Bedding gets good reviews
By David Perry -- Furniture Today, May 22, 2006
High Point — Retailers shook off worries about soaring gas prices and gave good reviews to new mattress models introduced here. Buyers were looking for 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, introduced at its corporate showroom in Archdale, N.C.
Simmons said it did well at the Grandover Resort, where it introduced Beautyrest models, cushioned with latex and with latex and visco foams, at $1,699 and $1,999 retail, respectively. Simmons also introduced the Caresse Ultimate, a pillowtop visco mattress with five inches of visco foam.
"Our original estimate on customer visits will be realized," said Tim Oakhill, senior vice president of marketing at Simmons. "Market started slow. I think the weather impacted us. But Friday (the final day the company showed) we saw a pretty steady stream of dealers."
Therapedic, showing with Kathy Ireland brand partner Standard, saw a number of new retailers, said Gerry Borreggine, Therapedic president. "This was the beginning of a very mutually beneficial relationship between us and Standard," he said. "This was the way the partnership was drawn up on paper."
Traffic in High Point appeared to be down, Borreggine said, resulting in a market that was "less hectic and more productive."
"Gas prices are an issue," said Bob Ashburn, a member of Englander's marketing committee. "But retailers looked at our gallery program. They wanted to find high-quality, high-value, big-ticket products that will sell."
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, also 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.
Kingsdown drew rave reviews for its Jewel of the Night event, which featured several new 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 right for them.
Adjustable comfort also was 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 were thrilled to be here," President Rod Whitney said of the company's new Plaza Suites showroom. "Traffic was good."
Successfully entering the U.S. market were Istikbal, a Turkish bedding producer, and Magniflex, an Italian bedding maker.
New Dawn Mattress also made its U.S. debut. 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.
Bemco successfully introduced its first 50th anniversary model, retailing at $999 and featuring an innerspring core and high-density foam in the pillowtop.
