Las Vegas Market bedding business starts strong
David Perry -- Furniture Today, August 2, 2011
AT THE MARKET — The mattress category got off to a strong start in some major showrooms here Monday.
Actually, bedding business started Sunday in some key showrooms, including sales leader Sealy, which is making a splash with its new Stearns & Foster innerspring line, offered in three collections at retails ranging from $1,399 to $2,699.
 Serta President Bob Sherman relaxes on a gel latex iComfort bed retailing at $2,999, a key introduction for the company this market. |
Jodi Allen, chief marketing officer at Sealy, said there was "a lot of excitement" surrounding the look of the new S&F line and the marketing campaign that will back it. "Retailers are excited about the cadence of major product launches they are seeing from us," she said.
Serta is adding a model to its strong-selling iComfort line of gel memory foam beds, an exclusive gel latex model retailing at $2,999, a new top price point for the line. "Before we even showed the bed we were getting orders for it," said Serta President Bob Sherman.
Also well received at Serta is a new "sleep to go" line of sleep accessories that includes a mattress protector, sheets, a fleece blanket and pillows. "Everything you need for great sleep tonight," is the tag line for the program.
Simmons comes to market under the banner of "Project New," a way to emphasize the breadth of its new lines, which include ComforPedic Loft and Natural Care, and a new NuFlex foundation.
Simmons was showing its cool side with its jeans-clad executives, including CEO Gary Fazio. One of its introductions is an AirCool system that features a larger cell structure in the foam layers to dramatically improve airflow and promote cooler sleep, officials said.
Aggressively priced beds are in the spotlight in a number of showrooms, including Sealy, Comfort Solutions and International Bedding.
Sealy's new "Inflation Buster" beds target the $699 price point, while Comfort Solutions targets the $599 price point with a limited edition Laura Ashley model. IB, meanwhile, touts what it calls "great values" in beds retailing from $399 to $899.
Dave Roberts, president of Comfort Solutions, said traffic appeared to be light, but said that was not unexpected given a challenging economic picture.
"We have to be aggressive," Roberts said. "And retailers need to be aggressive. The ones who are aggressive are the ones who are doing the business."
Dan Hige, president of International Bedding, described traffic in the IB showroom as busy. "We are seeing a lot of West Coast accounts," he said. "We are pretty happy with the kickoff of this market."
Restonic President Ron Passaglia said key prospects have visited his company and are interested in an aggressive Labor Day promotion with ads and point-of-purchase materials, and a sleep set offering a choice of firmness at $599.
The bedding market is boosted by the presence of a number of newcomers, including Carolina Mattress Guild, Wright of Thomasville and Ergo Bedroom, all showing in the World Market Center, and Paramount Sleep, making a private showing that ends Tuesday at the Monte Carlo.
Wright of Thomasville, a supplier of display materials, helped its customers get set up for market - and saw some hopeful signs. Chairman Don Wright said bedding producers are tweaking programs and boosting marketing efforts.
"The foundation for better business is being laid," said Wright. "People are not sitting back and waiting for something to happen. That's critical. If you sit back and wait, you are probably in trouble."
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