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Value models drive bedding

By David Perry -- Furniture Today, April 20, 2008

High Point — Value-priced mattresses were in the spotlight at market here as retailers sought ammunition to break out of a sluggish sales climate.

Bedding producers said traffic in their showrooms was light, but added that they saw key prospects and dealers.

Industry sales leader Sealy, showing at its Archdale campus outside High Point, used the market to meet dealers and to conduct internal meetings. "It's a great opportunity for us as an organization to come together," said Philip Dobbs, senior vice president of marketing.

His assessment of traffic in the Sealy space: "We had such a big market in Las Vegas and our expectations for this market were low. I've been pleasantly surprised. We've had more traffic than anticipated."

Five Star Mattress, a new company launched by the owners of Serta, brought its promotional to mid-priced bedding lineup — and its top executives — to its new Bedding Center showroom here.

"Because we are brand new, we wanted to make sure we are getting the word out and giving everyone a chance to see us," said Donna Zett, president.

Her market assessment: "The traffic we did have was good traffic, but we would have liked to have seen three or four times as much." Overall, she said, Five Star enjoyed "a good introduction to High Point."

Therapedic came to market with two value-priced lines flanking its core Kathy Ireland Home collection, retailing from $799 to $1,999. The A Café innerspring line retails from $499 to $699, while the new J du J memory foam beds, with celadon colors requested by Ireland herself, retail at $699 to $999.

Therapedic President Gerry Borreggine said his company had "a couple of nice days" of traffic, but added: "There is a new world order of markets. Each market has a dilution of traffic."

Irish specialty sleep producer Kaymed, which is now producing bedding at its new High Point factory, was pleased with its showing. "The market met our expectations of meeting with prospective and current customers who were visiting High Point," said Conor Sheahan, CEO. "While Las Vegas is a busier bedding market, the High Point Market does provide a unique opportunity to spend more quality time with the retailers who attend that show."

New to the High Point Market was Southerland, which operates factories in Nashville, Tenn., Oklahoma City and Phoenix. The focus of its line is at retail price points ranging from $399 to $1,299, a range that was well received in High Point, said Marty Southerland, vice president of sales.

"With three factories across the country, we are showing here to meet with national accounts," Southerland said. "We recognize that it is not the quantity of dealers but the quality that really matters. We've had meaningful appointments."

Natura's Larry Klein, vice president of sales, said Natura had good traffic in its space, but said he thought overall traffic in High Point was "off significantly." He blamed that on too many markets and a tough business climate.

Bemco was disappointed with its market traffic, but reported some solid sales. Bemco's new gymnast line was well received, the company said.

Jim Wall, general manager of I-Care, a supplier of mattresses and sleep accessories, said the line got a "fantastic" reception. "Attendance was not like last market," he said, "but people are buying."

Carolina Mattress Guild, showing its new EZSleep line and a Natural Living line, also reported it has done well.

"We are very pleased with market," said Neal Grigg, president. "This is our market. We are the local player."

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