• Michael J. Knell

Sealy Canada launches Posturepedic Proback mattress line

It's company's first ‘developed in Canada' line

TORONTO — Sealy Canada launched its first-ever "developed in Canada" line of mattresses at the Canadian Home Furnishings Market here this month.

 Sealy, CanadaSealy Canada’s new Posturepedic Proback mattress line, developed in Canada, is offered with a new in-store display with built-in television monitors that show continuous presentations on each product’s features and benefits.

The new Posturepedic Proback line not only features the bedding giant's four newest technologies but is supported by its own in-store point-of-purchase and top-of-bed merchandising program.

According to Kevin Sisson, Sealy Canada's chief operating officer, Proback will be the company's flagship brand for 2012 and is designed to help restore both retail prices and gross margins for retailers while reinforcing the value of product and the Sealy brand in the mind of the consumer.

The line is divided into four segments, each driven by a different technology. However, the segments are united by a common center-third core support system that is reinforced with various materials to provide the consumer with more support across the area from the shoulders to the small of the back.

The top end of the new collection is the Proback Titanium group, which features titanium alloy springs that retain 98% of their height and support characteristics, the company said.

"The core support center features ProGel memory foam that reinforces the center third of the mattress, providing 20% more support where the body needs it the most," Sisson said.

The second group features Sealy's pocket coil Reflex technology. It also has the ProGel memory foam core support center.

The third collection is constructed using breathable and hypoallergenic latex with high density soy foams, while the fourth features ProGel memory foam.

Each group within the new Proback collection has its own distinct color scheme for the ticking to differentiate it on the floor.

Sisson pointed out that the mattress industry in Canada has seen the average sales ticket fall dramatically over the past couple of years. "The free fall has to stop," he said, adding that Sealy Canada believes the best way to do that is with technology. The price points for the new Proback offering begin at C$799 for a queen size and range up to C$2,499.

"We want to sell technology to the consumer first," Sisson said. "I believe this is an exciting new strategy from the number one brand in our industry."

For the in-store display, Sealy Canada has developed a series of colorful headboards - one for each group - with TV monitors that run information about each mattress on the loop. A display pillow setup also highlights how the top and bottom third of the mattress are different from the center third.

Sisson said retailers can purchase as many of the display units as they require. The cost to assemble the display as it was presented at TCHFM is about C$8,000.

He said Sealy Canada plans to promote the Posturepedic Proback collection aggressively.
"We want the consumer to be predisposed to our product," he said. "We want them coming into the store demanding this product."

Sealy Canada plans to start shipping the new Posturepedic Proback collection in February.

Michael KnellMichael J. Knell | Contributing Editor

Michael covers home furnishings news in Canada.