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David Perry

Reverie has eyes on growth

Martin Rawls-Meehan and Lisa TanMartin Rawls-Meehan and Lisa Tan, both of Reverie, get comfortable on the latex cylinders used in the company’s mattresses.
EDEN, N.Y. - There's no garden at Reverie's new factory and warehouse here, but this Eden facility is a paradise for the adjustable bedding producer.
     As the adjustable bed category continues to grow, Reverie also is writing its own growth story, consolidating some operations at a sprawling new 120,000-square-foot facility in this small western New York town.
     Reverie outgrew its former 30,000-square-foot plant in Dunkirk, N.Y., and recently moved those manufacturing functions to Eden, a rural town (population 7,688) 18 miles south of Buffalo.
     And some of the operations in nearby Silver Creek, N.Y., where Reverie first got established in the United States, will be moving to the new plant. Reverie will maintain its call center, some warehousing and some product development and testing operations in Silver Creek, but the footprint there will decrease over time from 45,000 square feet to about 20,000 square feet.
     Reverie, which began by offering mattresses and adjustable bases from China, is expanding its commitment to U.S. manufacturing of its mattresses and adjustable bed bases, which will enable it to provide faster and better service to its customers, the company says. Some adjustable base production will continue at Reverie's facility in Taiwan.
     Leading the growth surge at Reverie is Martin Rawls- Meehan, CEO and president. Rawls-Meehan, a down to earth, Ivy League-educated executive who stays fit with grueling Crossfit workouts, says Reverie is well positioned to help lead the growing movem
Martin Rawls-Meehan holdsMartin Rawls-Meehan holds latex cylinders used to provide support and comfort in Reverie’s mattresses.
ent in the industry toward adjustable beds.
     "There is no question the adjustable bed population is on the upswing," he said. "This is more than a fad. More and more customers want adjustable beds and are demanding them. This is part of the customization movement that is a growing trend."
     Those adjustable beds fill an important need: They enable consumers to customize their sleep experience, Rawls- Meehan said. The trend toward customization, in sleep position and sleep products, is gaining momentum in the marketplace, he added.
     Reverie offers customizable options on many of its adjustable bases, and the Dream Cells in its mattresses, which are made of different firmnesses of latex, can be easily adjusted to create just the feel the customer wants, said Rawls- Meehan, who co-founded Reverie in 2003 with Tony Chang, a childhood friend who heads the Reverie brand in China.
     Lisa Tan, Rawls-Meehan's wife, joined the company about a year ago as director of marketing and strategy. She had been doing management and strategy consulting with AT Kearney in New York.
     The expanded production plant here, which will feature up to 50,000 square feet of manufacturing space, offers plenty of room for customized bed work. Reverie can provide various fabrics, deck designs, mechanical options and profiles, working with the same adjustable base platforms. Rawls-Meehan estimates that up to one-third of the adjustable beds built in Eden will eventually feature customized designs. That will give
Sean Morgan, right, of HomeSean Morgan, right, of Home & Office, a retailer in Orchard Park, N.Y., welcomes Rawls-Meehan of Reverie to his store. Rawls-Meehan is lying on one of Reverie’s adjustable beds.
Reverie's dealers plenty of private-label options.
     Reverie's newest introduction, the 7S, highlights the kind of customization Reverie can offer. It features an upholstered dual outer base frame with a proprietary, patent-pending "deck-on-deck" design that is being offered in five color choices.
     The 7S is getting good reviews from the company's dealers, including Home & Office, a custom finished furniture specialist in Orchard Park, N.Y.
     "This fits exactly with what we do here," said owner Sean Morgan. "We push it with our customers. Adjustable bases work well with any foam mattress and they enable consumers to customize their sleep system for their individual needs. We are seeing more and more people looking for adjustable bases."
     Citing one benefit of the product, he said that raising the foot of the bed can help some sleepers cut down on their snoring.
     Home & Office is showing the 7S base with one of Reverie's latex mattresses. Morgan says latex is "the best foam for mattresses," and noted that the latex cells in the bed can be quickly moved to new positions to modify the firmness of the sleep system.
     The retailer touts a locally made bedding story with its sleep systems. In addition to the adjustable bases, from a nearby Reverie plant, it carries Restonic sleep systems from the Restonic licensee in Buffalo.
     Rawls-Meehan said he's hearing a growing number of retailers tell similar stories about the success adjustable bases are enjoying these days. In addition to giving consumers the ability to customize their sleep, the adjustable bases are also helping retailers boost their sales tickets, which he said is a powerful win-win for the category.

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