New bedding hits range of price points
By David Perry -- Furniture Today, March 25, 2007
High Point — Bedding producers are covering a broad range of price points with introductions at the spring market here.
Sales leader Sealy, for example, is active at both ends of the price spectrum, showing a strong collection of promotional Sealy-brand models, but also rolling out a high-end Stearns & Foster line.
The S&F line, all new, features a variety of exotic filling materials in several different lines.
Another Top 10 producer, Therapedic, continues to tout its Kathy Ireland Home line, which the company says is gaining momentum in the marketplace. A featured bed in the First Lady Collection, the Romantic Elegance, offers nine inches of pure latex foam. The bed has a stretch-knit cover and retails at $1,999.
Therapedic is the largest bedding producer showing in the new Bedding Center in the Suites at Market Square. The producer has been a strong proponent of the High Point Market, and feels The Bedding Center is a positive step.
Another Top 15 bedding producer, Englander, remains at its space on the first floor of Plaza Suites. Englander is using this High Point Market to roll out its new flagship Fusion Collection, which combines the durability and support of latex foam with the comfort and unique feel of visco-elastic foam, company officials said.
The new Fusion line retails at $1,299 to $1,999.
Englander stresses that its latex is 100% natural. Bob Ashburn, executive vice president of Spears Mattress, an Englander licensee and owner, said the all-natural latex outperforms blended or synthetic latex in comfort, support and durability.
Also new from Englander is an expanded gallery program.
"The new Englander gallery program offers flexibility no matter what size or shape a retailer needs," said Mark Savel, chairman of Englander's marketing committee. "Stores can choose from a complete Englander Sleep Shop gallery design, which incorporates all of the point-of-purchase materials that highlight each product category's features and benefits."
Chinese-made bedding also is getting its due in High Point.
Stylution USA, a leading producer and importer of Chinese beds, is adding a fourth collection to its offerings. The Privileged Class line, which can retail at over $2,000, offers Old World craftsmanship in the form of tufting and customized single-needle quilting, according to the company. Filling materials in the collection include silk, cashmere and Joma wool. The comfort materials include latex, visco and convoluted foams.
"While these beds can retail for $2,000 or more," said Stylution USA President Ed Scott, "they look and feel like beds that wholesale at those prices."
Stylution, in a new showroom at 201 Furniture Plaza, also is showing its three other lines, Body Comforts, Body Harmony and Body Relief. Retails on those lines range from $599 to $1,799.
Carolina Mattress Guild, a Thomasville, N.C.-based bedding producer, is expanding its Chinese offerings this market. Its new Roselle & Beam line offers eight encased coil models in a private-label program. Retails range from $499 to $1,199.
The company also is adding more Chinese-made visco-elastic beds to its line, including its iSnooze line of children's visco beds, offered in five colors.
"I still believe China is on the ascent," said CMG President Neal Grigg.
"It continues to be difficult for most retailers to purchase bedding from China in the same way they purchase other bedding for their bedding department."
CMG takes the hassle out of the process by handling delivery details, he said.
Carolina Mattress also is adding three levels of visco beds to its Refreshing Escapes line of antimicrobial bedding. The new visco beds retail from $699 to $999.
In addition to its showing at the company's factory showroom, Carolina Mattress also is in a space at The Bedding Center in downtown High Point.
Bemco, a long-time High Point exhibitor, has redesigned its anchor collection, the Posture Series, with new constructions, names and covers. The line includes everything from super-plush pillowtops to some of the firmest beds on the market.
The company also offers both non-turn mattresses as well as beds with two sleep surfaces, all incorporating Bemco's new Fire-Tec technology. Suggested retails for the line range from $699 to $1,799.
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