CMG coming up orange for market
By David Perry -- Furniture Today, April 10, 2005
High Point — Want to sell more bedding? Think orange.
That's the message Carolina Mattress Guild is delivering at the April market. The bedding producer, which shows at its factory at Business 85 and North Drive in Thomasville, has decorated its showroom — and its sales associates — in various shades of orange.
"We are showing retailers how to decorate with today's colors," said Kathy Grigg, one of CMG's principals. "Color is a very important factor at retail. We need to find ways to help retailers make their bedding departments more exciting."
Orange, Grigg noted, "is the big color" in decorating these days. And that means savvy retailers will add orange accents and accessories to their sales floors, thereby catching consumers' attention.
It also means that CMG's sales associates are sporting orange ties and shirts to help drive the color message home. The producer is giving out orange shopping bags at market filled with orange-flavored truffles to further emphasize the importance of color.
But don't think the company is overdosing on orange. It's also featuring lime greens and hot pinks in its market presentation.
At this point, the producer isn't ready to bring out a bright orange mattress, but it does say color plays a role in bedding. CMG features tans, tobaccos, greens and purples in its two licensed programs, Dick Idol and World Vineyards.
"I am convinced that the consumer cannot distinguish between a vanilla bed at $599 and one at $899," Grigg said. "Retailers should use color on their floors to help make those price steps."
On the product front, CMG is adding to its popular visco program, hitting the $599 retail price point for the first time. The line tops out with a visco and latex-cushioned model at $999.
The company also is bringing in several containers of futon mattresses and frames, expanding its offerings in that arena. Fully upholstered futons will retail from $179 to $499. An encased coil futon mattress with a suede-like cover will retail at $299.
"We are seeking to become more important to our customers," said Neal Grigg, CMG's president. "We can leverage these product lines in the marketplace. We think we will sell to retailers we are not currently selling. And that could open some new doors for our bedding."
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