Second-tier bedding producers offer lots of choice
By David Perry -- Furniture Today, February 1, 2010
LAS VEGAS —
From bright new colors in mattress ticking to beds designed for overweight consumers, bedding introductions here offer a variety of fresh new looks.
Second-tier bedding producers, aiming to stand out in a competitive marketplace, are pursuing a number of different product directions here. It all adds up to plenty of choices for bedding buyers.
Italian specialty sleep producer Magniflex is aiming to make a colorful splash in Las Vegas with its new Color Line. The six beds feature icons from the 1960s and 1970s, including peace signs and hearts.
Four of the beds have removable covers that can be laundered, giving consumers the option of sleeping with or without a fitted sheet.
The Color Line includes the Love collection of three red, black and white patterned mattresses adorned with text surrounded by red hearts and lip stamps.
Englander is rolling out new one-sided and two-sided beds. The new single-sided line is called Posture Support Plus, and it uses offset and encased coils, latex foam and memory foam in beds designed to provide extra support and comfort for larger sleepers.
Englander President Kevin Toman said the beds have high-performance components and will significantly reduce body impressions.
Englander's new two-sided models are additions to the Hotel collection, a national Englander program.
Natura, a leader in the specialty sleep segment, is venturing into innerspring bedding this market with its new GreenSpring line of encased coil beds.
The company says that the line “marries traditional coil mattresses with the natural comfort of wool, latex and cotton.”
The steel in the line is recycled and has been tempered. Each coil is pre-compressed and individually sheathed before being encased in a foam edge to provide for smoother transitions, the company said.
The line also uses soy-based foam and other natural components like wool, cotton and latex to maintain the company's natural selling story.
Natura also is showing its new MediWedge Foundations, constructed with an incline toward the head of the bed to help sleepers tackle common sleep disturbances like acid reflux.
Five Star Mattress, operated by the owners of Serta, is introducing a new collection called True Luxury. Officials said the new products were designed to offer strong values through the use of advanced features and fabrics. The line was designed to appeal to today's cost-conscious consumers, the officials said. There are 13 innerspring models in the True Luxury collection.
Restonic is rolling out a new Comfort Care line retailing from $499 to $999 and featuring a new Marvelous Middle application for the company's signature feature. The beds are foam encased and the covers offer a coordinated look to support the rebranded Comfort Care image.
Also new from Restonic are Grand Palais beds at $1,499 and $1,999, featuring a micro-coil unit.
Spring Air International is showing two new lines. Sleep Sense uses a multi-level encased coil spring unit and premium upholstery layers to provide superior support. “We believe that from fabric to base, Sleep Sense represents Spring Air's best effort to consider every component in a sleep set on the basis of its quality and environmental impact,” said Rick Robinson, president.
Also new at Spring Air is the relaunched Nature's Rest brand. The six-bed lineup is offered in two collections, one with a latex-core and the other with a plant-based foam core.
Also debuting at Spring Air is a new retail selling system called the Comfort Silhouette Imaging system.
New green beds are debuting at Eclipse.
“Eclipse continues to focus on its green line, featuring organic cotton fabrics, bio-based foams and natural latex,” said Stuart Carlitz, CEO of Eclipse. “In addition, the line features our patented Zoned Quilt Technology, which provides added lumbar support and greatly reduces the industry-wide problem of body impressions.”
Eastman House, another brand owned by Carlitz, continues to stress its coil-on-coil construction, a design not commonly found in the industry these days. The Eastman House line features hand-stitching and hand-tufting.
Pure LatexBliss has declared its showroom to be “a body impression-free zone.” Explains Kurt Ling, CEO: “There are two things that have mattered most to the retailers we are selling: margin and our product design, because that leads to fewer returns, which translates to less headaches and even more margin. We have been told by our retailers that bottom-line margin is especially important in this economy.”
Ling said that PureLatexBliss uses Talalay latex as its primary ingredient, but doesn't quilt to the top of the mattress, doesn't use fiber, and doesn't use polyurethane foams in the upholstery layers. The result, he said, is a line of beds that is “incredibly durable.”
Sedona Comfort is showing memory foam and latex beds and spotlights its proprietary PUR memory foam material. Brand manager Sandie Hamilton said that open cell material allows much greater airflow than a leading competitor, thus helping consumers get a cooler night of sleep.
Sedona's new sleep sets retail from $1,199 to $2,999. A memory foam pillow retails for $125.
Anatomic Global is introducing a new line of beds with seven-pound density EcoMemoryFoam, while OMI has an improved version of its hand-tufted organic Sierra mattress, and a natural rubber sofa-sleeper mattress. And AC Pacific continues to round out its line with new specialty and innerspring models.
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