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David Perry

Gallery adds Dormeo to mattress department

Jim McIngvale,Jim McIngvale, left, and Chris Henning check out the Dormeo Octaspring display at Gallery Furniture.
HOUSTON - Mattress Mack has a colorful new mattress line.
     The black and orange color scheme of the Dormeo Octaspring specialty sleep line now takes its place in the expansive mattress department at Gallery Furniture here, one of the most coveted placements for any mattress line in the country.
     The Dormeo presentation, complete with video screens that help tell its story, greets consumers who enter the 10,000-squarefoot bedding department, to the right of the entrance to Jim McIngvale's dynamic Gallery Furniture store here.
     McIngvale, Gallery's CEO, and his retail sales associates like the Dormeo story.
     "Dormeo is a premium product, a product with a purpose," said Brandon Jackson, a 12-year Gallery veteran who is a high-performing mattress salesman. "This is not a me-too product."
     He describes Dormeo, which uses layers of memory foam "springs" to provide comfort and support, as offering "the best of both worlds." The line offers superior ventilation and provides the support so that consumers sleep on it, not in it, he says.
Video screensVideo screens help tell the Dormeo Octaspring story at Gallery Furniture.

     "Eight out of 10 consumers who look at it buy it," Jackson said. "Some days we do more Dormeo business than Tempur- Pedic business." The Dormeo beds are staying in consumers' homes; returns have been negligible, he added.
     Mark Gervich, another Gallery retail sales associate, said the Dormeo beds offer "pressure relief and ‘spring' support - and they breathe all night."
     Gallery carries a full line of Dormeo sleep sets, retailing from $1,999 to $3,999. The retailer also carries Dormeo's pillows.
     Gallery is one of a number of high-profile retailers to add the Dormeo line since it was introduced to the North American market last year by bedding veteran Chris Henning.
     Dormeo's first major placement was with Sleep Country Canada last November. In the U.S., the line is on the floor at Cardi's, Swansea, Mass.; Sit ‘n Sleep, Gardena, Calif.; City Furniture, Fort Lauderdale, Fla.; American Signature, Columbus, Ohio; Mattress Firm's Wisconsin licensee, operated by Chuck Dawson; and the sales floors of Innovative Mattress Solutions, Winfield, W.Va., which operates as Mattress Warehouse, Mattress King and Sleep Outfitters.

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