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Emerald changes name of bedding program

By David Perry -- Furniture Today, January 14, 2007

Tacoma, Wash. — Emerald Home Furnishings has a glittering new name for its bedding program, and one that is close to home: Emerald Sleep Systems.

The producer and importer will launch a new high-end bedding line under the new name at this month's Las Vegas Market. The company has been marketing its mattress line under the Perfect Rest Bedding banner.

"These new beds will become the company's flagship premium line," said Jon Ritchie, general manager of Emerald Sleep Systems. "We will probably continue to market some of the promotionally priced beds under the Perfect Rest banner, but the thrust of our sales and marketing effort will be behind the new gallery offering."

Dealers will see the new line at Emerald's new permanent Las Vegas showroom in the World Market Center, B-1350.

Emerald officials said they will show a mattress gallery in their space, featuring some of the point-of-purchase items that will be available to dealers who commit to the new Emerald Sleep Systems Gallery.

In addition, Emerald is offering what it describes as "a generous co-op advertising program" and marketing programs to help retailers sell the new bedding.

The company will show five innerspring mattresses with foundations that will range in price from $499 to $999 retail. The mattresses are imported from China, while the foundations are produced at the Emerald factory in Tacoma, Wash. The mattresses feature comfort layers that include wool, latex and visco.

Dealers can buy in full containers or from the Emerald warehouse in Tacoma.

Emerald officials say the company is well positioned to make its mark in the bedding arena.

"We have a clear opportunity to refine comfort, luxury and value by offering the dealer long margins while maintaining the level of service and quality our customers have come to expect from Emerald," said Ron Ainsworth, recently named vice president of sales and marketing at the company.

"We are very excited about having a permanent home in Las Vegas," Ainsworth continued, "and dealers that visit our showroom will not only see a unique bedding gallery but will be treated to the most creative and innovative offering of home furnishings in the company's history."

Emerald previously exhibited in Las Vegas in temporary space. The company joins a strong lineup of bedding vendors, led by industry sales leader Sealy, in the new WMC building.

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