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David Perry

Spring Air launching flagship hybrid back supporters

LAS VEGAS - Top 15 bedding producer Spring Air is celebrating its flagship Back Supporter brand this year with the launch here of a new series of hybrid Back Supporters and a retail promotion built around three other aggressively priced flagship models.
The Boston-based company will be giving retailers who visit its World Market Center B-1126 showroom live demonstrations that it says will highlight significant differences in pressure relief between its patented, Back Supporter multi-level coil unit and conventional coil constructions.
"Our overriding theme in 2013 is to leverage the growth, success and brand strength of Back Supporter products around the world," said Rick Robinson, Spring Air's president.
"This market we're focusing on the ‘Ultimate Back Supporter' - our Sleep Sense line, on validating the superior performance of its design and on accelerating the traffic, sales and profits of retailers that promote and sell Back Supporter products."
The company's new Sleep Sense hybrid collection, set to retail from $799 to $1,899, includes five models with encased-coil cores that feature the company's proprietary multi-level unit design. The beds use varying combinations of latex, gel memory foams and poly foams in the recessed zones of the proprietary coil cores. Each Sleep Sense model also uses a gel memory foam layer near the surface of the bed for a cooler sleep, the company said.
Carrying 20-year full warranties, the all foam-encased collection includes smooth tops, Eurotops and luxury top designs with a choice of comfort at the $999 level. The national line models are dressed in quilted, patterned knits in contemporary plum and cream colorations.
The Sleep Sense hybrid beds are also the first Spring Air products to leverage Wright Global Graphics' RetaiLive program, which uses image recognition technology to enable consumers to download a producer's interactive message using their smartphones or tablets.
Consumers using the technology featured on Sleep Sense point-of-sale materials will access an animated 60-second video on the features and benefits of the line. The video also will be shown in the company's market showroom and posted to www.springair.com. The results of the company's comparative pressure-mapping tests conducted during market also will be posted on Spring Air's site.
Also in Las Vegas, Spring Air is introducing its Back Supporter Mega Sale, piloted earlier this year and now ongoing at retailers on both coasts. The national promotion involves three flagship models that use the company's premium Back Supporter unit. A Spring Air-branded entry level bed is also part of the event.
Available in a variety of comfort levels and styles, including a Euro-style model at the top, the four Mega Sale beds are set to retail from $399 to $799.
"Although this sale was originally designed as an in-and-out promotion, many dealers are making permanent placements of these Back Supporter models," Robinson said. "Consumer recognition of the Spring Air brand, combined with the strong value pricing and hard-hitting support materials developed for the Mega Sale, have already generated a lot of retailer interest and success with the event."
Back Supporter Mega Sale promotional elements include a complete top-of-bed program, retail ad elements, in-store signage and posters, plus outdoor standees to flag shoppers.

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