Thanks for the memory foam: Here's another round of Perrys
David Perry, Executive Editor -- Furniture Today, April 24, 2005
Another High Point market is in the record books, but before we say goodbye, it's time for another round of the Perrys, our awards for notable bedding developments.
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Most eagerly anticipated new memory foam bed. The winner is Sealy, which officially entered the visco-core category this market with its Posturepedic TrueForm model. It was well received, as were the marketing and display materials supporting it. I must admit that I was surprised Sealy didn't introduce a whole visco line this market, given the strong statements it has made about the vitality of the specialty sleep category.
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Most stylish new memory foam bed. Tempur-Pedic, for its EuroBed. This bed features a unique — yes, it's an accurate word here, although it's frequently overused by home furnishings marketers — new look. Microfiber suede frames the mattress, extending up and over the edge of the panel to create a frame-like look for the top panel, which is quilted. This premium-priced bed looks to be yet another winner for Tempur-Pedic, a company riding a long hot streak.
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Best use of consumer research. United Sleep Products, which took Furniture/Today's latest bedding consumer research to heart and used it as the framework for its market presentation. I was even quoted in the sales manual! Thanks for that, Thomas. (Note: I personally guarantee the success of any product or marketing program that is based on my insights. Well, maybe not.)
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Best new high-end bed. Hypnos, for its Majesty, which is packed with thousands of encased coil springs and loaded with layers of luxurious filling materials. Adrian Jones, director of sales, had a good line: "It feels like a million dollars, but retails for just a fraction of that." The fraction is $14,000 in queen.
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Best new bed pick-me-up. Leggett & Platt for its Mattress Refresher, a refreshing new product.
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Best idea for a bedding party. Hamilton & Spill for its Pajama Party, which introduced its new Chinese bedding line. Associates donned PJs and served milk and homemade cookies. Well done.
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Best new gallery program. Carolina Mattress Guild, which strikes just the right romantic and lifestyle chords with new display banners. In one, a couple plays footsie. "So comfortable ... you'll want to go to bed early," the banner says. Yes, romance can sell mattresses.
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Seven best new zoning ideas. Tie between Englander and Therapedic. Each introduced seven-zoned constructions, Englander in memory foam in its eSleep Synergy line, and Therapedic in its revamped PureTouch latex line. Seven is indeed a lucky number
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Best new adjustable beds. Natura, which does a nice job with latex, visco and wool in its specialty sleep sets.
Well, I'm out of space already. Hope you had a good High Point market. I did.
Contact David Perry at dperry@reedbusiness.com
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