Bedding producers satisfied with market as traffic builds

David Perry -- Furniture Today, October 29, 2012

Therapedic’s Scott Wallis gets comfortable on one of the company’s new Agility sleep sets, which combine encased coils and specialty foams.HIGH POINT - Bedding producers generally gave the market good grades, but some said that spotty traffic was an indication of a tough retail climate.
     Several producers said the market got off to an unusually quiet start in their spaces, but then saw an uptick in traffic.
     There were some notable mattress successes, including the launch of a new Comfor-Pedic line at Simmons.
     "This market is so busy," said Gary Fazio, CEO of Simmons. "This is my fifth High Point Market at Simmons and my visual perspective is that it is two or three times busier (in the Simmons space) than before."
     The company's launch of a new ComforPedic line with gel foam and phase-change technology drove traffic to the Simmons space, Fazio said. The line is backed with a comprehensive retail merchandising program that includes new headboard and footboard displays.
     Serta President Bob Sherman said his company added new customers and noticed some dealers writing orders here, a departure from the norm. And "quite a few retailers" added Serta's new iSeries line, which combines a new coil unit with Serta's gel memory foam, Sherman said.
     "We are having a great market," declared Jim Nation, president of Five Star Mattress. "This is the High Point launch of our Gel-Active line, which is doing well. Our new TLC line, which includes wrapped coils with gel, is also doing well."
     "High Point was a continuation of our success in the gel category as well as with our ComfortCare and HealthRest lines," said Ron Passaglia, president of Restonic. He said market started slow but picked up steam and wound up as a successful showing for the company, considering the tough business conditions in recent weeks.
     Pure LatexBliss had "significant traffic from furniture stores" and also saw an influx of retailers from Canada and Asia, said Kurt Ling, president. "This has been a strong international market," he said.Simmons CEO Gary Fazio shows a new retail display for the company’s ComforPedic specialty sleep line.
     Shifman found retailers in good moods and got a good reaction to its upcoming 120th anniversary promotion.
     "Several retailers said they were pleasantly surprised that the upcoming election hasn't hurt business as much as they thought," said Bill Hammer, president. "Most retailers are upbeat. Our 120th anniversary promotion is exactly what they are looking for."
     "We thought traffic was OK," said Mike McQuiston, vice president at Symbol. He said Symbol is planning for a strong year in 2013, when uncertainty surrounding the election and the economy is resolved.
     Gold Bond attracted interest with a number of new latex beds, including one-sided and two-sided versions. "Latex is experiencing a renaissance," said Bob Naboicheck, president.
     Enso Sleep Systems got off to a strong start, seeing many major players at the outset of the market, said Len Burke, vice president of marketing for Enso's parent, Klaussner. "The quality of our customers has been high," he said. "We've seen several big hitters."
     Jamison, which made a big push with its new TLC latex line, did well. "We've been busy," said Ken Hinman, senior vice president.
     A number of bedding producers said retailers are already planning for good business next year.
     "There is anticipation about the new year," said Gerry Borreggine, president of Therapedic. "There is a feeling that the next president, even if it is the same president or a new one, will give the economy a shot in the arm in the new year. When January arrives, it's a new season."
     Magniflex sparked interest with its Linen Natursoft Deluxe, featuring a layer of foam infused with mallow plant extract, known for its soothing and healing qualities. Often found in beauty products, mallow has been used to reduce inflammation and soften skin. The layer of mallow extract foam provides an extremely soft and comfortable support surface for the body while calming the mind and promoting an overall sense of well being, according to the company.
     "Women appreciate the concept of ‘beauty bedding' and are willing to invest in their well being," said Marco Magni, global sales director at Magniflex.