Englander's first international licensee to serve China, Taiwan
By David Perry -- Furniture Today, March 12, 2007
High Point — Englander, one of the bedding industry's oldest producers, is celebrating a new partnership.
The producer, which will show at the upcoming market here on the first floor of Plaza Suites, has gone halfway around the world to team up with Bedding World of Taiwan, which has been licensed to produce Englander-brand bedding in China and Taiwan.
Bedding World is the first international licensee for Englander, which was founded in 1894.
Jason Chin, director of Bedding World, told Englander officials he is excited about the partnership and the Englander brand.
"This is a great opportunity for Englander," said Brian Akchin, president of Fraenkel Co. and one of the owners of Englander. "We are excited about the opportunities Bedding World will bring to Englander."
While the company is putting a new international face on its business, its focus at this month's market will be on the domestic arena. Englander, which says it combines "old world craftsmanship" with "new world technology," continues to expand its specialty sleep offerings.
New this market will be the company's revamped Fusion collection, which marries two popular foam technologies, latex and memory foam. The new Fusion line is expected to retail from $1,299 to $1,999.
Latex is a category that Englander has been offering to its retailers for decades, and its 100% all-natural latex sets its products apart from the competition. Bob Ashburn, executive vice president of Spears Mattress, Englander's Rome, Ga.-based licensee, said the company's latex provides a more supportive, restorative sleep surface than other types of latex beds.
Englander also will introduce a sleep gallery program. Developed by the design firm of Info Retail, the new program emphasizes the benefits of Englander mattresses and uses the tag line, "The Leader of Advanced Sleep Technology."
Mark Savel, chairman of Englander's marketing committee, said the gallery program gives retailers the flexibility to design displays that fit their individual needs. Point-of-purchase materials highlight the features and benefits of each Englander product category.
The program also includes smaller displays that are designed for furniture stores or multi-brand sleep shops. They allow retailers to showcase four to eight beds in a mini-gallery format.
Another new line is the company's Synergy Evolutions visco and latex bedding. The line, offered in three choices of comfort, features natural latex and seven-zoned memory foam. It targets the $2,999 price point.
Ashburn, whose Georgia operation also is an owner of the Englander brand, said the line is backed with the company's award-winning circular program.
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