Green, Olympic, RTA mattresses in market mix
By David Perry -- Furniture Today, April 6, 2008
High Point — Green beds, gymnastic-themed beds and ready-to-assemble beds will be featured in the mattress mix at the market here as bedding producers pursue a variety of strategies to stimulate sales.
Bemco is introducing three new models that salute its ties with the U.S. Gymnastics Team, which goes into action at the upcoming Olympics in China. In keeping with the Olympic theme, Bemco is introducing the Gymnast Bronze, Gymnast Silver and Gymnast Gold products. All are two-sided mattresses.
"Bemco's continued commitment to manufacturing mattress sets with two sleeping surfaces instead of one demonstrates our belief that two sides are a better value by offering more choice for the consumer," said Tom Ferguson, sales manager for Bemco's Dunn, N.C., licensee, which shows at the High Point market. Retails on the new line range from $599 to $899.
Carolina Mattress Guild, based in Thomasville, N.C., is expanding its green marketing efforts this market. Natural Living, as the name suggests, is a green bedding line that features mattresses made with encased coils and with latex foam. Retails for the seven beds start at $899.
"The green movement has gotten so much attention not only in our industry but in other industries," said Neal Grigg, president of CMG. "We have to address this issue in a major way."
CMG has an expanded space in The Bedding Center to showcase the new EZSleep line that Grigg and two partners are launching here. EZSleep consists of a line of mattresses and a foundation that can be easily assembled by consumers in their home, Grigg said.
That line, targeted to big-box retailers, mass merchants and other bedding retailers, offers consumers the flexibility of beds that arrive in boxes. That is a big advantage for consumers for whom delivery of assembled beds is a challenge, Grigg said. He estimated that a starting innerspring mattress would retail for $599, with a queen-sized foundation retailing for about $175.
Also showing in The Bedding Center is Joya Sleep Systems by Garme, formerly known as Garme USA. That is the new U.S. division of Garme Colchones of Valencia, Spain, a specialty sleep company founded in 1984.
Sonia Garcia Montalva, general manager of Joya Sleep Systems, said the company offers "a level of comfort, a level of service and marketing support, and a level of commitment that is unprecedented in the industry."
Joya is a leader in memory foam bedding, the company said. It celebrates the launch of its new look with a reception in its Bedding Center space, I-542, from 3 p.m. to 5 p.m. on Monday, April 7. On Tuesday, from 3 p.m. to 5 p.m., it will host Bob Timberlake in its space. Joya produces the Bob Timberlake Signature Series bedding line.
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