Retail interest in sleep accessories growing

David Perry -- Furniture Today, October 29, 2012

Jamie Diamonstein, left, of Paramount Sleep and Jan Wettergren of Biscayne Bedding, which is adding Paramount lines to its portfolio, hold a new gel-cushioned pillow in the Paramount line.HIGH POINT - Retailers looking to squeeze out additional sales in a challenging sales climate are increasingly turning to sleep accessories.
     Retail interest in sleep accessories continues to grow, suppliers of the products reported at market. Several of the new lines tout a temperature regulation story.
     Protect-A-Bed enjoyed a good market in its new permanent showroom, which it shares with Top 10 bedding producer Therapedic. Protect-A-Bed exhibited its new ThermASleep line, which uses Tencel to absorb and release moisture, thereby maintaining a consistent surface temperature. The line includes pillow and mattress protectors and a kit offering sheets and pillow protectors, the company said.
     Magniflex introduced four gel pillows to complement its new Magnigel mattresses. Two feature 100% of the company's new MagniKurt Ling of Pure LatexBliss displays a new pillow that touts a temperatureregulation story.gel material, while one features a gel and memory foam combination and another is a combination of latex and gel. Retails range from $183 to $206.
     "We've created four options all featuring distinctive feels and materials including dual-side pillow designs for customizable comfort," said Marco Magni, global sales director. "By pairing our Magnigel mattresses with complementary pillows, partners will be able to sleep at their optimal body temperatures from head to toe. We believe this is a unique selling point and these accessories will give our U.S. retailers another way to effectively increase the sales ticket."
     Jamison added a third pillow in its latex line. The Comfort Puff features the company's first use of shredded latex. Ken Hinman, senior vice president, said Jamison is touting the importance of pillow sales.
     "You don't buy a new car with used tires," he observed. "Why would you buy a new beMarco Magni hugs a new pillow in the Magniflex line that is made of the company’s Magnigel material.d and not buy new pillows? To us, new pillows are a must."
     "The economy is driving sales of accessories," said Kurt Ling, president of Pure LatexBliss, which includes pillows, toppers and a latex base among its sleep accessories. "Selling an $899 bed today is not enough for retailers. Helping retailers make $400, $600 or $750 more per sale is critical. There is a lot of motivation for retailers to do that."
     Enso Sleep Systems introduced its first gel pillow. It features gel-infused memory foam on one side and fiber on the other, and retails at $79 with "nice margins" for the retailer, said Mark Akerman, vice president of sales and merchandising.
     Paramount Sleep added a new gel pillow, with a distinctive cover, to its sleep accessories lineup, said Richard Fleck, chief marketing officer.
     Caber Sure Fit emphasized innovation in all of its sleep accessories. "We're here to take a commoditized product and make it profitable," said Bernard Weinstein, president. Among its new offerings: A mattress care protection kit that includes a 90-day comfort exchange program.