Tests convince Serta to expand visco line
By David Perry -- Furniture Today, April 10, 2005
Hoffman Estates, Ill. — Last October, Serta International quietly began test-marketing a new line of visco-elastic foam mattresses in select stores across the country.
The results were so encouraging that Serta expanded the International Touch program in December to 80% of its Serta-only dealers and more than 60% of its regular dealers.
Now, the producer is further expanding distribution of the three-model line.
"After four months of tests, we've seen our Memory Foam line take off with consumers," said Bob Sherman, president of Serta International. "They like the unique combination of features at a lower cost, so we've decided to make it available nationally."
The beds are all protected with Serta's proprietary FireBlocker system, designed to resist open-flame ignition. According to Sherman, they offer unique features in visco bedding — at savings of up to 30% over the competition.
"International Touch provides both significant savings and benefits for the person who wants to sleep on a luxury foam mattress," he said. "As a brand leader, Serta is committed to offering our customers the best of the best — whether it be in foam or innerspring construction."
The Level 1 or starting bed in the program offers an additional core layer for added support to the sleep surface, as compared to the competition's starting model, according to Serta officials. It has a washable, zippered cover.
The two step-up models incorporate Sensifiber with Outlast, a fiber layer that wicks away moisture and provides a cooler, more comfortable sleeping experience, Serta said.
The Outlast fibers, originally used for space gloves, make a person warmer or cooler based on body temperature. The fiber is antimicrobial, antibacterial and non-allergenic, the company said.
The top model in the line adds a luxurious three-inch zoned topper, made of visco-elastic foam and Serta's Whisper Foam. Serta says that foam minimizes body impressions and prevents sagging.
The models are priced to retail at about $1,299, $1,499 and $1,999.
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