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Sealy reinvents top brand

New Posturepedic stems tossing, turning

By David Perry -- Furniture Today, January 20, 2008

Archdale, N.C. — Sealy is set to introduce a revamped flagship Posturepedic line that the company says is designed to eliminate tossing and turning caused by pressure points. The line will debut at the Las Vegas Market next week.

Sealy officials described the innerspring line as offering a groundbreaking new design that will give consumers better sleep. They said it should dispel the perception that innerspring bedding offers old technology.

The officials said they can support the company's dramatic claim that the line is designed to eliminate tossing and turning caused by pressure points. Pressure mapping studies show that the new design offers a significant reduction in pressure points, thus leading to more restful and restorative sleep, the company said.

"Uncomfortable pressure points are eliminated through the combination of push-back support and maximum pressure relief," said Dave McIlquham, Sealy's CEO. "Traditionally, mattresses focused on only one or the other. Sealy has cracked the code by providing both in the new Posturepedic line. Our mission is to help the world sleep better, and our new line delivers."

Featuring a new version of the company's PostureTech Innerspring design, the new mattress distributes weight away from the heaviest parts of the body, relieving pressure. The unit has been upgraded to provide more independent coil action, and "posture channels" have been added to provide additional support. The mattress also features "pressure knock-out zones," patent-pending inlays made of materials including memory foam and latex that target the areas most prone to pressure points.

Those three knock-out zones are in the lower half, center and upper half of the mattress. In the "good" Posturepedic models, the panels consist of super-soft foam. The "better" Posturepedic models have memory foam in the center section, with super-soft foam in the other panels. And the "best" Posturepedic models have memory foam on the end panels and latex foam in the center panel. That "best" line retails above $1,000.

Philip Dobbs, senior vice president of marketing, said the new Posturepedic line represents the most significant redesign in Posturepedic history. He said research indicates that the new line offers more than a 50% reduction in pressure points versus the average mattress.

As they market the new line, Sealy officials will discuss the importance of reducing tossing and turning.

"Americans on average are tossing and turning up to 80 times a night, frequently mis-attributing the cause, not understanding that the problem is often with pressure points created by their mattress," said Mark Delahanty, vice president of Sealy marketing.

The new line offers innovative design elements that enhance support in the lumbar region and in the back of the legs, further helping maintain proper spinal alignment, blood flow and circulation, Sealy officials said.

The new Posturepedic line, retailing from $599 to $2,000-plus, was designed in conjunction with the Orthopedic Advisory Board, made up of orthopedic surgeons and clinicians, Sealy officials said.

The new Posturepedic line will be in stores this spring.

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