Sealy offers six anniversary bed models
Celebrates a total of 285 yrs in the business
By David Perry -- Furniture Today, May 15, 2006
At The Market — HIGH POINT -- Two of Sealy’s best-known brands are celebrating a total of 285 years in the bedding business, and offering new models to mark their long histories.
The company’s high-end Stearns & Foster brand celebrates its 160th anniversary with two new beds, in plush and plush pillowtop versions, retailing at $999 and $1,299. Sealy, meanwhile, is marking 125 years with two new 125th Anniversary Limited Edition models, offered in plush tighttop and ultra-plush Euro pillowtop models. The retails for those beds are $599 and $699. “Since 1846, Stearns & Foster has built a tradition of craftsmanship and quality,” said Josh Loew, director of marketing for S&F. “The accessible price points of the 160th Anniversary Edition models will enable more consumers to experience the exceptional sleep that all Stearns & Foster beds deliver.” Loew said the $999 model, the Lafeyette, “appeals to a broader audience and invites people into the luxury market.” S&F also has added two Silver Edition beds to its ultra-luxury line, retailing at above $2,000, a category Loew said is growing rapidly. A boxtop model retails at $2,399, while a Euro pillowtop retails at $2,899. The Silver Edition models feature the “Comfort Bridge” design first introduced in 2005. A layer of foam is placed between the support and comfort layers to create a consistently comfortable and supportive mattress, the company said. S&F repositioned and relaunched its line last fall. The new Sealy models help recall a rich history that began when Daniel Haynes began making cotton-filled mattresses in 1881 in Sealy, Texas, a small town outside Houston. “He probably didn’t plan on making history,” the company said, “but Haynes laid the foundation for Sealy Corp., now the largest bedding manufacturer in the world.” The Sealy anniversary models feature knit fabrics and a quilting style usually reserved for higher-priced beds, according to Sealy. They are designed to drive volume during the peak selling season, and are backed by a comprehensive retail advertising package that includes spot TV ads in English and Spanish, circular ads, and enhanced point-of-purchase materials. The new models carry on Sealy’s tradition of “making mattresses that provide a great night’s sleep, helping consumers feel refreshed, energized and ready for the day,” Sealy said. The company is using the tag line: “It’s made for sleep. It’s a Sealy.”