King Koil moves to 10-year warranty
David Perry -- Furniture Today, January 20, 2014
WILLOWBROOK, Ill. — A move to 10-year mattress warranties gained support today when Top 10 producer King Koil said it is shifting to a 10-year, non-prorated warranty effective April 1, 2014 on all of its premium mattress collections. Dave Roberts, COO and president of King Koil, made the announcement.
The King Koil move comes just days after Tempur Sealy International announced it is shifting to 10-year full-replacement warranties on the premium lines in its portfolio, which include Tempur-Pedic, Stearns & Foster, Sealy Optimum and Sealy Posturepedic. The new 10-year warranties there are effective March 1.
Roberts praised that move.
"We applaud last week's announcement that Tempur Sealy is taking the initiative to standardize its full replacement warranties to 10 years on premium-grade products," he said. "While past campaigns like ‘Replace in 8' obviously went even further toward reducing confusion and building trust with consumers, we welcome this development as a very important step in a far more realistic and sensible direction."
Roberts added that he expects retailers to "view this news positively, since many dealers have looked on industry warranties as not only complicating, but also impeding, mattress sales."
The King Koil warranty change will apply to King Koil's full range of premium bedding products, which include iMattress, Laura Ashley and Natural Response, plus the company's new World Luxury, Sleep Couture and Z Tech lines slated for introduction this week at the Las Vegas Market. The change also applies to any premium-grade beds offered in the company's proprietary Flare design.
According to the producer, King Koil products that will not be affected by the change include premium-level beds sold prior to April 1, adjustable foundations, and the Extended Life line, which the company promotes as the industry's first "No Sag Mattress." Extended Life beds will carry 20-year full warranties.
Non-premium King Koil products will move to five-year, non-prorated warranties, the company said.
Roberts noted that depending on future developments or unforeseen circumstances, the company reserves the right to change its 10-year warranty policy as necessary.
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