Five Star Mattress sharpens pencil on pricing

Furniture Today Staff -- Furniture Today, January 28, 2013

LAS VEGAS - Five Star Mattress is sharpening its pencil and unveiling more aggressive prices on all of its products here. Five Star officials said they are aiming "to raise the bar on promotional bedding."
     The company's new Pro- Comfort collection starts at $199 and includes 12 innerspring models, with some models featuring a 532 continuous coil innerspring, which has been an industry best seller, the company said.
     The top two innerspring models will feature Five Star's Gel Active memory foam. The Pro-Comfort Collection, retailing from $199 to $799, offers an upscale look, giving retailers strong values to offer their consumers, officials said.
     "The pairing of the new lower prices with the advanced features and look of these products will make Five Star mattresses the big hit of the Vegas market," said Jim Nation, president of Five Star. "Plus, this new collection creates a strong story for sales associates to talk about the Gel Active foam and step customers up to our True Luxury or Gel Active collection, which are at slightly higher price points, but still represent incredible values."
     In addition to the new Pro- Comfort collection, Five Star will be showing its True Luxury and Gel Active Collections at lower prices. The True Luxury Collection now features individually wrapped coils and gel memory foam in most of its models, with prices ranging from $499 to $999. The Gel Active Collection will be offered from $699 to $1,099 and now includes a new promotional adjustable foundation.
     Nation said retails on the Gel-Active products have been lowered by $200 on queen sets, while retail prices on the TLC line have been lowered by $100 in queen. The Pro-Comfort line, which replaces the Esteem Collection, represents price cuts of $50 to $100, he said.
     Five Star Mattress exhibits in World Market Center A-924.
     The company says it uses many of the same comfort and support features found in many name brand mattresses. By limiting national marketing spending, Five Star is able to offer premium products at strong values, officials said.