Therapedic offers low-priced FR line
By David Perry -- Furniture Today, January 23, 2005
Middlesex, N.J. — Bedding producer Therapedic, saying safer beds shouldn't be available solely to those well-supplied with money, is bringing out a branded promotional bedding line called Medicoil that incorporates SafeTouch open-flame protection.
President Gerry Borreggine said SafeTouch features a fiber barrier and fire-resistant thread. It is offered on all five Medicoil models, which retail from $399 to $699.
"Consumer safety isn't dictated by a price point," he said. "The consumer who spends $499 for a set of bedding is entitled to the same safety features as does someone who spends $1,299.... There is still a segment of the public who only can, or only will, spend $599 on a set of bedding."
Borreggine said Therapedic is making its initial national FR introduction in the Medicoil line because it's the company's first new line since California's open-flame mattress law went on the books Jan. 1.
"This was an opportunity to create a new product from scratch," he said. "It also gives us an opportunity to dip our toe into the water with FR and to do it properly. Hopefully we will have our FR bedding everywhere by this summer. That's our plan."
Therapedic will use the SafeTouch brand on each of its new FR lines, he said.
Medicoil marks a somewhat unusual move in bedding these days. Borreggine put it this way: "Flying in the face of conventional wisdom, and the manufacturing industry's trend to extend its reach further into top-end goods, Therapedic has developed a new line of promotional goods under the branded name of Medicoil."
Medicoil was once Therapedic's flagship brand, but the producer steadily has added new lines, including the MemoryTouch visco-elastic line, the PureTouch latex bedding line, the Innergy line with alternating coil technology, and the Lloyd & Penfield line of upper-end models.
Borreggine said Therapedic hasn't abdicated its higher price points, which bring higher profit dollars and margins to producers and retailers alike, but does see an opening at the lower price points.
"Retailers have embraced this new Medicoil line like a long-lost friend who they haven't seen in many years," he said. "This category has been neglected by manufacturers, as many of us chased the same rabbit around the track."
Borreggine said the new Medicoil line, previewed at the High Point market last fall, will relieve price pressure on Therapedic's flagship lines.
The Medicoil line was designed by Niles Cornelius, chief operating officer, and Tom Medcalfe, CEO of Therapedic Mid-Atlantic, Therapedic's Virginia-based licensee.
Medicoil is positioned as offering "the best value in orthopedic support," with a heavy-gauge Bonnell coil design, a "posturized" center third of the mattress, and a reinforcing border rod for additional edge support.
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