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Bedding in driver's seat

Buyers look to category to spur traffic

By David Perry -- Furniture Today, April 28, 2006

At The Market — Retailers shook off worries about soaring gas prices and gave good reviews to new mattress models introduced here.

Buyers were looking for new products, promotions and merchandising strategies to drive business in the coming months, producers reported.

Sealy aimed to help retailers spark business with sharply priced Sealy and Stearns & Foster anniversary models it introduced at its corporate showroom in Archdale.

Simmons did well with its showing at the Grandover Resort, where it introduced Beautyrest models, cushioned with latex, and latex and visco foams, at $1,699 and $1,999 retail respectively. Simmons also debuted the Caresse Ultimate, a pillowtop visco mattress with a total of five inches of visco foam.

Tim Oakhill, senior vice president of marketing at Simmons, termed the company's three-day showing a success.

"Our original estimate on customer visits will be realized," he said. "Market started slow. I think the weather impacted us. But Friday (the final day of the showing), we saw a pretty steady stream of dealers."

"Gas prices are an issue," said Bob Ashburn, a member of Englander's marketing committee. "But retailers were looking at our gallery program. They want to find high-quality, high-value, big-ticket products that will retail."

Englander's new Essentials models, including a cashmere-cushioned model with latex and visco designed to retail at $1,699, were well received, he said.

Emerald, showing sharply priced adjustable and lift beds and visco mattresses, did well. "This will be our best High Point market in bedding," said Jon Ritchie, general manager of bedding operations. "The majors are taking us seriously."

The new flagship Nature's Dreams line at United Sleep was a hit, the producer reported. "The enthusiasm and interest was outstanding," said Marc Werner, the new CEO and president of United Sleep. "I've been to many trade shows. We have a strong offering."

Kingsdown drew rave reviews for its Jewel of the Night event, which featured several new beds and redesigned beds set amidst the splendor of ancient Egypt.

"We were not as much here to sell products as we were to reiterate that we are a part of our customers' lives," said Kingsdown CEO Eric Hinshaw. The event gave Kingsdown executives and sales representatives a chance to enjoy an evening of entertainment, fun and food with their dealers.

Natura pumped up interest in its specialty sleep line with its new Personal Sleep Indicator airbed, which retails at $2,999 in queen. The bed features latex, visco and wool over dual air chambers, which allow sleepers to find the comfort just right for them.

That adjustable comfort feature is also seen in the company's Majestic bed, which has inserts of latex and memory foam that sleepers can use to change the feel of the mattress. It retails from $2,599 to $2,699 in queen.

"We want to be one brand for all specialty sleep products," said Larry Klein, vice president of sales. "This completes the loop."

Natura now offers latex, visco and adjustable beds, in addition to its new airbed.

Thurmo-Sleep USA did particularly well with its revamped airbed, retailing at $1,599. "We are thrilled to be here," President Rod Whitney said of the company's new Plaza Suites showroom. "Traffic was good."

(The starting price for new Bonnell models offered by Thurmo-Sleep was incorrectly stated in a story on page 16 in the Friday daily. Those models have a starting retail price of $399.)

New Dawn Mattress entered the U.S. market here. The Toronto-based producer offers innerspring beds retailing from $199 to $599 in queen. The beds feature Chinese components, said President Kevin Golshani.

Also new this market: L&L Associates debuted its Port-A-Bed and Port-A-Foundation products, both of which can be shipped by UPS, and Ezy-Fit introduced its Australian-designed bed brackets.

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