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Englander debuting bedding for large bodies

By David Perry -- Furniture Today, February 1, 2010

OLIVE BRANCH, Miss. —

More two-sided mattresses and a new bedding line designed for overweight consumers highlight the introductions that Top 15 bedding producer Englander is planning for the Las Vegas Market.

Englander President Kevin Toman said the brand aims to maintain its market momentum with the new lines, which he said will fill key niches.

Englander's new Posture Support Plus line of single-sided beds targets the growing number of Americans who are growing in size. “Many Americans are overweight, which negatively affects their sleep and their health,” Toman said.

The Posture Support Plus line, which will retail at $999, $1,199 and $1,399, features extra-durable components, including doubled-tempered, heavy-gauge offset coils with special steel edge supports. The natural rubber latex and individually encased coils in the beds are designed to “significantly reduce deep body impressions,” Toman said.

In addition, he said, the head-to-toe helical supports and the encased coils reduce motion transfer. The latex and coil construction enables the beds to “conform and contour” to the body, thereby reducing pressure points found in conventional mattresses, Toman said.

“We know that consumers are tired of body impressions,” he said. “So we said, 'Let's take body impressions out.' We've done that by taking out upholstery and putting in wire technology. We also have a heavy-duty flange that prevents swaying.”

The marketing materials behind the new Posture Support Plus line call it “the extra supportive mattress.” The line is designed to provide “optimum comfort and support for bodies of every shape and size, including the larger sleeper,” the company says.

“Extra support never felt so good” is one marketing message. “It's luxurious on the outside, powerful on the inside” is another theme.

The Posture Support Plus line carries a 20-year non-prorated warranty.

This is not the first bedding line designed for overweight consumers, but Toman said Englander is providing “recognition of a good idea. We can improve on a good idea.”

The producer also is bringing out more two-sided beds in its expanded Hotel Collection, a line that has been generating consistent sales despite the large number of single-sided beds in the marketplace, Toman said.

“We are selling two-sided beds,” he said. “We are a niche player. We are providing what people want, and some consumers continue to want two-sided beds. This line is a home run for us and that is why we are expanding it.”

The Hotel Collection is a national Englander program, one of the first for that brand. Retails for the expanded line are expected to be in the range of $599 to $1,299.

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