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New Tempur-Pedic line on firm ground

Rick AndersonLEXINGTON, Ky. — Memory foam leader Tempur-Pedic, riding a sizzling sales wave, is aiming to keep its business on firm ground this year with its new Contour Collection.

Based on retail response at the recent Las Vegas Market, the company appears to have another winner on its hands, officials said. Rick Anderson, president of Tempur-Pedic North America, cited "a high level of interest in our new products."

The Contour Collection is designed to provide contouring support and pressure-relieving comfort for consumers with firm and medium-firm sleep preferences.

There are three beds in the line. The Contour Select will debut this summer and retail for $2,399. Also rolling out this summer is the Contour Signature, retailing for $2,999. In late summer the Contour will be available at $1,799 retail. All three will come with 20-year warranties.

"Our product development and consumer research teams have found a way to deliver three distinct levels of contouring support and comfort to consumers who prefer firm to medium-firm beds," Anderson said. "The Contour Collection leverages the experience we gained with the development of the Cloud Collection to produce a truly outstanding product experience at every price level."

Tempur-Pedic said that the Contour Collection complements the company's Cloud Collection and the HD Collection to offer consumers a Tempur-Pedic sleep set for every comfort preference.

Anderson also said the company aims to boost its adjustable bedding business this year with a new Ergo adjustable bed base advertising campaign. Tempur-Pedic will devote a "significant portion" of its ad budget to the campaign, designed to build attachment rates for the adjustable bed base, he said.

A big promotional push for the Ergo bed base targets the President's Day sales period, according to Anderson.

The campaign will launch on the heels of an owner satisfaction survey that found a 96% satisfaction rate among owners of the Tempur Advanced Ergo System, which was introduced in 2008, can be adjusted to provide a number of positions for the head and feet, has programmable memory positions, and offers a massage feature.

"Tempur-Pedic leads the industry in encouraging consumers to think differently about adjustable beds," Anderson said. "People looking for better sleep find that our adjustable bases, partnered with one of our mattresses, provide outstanding support and comfort, allowing owners to fall asleep faster and stay asleep longer. Owners also report that reading, watching TV, even working on laptops in bed is much more enjoyable with a Tempur Advanced Ergo System."

The Tempur Advanced Ergo System retails for $1,700 in queen, while the Tempur Ergo System retails for $1,300 in queen.

Anderson said Tempur-Pedic's dealers are benefiting from the company's strong sales performance. The company's domestic sales were up 47% in 2010, with units up by about the same amount. And based on the strong response the company received at the Las Vegas Market, business prospects look good this year, he said.

"Our retailers are ecstatic about last year's results," Anderson said. "Almost universally they shared in the results we shared."

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