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David Perry

Specialty, hybrid models popular in Tier Two mattress showrooms

HIGH POINT - Tier Two bedding producers are emphasizing specialty sleep and hybrid models in their introductions here. Gel features prominently in many of the introductions.
     The producers say they are aiming to give retailers strong products that can spark sales this fall and into the new year.
     Paramount Sleep is introducing an allnew, all-foam HD Super Duty Collection.
     HD Super Duty mattresses, which feature layers of memory foam, gel memory foam and latex, are backed by a one-half inch body impression standard on a 20-year warranty. "We're proud to offer the best warranty available on a foam product," said Richard Fleck, Paramount's chief marketing officer.
     Paramount is also introducing an all foam Back Performance MX series.
     Magniflex enters the gel arena with Magnigel, a gel foam designed for maximum airflow and breathability. It is created by using a pre-polymer that is swirled into the foam compound for greater comfort. Magnigel keeps mattresses and pillows cooler and fresher longer, the company says.
     "It is clear that keeping cool at night has become a key selling point for our North American retail partners," said Marco Magni, global sales director. "However, we didn't want to rush introductions and end up with a sub-par product on the market. Instead, we dedicated our time to creating a superior gel-foam design to enhance the comfort for which Magniflex is known."
     He said Magnigel stays cooler longer than memory foam and latex. Magnigel is offered as an option for a number of Magniflex beds and pillows.
     Gold Bond is adding new single-sided and two-sided latex beds to its Latex Collection. The two-sided version is a first for that line.
     "Our two-sided innerspring mattress models are our most popular products," said Bob Naboicheck, president of Gold Bond. "But with the recent growth of the specialty sleep category, we decided to do what we do best - take our expertise in two-sided mattresses and apply it to a new model in our Latex Collection. We've seen that two-sided mattresses last longer, which is part of our value proposition."
     Both the two-sided Platinum latex bed and the one-sided Gold bed feature a total of 20 inches of latex and retail from $1,799 to $2,399.
     Enso Sleep Systems is expanding on the success of its PureGel Collection of gel-infused memory foam with the introduction of the Denali, which has a 10-inch profile and is composed of multiple layers of PureGel infused memory foam and Tri-Tech memory foams supported on an HD polyurethane foam base.
     The Denali, which retails at $799, complements the company's PureGel Kona and Blue Mist models, and offers high-margin opportunities in the gel memory foam category, said Mark Akerman, vice president of sales and merchandising at Enso.
     Gel foam also reckons in the new Cool Coil line shown by Carolina Mattress Guild. The producer is combining its Cool Breeze gel memory foam and individually wrapped coils in a hybrid design that "is already making a splash on retail floors," said Neal Grigg, president.
     The Cool Coil line is available in either toast or charcoal colors.
     Shifman Mattress is combining the best of the old and the new in its Vintage Collection. That producer is also introducing a new marketing and advertising program to help it celebrate its 120th anniversary next year.
     "Celebrating our upcoming 120th anniversary emphasizes our hard work and relentless commitment to quality," said Bill Hammer, president of Shifman.

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