High Point bedding showrooms busy as market opens
Retailers look for products to get sales going
David Perry -- Furniture Today, October 17, 2010
Niles Cornelius of Hickory at Home gets in the spirit to promote his new Panama Jack futon line.AT THE MARKET - This bedding-loaded market is off to a fast start, with retailers looking for products to jump-start sales in a sluggish business climate.
Bedding sales spiked during the key Labor Day holiday but headed south soon after, leaving producers and retailers to wonder what happened to the bedding rebound.
Sales in the category are officially in positive territory, according to industry reports, but gains only seem to come after intense bursts of promotional activity.
Seeking ways to drive business, retailers began shopping bedding showrooms in earnest before the market's official opening day. Some retailers were looking at mattresses on Thursday and their numbers jumped on Friday.
"We were surprised at the number of buyers in the halls Thursday and Friday," said Kurt Ling, CEO of Pure LatexBliss. His market outlook: "The economy isn't helping, but we are eternally optimistic."
"Retailers want to get one day ahead of the start of the market," said Niles Cornelius, general manager of Hickory at Home, which is showing its new Panama Jack futon line in a well-accessorized showroom.
Restonic had a busy day of appointments with key dealers and prospects Friday, said Laurie Tokarz, vice president. "The retailers we met with said business is tough, but they are looking for new products, hot buys and good step-up merchandise," she said.
Restonic has added hybrid models to its line, retailing from $1,099 to $1,999. The beds have traditional coils combined with specialty foams.
Five Star, showing a revamped line, was ready for retailers Friday. "We have had a tremendous response to our remerchandised line," said Paul Sullivan, vice president. "We want to continue the success that we have been enjoying."
Also off to a fast start was Enso Sleep Products, the bedding unit of Klaussner Home Furnishings. Retailers were active in the showroom Friday. "We've seen some key dealers early giving us some good commitments," said Len Burke, director of retail and marketing at Klaussner.
Enso is offering a package of promotional materials for retailers and is introducing a line of adjustable beds it calls Enso Power Foundations, with retails for a base starting at $799. "We got into this business to sell more beds," Burke noted. "We are giving retailers the opportunity to step up their tickets."
Also ready for business early was Symbol Mattress, which has made several product moves, including the introduction of an import program, to sharpen its offerings and give retailers strong margins.
"It's a tough year," said Lee Tappman, sales manager. "It's a very competitive market. Retailers are working at slimmer margins seeking to maintain their business."
Symbol is giving its retailers goods that can help them build their margins. The lineup includes colorful mattresses, including models in onyx and blue, and a $499 group that offers five comfort choices with four color options.
Carolina Mattress Guild also is offering an aggressive product rollout. The Flex line features zoned Talalay latex beds retailing from $1,099 to $1,599, while the G line features memory foam mattresses retailing from $699 to $1,099. The producer is also showing two-sided beds, being introduced in response to dealer requests, and has revamped its Town & Country line, retailing from $299 to $699.
Neal Grigg, president, said interest in promotionally priced beds remains high.
"Those price points have been very critical this year," he said. "We've seen everybody down into those price points. Retailers are pushing hard for those prices. They want beds to look better and better and to have more in them."
More High Point Market October 2010 Coverage
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High Point Market leaves exhibitors optimistic
May 8, 2012 -
Bedding mood upbeat at High Point Market
Apr 20, 2010 -
Leather upholstery buyers target higher price points
Oct 20, 2010 -
Programs drive occasional furniture business
Oct 18, 2010
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