Leggett & Platt's Comfort Core products allow thinner mattresses
Fabric-encased coils also reduce returns, company says
David Perry -- Furniture Today, April 18, 2011
CARTHAGE, Mo. — Thicker is not better when it comes to mattresses, says bedding components supplier Leggett & Platt. And it has created a new brand umbrella for its encased coil products, which can help bedding producers make thinner mattresses and reduce costly returns, the company says.
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Leggett & Platt's Bedding Group said it will brand its category of fabric-encased coils as Comfort Core. The new brand will focus on what the company says is its attention to consumers' request for comfort. And it will leverage L&P's patented technology with its diverse portfolio of bedding products.
While most innerspring products primarily focus on providing support, Leggett & Platt says it its Comfort Core products are both comfortable and supportive, eliminating the need for layers of fabric and foam.
"When you are able to reduce the excessive height of a mattress and eliminate the foam and fiber that typically cause body impressions, you end up with a better product for the consumer," said Mark Quinn, segment vice president of marketing at Leggett & Platt. "When it comes to mattresses, we teach consumers that thicker is better. It's time we addressed this myth. Comfort Core will exceed consumer expectations for comfort, and prove that you can build value in a smaller profile mattress."
"When we talk to retailers about issues that they face, returns are always at the top of the list," Quinn added. "If we start telling a better story and eliminate the misguided beliefs that cause this problem, we can exceed customer expectations with the end product. We think Comfort Core products will help bedding manufacturers do that."
The Comfort Core product line will include the L&P coil types Body Print, Body Print
Advanced, Bolsa, Hi-Low, Joey and Softech.
In a new ad campaign for the Comfort Core brand, L&P says that "anyone can throw a coil in a pocket - but nobody can do it like we can."
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