Buyers hope new sleep sets can keep sales rolling
By David Perry -- Furniture Today, May 3, 2010
HIGH POINT —
Mattress retailers sampled a broad array of sleep sets here, hoping to keep their sales moving north in the months to come.
Bedding's budding comeback is showing signs of strength, based on positive developments at the April High Point Market, producers reported. They said retail attitudes were good.
“The moods are very upbeat,” said Kathy Grigg, vice president of Carolina Mattress Guild.
Some mattress producers said traffic started light but picked up as the market progressed. But others said the market started on a promising note, then tailed off.
“There was a buzz in the air but it didn't translate into increased traffic,” said Gerry Borreggine, president of Therapedic.
Sealy noted that it just launched its new Sealy brand, Sealy Posturepedic 60th anniversary and Embody by Sealy product lines, “so we took the opportunity at the market to conduct in-depth meetings with our retail partners to work through merchandising and advertising initiatives,” said Jodi Allen, chief marketing officer. “As a result, we met with fewer retailers but spent more time with each of them.”
Said Tim Oakhill, executive vice president of marketing at Simmons: “We had a healthy number of dealers visit our High Point showroom to see the new Beautyrest line. Given the dealer enthusiasm we've seen for the new Beautyest 2010 line and the positive economic signals being exhibited right now, we are looking forward to the momentum Simmons will generate at retail as 2010 unfolds.”
Gold Bond said it continues to stand out from the pack by emphasizing traditional bedding craftsmanship in its two-sided beds. “Retailers are looking for something to differentiate themselves,” said Bob Naboicheck, president.
Rick Snider, national sales manager at Glideaway Sleep Products, said retailers are “cautiously optimistic. They believe we may have weathered the worst of the storm. They are more likely to buy now.”
Mike Zippelli, CEO of Classic Brands, agreed that the bedding rebound has staying power. Classic is seeking to fuel that rebound with remerchandised lines of memory foam and latex beds under its Dormia banner.
The green story at EcoSleep is resonating with consumers, said Mike Schweiger, vice president. “Retailers are looking for simple, clean, validated stories,” he said. “We have that.”
Natura remerchandised its latex line under the Natura Latex banner, offering a more concise assortment at prices from $1,199 to $3,499.
“Latex keeps on increasing in popularity,” said Ralph Rossdeutscher, president of Natura. “But there is still room for more growth based on lack of consumer knowledge about the products. The feels on latex beds are great. There is every good reason for consumers to buy latex beds.”
Natura also continued to get “a very, very good reaction” to its NexGel line of gel-cushioned beds, retailing from $1,399 to $3,499, Rossdeutscher said.
Swedish bedding maker Hastens, in its second High Point showing, saw interest in its high-end beds on the upswing, said Janet Stein, country manager for the United States. “We've seen nice increases in the awareness of our products and in the people seeking us out,” she said.
Hastens broadened its offerings with a new entry-level line of frame beds, cushioned with horsehair and other natural materials, that starts at $2,857.
On the sleep accessory front, Leggett & Platt expanded its offerings in several key categories, including sheets, pillows and mattress protectors. Also new from the producer was AirDream, an air mattress paired with coils that is designed for the sofa-sleeper mattress replacement market.
L&P had upbeat words for dealers, said Herman Tam, group vice president of the company's Consumer Products Group.
“Our message is, 'The recession is over. Take a look at what we have to offer,'” he said. “We are helping retailers energize their business. As a leader, Leggett & Platt is spreading a message of optimism.”
Regional bedding producer Park Place joined the mattress mix here. “High Point has quickly developed a core competency in bedding,” said Jimmy Orders, president. “I see that as an opportunity for growth.”
Magniflex, meanwhile, attracted attention with new specialty mattresses, including one cushioned with Outlast and one featuring a lavender treatment in the ticking.
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Bedding mood upbeat at High Point Market
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