New Posturepedic set for Vegas
By David Perry -- Furniture Today, January 8, 2006
Archdale, N.C. — Making its first showing in Las Vegas, Sealy will roll out a major introduction: Its new flagship line of Posturepedic bedding, now with fire-resistant protection.
Sealy will show the full Posturepedic assortment at The Aladdin Hotel by appointment. Some new Posturepedic models also will be on display in the company's space (7204) in Pavilion II, one of the tents on the World Market Center site. The Aladdin showings will run Jan. 30–Feb. 1, while the Pavilion space will be open throughout market, Jan. 30–Feb. 3.
The new Posturepedic line incorporates fire-resistant materials throughout, and continues Sealy's commitment to introduce FR products well before the federal government mandates such bedding, which is expected to happen sometime in 2007.
The line will retail from about $499 to $2,999 in queen, about the same range of prices as the current Posturepedic line.
Sealy officials said the new line, developed by a cross-functional team of Sealy executives over the past 18 months, stemmed from extensive research with consumers and retail sales associates.
The new Posturepedic models feature customer-inspired designs said to respond to consumers' desire for a better night's sleep, a differentiated "feel" in their bedding, and targeted support for the body, Sealy said.
The design centers around the Comfort Support System — Sealy's proprietary combination of its Posturepedic innerspring unit, its UniCased design and its advanced comfort materials.
Those comfort materials include everything from visco-elastic and latex foams to cashmere and luxurious polyester fibers, officials said. The beds are designed to provide proper support for the back and body. The lineup includes clearly differentiated step-up feature and benefit stories.
Covers are in the neutrals that consumers overwhelmingly said they favor, officials said. All of the covers are circular knits that provide the soft hand and the flexibility consumers said they want. All incorporate Sealy Posturepedic branding into the fabric design.
The line includes the functioning box spring that Sealy officials say provides added value to consumers. The box springs will have metal corner guards.
Numerous firmness choices, ranging from firm to cushion firm and from plush to ultra plush, are offered.
The height of the mattresses does not exceed 17 inches, the same height in the former line. Mattresses thicker than that raise consumer concerns about finding sheets that fit and about the overall height of the bedding off the floor, Sealy officials said.
The new line begins shipping in April.
Fire-resistant materials in the Posturepedic line are the same ones in Sealy's Stearns & Foster line, introduced last October. Sealy FlameGuard offers a fiber-based solution that is non-toxic and does not affect the comfort of the bedding, officials said.
While the FR feature doesn't come free, Sealy officials say the new Posturepedic line still offers strong price/value relationships.
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