ComforPedic rolling out showroom on wheels
By David Perry -- Furniture Today, September 7, 2009
LAS VEGAS — Bedding major Simmons is rolling into town here with a new ComforPedic brand. Yes, literally rolling into town, with an 18-wheeler.
The “ComforPedic Showroom on Wheels,” a 53-foot rig featuring images of a new ComforPedic line on the outside and some of the beds inside, will make its first appearance at the market. It will be parked adjacent to the World Market Center during the market.
Then it's on the road for the showroom, which will travel more than 10,000 miles through the U.S. and Canada, making stops in 31 cities over an eight-week period. ComforPedic officials will be inviting retailers and retail sales associates to take a look at the new ComforPedic line, set to debut at the Las Vegas Market.
Simmons officials say the line will appeal to a new group of consumers. Further details will be released next week in Las Vegas, they said.
The truck will tout key benefits of the ComforPedic line, including “dissipates heat,” “quicker recovery” and “consistent comfort.” Also featured on the truck will be a picture of the handprint of the company's proprietary NxG memory foam.
Simmons acquired ComforPedic, a specialty bedding producer, two years ago.
The road show's first official stops after the Las Vegas Market will be in Los Angeles and Sacramento. Then the showroom will head across the country, stopping in Salt Lake City, Denver, Omaha, Milwaukee, Chicago, Toronto, New York, Boston and Philadelphia, among other cities, before arriving in High Point on Oct. 17 for the start of the High Point Market.
Accompanying the showroom will be Scott Smalling, president of Simmons' specialty sleep division, and Butch Webster, vice president of that division. They will be traveling in a ComforPedic-branded SUV, serving as “roadies to the stars of the tour — the new ComforPedic brand and product line,” Smalling said.
The two will conduct sales meetings and training and will oversee product setup at each tour location, getting feedback from consumers and retail sales associates on the new ComforPedic line.
Dealers and consumers can follow the tour's progress on Simmons' Facebook page and through Twitter, as Smalling chronicles his experiences on the road with daily posts.
Simmons officials say the mobile showroom will enable the company to introduce the new ComforPedic line to retailers who didn't attend the Las Vegas Market, and it will give dealers who committed to the line extension at that market a chance to give their sales associates a first-hand look at the new models.
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