Sleep Accessories Help with Sales
David Perry -- Furniture Today, February 1, 2011
LAS VEGAS - Sleep accessory suppliers are introducing a number of new products and programs here to give retailers more selling opportunities in the new year.
Diamond Mattress is introducing a mattress and pillow protection program under the Safety Shield banner.
Protect-A-Bed enters a new category: bedding sheets. Its new Luxury Sleep Story program features a Tencel knitted, waterproof fitted sheet and a woven Tencel flat sheet. The line uses new fabric science that results in a cleaner, drier and smoother sleeping surface, officials said. Designed for consumers with sensitive skin, the sheets feature built-in protection against moisture and allergens. A queen set retails for $189.
Fabrictech International is introducing three new programs to support its retailers: a training program based on the "culture of the customer," its first private label program for chains of 10 or more stores, and a packaging program that can deliver unique products for retailers.
"Every customer is different and has unique needs to help grow their retail organizations," said Arnold Hershbain, chairman and CEO of Fabrictech. "We have made a major investment to create programs and services that help boost our retail partners' success in selling health and mattress protection, help communicate the retailer's brand, and assist them with inventory efficiency."
Classic Brands is offering this new wire rack display, designed to hold packaged pillows.
The importance of sales training programs is often overlooked in the industry, said Sean Bergman, vice president of sales and marketing for Fabrictech. "Each retailer has a different sales culture and therefore needs unique training programs and processes that are not only tailored for them, but built within their cultural framework," he said.
Boyd Specialty Sleep is expanding the offerings supporting its proprietary Sleep Metrics program, which uses a touch-screen kiosk to capture critical consumer data and sleep preferences. The system recommends the ideal bed and two pillow combinations.
"When it comes to the quality of sleep, we recognize the importance of the right pillow as much as the importance of the right bed," said Denny Boyd, president of Boyd Specialty Sleep. "That's why the Sleep Metrics process incorporates the pillow into the sale, rather than treating it only as an add-on purchase."
Boyd offers six pillows in the Sleep Metrics program, ranging from memory foam and latex combinations to gel/fiber constructions.
Diamond Mattress, a California- based producer making its first Las Vegas showing, has a new Safety Shield mattress and pillow protector program. "Consumers need to know - and retail salespeople need to emphasize - that there's a significant difference between mattress pads and mattress protectors," said Shaun Pennington, vice president. "Pads allow bacteria and allergens to breed and grow because they contain polyester fiber and fabric, which absorb perspiration and liquids. They also affect the feel of the mattress. But Safety Shield protectors are not quilted, contain no fiber and don't alter how the sleep surface feels. They absorb - then wick away - moisture, keeping the mattress clean, dry and comfortable."
Classic Brands unveils what it calls the Perfect Memory Foam Pillow, which retails for $69. It has a memory foam core and a gusseted white microfiber cover filled with a down-alternative material. Classic is also adding a new wire shelf rack so that retailers can show a larger selection of packaged pillows.
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