Chinese bedding on the upswing
Foam prices build interest
David Perry -- Furniture Today, November 17, 2005
HIGH POINT -- As North American foam prices soar, interest in Chinese-made mattresses is on the upswing.
That was the word from exhibitors here showing visco and innerspring beds made in China, who say they are holding the line on their prices. “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 included 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. Importer Coaster entered the Chinese bedding category this market with a line of visco beds, toppers and pillows. Jingling Bedding of China also made its first showing in High Point. Hamilton & Spill offered 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. Response was strong. “We’ve had a huge number of retailers approach us, saying their allocations (of beds) have been cut,” Springmann 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, he said. The Summit Furniture Group 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 is maintaining its prices and doesn’t envision any increases, Batka said. “My flow of goods from China is consistent and quick and we can maintain our pricing strategy,” he said. 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, met with customers at market, although the company didn’t have a showroom. Xilinmen, one of China’s largest bedding producers, was back showing at market with the message, “Bedding from China never made more sense.” The company said 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 uncompressed formats.
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