Southerland focusing on new Sharper Image line
David Perry -- Furniture Today, January 28, 2013
NASHVILLE, Tenn. - Top 15 bedding producer Southerland is introducing its new Sharper Image bedding line at this week's Las Vegas Market.
It is showing the Response Sleep System by Sharper Image, the consumer brand known for its contemporary designs.
To be showcased in space C-172 in the World Market Center's Design Center, the five-model Response Sleep System line carries the marketing position, "wake up well," and reflects the heritage of superior engineering and striking design that consumers associate with the Sharper Image brand and products, the company said.
"We're very excited to be in Las Vegas to debut this exceptional and highly differentiated line of sleep systems under such a powerful and well regarded consumer brand," said Steve Russo, CEO of Southerland, the exclusive licensee and producer of the Sharper Image brand for the bedding category.
"The Response line is unique in the industry in that each bed is designed as an Active Sleep System, rooted in the philosophy that the ideal mattress adapts to the uniqueness of each person. The critical end benefit is that each model has been developed to respect the size, weight and body mass of each person and to continually adjust itself throughout the night by responding to the sleeper's movements and positions," Russo said.
Manufactured and distributed by Southerland's factories in Nashville, Oklahoma City and Phoenix, Response Sleep Systems will be sold to select retail partners that market the beds in exclusive trading areas. All five models carry a 25-year limited warranty and offer consumers a 100-night Comfort Guarantee. Retails range from $1,699 to $2,999.
According to Russo, each Response bed features high performance materials that work separately as well as in combination to optimize the Active Response properties of the line. This synergistic system delivers three distinct sleep benefits: zero-gravity pressure relief, responsive support and contoured comfort, the company said.
Every model incorporates a proprietary Contouring Response core that integrates with pressure-relieving layers. At the top of each bed, Active Response layers made of open-cell Talalay latex work in concert with Energy Response foam layers to lift the body while simultaneously absorbing the sleeper's weight, eliminating pressure points, officials said.
An HD (High Density) Response Zone provides enhanced lumbar support and extra pressure relief for the body's heavier midsection.
"The end result is that each mattress provides the individual sleeper, regardless of weight or shape, with zero gravity pressure relief, proper spinal alignment, maximized blood circulation and reduced movement during the night for a deep, restorative rest," Russo said. "Meanwhile, the sleeper enjoys the experience of a ‘lifted' and floating sensation that we believe is unparalleled in the industry. That's why we're so confident of our brand promise, ‘wake up well.' Every sleeper will be recharged and rejuvenated in the morning, and that's the real measure of a superior bed."
Shoppers can choose from a matching, fully upholstered Static Response traditional foundation or an Active Response power foundation.
Strategic alliances with industry suppliers and marketing firms provide retail partners with services and benefits. These include a turnkey, high tech-styled package of branded headboards, footers and luxury latex pillows; mounted, in-store iPad tablets that consumers can use; educational videos and customizable TV commercials; photography and local advertising materials; a dedicated Response Sleep website, plus controlled access to a Sharper Image data base of millions of consumers for target marketing.
Retail partners also receive ongoing sales training and can tap into a suite of other digital research, media buying, social and mobile media services.