LAS VEGAS MARKET: Bedding bounces back

New product launches draw strong interest

David Perry -- Furniture Today, September 15, 2009

Scott Smalling and Anne Kozel, both of Simmons, show a new pillow display in the ComforPedic Loft line the company is showing at market.

LAS VEGAS — Major mattress introductions here were rewarded with strong retail interest, producers said Monday, with some calling it their best opening day here ever.

Serta reported that its launch of the Trump Home mattress line brought a surge of retailers, with traffic 20% higher than any other Monday here.

"This has been incredible," said Bob Sherman, Serta president. "We didn't know what to expect with the economy being what it is." He said Serta continues to gain ground with a broad assortment of bedding products, including new sharply priced memory foam and latex lines.

Producers rolled out some big last-minute introductions, aiming to spark sales in what has been a lackluster mattress market at retail.

Sales leader Sealy is introducing three high-end additions to its Stearns & Foster line. The new S&F Heritage series, retailing from $2,999 to $3,999, features cushioning materials that include silk, cashmere, merino wool and horsehair.

"Retailers have been asking us for higher-priced beds," said Mark Delahanty, Sealy vice president of marketing.

CEO Larry Rogers said he was pleased with attendance at the Sealy space Monday. "We've received a very positive response from our retailers to the new Stearns & Foster Heritage series," he said. "The mood of the market appears to be upbeat and optimistic."

Simmons is introducing five Beautyrest Exceptionale beds, featuring a tan and plum color scheme and retailing from $1,599 to $1,999.

The producer is also showing its new lower-priced ComforPedic Loft line of memory foam beds, which starts at $999. "This has the opportunity to be a game-changer," said Steve Fendrich, president of Simmons. "We have been listening to what our dealers are telling us. They say they need specialty products from Simmons."

Memory foam leader Tempur-Pedic is softening its appeal with its new Tempur-Cloud Collection, "a series of soft, supportive beds featuring the all-new, revolutionary Tempur-ES material," the company said.

"How your mattress feels is a personal preference," said Rick Anderson, president of Tempur-Pedic North America, "so we created this new line of mattresses for consumers who told us they wanted a softer option."

The first model in the new collection, the Tempur-Cloud Supreme, will retail for $2,399. Anderson described the reaction to the new line as "spectacular," adding, "We knew we had something very special to talk about."

Spring Air International, making its first Las Vegas Market showing under new ownership, enjoyed strong dealer response, said Rick Robinson, president.

"Traffic has exceeded expectations," he said. "This is a coming out party for our licensees." He said the new Spring Air, showing sharply priced market specials and an all-new Back Supporter line, "is right on target on where we plan to be."

South Bay International had a strong launch for its new Jane Seymour mattress and pillow line, one that included a showroom appearance by the actress and designer. "I'm thrilled with these beds," said Seymour.

More Las Vegas Market September 2009 Coverage