Comfort Solutions rolls out new Sleep iD line
By David Perry -- Furniture Today, February 1, 2010
LAS VEGAS —
Top 10 bedding producer Comfort Solutions is rolling out several new sleep solutions here, including a new Sleep iD line of personal, dual-comfort sleep sets.
The Sleep iD line will be backed by a consumer self-help BodyMatch evaluation system that will enable single mattress shoppers or couples to identify the best Sleep iD model for their body type, or the best comfort choice for their side of the bed.
Also new at Comfort Solutions is a revamped King Koil collection aimed at value-conscious consumers, and new cover options for the company's eXtended Life line for plus-sized sleepers.
The goal of the new offerings, said Dave Roberts, president of Comfort Solutions, is to help retailers create traffic and sales — and generate profits.
“Our company is about providing targeted sleep solutions that are relevant to today's consumers and instrumental to retailers in attracting customers and generating healthy margins,” he said. “Sleep iD is an excellent example of an affordable product line that allows today's tech-savvy customers to take charge of their own beds or sleep spaces.
“For our most important global brand — King Koil — we've developed a new concept for the product that involved redesigning and remerchandising the line without sacrificing its 112-year heritage.”
The Sleep iD collection features a premium, foam-encased, encased coil unit that allows for firmness choices on either side of the bed. Consumers also can opt for different upholstery layers, including high-density, soy-based poly foams, latex, visco or visco-latex combinations, to customize their bed or their side of the bed. Such customization of conventional products is not typically offered in the industry.
“This line gives retailers the ability to promote personalized sleeping comfort in three quality levels with a starting price point as low as $899,” said Owen Shoemaker, senior vice president of product and marketing. “We believe the opportunity to choose individual comfort solutions in one sleep system, coupled with Sleep iD's inherent quality, appearance and value, will accomplish several things for the retailer. It will draw customers to the store, engage them personally in the selection process, and prove to be distinctively different from other dual-comfort offerings.”
The producer also is redesigning its King Koil line, promising proprietary features and new technologies, at retails from $399 to $799. Details of the new line will be unveiled at the market.
In addition, Comfort Solutions is building on the success it said it has generated with its eXtended Life collection, which debuted last year. New, more elegant covers “speak to the tremendous response it has received among retail salespeople across the country,” Shoemaker said. The covers offer anti-microbial and temperature-comfort features that enhance and expand the line's appeal, he said.
Shoemaker said the line is resonating with overweight consumers because it delivers superior body balance and lasting comfort to consumers that otherwise wouldn't be able to find beds to meet their unique needs.
Also being shown at Comfort Solutions is the re-engineered eco-friendly Natural Response line.
The producer will be emphasizing its Laura Ashley collection of lifestyle mattresses in its Las Vegas Market showroom, World Market Center A-546.
-
BodyMatch technology determines Sleep iD
Feb 1, 2010
VIEW ALL GALLERIES
