Sealy takes important step toward shorter warranties
David Perry, Executive Editor -- Furniture Today, January 14, 2007
Some of my friends in the industry have asked me in recent weeks: What do you think of Sealy's move to shorten warranties on its new promotional Sealy brand line?
I think it's a most welcome move by the industry's sales leader. It's a step in the right direction, a logical and important step. Sealy hails it as "an industry-leading move." I agree.
But having said that, I must emphasize that there is much more work to be done. I would love to see three-year warranties on all the flagship bedding lines — Sealy's Posturepedic, Simmons' Beautyrest, Serta's Perfect Sleeper and Spring Air's Back Supporter.
Truth be told, I would really like to see one-year warranties on those lines, giving retailers the option to sell extended warranties if they wish. But I know it's unrealistic to think major producers would suddenly slash their 10-year or 20-year warranties down to one-year warranties.
That's why I like Sealy's move. It represents progress on warranties. Most of the beds in the promotional Sealy brand line have carried warranties in the five- to 10-year range, so the switch to a three-year warranty with the new line is a significant development.
In announcing the move, Sealy said its research indicates that consumers "will not have concerns with this new three-year warranty, while the retail trade should embrace this move."
I certainly hope that's what happens. It would be a real shame if other producers tried to use the shorter warranty against Sealy. Warranties are no place for us to play silly competitive games. Our goal as an industry should be to sell more beds and give consumers a better sleeping experience. I'm convinced that absurdly long warranties suggest to consumers that their beds will last for 10 or 20 years. We all know the comfort won't last that long.
At our Bedding Conference last year, we heard some strong calls for shorter warranties. Barrie Brown of Mattress Giant was passionate on that topic. So was Therapedic's Gerry Borreggine, who said flatly that warranties should be a matter of months, not years.
My sense is that the climate in the industry is favorable for substantial progress on warranties. Yes, we have an unusually competitive group of producers and retailers doing their best to drive business. But no one wins when we tout bedding warranties that are completely out of synch with other big-ticket products.
Last fall, Parade magazine noted that one-year warranties are now the norm for major household goods. Let's get with that program.
OK, let's get with it by taking deliberate steps toward one-year warranties. Sealy has heard the clamor for change and is heading in the right direction. Thank you, Sealy.
Who else is listening?
Contact David Perry at dperry@reedbusiness.com
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Sealy takes important step toward shorter warranties
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