King Koil changes name to Comfort Solutions
By David Perry -- Furniture Today, August 22, 2005
Las Vegas — Top 10 bedding producer King Koil unveiled a new name and corporate identity at the market here.
"Comfort Solutions by King Koil" is the new name, one that officials said updates its image and better conveys the breadth and scope of its line.
"It's what we do and who we are," said President Larry McKay. "Comfort is what the consumer wants. We provide comfort that is second to none. Today's consumers are looking for solutions to their sleep problems. We provide those solutions."
McKay said the name conveys the dramatic changes that have occurred at King Koil in recent years. He unveiled the changes at an international awards dinner on the eve of the Las Vegas market, introducing himself as president of "the new Comfort Solutions company."
Like many bedding majors, Comfort Solutions has expanded beyond its innerspring roots. McKay said more than 20% of Comfort Solutions' sales are now in specialty sleep products, and the figure is growing. The company has 13 brands with 125 SKUs, he said.
The launch of the new name was part of a push for a larger share of the bedding market. The company spent months preparing its showroom in the World Market Center, which featured a circular retail display format developed by Grid2. The showroom displayed Comfort Solutions' six new product lines.
In his comments at the awards dinner, Executive Vice President Dave Roberts said the Las Vegas market represented "the coming of age of our company. We are not the same company we used to be. We are doing things differently now than we were four years ago."
Roberts said Comfort Solutions won't force its new name on any of its producers.
"If you feel the equity of the King Koil brand is right for you, keep using it," he said. "We respect the decisions you make on the local level. We think the Comfort Solutions name resonates well with consumers."
A new Web site, www.comfortsolutions.com, is linked to the old one at www.kingkoil.com.
Actress/designer Jaclyn Smith, spokeswoman for the company's Jaclyn Smith Home bedding line, attended the awards dinner. "This is an exciting time for King Koil ... or should I say for Comfort Solutions," she said.
Smith also thanked Comfort Solutions' licensees for their support of the company's breast cancer retail marketing events. She said the company expects to donate hundreds of thousands of dollars to the Susan G. Komen Foundation for breast cancer research. "I am truly excited to be associated with a company with a social conscience," Smith said.
Among the award winners:
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The Appreciation Award went to the Phoenix plant, which produced floor samples for the Las Vegas showroom.
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The International Marketing Excellence Award was presented to A.H. Beard in Australia.
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The International Sales Performance Award was given to the Limansky company in Argentina.
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The Leadership Award went to Mark Kolovson of the Windsor, Conn., licensee. The plant also won for outstanding product quality by a domestic licensee.
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The Norfolk, Va., plant won for plant excellence and for outstanding performance. Steve Thorne of Norfolk was sales representative of the year, while John Clark of that plant was sales executive of the year.
