Englander has plus-sized in mind for introductions
David Perry -- Furniture Today, August 1, 2013
LAS VEGAS - Top 15 bedding producer Englander, responding to dealer comments, is introducing a line of bedding for plus-sized sleepers at the Las Vegas Market.
The Olive Branch, Miss.-based producer is also unveiling an aggressively priced innerspring line designed to help retailers attract and sell value-conscious shoppers.
"As a producer, we've always focused on listening to our dealers and responding to the demands of the marketplace," said Kevin Toman, Englander's CEO and president.
"Our Las Vegas introductions acknowledge not only the continued success that many retailers are having with beds built for larger, heavier sleepers, but also their need for highly competitive and promotable mattress values."
Using the tag line "Big on comfort; Big on support," and marketed as "The BIG SLEEP Solution," Englander's new Posture Support Plus collection includes three new models and two comfort choices for "bodies of every shape and size, including the larger sleeper," Toman said.
Retailing from $1,599 to $1,999, Posture Support Plus models use the company's patent-pending Dual Coil construction, which features a three-zone, fabric-encased coil unit that is securely fastened to a second, heavy-gauge coil unit beneath it. The top unit delivers body conformance and comfort while the bottom unit lends strength, support and durability to the mattress, the company said.
Available in foam-encased pillow top and tight top styles, the new beds incorporate combinations of extra firm, highly resilient poly foam, natural latex and gel memory foam. These upholstery layers are also firmly secured to the Dual Coil unit at the bottom to minimize material shifting and body impressions, Englander said.
Posture Support Plus models carry a full 20-year warranty and are covered in quilted, stretch knit fabrics in contemporary spa blue and white, set off with color-coordinated plaid side panels.
"This is a complete redesign of a plus-size collection we developed years ago," Toman said. "The product, brand identity, top-of-bed accessories and in-store marketing materials all have been rethought and redesigned to target what is fast becoming a standalone market segment across many consumer product categories. Research indicates that plus-size or athletically built people want a bed that gives them the extra support they need, but is also comfortable and durable. We're positioning the Posture Support Plus line as The BIG SLEEP Solution because it delivers on all of those benefits."
Aiming to give its dealers a competitive edge in their local markets, Englander is also presenting a new Energy Health Solutions collection encompassing four innerspring models expected to retail from $299 to $599 in queen. The beds use varying poly foam layers and densities and are dressed in off-white quilted knit covers.
"This is clearly a ‘value collection' we developed to address dealer requests for products that help them compete more effectively in their local markets," Toman said. "The Energy Health Solutions line offers a number of comfort feels in neutral looks and is sharply priced to drive business for customers who are operating in highly promotional environments."
Englander exhibits in World Market Center C-1596.
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