Bedding producers offer many new lines

David Perry -- Furniture Today, April 28, 2011

HIGH POINT — Bedding producers are offering a loaded lineup of new mattress models at the High Point Market in one of the broadest showings of flagship lines in years.

Each of bedding's Big Three - Sealy, Serta and Simmons - is rolling out a new flagship line.

This marks the High Point debut of the new Sealy Posturepedic line, the flagship line that company officials are expecting to generate strong sales and to make market share gains.

The new line offers several key new features: A CoreSupport center that is reinforced with memory foam and is designed to enhance support and resist body impressions; LiftRight fabric handles that surround the mattress, making it easy for consumers to move and adjust; and a Stay-Tight rubberized gripper fabric on the foundation designed to keep the mattress in place.

Three new springs, one an encased coil model, were developed for the line, offering new levels of support, according to Sealy officials.

The line is backed by a comprehensive marketing program that includes new television commercials and a broad digital media package.

Serta is showing two new lines. Its flagship Perfect Sleeper line was designed with input from the National Sleep Foundation and aims to solve common sleep problems, while the new iComfort line features gel memory foam, a combination of gel and memory foam that Serta officials say offers superior comfort and support.

The iComfort line, backed with new retail display elements, represents a major effort by Serta to gain ground in the specialty sleep arena. Retails are more modest than for other memory foam lines, according to Serta.

And Simmons brings a new Pocketed Coil spring to market, the Smart Response Pocketed Coil, which offers "superior performance," said Gary Fazio, CEO of Simmons. He said it represents an evolution of the Pocketed Coil that has always been a hallmark of the company's signature Beautyrest line.

The Smart Response Pocketed Coil is offered in two Beautyrest lines here: the NxG line, which combines springs and NxG memory foam, and the Elite, which replaces the Beautyrest Anniversary Collection introduced last year.

Also new from Simmons is a Beautyrest Classic line with new styling and a BeautySleep line targeting promotional price points.

Other Top 15 producers also have new products on tap for High Point.

A new High Point exhibitor is Comfort Solutions, which is introducing a new "no sag" warranty on its Extended Life line, intended for all sleepers, especially those with larger body types. The warranty covers a half-inch or less of normal wear. Retails will range from $1,099 to $2,999.

Comfort Solutions has re-branded and re-engineered its Laura Ashley line to intensify its "all about her" focus. And the company also is unveiling a new two-sided bed line called "Advantage by Comfort Solutions" to address consumers who still want two-sided beds.

International Bedding has a new Airsprung line that represents a partnership with Airsprung of the United Kingdom. It features three different foam-encased spring units, all available on European-design platform bases. The producer also is showing new American-Pedic and Classic lines.

Therapedic has a broad offering of new lines: BackSense, featuring the company's proprietary HourGlass support grid, retailing from $399 to $999; additions to the Kathy Ireland Home by Therapedic Essentials line, retailing from $599 to $1,999; and new PureTouch latex beds retailing from $1,199 to $2,999.

Gerry Borreggine, president of Therapedic, said latex remains an "underdeveloped category." On one hand, he said, bedding veterans praise the responsiveness and support offered by latex, but that message hasn't taken hold with consumers. "It remains a mystery to me why that story hasn't resonated with consumers," he said.

Restonic is showing a new HealthRest line, featuring memory foam and latex models and retailing from $999 to $2,499, and a new encased coil line called ComfortCare Select, retailing from $799 to $1,999.

Symbol is showcasing its Symbol 50th Anniversary beds and the Symbol Response Collection, both of which have been strong performers for the company, said Mike McQuiston, vice president.

"We are also excited about expanding our Comfortec line and launching our new Discovery PLUS Series, combining fresh looks and comforts at velocity price points," he added.