Sealy updates its Posturepedic at Las Vegas Market
Next Generation mattress offers superior support
David Perry -- Furniture Today, January 24, 2011
Sealy’s new Posturepedic line features extra support in the middle of the mattress.
LAS VEGAS - Sealy's new Next Generation Posturepedic mattress line offers superior support and features a new signature aesthetic look, the producer says.
The heart of the line - making its debut at this week's Las Vegas Market - is the company's exclusive and proprietary CoreSupport center, a reinforced area in the middle of the mattress that features a combination of "power-packed materials and titanium alloy springs."
Sealy officials said the center of the mattress "sees the most action" and supports the heaviest part of the body during sleep. The new Posturepedic design supports the body 20% better than other leading brands, according to Sealy.
"With this launch, we were committed to building upon Posturepedic's 60-year heritage of support, while taking it into the future by designing a mattress that provides superior support for all you do in bed - from watching TV to packing for a trip to playing with your kids," said Jodi Allen, chief marketing officer at Sealy. "Our new line does just that, offering smart advancements that provide superior support right where consumers need it most."
The new line also includes new LiftRight Surround handles, which wrap around all sides of the mattress and help in moving or lifting it. And it features a StayTight Foundation that uses a rubberized surface on the top of the foundation to keep the mattress in place, while also keeping sheets and the bed skirt where they belong.
The signature look of the line is a quilted design in the center third of the mattress that highlights the CoreSupport center. Another key aesthetic is the grid-like surface on the box spring highlighting the StayTight foundation cover.
"Part of the challenge of mattresses is that innovation is typically hidden below the surface where consumers cannot see it," Allen said. "We wanted to create an aesthetic for Posturepedic that is both recognizable and appealing to a wide range of consumers, while also communicating the incredible technology inside."
During the design process, Sealy conducted several rounds of research, including ethnographic in-home interviews with consumers, to determine how people are really using their beds. Those insights were combined with input from more than 100 retailers and 500 retail sales associates to drive key design elements and features in the new line, officials said.
"We are extremely excited to introduce this new line of mattresses under our flagship Posturepedic brand and believe that it will be met with great enthusiasm by consumers and retailers alike," said Larry Rogers, CEO of Sealy. "This is a new era of support for Posturepedic - one that was built upon a tremendous amount of consumer research and retailer input to meet the evolving needs of our consumers."
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