Dormeo gets nice bounce from foam springs launch

David Perry -- Furniture Today, October 1, 2012

One of Dormeo Octaspring’s new mattresses is displayed in the new showroom.LAS VEGAS - Dormeo Octaspring said it brought something new to the bedding-rich market here. And retailers responded enthusiastically to the innovation, the company said.
     Dormeo made its official U.S. debut in a flashy, colorful showroom here this summer, welcoming a steady stream of major bedding retailers, company officials reported. The retailers came to see Dormeo's line of mattresses and pillows cushioned with honeycomb like memory foam springs.
     The company calls the eight-pillared, breathable springs "a breakthrough in mattress technology." It says the memory foam springs work in harmony to create perfect cradling support for the body, with a constant cooling airflow spread throughout the sleep system.
     The cooling aspect is important, as the industry is increasingly focusing on the importance of offering consumers a cooler night of sleep. Retailers visiting the Dormeo space were told the memory foam springs offer the benefits of that type of material without the heat sometimes associated with memory foam.
     Dormeo officials were pleased with the company's U.S. debut.
     "The response to Octaspring and our U.S. launch was overwhelming," said Kym Bramm, CEO of Octaspring. "We would like to say a massive thank you to everyone who came to visit our beautiful new showroom. With over 80 of the top retailers coming through our doors, we are delighted about how quickly the industry is taking to our phenomenal new technology. This recent show really reaffirmed our belief that we have something truly special to offer U.S. retailers and consumers alike."
     Dormeo's U.S. efforts are headed by bedding veteran Chris Henning, president of the company's North American operations.
     "A number of industry veteranChris Henning stands at the entrance to the Dormeo Octaspring showroom in Las Vegas.s mentioned that it was one of the most impressive product launches they've seen at the Las Vegas Market," Henning said. "We are a company fully experienced in, and fully committed to, aggressively supporting the launch through multi-channel advertising, social media and innovative point of sale programs. We feel this is the most successful way of highlighting both the new technology and showing how it has and will help the North American consumer improve their quality of life through a better sleep experience."
     Henning said the memory foam springs provide ventilation in the mattress, promoting cooler sleep. Consumers understand the benefits of the foam springs, he said.
     The line consists of five mattresses retailing from $1,599 to $3,499 and four pillows retailing from $79 to $129. The memory foam coils come in various firmnesses and colors.
     The creator and owner of the Dormeo Octaspring brand is Studio Moderna, one of the largest multi-channel retailers in Europe. The company is well-funded and understands the importance of the U.S. market in extending its brands around the world, Henning said.
     Octaspring's TV campaign is airing across North America and Europe and is backed with a multimillion-dollar budget, the company said.