Irish foamer targets hot U.S. visco market
By David Perry -- Furniture Today, March 13, 2006
Dublin, Ireland — Kaymed, Europe's oldest foam producer, aims to become a significant player in the U.S. bedding market and has begun showing at major U.S. markets, including the recent Las Vegas show.
The company, based here, said the United States is its "No. 1 strategic market." It believes its line of visco-elastic beds, featuring its proprietary AirLayer technology, is well suited for U.S. retailers and consumers.
The AirLayer consists of vertically integrated fibers that create a "microclimate" on the top of the mattress, helping to disperse moisture and temperature. That keeps the sleeper more comfortable than on other visco beds, according to company officials.
The AirLayer technology, developed through research and development at the company's laboratory in Dublin, enhances air flow around the mattress, the company said.
Kaymed produces its visco bedding at two major facilities in Ireland. All told, the company has five manufacturing and logistics centers in Ireland, with almost 320,000 square feet of manufacturing space.
In addition to pouring its own foam, the company makes its own springs. Some of its beds incorporate encased coil springs and visco foam.
Kaymed first entered the U.S. market last summer and showed at the Las Vegas and October High Point markets last year. Its beds are priced below those of its major U.S. competitor, the company said.
The company isn't a recent convert to the benefits of visco foam. "For over a decade," the company said, "Kaymed has been at the forefront of sleep-comfort technology. From its initial development, we recognized the potential of Kaymed Visco in promoting more restful, rejuvenating sleep."
But Kaymed said it also recognizes that "comfort is nothing without safety," which is why it produces its beds to meet California's stringent open-flame flammability requirements.
Gary Sheahan, president of Kaymed's North America operations, said all the company's foams are "combustion-modified," without the use of fire barriers.
He cited a variety of reasons for the company's decision to enter the United States, including the fact that "we consider ourselves the 51st state," given Ireland's relatively close proximity to this country.
"Long term," Sheahan said, "our board views the United States as probably our most sustainable market. We see it as a large market and a safe market to be in. We also believe that the way the U.S. market is going, it is coming to meet us with the product and the brand."
Kaymed will pursue a selective distribution strategy here, and won't be selling on the Internet or through 1-800 numbers.
"We don't go to consumers," Sheahan said. "We believe in meaningful exclusivity with our retailers. We enjoy long-term relationships with our retailers. We maintain retail margins."
The Kaymed line is produced by Kayfoam Woolfson, which bills itself as Ireland's leading bedding manufacturer. The company was founded in 1899 and remains a family owned company.
Kaymed is warehousing products for the U.S. market in Massachussets.
