Sealy focuses on gel technology at High Point Market
Lisa Casinger -- Furniture Today, October 18, 2013
ARCHDALE, N.C. - Sealy is using the October High Point Market to focus on its gel technology.
New Sealy brand mattresses will be promoting a cool night's sleep with the company's exclusive Gel Orthozone II Comfort Foam. Stearns & Foster, meanwhile, aims to redefine luxury bedding with the launch of its ClimaSense gel memory foam in the Estate Innerspring Collection.
The company is also touting a new online mattress comparison tool that it says will make it easier for consumers to learn the key features of various Sealy products and to find the mattress right for them.
Sealy features Gel Orthozone II Comfort Foam
Released in August, the new Sealy brand mattresses feature Gel Orthozone II Comfort Foam, a proprietary layer of engineered gel foam designed to help promote a cooler sleeping environment.
Sealy officials said that gel has been causing a stir in the market and said they have extended gel memory foam across the company's entire brand portfolio.
"We've had huge successes with gel in our Sealy Posturepedic and Optimum brands," said Jodi Allen, Sealy's chief marketing officer. "People will now be pleasantly surprised to see that our high-quality gel foam technology is now available at more price points to reach a larger segment of the market."
The new Sealy brand mattresses also feature SealyTech Innersprings and the Advant-Edge System. Among the mattresses being showcased at High Point are the Firm, Plush and Plush Eurotop models.
Stearns & Foster's new Estate Collection with ClimaSense gel memory foam was developed exclusively for Stearns & Foster and delivers all the benefits of gel memory foam, along with the quality and craftsmanship consumers have come to expect from the Stearns & Foster brand, officials said.
The success of gel across the Sealy portfolio convinced Sealy that the Stearns & Foster Estate Collection with ClimaSense gel memory foam should be a focus for a national consumer campaign for the luxury mattress brand, officials said.
There will be two national promotions in the fourth quarter for the new Gel Estate collection. The first will run in November and cover Veterans Day, Black Friday and end on Cyber Monday. The second campaign will start in December and run through January. During the promotions, customers will be able to save $500 on all Gel Estate mattresses by Stearns & Foster.
Sealy is also using the High Point Market to introduce what it says is the new standard for online mattress comparison tools. Now live on the Sealy website at http://compare.sealy.com, the online tool has been designed to help consumers remove a lot of the mystery about buying a new mattress.
"Education is a key driver to take consumers through to purchase, so we're excited to launch an easy-to-use tool that will give people all the facts they need to help them find the best mattress for a great night's sleep," Allen said.
With the new tool, users will be able to learn more about every facet of the mattress from comfort levels to different technologies and features to price. The step-by-step guide will help simplify the mattress shopping experience and send empowered consumers into retail showrooms, officials said.
Users are guided toward a comparison of all mattress brands in the Sealy portfolio (Sealy, Sealy Posturepedic, Optimum and Stearns & Foster), based on their wants and needs. A final page will give the user a clear list of potential purchases and from there, the consumer can compare features and comfort layers across beds. From the comparison page, users are always encouraged to visit Sealy's Find a Retailer page.
The mattress comparison tool will be available for every platform, from mobile phones to tablets to desktop computers, the company said.
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