Sleeptronic offers a value 'S' brand
By David Perry -- Furniture Today, April 10, 2005
Dallas — Sleeptronic admits it has something in common with bedding's big boys.
"We are an 'S' brand," said Anthony Klatt, director of sales and marketing. "But we are the value 'S' brand."
Brand is a word that Klatt uses frequently when he tells the Sleeptronic story. Sleeptronic owns 120 bedding trademarks and has several branded lines.
"We take the strength of a company that presents a broad assortment of branded products," Klatt said. "This produces a point of differentiation for us. And it enables us to achieve better profit margins because we look like a dominant brand name."
Among the brands: the Posture Physique collection, the Chiro Beauty collection, the Dream Dynamics collection and the Royal Rest collection. The American Liberty series is a private-label line for military exchanges, while the America's Pride line has U.S. flags in the ticking.
Sleeptronic's recently introduced Space Age collection offers visco and innerspring models.
The 25-year-old producer, based here, is strongest at price points ranging from $249 to $799 for queen retails.
"Many producers are rapidly moving away from those prices," Klatt commented. "We are a lean-and-mean company with few extraneous expenses. We can be fairly profitable at these prices. And these price points won't go away. There are millions of consumers who can't afford a $1,000 bed."
The price points under $1,000 "are much more viable than some competing manufacturers would think," Klatt observed.
Sleeptronic ships its beds to 14 states across the South and Midwest.
Like a number of other bedding producers, the company is doing well with visco-cushioned beds.
"Visco is gaining in importance for us," Klatt said. "It is around 15% of our business and growing."
The company has nine visco beds broadly available in its bedding lineup. It promotes its visco foam under the "Chiro Conform" brand.
-
New bedding hits range of price points
Apr 8, 2007 -
Specialty sleep products likely to stay hot
Dec 22, 2004 -
Bedding spans pricing gamut
Oct 16, 2006 -
Conventional producers respond to visco's call
Jul 25, 2004 -
Competitors leap on visco bandwagon
Jul 25, 2004
VIEW ALL GALLERIES
