Hollywood Bed offering higher-end EnVision frame
Thomas Russell -- Furniture Today, January 28, 2013
LAS VEGAS - Bed frame manufacturer and importer Hollywood Bed Frame Co. is launching a new designer bed frame that is positioned at the top of its line.
Set to debut at this week's Las Vegas Market, the EnVision bed frame is made with rectangular tubular steel and has nine tapered legs on rollers that make it easy to move on a rug or hardwood floor, the company said. Legs can be in a locked position to keep the bed from rolling.
The frame is in a palladium silver powder-coated finish and has 75-inch side rails for additional support, compared with a more conventional 70.5-inch length.
"What we decided to do is to create a designer bed frame that will allow consumers to have a contemporary look in their bedroom without the need for a dust ruffle or bed skirt," said Larry Leeb, vice president of sales. "And with these designer tapered legs, we make sure it is permanently welded to the cross supports so you have absolute durability and stability."
He said the frame has a wedge lock design that doesn't require tools for assembly. It is targeted to retail around $129 to $169 for queen and king sizes. This is about $50 more than the entry, or good, part of Hollywood Beds' frame line and about $30 more than the mid-priced or better part of its line.
"Our view is that this type of frame can give the retailer an opportunity to upsell their clientele and not only increase their sales, but also make it a more profitable business in the bedding category," he said.
"We are trying to change the focus so retailers will be able to promote this product where it can be differentiated from that conventional bed frame.... We wanted to present something that was outside the box."
Leeb added that the company also plans to offer EnVision to the hospitality side of the business. Made in China, it has a lifetime warranty and is expected to ship by March 1.
The company will show the new product in its new showroom in World Market Center C-1568. The 2,000-square-foot space is larger than its former space on the 12th floor of Building C, Leeb said.