Comfort Solutions offering new, revamped designs

David Perry -- Furniture Today, January 28, 2013

WILLOWBROOK, Ill. - Top 15 bedding producer Comfort Solutions has a broad product introduction set for the Las Vegas Market, aiming to give its dealers the opportunity to stand out in their local markets.
     The presentation of new and revamped lines broadens dealer options in bed designs, feels and looks, the company said.
     The producer will introduce new Perfect Contour and Posture Sense collections, plus redesigns of its Dr. Breus Bed, Natural Response and Extended Life lines.
     "Our presentation this market is about giving dealers more choice between specialty, hybrid and traditional designs across our branded collections," said Dave Roberts, president and chief operating officer. "It's also about enlivening retail sales floors with dramatic, standout mattress presentations whose distinctive looks and fresh colors will attract, excite and compel consumers to buy."
     Comfort Solutions' has re-targeted and revamped its Perfect Contour line to appeal to today's fit, health conscious consumers who don't want to spend $2,000 or more on a new mattress, Roberts said.
     The new five-model specialty collection, formerly a King Koil-branded innerspring line, now combines a high-density foam core with comfort layers that include latex, latex gel foams and gel memory foams.
     Inspired by contemporary sportswear designs and colors, Perfect Contour beds have stretch knit top panels, stretch mesh side treatments, diagonal handles and color treatments that lend an energetic, driving feeling to the line, Roberts said.
     Depending on the model, each bed is accented in grayblue, navy, neon green or magenta - all popular colors in athletic apparel, the company said. Retailers can opt to mix or match colors in the line.
     Expected to retail from $799 to $1,299 in queen, the Perfect Contour beds "are designed to attract athletic consumers who value a healthy night's sleep but also have a budget in mind," Roberts said.
     The collection includes coordinated top-of-bed dressings and point-of-sale materials that carry health and fitness themes like "Play hard," "Revive," and "Live life to the fullest." The line also will be backed by a social media campaign to be presented at market, advising consumers to "Sleep, Eat, Sweat, Repeat."
     The Dr. Breus Bed line has been re-engineered to offer enhanced body conformance, responsiveness and feel. Covers, colors and aesthetic appointments have been updated while preserving the beds' clean, modern design, the company said.
     Sleep expert Dr. Michael Breus and Comfort Solutions will present in Las Vegas an all-new, six-bed series starting with Vitality and moving up to Longevity, Endurance, Synergy, Stability and Success models, set to range at retail from $1,299 to $3,499.
     By varying the amount and type of latex used in each product series, every Dr. Breus Bed now offers different comfort levels and recovery characteristics, reflecting the company's product philosophy that "one size does not fit all."
     The collection's computer based, in-store SleepMatch program provides assessments and recommendations for individualized, healthy sleep across the entire line.
     The top-of-the-line Success model now has a double pillow-top design, waterfall tailoring and a high-contrast palette. New colorways in the collection involve silver and gold, the company said.
     Based on the success of hybrid models in its other lines, Comfort Solutions will present in Las Vegas a new hybrid "cousin" of its current King Koil Posture Sense innerspring line, called Posture Sense Response.
     The four new Posture Sense Response beds, to retail from $799 to $1,299, use a foam encased, wrapped coil unit in combination with a variety of gel memory foam layers. The top number in the collection incorporates both latex and gel memory foam. All models in the new series will be shown in cream and spa color combinations.
     Comfort Solutions has redesigned the front of its showroom, World Market Center A-546, to give first position to its ultra-high end Natural Response latex beds.
     The five-model collection, which uses proprietary components and designs focused on ease of natural movement during sleep, now features two-tone, channel-quilted side panels, complementary leather-like topper attachments, abstract, sculpted knit covers and new bolster, pillow and foot protector designs with upholstery treatments.
     Retailing from $2,495 to $4,995, Natural Response beds "are intended to impress consumers seeking the epitome in sleep luxury and comfort, and to deliver highly elevated margins to retailers who floor them," Roberts said.
     The spa-inspired line will be showcased and stage-lit in a Zen-like environment.
     Comfort Solutions is also presenting new covers and cover treatments in its Extended Life line by King Koil.