Retail Bedding Playbook: Interiors owner puts his name on mattress line
David Perry -- Furniture Today, November 9, 2011
LANCASTER, Pa. — Can a design-oriented furniture store do a nice business with mattresses?
Todd Lehman, president and CEO of Interiors here, answers in the affirmative. And he's so sure of bedding's importance to his store that he's put his name on a mattress line. Meet the Lehman Collection, produced by Englander, one of the retailer's three bedding suppliers.
"People trust our brand in the marketplace," said Lehman. And yes, he sleeps on a Lehman bed.
The specialty sleep models, in latex and memory foam, retail from $1,764 to $3,498, and they are part of a growing success story in specialty sleep beds at Interiors. William Bradley, merchandising manager at Interiors, said those beds excite consumers and elevate sales tickets.
The specialty sleep lineup at Interiors includes beds by Serta and Tempur-Pedic, in addition to the Englander models in the Lehman Collection.
The retailer shares its history on foot protectors on the beds. "After 40 years of experience in the furniture industry, we are pleased to present this exclusive new collection," says Todd and his brother, Gregg, vice president of operations. "With great design, outstanding quality, and exceptional value, we are proud to associate our name and our signature." The brothers personally signed the foot protectors.
Todd Lehman says Interiors' bedding business is currently running 65% ahead of last year's pace. He credits specialty sleep beds with much of that success. Also helpful, he adds, are coupons offering savings to bedding customers.
Interiors also addresses the bargain customer with an outlet inside the store. The beds are in stock and ready to go.
"Bedding has been a bright spot for the outlet," Lehman said. "It's all about having it here and being ready to go now." The beds can be carried out by the customer, or the retailer will deliver them. The beds in the outlet are supplied by Englander.
Better bedding customers find a nice selection of specialty and innerspring beds in the Sleep Loft, an L-shaped nook in the store where sleep sets are attractively displayed.