Share this on

Bedding producers share growth plans for '07

By David Perry -- Furniture Today, January 28, 2007

High Point — The major bedding producers are rolling out aggressive marketing and product development programs this year, but that doesn't mean that second-tier and specialty bedding producers can't find success in the bedding marketplace.

A survey of those producers finds that they have a variety of plans in place to generate sales this year. Several cite new products they are adding to their mix, including many in the fast-growing specialty sleep field.

Others cite new retail programs, designed by Connie Post and others.

New value-loaded products at price points under $1,000 are on tap from several second-tier producers, who say that the market for bedding at under $1,000 is too important to ignore.

No bedding producer goes to market without plenty of promotions, and that is the case for the second-tier producers this year. The promotions will rally around everything from a key milestone like a 25th anniversary to closeouts.

Many of these new products and programs will be featured at the Las Vegas Market this week. That bedding-rich market hosts more than two dozen bedding producers, and will provide a good overview of where the industry is headed this year.

As part of its continuing coverage of bedding's prospects this year, Furniture/Today asked these second-tier producers what they will be doing to generate sales and excitement in 2007:

Ralph Rossdeutscher, president of Natura: "This will be an exciting year as we are launching a new Web site that will include Reshare. This allows us to sell over the Web and share the profits with our retailers. In addition, we are coming out with a full catalog of all of our products and we are restructuring our entire advertising and product mix and presentation."

Tom Comer, Restonic licensee and shareholder: "We will launch our permanent showroom in Las Vegas at the World Market Center. The showroom and all-new display pieces have been designed by Connie Post. We will also introduce our 2007 UL-certified bedding line. The 2007 line will include our flagship ComfortCare collection featuring the Marvelous Middle, as well as a broad selection of 'next generation' specialty bedding products using proprietary trademarked components."

Bob Ashburn, Englander: "We will introduce a new advertising campaign that demonstrates benefits as well as hot price points for the dealer to advertise. We will also show new products that are extreme values at price points from $599 to $1,299."

Kerry Tramel, president of Lady Americana: "In addition to continuing to promote our Casa Cristina line targeted to Hispanics, we are also celebrating our 25th anniversary in 2007. To commemorate this milestone we are offering a celebration of the most aggressive products and sales materials that we have ever offered."

Lisa Kaufman, chairman of United Sleep: "We worked hard in 2006 to innovate, both in our core promotional price point products as well as creating new products based on our knowledge of the consumer's wants and needs. We are ahead of the game with fire-resistant bedding and have a diversified product line that is gaining strong acceptance and sell-through in the market and providing superior margins for our customers. It will be a continual struggle for the industry as a whole, but one we plan to win together with our industry colleagues."

Ed Scott, president of Stylution: "We are introducing a line of promotional mattresses produced in China and using the newest compression equipment available, which minimizes the cosmetic flaws associated with current compression techniques."

Daryl Tarbutton, president of Bemco: "We will continue with our advertising kit promotions, focusing on product introductions and closeouts. Our new ad kit will debut with at least 12 ads, and we will have at least four ad kits. We will probably have 20 to 30 newspaper ads."

David Woolfson, director of Kaymed: "We will be developing the name and reputation of Kaymed as the specialty sleep specialists. We will be expanding our sales and distribution network through a mix of direct control for certain regions and partnerships with quality licensees in others, generating growth with existing key accounts and strong development in key new territories."

Rod Whitney, president of Thurmo-Sleep: "We will be offering aggressive new price points in categories that are new for us, and that have been successful for others."

Jack Squires, president of Comfor-Pedic: "Comfor-Pedic has partnered with the "Extreme Makeover: Home Edition" show as their bedding supplier. This is the type of brand building we will focus on in 2007. We will also focus on point-of-purchase support for our dealers."

Earl Kluft, president of Aireloom: "We will go after the key players in new markets by leveraging our successes with our current key retailers. We will continue to develop, refine and define the luxury category. Retailers will fight for every dollar, but at the same time, need their margins and average unit selling prices to be as high as possible. Our products will continue to help them do this."

Bob Naboicheck, president of Gold Bond: "Gold Bond several years ago began to put an emphasis and focus on the independent retailer — the two- to four-store family owned chain that is getting less and less attention from the larger brands. Instead of forcing them to carry lines they don't need, or limiting what they can carry, we're partnering with these retailers to provide them with high-quality, superior-value products that are also different. So, for example, you'll see thick, rich and plush two-sided mattresses in our Prestige collection."

Mike Zippelli, CEO of Dormia: "Dormia will continue to grow and innovate in 2007. In late 2006, we introduced a new retail concept for our showrooms, designed by Connie Post. This will be the standard for the 10 new showrooms we plan to open this year. In products, we will introduce a very exciting new line of mattresses that incorporates next-generation technology and innovation."

Bruce Goodman, president of SleepLogic: "SleepLogic's growth will continue to be driven by high levels of retailer service and support, and creating individualized plans to help retailers identify and convert growth opportunities in their markets. We will also be introducing all new products and looks in early 2007 as we comply with new federal flammability requirements. Air, memory foam, latex and adjustable specialty products will be updated and strengthened and will continue to be important drivers of both our own and our retailers' growth."

Anthony Klatt, director of sales and marketing, Sleeptronic: "Creativity and value are key at Sleeptronic for 2007. This month, we debuted our Seven Continents collection that takes a walk on the wild side with animal print-inspired ticking. We've also struck a deal with a major hunter camouflage producer and are rolling out camo-covered sets to capitalize on the current camo-craze. For our more traditional products, we'll introduce and revamp models to feature new, innovative coil configurations and upgraded ticking and continue our memory foam expansion."

Share this on

Specialty sleep products likely to stay hot

Dec 22, 2004

Also by this author

Also by David Perry

Featured Company

Wright Labels

Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more