Interest in Chinese-made bedding gets firmer
By David Perry -- Furniture Today, October 19, 2005
At the Market — As North American foam prices soar, interest in Chinese-made mattresses is on the upswing.
That's the word from exhibitors here showing visco and innerspring beds made in China, who say they are holding the line on their prices — and getting a good response to their products.
"Before the foam increases, we were a terrific value," said John DeFalco, vice president of sales and marketing at Primo International. "But now, the light of day is shining on our mattresses. Retailers are giving Chinese beds a second and third look. We are getting good, hard looks from 15 to 20 Top 100 retailers, and we are deep into the list of the Top 200."
He said Primo has gotten a strong response to its new sleep gallery program of retail display materials, including wood-finished wall stands incorporating halogen lighting. Stands in the company's showroom, in the National Furniture Mart, space 304, include signage promoting Primo's Sensuous Collection of encased coil beds.
Primo has organized its better beds under its new Primopedic banner, with retails ranging from $599 to $1,499. "Dealers can make up to a 70% margin on those beds," DeFalco said.
Hamilton & Spill, showing in Center Point, space 118, is offering warehouse and container programs for its four-model Chinese visco bedding line, which has features such as a side wedge and foam perimeter edge support, said Dirk Springmann, sales manager.
The line starts at $659 for an eight-inch visco mattress and hits price points of $999, $1,199 and $1,599 for queen models, including foundations made locally, Springmann said.
Response has been strong. "We've had a huge number of retailers approach us, saying their allocations (of beds) have been cut," he said. "We have even been approached by manufacturers asking if we could supply them."
H&S is holding its bedding prices steady and guarantees them for six months, Springmann said.
The Summit Furniture Group has entertained several heavy hitters this market with a visco line that starts at $399 retail, according to Terry Batka, president. His Chinese-made bedding includes visco models that are not temperature sensitive and offer a number of benefits to retailers and consumers, he said.
Summit, showing in Center Point, space 110, is maintaining its prices and doesn't envision any increases, Batka said. "My flow of goods from China is consistent and quick," he said, "and we can maintain our pricing strategy."
Stylution USA also is reporting greater interest in its line.
"I am getting more calls," said Ed Scott, president of Stylution USA, the U.S. arm of a Chinese bedding producer. "People on the fence want to talk to us here."
Scott and his partner, Jack Chen, are meeting with customers and potential customers here this week, although the company isn't showing at market.
He said the upheaval in the U.S. foam industry is encouraging retailers to consider alternative sources. "Anytime you have a shortage of a product," Scott said, "you have to look at alternatives. A very realistic alternative is offshore production."
Xilinmen, one of China's largest bedding producers, is back at market in its space in the International Home Furnishings Center, G-466. "Bedding from China never made more sense" is the company's message this market.
Xilinmen says it is offering higher margins on products ranging from $199 to $999 retail, and is providing its retailers a choice of products shipped in compressed or un-compressed formats.
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