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Bedding values excite buyers at Vegas Market

LAS VEGAS - Bedding majors are giving this mattress-loaded Vegas market good reviews. Traffic has been solid and retailers are interested in new products, the producers report.
Simmons CEO Gary Fazio said he "has heard very good things" from retailers about his company's new CURV line, a value-priced line aimed at Millennials. "Going after younger consumers is a good thing for us," he said. "They are the future. And they are buying a lot of product."
The CURV line, retailing at $699, $799 and $999, is designed for consumers who want a memory foam bed but can't afford to spend more than $1,000 for it, Simmons officials said.
Serta, showing a new America's Mattress program for retailers who want to enter the bedding category, is expecting a good market, said Andrew Gross, senior vice president of marketing.
"We have a lot of important appointments for this market," he noted.
King Koil, which brought a broad assortment of new products to market, is enjoying a "very strong reaction" to those new lines, reports Dave Roberts, president.
Tempur-Pedic brand officials are talking about the money under the mattress with their introductions, two new foundations and a new adjustable base. "What's underneath the bed is an area for growth and profitability," said Rick Anderson, an executive with Tempur Sealy International.
The introductions include the Tempur-Up Foundation retailing for $799 that lets the consumer sit up in bed for reading, watching TV or working on a laptop. It comes to a 60-degree upright angle.
Therapedic is getting off to a fast start with its new Buoyancy line of gel latex beds, which feature an ergonomic application of gel directly on the latex.
"We had perhaps the busiest morning we've had at any market," said Gerry Borreggine, CEO, referring to action in his showroom Sunday morning. "We signed a major licensee and opened two major accounts who were impressed with the Buoyancy line."
"We've been busy," said Kevin Toman, president of Englander. "It's been steady."
Englander's new value-priced line, which starts at $399, and the new Posture Support Plus line for plus-sized sleepers are both being well received, Toman said.
Boyd Specialty Sleep is seeing new retailers this market, thanks to its intr

Simmons new CURV LineJeff Willard of Simmons sits on the top model in the new CURV line which targets Millennials.
oduction of broad new bedding lines for Broyhill and Thomasville, introduced under a license with Furniture Brands International.
"The retailers appreciate the point-of-purchase materials we are providing, the updated features in the mattress lines, and the co-op program we've put together for them," said Denny Boyd, president of Boyd Specialty Sleep. "We have more appointments now than we did in January, and we are seeing different dealers. That is refreshing."
Ashley Sleep is doing well with its new gel, memory foam and innerspring lines, said Ben Thorud, an Ashley executive. "We are excited about what retailers are telling us about Ashley Sleep, and we are excited that they are placing orders," he said.
Pure LatexBliss is getting strong interest in its new graphite-infused latex line, Prestige, which is its highest-priced offering. Kurt Ling, president, said retailers like the line's heat dissipation qualities.
Technogel reports growing interest in its line of gel-cushioned mattresses and pillows, now carried in 800 stores in the U.S., the company said.

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