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Bedding sources aggressive with collections

Among largest product launches in market history

AT THE MARKET — A blockbuster bedding market is unfolding here as retailers take in a wide array of aggressive product rollouts.

 Tempur Sealy executive Brent Pfister kneels beside washing machines in the Tempur-Pedic showroom filled with removable and washable mattress covers being introduced this market.Tempur Sealy executive Brent Pfister kneels beside washing machines in the Tempur-Pedic showroom filled with removable and washable mattress covers being introduced this market.

Traffic in mattress showrooms started off strong and majors said they expected a robust retail turnout for one of the broadest launches of new mattress and sleep accessories lines in market history.
"We've gotten a fantastic response to our new lines," said Andrew Gross, senior vice president of marketing at Serta, which is showing two coordinating iComfort and iSeries lines. "Retailers are engaged in our strategy of simplifying the lines and tying them together. Retailers like the products, the looks, the feels and the step-up stories."
Tempur-Pedic is making a major statement here with its launch of seven new beds, three in its Contour line and four in its Cloud line, with retails ranging from $1,999 to $3,999, officials said.
The new beds include a number of new features, including the SmartClimate system designed to promote cool, comfortable sleep. The system includes a top layer of moisture-wicking fabric and an inner layer with SmartClimate treatment that provides cool-to-the-touch comfort, the company said.
Rick Anderson, executive vice president and president, North America, for Tempur Sealy International, said the new system provides demonstrable cooling properties, enabling the company to "take the sleeping hot issue off the table."
The new beds include an EasyRefresh top cover that zips on and off and is simple to wash or replace, Anderson added.
Dreams LLC, launching its new HGTV Home Sleep Collection, got off to a strong start, said Scott Miller, president.
"So many retailers have reached out to us," he said. "They love the HGTV brand and say there is a buzz about it. We are expecting a very successful launch."
Art Van Elslander, chairman of retailer Art Van Furniture, who teamed with Miller to launch the HGTV Home Sleep Collection line, said the new line represents "a wonderful opportunity" for consumers, given the high standing with which consumers regard the HGTV brand.
Kingsdown is showing a broad assortment of new lines here, including its Haute Couture line, retailing from $7,000 to $16,999. Frank Hood, CEO, said the line is designed to help retailers stand apart from the competition.
Pure LatexBliss, showing a new all-natural latex line, also expects a good market. "Our appointment list is full," said Kurt Ling, president.
Also expecting a strong market is Boyd Specialty Sleep, which has a record number of appointments on its books, said Denny Boyd, president.
Spring Air benefited from an all-day showroom appearance by actress and health advocate Marilu Henner, who sleeps on a Spring Air Sleep Sense hybrid model. She met with retailers and signed copies of her books.
"I so love this product," Henner said of her Sleep Sense sleep set. "I have never liked a mattress as much as this one. I feel a difference."

Protect-A-Bed reports it's doing well with its new REM-Fit line of bedding protection products designed for consumers who have active, healthy lifestyles. REM stands for Rest, Energize and Motivate, said James Bell, the company's CEO.
"REM-Fit takes our sum of knowledge in the bedding industry and builds on what has been proven to create the best sleep environment," he said. "Sleep is incredibly important for all of us, but especially for those who push their bodies to the limit."
The new line is endorsed by CrossFit athlete Camille Leblanc-Bazinet, who was in the Protect-A-Bed showroom.
Bedgear Performance Bedding is making a splash here with a dramatically designed showroom, which includes vintage television sets mounted on human figures to highlight the role of technology in its line of sleep accessories.
Eugene Alletto, CEO, said his company is aiming to show retailers how they can think and act differently to stand out from growing commoditization of retail floors.

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