International Bedding showing in Vegas
By David Perry -- Furniture Today, January 28, 2007
Fort Lauderdale, Fla. — Fast-growing manufacturer International Bedding is showing at this week's Las Vegas Market, its first market showing in about a decade.
The company occupies a 4,400-square-foot showroom in the World Market Center's new Building B.
"We've got a lot for the world to see now," said Neil Ellman, International Bedding president. "I think they will want to see what we are all about."
The move marks another step into the limelight for the bedding producer, which has plants across the country but has often preferred to operate out of the spotlight.
International Bedding, formerly known as International Bedding Corp., was the fastest-growing company on Furniture/Today's ranking of the Top 15 U.S. Bedding Producers, based on 2005 sales. IB was listed with bedding shipments of $129 million, a 33% increase from the previous year.
IB sells a number of major retailers and also is a Therapedic licensee. IB's Therapedic shipments are not included in the $129 million figure.
The company's decision to show in Las Vegas bolsters a strong bedding lineup at the market, where most other Top 15 mattress producers already show.
"That is probably already the market for mattresses," Ellman said. "Buyers from the East Coast seem to go to Vegas. We think we will attract buyers from both coasts. Las Vegas is an easy choice because people want to be in Las Vegas."
IB sells under a number of brands, including MiraLux and Europa, and is particularly strong at price points from $599 to $999, he said.
"We have more products on the top of the line than we used to, but we haven't abandoned the lower end," he said. "We don't turn our heads if someone is talking about a promotional deal, something in the $299 to $349 category."
Ellman said IB also will be boosting its efforts for the Therapedic brand.
"We like what we see coming out of Therapedic," he said. "We will get behind the Kathy Ireland line and make a contribution there. I think Therapedic is being better run than ever. When we see they are serious it makes us serious."
Graphic artist David Barnum is working with IB on its new creative direction.
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