Bedding's 'new' twist: Two-sided mattresses
David Perry, Executive Editor -- Furniture Today, February 24, 2008
In the category of What Doesn't Go Around Does Come Around (think about that for a second and you'll see what I mean), we bring you exciting news this week of the latest innovation in bedding: Two-sided mattresses.
Yes, what is old is new again. Isn't this a great industry?
Two producers made news during the recent Las Vegas Market with two-sided mattress introductions. Gold Bond, a leading futon producer, continues to boost its conventional bedding lineup and brought out new two-sided beds. And Englander's new Hotel Grand collection features two-sided beds.
Gold Bond President Bob Naboicheck, who enjoys swimming against the tide, has a clever line about the advantages of two-sided beds: Two of something is usually better than one of something. (That is true in many cases, but there are some obvious instances in which it is not the case. For example, are two wives better than one? Are two flat tires better than one? I trust you see my point.)
Englander President Kevin Toman is outspoken in his own right on the power of two: "In my opinion," he told me, "consumers want two-sided mattresses." He says that two-sided beds are more durable than single-sided models.
And we remind you of our recent story on the success of The Original Mattress Factory, run by former top Sealy exec Ron Trzcinski. He also marches to his own drummer, one that beats out a steady refrain of two-sided beds. Most of the beds sold by Original Mattress are two-sided. Trzcinski says those beds offer more durability and better feels than single-sided beds.
So does all of this add up to a new trend in the market? We call it a micro-trend, not a macro-trend. Gold Bond and Englander are the kinds of companies that have to offer something different to stand out from their bigger, better-known competitors. It is wise of them to identify niches and seek to fill them. In the case of Original Mattress, Trzcinski is a true believer in two-sided beds. He has enjoyed considerable success with his model. Good for him.
As for the marketplace as a whole, the one versus two-sided question was settled long ago. The majors have all switched to one-sided beds. The onset of new mattress flammability regulations helped spur that move. I don't see any indication that major producers are reassessing their thoughts on single-sided beds.
That's not to say that two-sided beds won't get more play. I've heard that one significant retailer is considering a switch to two-sided beds, aiming to stand out from its competitors. I could see other retailers trying that approach.
But let's not kid ourselves here. Single-sided beds reign supreme in the marketplace. There is another side to that story, but it is a minority report. Still, it is minority reports that make this such an interesting industry.
Contact David Perry at dperry@reedbusiness.com
