High Point Market Fall 2008: Bedding innovations selling

Traffic lighter, but new products draw buyers

David Perry -- Furniture Today, October 23, 2008

HIGH POINT - Retailers looking for new products to spark sales in a tough business climate are finding plenty to choose from at the High Point Market this week. Value-priced lines are a hit in many showrooms, but some high-end offerings, including the new Martha Stewart mattress line, also are enjoying strong receptions.

While traffic in mattress spaces is light - partly a reflection of a downturn in bedding sales this year - retailers are seeing a smorgasbord of new products, ranging from ergonomic and eco-friendly mattresses to sophisticated pillows designed to provide health benefits. Bedding producers are finding positive signs at the market.

"The encouraging thing I've experienced with the people at this market is that they are thinking about their business differently, and they are prepared to change," said Larry Rogers, CEO of Sealy. "That attitude will lead us through this challenging economy."

Added Gerry Borreggine, president of Therapedic: "In perhaps the worst economic climate in decades, High Point has pulled off a pretty decent market." Traffic is down, he said, but "it's been a good market with good customers."

John DeFalco, executive vice president at Primo International said, "Our bedding business has been very good. We are seeing a lot of very good retailers."

Natural materials are being touted in showrooms across the market, ranging from Martha Stewart: The Good Bed and Natura to I Care Sleep and Therapedic.

I Care Sleep said its Earthcare line's debut has been successful, with sales to furniture and bedding retailers. "With the combination of Hickory Springs' Preserve foam and bamboo covers and our use of latex, a natural product, we feel we are making a strong environmental statement in the industry," said Jim Wall, general manager.

Therapedic is introducing its i-care Elite line, a private-label program offered under the I Care Sleep label. Borreggine worked with I Care officials to develop the line.

Showing ergonomic pillow designs are a number of producers, including Oxygen Pillow and LMP Worldwide. Oxygen Pillow works to ease nighttime breathing, while LMP's pillows properly align the body while sleeping, company officials said. And Outlast Technologies is introducing branded sleep accessories, including pillows.

Promotional beds are featured in several showrooms. Five Star is showing its line, retailing from $299 to $899. The core of the offering, said Donna Zett, president, is between $499 and $599.

"I thought dealers would be looking for the low-end product, but they are using $299 and $399 as step-ups to get where they should be," she said.

Chinese importer Stylution USA is showing a line of compressed mattresses retailing in sets from $599 to $999, with an RTA foundation and two memory foam pillows included in those prices.

"With the consumer hanging on tighter to their dollars," said Stylution USA President Ed Scott, "you have to add value. This is a way to give value to our retailers and their customers."

Carolina Mattress Guild is showcasing best sellers retailing from $499 to $999. President Neal Grigg said the promotional business "is doing well at retail," and noted that he has found retailers in good moods, despite the tough times. "There seems to be a better attitude from retailers to look for something to refresh the business," he said.

Restonic, making its return to High Point, is doing well with its "falling prices" promotion, with beds retailing from $499 to $799 - reflecting $100 price cuts to offer retailers strong values, said Laurie Tokarz, Restonic vice president.

"The dealers that we saw are looking for ways to improve their close ratio," she said, "and are more willing to make adjustments to their assortments than we found a few months ago."

Also doing well is Natura, which is in a substantially larger showroom that is drawing a "phenomenal reaction," according to Ralph Rossdeutscher, president. Natura continues to thrive with a formula of touting eco-friendly bedding and a growing family of sleep accessories, ranging from pillows to aromatherapy sprays. All the company's mattress lines feature natural materials.

Primo International is exhibiting a wide range of imported and Canadian-made bedding. Company officials are touting a new patent Primo has obtained that covers the process of compressing and packaging mattresses, a development they said will give it a significant advantage in the marketplace.