Serta keeps Trump pricing affordable but luxury high
By David Perry -- Furniture Today, September 7, 2009
HOFFMAN ESTATES, Ill. — Serta's new Trump Home mattress line, which debuts at the Las Vegas Market, has the look of beds retailing at significantly higher price points, according to the company. That's not an accident.
Serta officials had been planning to introduce the line at upper-end price points, and they began designing luxurious features into the mattresses. But when they saw that bedding retailers were facing a year of tough challenges, they decided to offer the line at lower price points and make it more affordable to hard-pressed consumers.
But the officials didn't back away from the luxurious looks they were designing. So the line, which retails from $799 to $1,499, offers attention to detail and quality features that will make it a standout on retail floors, according to Serta officials.
The Trump Home mattress line realizes Trump's goal of offering “affordable luxury,” said Maria Balistreri, vice president of brand management and sales development at Serta. She cited the gold-accented knit covers, the gold-accented tape edges, jewelry-like corner guards and the Trump name emblazoned on the sleep sets as features that tell a luxury story.
The new line's namesake also weighed in on the luxury issue. “This new mattress collection offers the affordable luxury that today's consumers want, so our retail partners can drive more traffic and close more sales,” said Donald Trump, chairman and president of The Trump Organization.
His crest is featured on throw pillows shown with the line. Trump's name is highlighted with crystals. And the Trump crest is woven into the cover on a bed retailing at $1,000.
The Trump Home mattress line is currently being carried by a select group of retailers, and the company will continue with its plans for selective distribution for the line.
In addition, the mattresses will be featured in Trump's 5-star luxury hotels and resorts.
Bob Sherman, Serta's president, said the mattress line reflects “the quality, sophistication and attention to detail” that characterize the Trump Home line.
Trump Home officials say the mattress line is a natural extension of their brand, one that has steadily gained clout since it was launched in 2006. Trump Home furniture is now carried in more than 1,400 stores.
The Trump brand has strong connections to bedding's key consumers: The women who make most of the bedding purchase decisions. Females are the key purchasers of the Trump furniture, lighting, room fragrance and room décor product lines, and even Trump's neckwear, small leather goods and men's jewelry are mostly purchased by women, Trump Home officials noted.
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