Serta dresses up Wang style
By David Perry -- Furniture Today, February 5, 2006
Las Vegas — The Serta showroom here was a bride's dream come true, all dressed up with Vera Wang bridal outfits.
Mannequins wearing Wang's latest creations adorned the showroom and celebrated Serta's new match with the popular fashion designer. She is lending her extensive experience in bridal merchandise to the bedding maker, which unveiled a new line of mattresses designed to tap into that big market.
Serta offers eight Vera Wang beds, including one cushioned with visco-elastic foam.
"Retailers love the showroom and they love the dresses," said Barbara Bradford, a top Serta executive. "This is a natural tie-in for the female consumer. They recognize Vera Wang for quality and elegance." Added Serta brand manager Maria Balistreri: "This makes sense to women."
The Vera Wang beds retail from $999 to $1,499. Each features Embraceable Comfort, a synthetic down-like material designed to provide extra comfort.
Wang is "very involved in the design of the products and in how they look and feel," Bradford said. "We have gone to great lengths to incorporate familiar icons from her designs in the beds."
The line gives Serta a new entrée to the $120 billion bridal market. Marriages often lead to the creation of new homes — with the need for new bedding. It gives Vera Wang the opportunity to make a transition from the wedding day into the home.
Serta President Bob Sherman said Serta and Vera Wang are "a perfect match of comfort and style." Together, he said, the companies are "ushering in a whole new era of mattress elegance and comfort for American women — one that is uniquely Vera Wang."
The beds feature elements of Vera Wang style, including the company's triple-heart motif.
The starting price point is at $999 for beds that mark Serta's 75th anniversary. The $1,299 beds are tied to Serta's partnership with the Susan G. Komen Foundation, which fights breast cancer, while the $1,499 beds are keyed to a bridal theme.
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Serta space all dressed up in Vera Wang style
Feb 19, 2006
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