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Bedding strikes sparks

Specialty sleep arena remains hot

By David Perry -- Furniture Today, April 8, 2007

High Point — Bedding producers exhibiting here found some positives for a category aiming for a comeback in this furniture-rich market.

Producers generally reported that traffic was light, but said they saw retailers who were looking to gain an edge in a tough retail environment. Some hot categories, mostly in the specialty sleep arena, sparked retail interest, exhibitors said.

Industry sales leader Sealy said traffic was "good," considering "the tremendous traffic we experienced in Las Vegas just a few weeks ago," said Philip Dobbs, senior vice president of marketing.

He continued, "Our customers are very excited about the product that we recently began shipping as part of the new Stearns & Foster, Posturepedic Reserve and Sealy brand promotional launches. They also appreciate the leadership position Sealy has taken in transitioning to fire-resistant products in such a timely fashion."

At market, Dobbs said, Sealy focused on its programs that support those line launches.

Therapedic, the largest bedding producer in the new Bedding Center here, continues to believe in the High Point Market and wants to make bedding's presence here more important. President Gerry Borreggine said, "We would have liked to have done better and seen more people. This was a very successful regional market (for bedding) that needs to flex its muscle to become a national event once again."

Natura, showing a good-better-best airbed line and a new organic pillow, said written business was running about on par with the last High Point show, while the traffic count was down. "Our closing ratio was higher," said President Ralph Rossdeutscher.

The new airbed line retails from $1,999 to $3,299 and includes models with six-chamber adjustable comfort, latex, memory foam and wool. Natura also did well with its organic line, which includes a new pillow with organic cotton and wool, and 100% natural latex.

"We have been in the organic category for 13 years," Rossdeutscher said. "Now it is the hip new word."

Englander, showing a new Synergy Evolutions line that combines latex and visco at the $2,699 retail price point, said retailers were looking to build margins.

"We got strong placements on the promotional end of our business with retailers looking to drive values and margins," said Bob Ashburn, executive vice president of Englander's Rome, Ga.-based licensee. "We also got strong placements in the premium end of our line. Dealers are looking for more margins than some of their current resources are providing."

Brian Akchin, another Englander licensee, said, "We are seeing tremendous growth in the price points between $799 and $1,299. Retailers find we offer values that are not there in other bedding brands."

Tom Ferguson, sales manager for Bemco's Dunn, N.C.-based licensee, gave the market a generally positive review. "The first day was a bit disappointing," he said, "but overall traffic for us was very strong. It was better than the last (High Point) market."

He said retailers were excited about Bemco's closeout sale materials. The company believes the onset of the new federal mattress flammability standard gives retailers a chance to launch major closeout sales.

Hypnos got a good reaction to its new products, which included the company's first latex bed, retailing at about $6,000, said President Frank Gorrell. He sees some encouraging signs on the bedding landscape.

"We saw an uptick in business as soon as the weather started warming up," he said. "While the overall dynamics for the category remain challenging, bedding is in a good position. We have created excitement with the products and price points we are selling at."

China producer Stylution, making its first High Point showing, had some positive results, although traffic was moderate at best. Ed Scott, president of Stylution's U.S. sales arm, said, "It was our first exposure at High Point, so our East Coast retailers had an opportunity to see our line. The response was uniformly positive. We got some good placements and have a lot of follow-up to do."

John DeFalco, executive vice president of Primo International, which also offers a Chinese bedding line, made a similar point. "There is no question we have seen a significant number of customers," he said. "The downside is the people who didn't come."

Longtime High Point exhibitor United Sleep elected not to show at this market. "We have found more success hosting regional shows for customers and prospects than showing at High Point," said Chairman Lisa Kaufman.

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Bedding strikes sparks

Mar 30, 2007

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