Sealy upgrades value-priced offerings
By David Perry -- Furniture Today, January 25, 2010
ARCHDALE, N.C. —
Bedding sales leader Sealy says it is putting more beef into its new value-priced bedding line, set to be introduced in Las Vegas next week.
The company acknowledged that the segment has been a strong performer at retail and aims to keep sales brisk with its revamped and upgraded Sealy-brand offerings.
Sealy said it is strengthening its promotional and mid-priced bedding offerings with the new line, expected to retail from $299 to $699. The new line includes a 667 PostureTech innerspring coil unit that Sealy said provides best-in-class support. The coils have been tempered twice and will retain 98% of their original height and support characteristics for the life of the mattress, Sealy said.
It also features AvantEdge Plus full foam encasement, in which the foam edge is fused to the mattress base, creating a more stable and supportive unit. That system increases the usable sleep surface by 10% or more, Sealy said.
“Over the past year, value-priced products have performed extremely well at retail,” said Larry Rogers, CEO of Sealy. “We have focused on improving our lower-priced products to be sure that we are delivering the quality and performance our customers have come to expect from Sealy-branded products. Additionally, we've been able to maintain retailer profitability while providing consumers a high-quality mattress that incorporates more Sealy-patented technology than ever.”
Sealy said it has improved the fit and finish of the line through the use of “smart design and manufacturing processes.” It said it enhanced the visual appeal of the line, offering what it describes as “a clean, sharp, crisp look.”
In addition, Sealy said it has improved the merchandising flexibility in the line by adding additional pillowtop models at lower prices. Pillowtops now start at $399 retail, $100 less than in the previous line.
Sealy said the warranty terms in the line have been increased to maintain consistency with the improvements it has made in the line.
“Sealy's new line strengthens the budget segment, incorporating many features you would typically find on a higher-priced mattress,” said Mark Delahanty, vice president of marketing. “Developed with consumer testing by an independent research organization, Sealy has incorporated real consumer feedback to create a breakthrough product, widening the gap between the Sealy line of mattresses and the competition.”
The line will be available in stores this spring, Sealy said.
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Sealy upgrades value-priced offerings
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