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Bedding intros aim to put zip in sales

By David Perry -- Furniture Today, July 27, 2008

LAS VEGAS — Bedding producers are turning to a tried-and-true strategy as they seek to put some zip into what has been a lackluster year for bedding sales: Roll out new products. The introductions span the gamut from single-sided memory foam beds to some two-sided beds.

New two-sided beds are being introduced by Top 15 bedding producer Englander, which attracted attention last market with two-sided bed introductions.

That type of construction is now in the minority on bedding floors, which gives groups like Englander an opening, company officials say.

“Our retailers are looking for an edge to help justify rising costs,” said Kevin Toman, Englander's president.

“What better way is there than giving them double the sleeping surface and all the benefits that come with it?”

Toman said that value-seeking consumers will appreciate that Englander is giving them twice the comfort, twice the longevity and twice the value with the new American Spirit collection of three beds, each offered in three comfort levels.

Toman doesn't necessarily think that two-sided beds will sweep the marketplace. But he does say the beds offer a powerful potential advantage: “The average consumer might not like to flip their mattress, but she finds peace of mind in knowing she can if she wants to.”

Another Top 15 producer, Restonic, is celebrating its 70th anniversary with a new line of Comfort Care products retailing from $599 to $999.

“Restonic has a rich and successful history of developing and producing high-quality products,” noted Restonic's Steve Russo.

“From its humble beginnings in 1938 until today, Restonic has operated with a business philosophy that focuses on its retailers as business partners.”

Also standing out in Las Vegas will be Gold Bond, introducing its “Luscious Prestige” bed, covered with a faux fur fabric that emulates the feel of mink.

“We're helping our retailers stimulate the consumer's senses not only in terms of sight, but also touch and feel, by bringing new textures to the mattress shopping experience,” said Bob Naboicheck, Gold Bond president.

Specialty sleep beds will once again be prevalent in Las Vegas. Adding luster to the specialty sleep scene is the first permanent showroom of the Specialty Sleep Assn., which had occupied temporary quarters since the first Vegas market.

“Specialty sleep is the fastest-growing segment of the bedding industry,” said Dale Read, president of the SSA. “With consumer and retail acceptance on the rise, we jumped at the opportunity to better showcase and promote our members' products to retail buyers. It feels like Disneyland for bedding, with everything from memory foam, latex, air and gel to water, adjustable, natural and organic bedding, all at one site.”

Mattress imports from China slipped last year, according to the International Sleep Products Assn., but one long-time importer sees this as a time of opportunity.

“This may be the best time to breathe new life into your assortments,” Ira Leibowitz of Excel Bedding said in a recent letter to retailers. “Even with raw material costs continuing to escalate, the values of imported bedding are perhaps stronger now than ever before. It seems that domestic steel, foam and frame producers mail weekly price increase letters.”

Leibowitz visited Chinese bedding factories recently and said his visit “revealed new opportunities in both innerspring bedding as well as specialty sleep.” Excel is showing some of those products in Las Vegas.

South Bay International, based in the United States but with a factory in China, is unveiling several new memory foam beds and pillows. “We truly are a domestic partner with the prices of an import,” noted Bob Dupre, vice president of sales and marketing.

Israel-based luxury bedding producer Hollandia International makes its Vegas debut with several high-end models, including its Platinum-Luxe bases, retailing from $6,000 to $11,000.

“For the past few years, we've placed an emphasis on extending our worldwide brand into the U.S. market and strategically opening new showrooms,” said Avi Barssessat, CEO of Hollandia. “This is the perfect time to introduce our new Platinum-Luxe advanced sleep systems to retailers.”

Eclipse is introducing its patented Spinal Zone II sleep system in all of its beds. All Spinal Zone models feature the seal of approval of the Congress of State Chiropractors' Assn.

Eastman House continues to stress its coil-on-coil sleep systems and use of eco-friendly materials.

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