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High-stakes market stocked with gel-cushioned beds

David Perry -- Furniture Today, January 30, 2012

David Perry Executive editorThe stakes have never been higher. The cupboards have never been loaded with so many seemingly compelling new products. The competition has never been tougher. That's my overview of the Las Vegas Market that begins as you read this column and prepare to make your bedding rounds in the World Market Center.
     Some of the major players have signaled the directions in which they will be moving, while others will be revealing those directions shortly. We know that Sealy is making a big push into the gel bedding arena. We know that Serta is boosting its winning iComfort line of gel memory foam beds, but is also moving gel memory foam into the premium innerspring arena. We know that Simmons is unveiling a transformation for its company, with dramatic new brand positionings. And we know that Tempur-Pedic sees a new day dawning for the industry, but we await details.
     Other companies have outlined their plans. Comfort Solutions is making its most aggressive product push ever with its iMattress gel bedding line, a new Dr. Breus line, a new brand promise, a showroom renovation and a few late surprises.
     Kingsdown expands its MySide and Blu-Tek lines, and adds gel beds and other models. Therapedic positions gel in the eco-friendly arena with its EcoGel line, adds gel to its encased coil Therawrap line, and brings out other new bedding lines. Spring Air says it has a breakthrough product with its allergy and asthma friendly Breathe line. Englander expands its successful Egel line, while Restonic makes a major product and marketing push with its Marvelous Middle feature and new gel beds. Symbol touts its gel bedding and a new value line.
     Gel is clearly one of the big stories at this market. Tier Two producers with gel offerings include Ashley Sleep, IntelliBed, Natura, Paramount Sleep (showing at the Bali Hai Golf Resort), Pure LatexBliss, E.S. Kluft, Technogel (showing at the Wynn) Enso Sleep Systems, Boyd Specialty Sleep and Glideaway, among others.
     Will gel bedding become a category in its own right? I believe it already is.
     The sleep accessories segment - definitely a category of its own - welcomes a new pillow line by Fabrictech International, adjustable beds by Hickory at Home, a new bedding program for Stearns & Foster by Pacific Coast Feather, and a gel pillow at Leggett & Platt's Consumer Products Group.
     There will be winners and losers, but at this stage, when the introductory party gets ready for a festive run, everything looks promising.
     I look forward to seeing you at market. A quick reminder: I'm hosting a bedding seminar Tuesday morning at 8 a.m. on the 16th floor of Building B, where I'll reveal Furniture/Today's Consensus Bedding Forecast for 2012 and host a panel discussion of leading producers and a leading bedding retailer. Everyone is invited.

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