Bedding sources put spotlight on better sleep
By David Perry -- Furniture Today, February 3, 2008
Las Vegas — Facing the prospect of a challenging year for mattress sales, bedding producers are ramping up their marketing messages and putting the spotlight on the benefits of better sleep.
They said their new lines offer the promise of reduced tossing and turning and cooler, more comfortable sleep, benefits that they hope will resonate with consumers and spark sales.
Retailers shopping the category here said they liked what they were hearing about the better sleep messages, according to producers.
Sales leader Sealy says that its revamped Posturepedic innerspring line was designed to eliminate tossing and turning caused by pressure points.
"We are very encouraged by the reaction we are getting and we are excited about the enthusiasm retailers have about getting the line launched quickly, particularly in this environment," said Dave McIlquham, CEO of Sealy.
Serta says its improved Perfect Day line provides a more restful night's sleep "without the disturbances caused by tossing and turning."
"We listened to consumers' biggest sleep concerns and hit the drawing board," said Bob Sherman, Serta's president.
Simmons says its new Beautyrest NxG Series and the Beautyrest Black Custom collection incorporate the latest comfort materials and design technologies and offer benefits including cooler, consistently comfortable sleeping surfaces.
Simmons also unveiled a new partnership with green guru Danny Seo, featured in a new Natural Care latex line.
"The energy level among our dealers is good," said Tim Oakhill, executive vice president of marketing.
Memory foam leader Tempur-Pedic emphasizes pillow-top comfort in its new AlluraBed, which features a pillow-top made from the company's Tempur-HD foam. Also new at Tempur-Pedic is the Tempur Advanced Ergo System, which adjusts to a number of ergonomic positions and offers a massage function.
Rick Anderson, president of Tempur-Pedic North America, described market traffic as "heavy, steady and very interested and enthusiastic" about the company's plans for 2008, which include the start of national advertising on prime time TV.
Spring Air unveiled four new lines here, including its flagship Back Supporter line, Chattam & Wells, Nature's Rest and Four Seasons.
Comfort Solutions showed its new Laura Ashley line and a new line of King Koil-branded products to salute its 110th anniversary.
Therapedic President Gerry Borreggine said the market got off to a slow start, but picked up. "We are seeing the key dealers," he reported. "We are seeing the bigger players."
Making its debut here was the new Waterford mattress line offered by Alliance Sleep Products, which retails from $3,000 to $11,000.
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