• David Perry

Symbol sets SleepFresh launch for Las Vegas

RICHMOND, Va.—Top 15 bedding producer Symbol Mattress says its new climate-controlled SleepFresh line is ready for a prime-time run. And that’s what is on tap for the line at the upcoming Las Vegas market.

Symbol officials said they have seen a “very strong response” to the new SleepFresh line the company brought to Las Vegas last summer and in subsequent test markets. Now the company is making the new beds the primary focus of its market efforts in January.

Symbol's SleepFresh lineThis is one of the upgraded models in Symbol's SleepFresh line, which launches in Las Vegas.
“We soft-launched SleepFresh in July to get a feel for how dealers would respond, said Mike McQuiston, Symbol’s president. “Not only was retail reaction extremely positive, but consumer reaction was just as affirmative in the market tests we later conducted. Our objective now is to make a full and comprehensive introduction of the SleepFresh line backed by a few product updates, a top-of-bed program, a full range of point-of-purchase materials plus a dedicated new website at www.sleepfreshbed.com .”

Also in Las Vegas, Symbol will launch a new six-model hybrid collection called Meditation, which is intended to leverage growing consumer interest in health and wellness.

Mark Jannke, Symbol’s vice president of product development, said the three-bed SleepFresh line now includes graphite-infused memory foam layers to ensure that the foam remains temperature neutral.

The starting model is now designated as “firm,” the middle bed, which is now 11 inches high, is positioned as the “comfort” model, and the top mattress is described as “premium,” officials said.

Designed in concert with Gentherm, a worldwide developer of thermal management technologies, Symbol’s SleepFresh series is priced to retail from $1,799 to $3,999 in queen.

Each model incorporates an exclusive Climate Control Sleep System located in the foundation that has the capacity to heat, ventilate and cool.

The top two beds have four climate zones, providing each sleeper with two zones of temperature management. The top model offers the most substantial variations between its heating and cooling capabilities.

Featuring high-density foam cores and steel foundations, SleepFresh beds use various combinations of gel foams, gel memory foams, phase-change gel latex and ventilated foams, along with the addition of graphite-infused foams.

Also new this market is an adjustable foundation for use with SleepFresh mattresses.

“Our research among retailers and consumers indicates that temperature control is the foremost concern among sleepers,” McQuiston said. “SleepFresh beds were developed with that in mind and we believe they’re superior to any other climate controlled beds on the market today.”

The SleepFresh line uses a new category of athletic-leisure fabrics that are stretchy, moisture-wicking, highly breathable and non-quilted, officials said.

For its new Meditation series, Symbol has developed three innerspring beds and three high-density foam-core models, all set to retail from $599 to $1,999.

“The non-quilted innerspring versions involve three different coil applications,” said Jannke. “One is a 2.5 inch, encased-coil unit that’s foam-encased and paired with a foam support core. This bed also features gel memory foam in the upholstery layers.”

Another model uses an eight-inch, zoned innerspring unit with encased coils plus layers of gel- and graphite-infused foams. Priced near the top of the Meditation line is a coil-on-coil design that pairs the mini coil unit with the eight-inch innerspring and uses ventilated and phase change foams, among other layers, in the upholstery.

“The entire Meditation line features premium materials and very distinct feels, and gives retailers options between zippered, non-quilted modern looks and quilted, more traditional profiles,” Jannke said.

Noting that the new series will connote rest, relaxation and calm in its top-of-bed designs, photography and POP materials, McQuiston added that “the Meditation line has an appealing story to tell, and people want products that offer a nice story.”

Symbol shows in World Market Center C-1529.

David PerryDavid Perry | Executive Editor, Furniture Today
dperry@furnituretoday.com

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

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