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David Perry

Tier Two Bedding Players Offer Innovation, Variety

LAS VEGAS - Tier Two bedding producers are stepping up to the mattress plate here with a number of new specialty and innerspring models.
     Carolina Mattress Guild enters this bedding-rich market with the introduction of its Flex line of all-natural latex beds, retailing from $1,499 to $1,699, which it backs with a redesigned website that spotlights all of its products. And it offers QR codes so that its retailers can give their customers more information on the beds.
     "Our showing in Las Vegas is a natural progression of the steps we have been taking to grow our business," said Neal Grigg, president of Carolina Mattress Guild. "We think the Las Vegas Market will give us additional opportunities to grow that we don't have in High Point."
     Pure LatexBliss is introducing LatexDown pillows and toppers as an alternative to natural down products. The pillows and toppers are made from half-inch granules of natural Talalay latex foam.
     "If a consumer loves the feel of down pillows, feather beds or duvets, LatexDown provides an alternative available from a mattress retailer that is also breathable and cool, dust mite resistant, mold and mildew resistant, hypoallergenic and exceptionally resilient," said Kurt Ling, CEO of Pure LatexBliss. He said the new products are plusher, softer and fluffier than traditional latex products.
     Boyd Specialty Sleep is showing two aggressively priced Natural Flex latex beds, retailing at $799 and $999, and also debuts a new latex topper program using 100% Dunlop latex, as well as Dunlop/Talalay latex combinations. The producer also is expanding its Bonus Base program with new lower and higher priced models. The Bonus Base eliminates the need for a traditional box spring, the company says.
     Gold Bond is refreshing the looks of its Premier Series, introducing new colors - mocha, linen and pale blue - that are designed to appeal to consumers with more contemporary tastes.
     Gold Bond President Bob Naboicheck said the goal is to help the beds "pop" from the sea of white mattresses on most bedding floors. The new line retails from $1,199 to $1,899.
     Softer is better at Magniflex, which has redesigned its DualComfort Magnifico model. The bed offers the anti-static energy and odor-eliminating properties of silver and has reversible silk and cashmere covers.
     "Based on retailer requests we have made one of our most popular Classic mattresses softer, while still maintaining proper orthopedic support," said Marco Magni, Magniflex's global sales director. "This allows retailers to sell a product that is filled with numerous health benefits - packaged in a much more luxurious feeling mattress."
     Sleep accessories provider Guard Master makes its Las Vegas Market debut in World Market Center A-840. It is featuring its bedgear by Guard Master line of high performance products and is giving away 500 T-shirts that say, "Demand performance in bed."

Neal Grigg

"Our showing in Las Vegas is a natural progression of the steps we have been taking to grow our business. We think the Las Vegas Market will give us additional opportunities to grow that we don't have in High Point."


Neal Grigg, Carolina Matttress Guild

     "‘Performance in bed' is more than a catchy statement," said Shana Rocheleau, marketing director at Guard Master. "Our products are all constructed using our own moisture transport, heat dissipation and airflow management fiber technologies and construction methods. Each product represents a core component in our Sleep System, the sole focus of which is helping retail customers achieve a better night's sleep."
     Fabrictech International is making news by underwriting a study led by The Marketing Arm Group on allergens and asthma in the sleep environment. The Marketing Arm Group will present the results of that study Tuesday, Aug. 2, at 4 p.m. at World Forum on the 16th floor of the WMC's Building B.

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