Trump sells new line for Serta
By David Perry -- Furniture Today, June 22, 2009
Atlanta — Donald Trump was selling Serta mattresses at the Omni Hotel here last week.
Well, it wasn't the man himself, but his presence loomed large in a showroom that Serta set up with four of its product lines — Trump Home, Serta Natural Start, Vera Wang and Better Homes and Gardens. The beds displayed all retail from $799 to $1,499.
The event here was one of a number of road shows bedding's fastest-growing major is conducting around the country. “We are willing to offer exclusive brands and product features,” said Serta President Bob Sherman, who was on hand for the Atlanta showing last week.
Mattress retailers today need higher margins, Sherman said, adding that Serta is delivering those margins with the four branded lines, each of which has exclusive features that retailers can use to close the sale.
The invitation-only event gave Serta officials a chance to unveil the new Trump Home line, announced earlier this year when the Trump Organization and Serta said they were partnering on an exclusive collection of mattresses.
“The response to the Trump Home line has been overwhelming,” said Maria Balistreri, vice president of brand management and sales development at Serta, who was showing the Trump Home line last week. “It’s been a lot of fun.”
Trump was visible throughout the showroom. His image greeted retailers on a lightbox and on display banners, and he spoke to retailers in a video clip. “It’s great to be with the wonderful Serta retailers,” Trump said. “I know about retailing. It’s not an easy business. But when you’re with Serta, it makes it a lot easier.”
In the mattress line, the Trump Home name is featured on fabric labels that hang from the tape edge on the mattresses, and is incorporated into the mattress borders as well. Trump’s crest is featured on an accent pillow and is also woven into the ticking on a sleep set retailing for $1,000.
There are 12 innerspring beds in the Trump Home line and five specialty models, with retail prices ranging from $799 to $1,499. All the beds can be used with adjustable bases. The line includes beds cushioned with convoluted foam, memory foam, latex and Serta’s Quilted KoolComfort memory foam. The knit covers on the beds feature gold accents.
“Affordable luxury comes home” is the tag line for the Trump Home mattress collection. Serta says the line “represents the quality and design the Trump brand stands for.”
Serta plans to introduce a higher-end version of Trump Home later.
Bedding majors aim to drive more traffic
09/13/2009
