiraLux is Europa's sister line. Ernie Wuliger, then an IBC investor, was part of the team that launched that line in the early 1990s.
IBC's MiraRest line retails from $199 to $1,199 and features various coil constructions.
The producer also is the U.S. marketer for Airsprung bedding, a traditional English bedding brand whose history dates to 1871.
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