Kincaid enters bedding arena
Features three-bed memory foam line
David Perry -- Furniture Today, October 2, 2007
AT THE MARKET — There’s a new kid on the bedding block: Case goods producer Kincaid.
It is using this market to roll out its new three-bed memory foam line, with retails ranging from $899 to $1,199. The beds feature duvet covers stuffed with memory foam clusters.
In a name chosen to tie in with the Kincaid name, the new line is called Kinetics. The tag line: Bodies at rest.
“Kinetics” refers to the motion of bodies and the forces and energy associated with that motion.
Initial reaction to the imported bedding line has been strong, said Bob Lemons, senior vice president of sales and marketing at Kincaid. The line, produced by Sinomax in China, will be warehoused in North Carolina and will be shipped to Kincaid dealers, Lemons said.
“We see an opportunity for this line with our Kincaid galleries and our Kincaid stores,” he said. “We see an opportunity with our own brand of bedding. And we see the growth in this bedding category.”
The beds carry the Kincaid brand.
Kincaid has 149 galleries and 19 free-standing stores, with more on the drawing board.
Kincaid tested the bedding concept last market and got feedback from dealers that helped it polish and refine its program, Lemons said.
The starting bed in the Kincaid Kinetics line is the Elegance, a 10-inch-thick mattress with a soft blue cover. Next is the 12-inch Luxurious model, with a gold cover. The top model, the 15-inch Renaissance, has a white cover and three layers of memory foam, including a layer of high-density memory foam.
Each of the beds is crowned with a 100% cotton European duvet cover.
Lemons said Kincaid believes it can stand out in a crowded bedding marketplace by offering its proprietary, private-label line.
“Most memory foam is kind of bland,” he said. “The eye appeal with this line is obvious. You have to be drawn to this.”
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