Bedding Benchmarks: Accessory lines attract buyers in Las Vegas
David Perry -- Furniture Today, August 27, 2012
LAS VEGAS - Sleep accessory producers, riding a growing wave of sales on mattress floors around the country, stepped up their marketing efforts and enjoyed solid showings at the recent Las Vegas Market.
Their assortments of mattress and pillow protectors, adjustable bed bases, bed frames, pillows and storage systems are becoming more important items on sales floors as retailers increasingly focus on boosting their sales tickets and giving consumers additional comfort and health benefits.
Protect-A-Bed moved into a new 5,000-square-foot showroom that replicates key elements of the showroom at the company's headquarters in Wheeling, Ill. Retail response was strong, said James Bell, CEO.
"We had an absolutely great market," he said. "We know that attendance overall was down; it always is at this summer market. But with the visibility of this new showroom, our market was great. We had lots of great walk-in traffic."
Caber Sure Fit, a Canadian protection products company entering the U.S. market, had a "superb" market, said Bernard Weinstein, CEO. "The acceptance of our new line has been great," he said. "Retailers get it. They love the innovation in the line."
Seahawk Designs, showing with Classic Brands, did well with its line of foundations featuring storage drawers. "Astute bedding retailers are looking under the mattress for additional sales," said Bill Jahn, CEO of Seahawk Designs. The company also introduced a Deco Pack unit that enables retailers to easily display well dressed beds.
Boyd Specialty Sleep had a strong market with its expanding line of bed bases, including an adjustable unit that is one of the first that can be shipped via UPS, said Denny Boyd, president. That producer also added new pillows to its portfolio.
Leggett & Platt's Adjustable Bed Group announced a new branding campaign - "Finely crafted tranquility" - for its beds and a new consumer website. "Market went well," said Jay Thompson, president of the Adjustable Bed Group. "There was a nice buzz in the showroom about the new tag line and website."
GBS Enterprises had "some good meetings" at market, said Dave Powers, president. "Overall traffic was probably the lowest I've seen here, but we were very pleased with our move into a bigger and better showroom," he said. "We have worked hard to establish the right strategic game plan that helps our retail partners build and protect their brand message in the marketplace, and it is working."
GBS launched its revamped Healthy Sleep accessory line and its Protect-All furniture warranty services, and was also showing a line of protection products licensed by Sleep Doctor Michael Breus. His new pillow program was displayed at Anatomic Global, while his mattress line was in the Comfort Solutions showroom.
Knickerbocker had a "very strong market" with its em-Brace bed support system that features hardened steel encased in fiberglass-infused resin. "We are repositioning a product that hasn't changed to respond to changes in the mattress industry," said Richard Polevoy, president.
|James Bell, right, of Protect-A-Bed welcomes Kim Vanek of
Mattress Firm, Houston, to the company’s new showroom.
|Caber Sure Fit executives Dan Wingold, left, Mark Dentale
and Bernard Weinstein introduced their mattress protection
line to U.S. retailers at the Las Vegas Market.
|Dave Powers of GBS Enterprises holds a mattress protector
licensed by Sleep Doctor Michael Breus.
|Jay Thompson of Leggett & Platt’s Adjustable Bed Group
introduced a new marketing campaign at market.
|Denny Boyd of Boyd Specialty Sleep sits with a display of new