Sealy launches two new gel-cushioned collections

David Perry -- Furniture Today, January 30, 2012

Optimum by Sealy Posturepedic, a new gel-cushioned specialty bedding line, is shown in an adjustable bed version.ARCHDALE, N.C. - Bedding sales leader Sealy is entering the fast-growing gel arena with two new lines tied to its flagship Posturepedic brand.
     Both new lines, one with an innerspring core and the other with a foam core, feature OptiCool, Sealy's name for a gel memory foam that is fused with Outlast, a phase-change material, in an application that is a Sealy exclusive. The new Sealy design is 12 times more effective than standard memory foam or gel alone in removing excess heat during the night, officials said.
     The lines are debuting at this week's Las Vegas Market, along with a new Sealy Brand collection of beds expected to retail from $299 to $799.
     The new gel-cushioned specialty bedding line is called Optimum by Sealy Posturepedic. It consists of five models retailing from $1,299 to $2,999 and helps consumers get a better night of sleep at the optimal temperature for their body.
     "The biggest complaint about foam mattresses is that they tend to sleep too hot, and nothing is more frustrating than getting too hot while you sleep," said Jodi Allen, chief marketing officer at Sealy. "Our new gel line offers a new kind of mattress that works with your body to create an optimal sleeping temperature, drawing excess heat away from your body for deeper, more restful sleep."
     In addition to using the new OptiCool gel memory foam, the new line uses OptiSense memory foam, a new proprietary memory foam that creates "a body-hugging top layer of comfort," and OptiCore, a firmer section at the bottom of the mattress designed to provide a deeper layer of support while providing a substantial seating edge, Sealy said.
     "We are extremely excited to introduce this new gel line of mattresses under our recently formed Specialty Bedding division," said Mark Delahanty, vice president/general manager of specialty bedding at Sealy. "We expect it will be met with great enthusiasm by both consumers and retailers. The mattress was developed to meet the evolving needs of our consumers and is different from anything on the market."
     The beds have three to six inches of memory foam. The layer of OptiCool memory foam is just below the ticking.
     Sealy also is adding a gel series of beds to its Posturepedic innerspring line. The four new beds use half-an-inch of Opti-Cool gel memory foam and are positioned at the top end of the Posturepedic line.
     Those innerspring-supported Posturepedic beds will give consumers the option of adding a cooling layer of gel at a competitive starting price point, officials said.
     "We are committed to offering consumers a variety of products that support everything you do in bed," said Allen. "The addition of gel memory foam to the most supportive mattress available helps cool you down when things get hot."
     The heart of those Posturepedic beds remains the company's CoreSupport Center, a reinforced area in the middle of the mattress that is a combination of "power-packed materials" and titanium alloy springs. The line continues to feature Sealy's LiftRight handles and the Stay-Tight Foundation, a rubberized surface on the top of the foundation that secures the mattress, officials said.
     The new Sealy Brand of valuepriced beds replaces a line introduced two years ago. The beds feature a new aesthetic with an enhanced color palette and bold, contrasting colors, officials said.
     "By incorporating popular design trends into Sealy Brand, we're offering consumers a stylish profile at an affordable price," Allen said. "The updated sleep sets will continue to provide best-in-class back support with a range of comfort choices."
     The line features silver tones in a floral motif with cream accents, and also offers a refreshed line of top-of-bed accessories coordinating with the new products. The beds have 45% more coils than the leading competitor at comparable prices, officials said.