Spring Air adding models to its Back Supporter line
David Perry -- Furniture Today, January 28, 2013
BOSTON - Spring Air International is saluting its flagship Back Supporter brand with new products and promotions to be launched at the Las Vegas Market.
In addition to introducing aggressively priced bedding models, the company is kicking off Super Bowl-themed retail and consumer promotions.
The year-long Back Supporter event is designed to boost Back Supporter sales and awareness around the world.
The beginning of the company- wide tribute to the 86- year-old mattress brand will be unveiled at the show with the introduction of a factory-select, firm/plush choice of Special Edition Back Supporter models, priced at $599 in queen.
To drive sales of all Back Supporter products during the year, including new Special Edition models, Spring Air also will unveil a turn-key retail sales incentive program that will award, among other prizes, an all-expenses-paid trip for two to the 2014 Super Bowl. The trip to Super Bowl XLVIII will be awarded to the Spring Air retailer who sells the most Back Supporter beds during 2013.
The company also is making available two additional Super Bowl XLVIII tickets for a consumer drawing that participating retailers can advertise and promote in their local markets.
Super Bowl 48 is scheduled to be played on Feb. 2, 2014, at MetLife Stadium in East Rutherford, N.J.
Also in Las Vegas, Spring Air will present the International Back Supporter of the Year - the Back Supporter Euphoria - made by the company's Jakarta, Indonesia licensee. The presentation will include a video showcase of Spring Air's international licensees and the Back Supporter products they market in 33 countries.
"We're dedicating 2013 to one of the most longstanding and successful mattress brands in the industry," said Rick Robinson, Spring Air's president. "The Back Supporter name has a rich history and legacy both in the U.S. and overseas. Our objective in the new year is to further drive awareness, preference and sales of the brand through increased exposure, ongoing and focused promotion, value pricing and sales incentives."
At its World Market Center B-1126 showroom, the company is reserving its two front display windows for a domestic and an international presentation of Back Supporter products.
In the domestic window, Spring Air will display the nationally specified, firm and plush choice of Special Edition models. The beds incorporate layers of latex or gel foams, plus premium foams, and feature quilted velour tops with caramel-colored suede borders, the company said. The domestic showcase also will include Super Bowl 2014 promotional materials and information on the Spring Air Rewards retail incentive program.
Spring Air plants will specify certain comfort layers, fabrics, colors and quilt patterns for the Special Edition beds they offer in their local markets.
Featured in the international window, the Back Supporter Euphoria model is a fully appointed Euro top design using multiple layers of premium, zoned latex and memory foams, plus Spring Air's proprietary five-zone wrapped coil core, the company said.
To be made available to retailers around the world, the Euphoria bed has a sleek upholstered headboard and frame, an extra plush, deep-quilted knit top panel, alternately quilted side panels, and decorative handles embroidered with the Spring Air logo.
"This bed truly demonstrates the sophistication and power of the Back Supporter brand and products around the world," Robinson said.
Along with the grand prize of a trip to the 2014 Super Bowl, participating Spring Air retailers also can qualify for other awards by earning performance points based on their Back Supporter sales.
Spring Air is developing a video for its sales force that details the Rewards Program and outlines other incentive prizes, including accommodations and tickets to sporting events, exotic vacations and cruise packages, electronics, sporting goods and home appliances, the company said.
In addition to the retailer Rewards Program, Robinson said, Spring Air will hold other events and promotions throughout 2013 to maintain a focus on Back Supporter products and to drive sales momentum.