Sealy gel line starts at $599
Susan Dickenson -- Furniture Today, August 3, 2012
ARCHDALE, N.C. - Sealy is aiming to stand out in the highly competitive gel bedding arena with a new promotional gel line starting at $599. The producer says it is the first bedding major to make such an aggressive price move in gel.
The Sealy Comfort Series Memory Foam mattress line features what the producer is calling "a fresh new aesthetic with an enhanced color palette and bold, contrasting colors."
Sealy is also expanding its high-end Stearns & Foster line with a new offering, the G.S. Stearns line, which features a more contemporary look.
Much of the attention in the Sealy showroom, World Market Center B-800, will be focused on gel beds. Sealy introduced its first gel beds earlier this year and this market adds a pillowtop model to its Optimum gel line, in addition to rolling out the new promotional line.
"We've heard from retailers that consumers are looking for affordable gel offerings," said Jodi Allen, chief marketing officer at Sealy. "By adding gel to Sealy Comfort Series Memory Foam, consumers can now choose a gel mattress with the ideal blend of comfort, support and affordability for which Sealy is known."
She said the Comfort Series Memory Foam line with gel is specifically designed to respond to the body's temperature and weight. And the mattress absorbs motion so the sleeper won't be disturbed by his or her partner's movements, she said.
Sealy said it is adding the pillowtop model based on the recent retail success of the Sealy Posturepedic Optimum gel memory foam line. The pillowtop bed will retail at $3,499.
"The new pillowtop model will be a great addition to our Optimum line, giving consumers a full range of comfort choices," said Allen. "Our entire Optimum gel memory foam line works to combat one of consumers' top complaints with memory foam mattresses - sleeping hot - by drawing excess heat away from the body for a deeper, more restful night of sleep."
The OptiCool gel memory foam in the Optimum line is 12 times more effective than standard memory foam or gel memory foam at removing heat from the bed, the company said.
Sealy is currently supporting its Optimum line with a national TV campaign, a digital buy and an in-store program. Sealy said it will also be supporting a nationwide Labor Day promotion, which will offer consumers a free box spring when they purchase any Optimum mattress.
"We've made great strides towards demonstrating our commitment to specialty bedding with the launch of the new line and the national advertising campaign," said Mark Delahanty, vice president and general manager, specialty bedding, at Sealy. "With the addition of the pillowtop and the upcoming promotion, we expect to continue the success with retailers and consumers."
Sealy is also announcing the national launch of the G.S. Stearns collection by Stearns & Foster. The new line features a new aesthetic and incorporates the finest in materials and craftsmanship, officials said.
"The G.S. Stearns line brings Stearns & Foster's rich history of quality to consumers looking for a more contemporary finish," said Allen. "The new line is a natural evolution of the brand that was founded as a carriage seat maker 165 years ago and continues to bring the most luxurious sleep experience to consumers with modern tastes."
In addition to a fresh new look, the new G.S. Stearns line utilizes silk, cashmere, New Zealand wool and latex. The collection also integrates luxury features like a hand-tufted outer quilt and a fully upholstered hand-tufted inner cushion that features layers of ultra-premium materials to provide additional comfort and support, according to Sealy officials.
The new G.S. Stearns line is currently available at select retailers.
Allen Platek, vice president of new product development at Sealy, relaxes on a $599 gel sleep set the company is introducing at the Las Vegas Market.
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