Bedding draws good response
By David Perry -- Furniture Today, April 24, 2005
High Point — Bedding may not have been the main draw at this market, but it once again performed well in more than two dozen showrooms.
Top 10 and second-tier producers rolled out a variety of new products, and said retail response was generally good, pointing the way to a solid second half.
Some manufacturers said traffic was light, but a number reported good results nonetheless.
Sealy said the retailers who visited its showroom "were very pleased with the comprehensive retail merchandising and advertising program" the company had developed to launch its new memory foam bedding program, said David Evans, vice president of marketing communications. "Many plan to use the TrueForm television advertising tag we've developed to introduce the product, and virtually all will implement the point-of-display program we displayed in our showroom."
Sealy's memory foam bed is the Posturepedic TrueForm. The visco core of the bed is produced in China.
Sealy also showed a new adjustable base that can be used with the TrueForm bed or the company's Reflexion latex mattress. That base "was well received," Evans said.
"We had more positive comments this market than any other," said David Clark, vice president of Englander. "Retailers commented on the look of the showroom, our point-of-purchase materials and our bedding."
Englander used two pressure-mapping systems to demonstrate the pressure-relieving nature of its new eSleep Synergy line of visco and latex-cushioned beds. "We got major placements on the line," Clark said.
Neal Grigg, president of Carolina Mattress Guild, called this "the best market we've had in our history." The producer, which stressed the importance to retailers of staying in touch with today's color trends, gained ground with an imported furniture line and a new gallery program.
Kingsdown saw more retailers early in the week than at past markets, said President Pat Flippin, echoing a point that others made. Overall, he said, "Our expectations for this High Point market were not high. We were not disappointed. Traffic was weak."
"We did have less traffic than we had hoped for," said Gerry Borreggine, president of Therapedic, "but our better customers were here."
Therapedic introduced its revamped PureTouch line of four latex-cushioned beds retailing from about $1,199 to $1,999. The models feature three to nine inches of latex foam, and in each bed the latex is offered in a seven-zone construction that provides customized comfort.
"The problem with latex," Borreggine said, "is that it doesn't have the tactile sex appeal of visco. With our seven-zone construction and our new mini-demo units, we have made latex more salable. Retailers can demonstrate the features, benefits and values of latex foam."
The demo units show the same seven-zone feature in the mattresses, and enable retail sales associates to quickly outline the benefits of the zoned construction.
Natura, a major in the specialty sleep arena, expanded the offerings in its adjustable bedding program, including a bed cushioned with latex and visco with a split head feature, allowing each sleeper to further customize comfort. Ralph Rossdeutscher, president, said Natura also expanded its visco bedding program, which now includes five beds, some with wool and latex.
Boyd Specialty Sleep enjoyed "a very good market," said Denny Boyd, president. "Several factors worked in our favor. We introduced a new hand control for our Simmons airbeds at a time when the specialty sleep category is growing. Our new product innovation was very well received."
Boyd also successfully introduced Simmons flotation beds at market.
Excel Bedding, showing a line of Chinese-made mattresses, saw the retailers it wanted, said Ira Leibowitz, vice president. "The people we invited came," he said. "The foot traffic was down. A good handful of retailers told us they were not going to High Point, but are going to Las Vegas. A number of those are out West."
Thurmo-Sleep USA enjoyed high-quality traffic, said Rod Whitney, president. The company sparked interest with its two-bed Thurmo-Air line of airbeds, retailing at $1,199 and $1,299, and also did well with a new $1,099 visco bed and a $1,999 latex bed.
Thurmo-Pudic also showed second-generation visco beds, and was pleased with its market, said Tom Morgan, founder of the company.
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