Bedding sources roll out red carpet in Vegas
By David Perry -- Furniture Today, January 28, 2007
Las Vegas — Sealy offers a "passport to sleep." Simmons has added a second showroom in the World Market Center. Serta has turned its showroom into a spa. And Spring Air evokes the comfort of a luxury hotel.
Those are some of the showroom highlights that are greeting bedding buyers at the Las Vegas Market. Bedding producers are pulling out all the stops to create comfy, eye-catching spaces that will make buyers feel right at home.
With the opening of the WMC's new Building B, several Top 15 bedding producers now occupy permanent space. The list of bedding majors in the building includes Sealy, Spring Air, IB, Therapedic, Englander and Restonic.
Serta is also represented, opening a permanent showroom for its America's Mattress sleep shop program.
Also showing in the new building are Dormia, Gold Bond, Boyd Specialty Sleep, Stylution, Reverie, Big Tree/Big Sleep and Emerald, among other bedding producers.
Sealy is showcasing what it describes as its global leadership with its new showroom. "The theme of the showroom — 'Sealy is your passport to sleep' — highlights Sealy's ability to offer the industry's best and widest variety of sleep solutions for consumers across the world," the company said.
Simmons, a charter exhibitor in the WMC, has added a second showroom in Building A. The new ninth-floor showroom is larger than its first space on the fifth floor. Altogether, Simmons has almost 20,000 square feet of space in its two WMC showrooms.
"Having two showrooms enables our dealers to interact with over twice as many Simmons mattresses as they could at past markets," said Tim Oakhill, senior vice president of marketing. "We now have the space for a huge display of Simmons products, including the introduction of the new 2007 Beautyrest line. We look forward to showcasing more of what we have to offer and to continue driving the momentum of our dealers."
Serta, another charter exhibitor in the WMC, continues to operate out of its original showroom on the seventh floor of Building A. This market, that showroom has been turned into Spa Serta, replete with soft lighting, massage chairs and healthy refreshments. Neck and shoulder massages are provided, as are special gifts.
The spa theme complements what Serta calls the "luxurious, pampering nature" of its new Vera Wang by Serta line.
And Serta's America's Mattress sleep shop program, which has been shown in temporary space in Las Vegas, now occupies prime permanent space in Building B.
Spring Air, meanwhile, is opening a Grid2-designed showroom, evoking the comfort of the lobby of a luxury hotel.
New retail display concepts are in the spotlight in two Connie Post-designed showrooms.
Restonic's space displays lifestyle pictures and a contemporary feel, with an emphasis on hospitality. The showroom also features a kiosk that retailers can use inside or outside their stores to drive traffic.
Post also has created a new retail display program for Dormia, which uses a female-friendly format and accessories to capture the attention of female bedding shoppers, the industry's target audience.
Emerald, making a major statement for its bedding program, is highlighting its new bedding gallery. "All the senses will be stimulated," the company said, "including the calming sounds of a water feature at the entrance of the gallery."
Emerald, a full-line importer, distributor and bedding producer, is introducing its new Emerald sleep products line in its 16,000-square foot showroom.
"Having this new permanent showroom will give us the opportunity of exposing our products to a much larger audience than our previous showroom at the Sands Convention Center," said Ron Ainsworth, vice president of sales and marketing.
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