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Tempur-Pedic shows $6,000 GrandBed

By David Perry -- Furniture Today, February 5, 2006

Las Vegas — Tempur-Pedic's plush $6,000 GrandBed, unveiled here with much fanfare, got a glowing review from the first retailer to lie down on it.

"You can feel it contour to every curve in your body," said Lori Dyson, new products buyer for Las Vegas-based Relax The Back. "The cover has a very luxurious feel. It's great."

But does it feel like a $6,000 retail queen bed? "Absolutely," Dyson said. "You can't put a price on a good night's sleep. And you spend $20,000 on a car that you use 20 minutes a day. Why not spend $6,000 on a bed on which you will spend one-third of your life?"

That's the kind of response many retailers have given to the new bed, which sparked another blockbuster market here for the visco-elastic foam leader. "The reaction to the GrandBed has been overwhelmingly positive," declared Chris Henning, president of Tempur-Pedic Retail.

The bed was kept behind a red curtain throughout the day on Monday. Tuesday morning, the company hosted a lavish breakfast event and threw the curtains open with all the hoopla of a Hollywood premier.

The GrandBed introduces Tempur-HD, a proprietary higher-density foam that provides 25% more support per cubic inch than standard Tempur material, the company's brand name for its visco-elastic foam.

The GrandBed, more than 14 inches thick, features four layers beneath the quilted, blended silk cover. It comes with its own exclusive foundation.

"This is the most luxurious product we've ever made," Henning said. "It was born out of requests from our retail partners. They were telling us we had not pushed the envelope on ultra-premium products."

The bed retails at about $7,000 in king, about double the previous high price in the line.

Making the biggest product launch in its history, Tempur-Pedic introduced three other mattresses, one a redesign of an earlier product model. The RhapsodyBed features several layers of visco foam and retails for about $2,799 in queen. The redesigned ClassicBed includes layers that rest on a taller AirFlow System base layer. Pricing is not yet set.

Henning said Tempur-Pedic raised prices on its CelebrityBed by about 6% and has minimal increases on its adjustable bed bases.

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