Fashion Bed enhances adjustable bedding line
By Thomas Russell -- Furniture Today, April 10, 2005
Chicago — Fashion Bed Group continues to diversify its line with a group of adjustable bedding products.
The products, which retail between $199 and $299, include a cot, bed and couch that adjust for comfort, functionality and storage.
The line came out in October, but the company is making some changes for the April market, including having the mattresses meet California open-flame fire resistance standards. Tubing on the starter model also has been enhanced to match the two other models.
A key marketing feature of the line is function. For instance, the fold-a-bed and fold-a-couch can turn into a sofa. The backs and arms of the pieces also lift so people can sit on them at different angles.
Each item has a dark blue quilted fabric and metal frames with a powdercoat finish. Those features give them a sleek, contemporary look, said Fashion Bed Group President Ron Ainsworth.
The pieces are similar to the company's existing line of rollaway beds and cots. The functionality and design are what sets them apart from those items, said company spokeswoman Barbara Black.
"They are nicer looking, easier to handle, the mattress is attached and they can go into many different positions," she said. "They can be used as couches or beds — there are a number of things you can do with them."
Thus far, the company has seen the biggest reaction from specialty sleep dealers who may use them to replace traditional futons. Five or six accounts are buying the products on a direct-container basis, Ainsworth said.
"They see it as a very marketable item," he said.
Fashion Bed Group also plans to market the products for hotels, motels and dorm rooms. It is considering developing a model with a heavier frame for that clientele.
"We think it has great application in hotels and motels," Ainsworth said, adding that the Internet is another potential channel of distribution. "We also see it being used in a lot of dormitories."
The line isn't the company's first attempt at diversification beyond its core metal bed business. Last market, it launched three leather beds retailing between $899 and $1,299. This market it also plans a leather bed priced to retail at $999 and another bed in leather or microfiber.
It also continues to use mixed media such as abaca and rattan in its new beds.
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