Bedding majors roll out aggressive new lines
David Perry -- Furniture Today, July 29, 2013
LAS VEGAS - Bedding's big guns are rolling out some aggressive new lines this summer, seeking to give their dealers plenty of ammunition for second- half promotions.
This bedding-rich market is again the scene of a host of mattress introductions, with most bedding majors augmenting a heavy slate of introductions earlier this year with new lines this summer. Gel features prominently in many of the introductions.
Serta is showing its complete iComfort Collection, including its new iComfort Directions dual-action gel memory foam mattresses and the complete line of iComfort accessories. Select Perfect Sleeper and iSeries mattresses will also be shown.
That producer is also unveiling its America's Mattress Gallery program, an extension of the current America's Mattress Sleep Shop network. Galleries range from 1,200 square feet up to 2,000 square feet and larger, depending on the retail space available.
Sealy is aiming to optimize its success in the specialty sleep arena by adding gel to latex bedding. Its new Optimum gel latex line fuses the comfort of gel latex foam with the cooling power of Outlast technology, the producer says.
The four-bed offering rounds out Sealy's existing Optimum line, introduced last year in a gel memory foam design, Sealy said. The new line delivers the cooling power of Sealy's OptiCool feature in a new and more responsive feel, and will be backed by a full advertising support program, the company said.
Sealy also plans a number of promotional programs this year to support its Sealy Posturepedic Hybrid line, a half foam/half springs offering that will be featured in the Sealy showroom.
Simmons is targeting Millennials with its new Simmons CURV line, a three-model, Simmons- branded memory foam line. The models, priced under $999, feature CURV's specially designed memory foam in an exclusive curved pattern to support and conform to the curves of the body, the company said. The line is designed to provide the benefits of memory foam at an affordable cost.
Therapedic is introducing its Buoyancy line of gel-latex mattresses, its first foray into that arena. The beds feature the company's hourglass design made from a gel layer and fused atop natural latex, a construction aimed at providing more cooling benefits for the sleeper.
Therapedic is also showing enhancements to its Agility line of hybrid bedding, with additional layers of mini-micro- coils and gel.
Englander is introducing a new Posture Support Plus collection for athletically built or plus-size sleepers, retailing from $1,599 to $1,999 and featuring Englander's new Dual Coil construction: a three zone, fabric-encased coil unit securely fastened to a second heavy-gauge coil underneath. Upholstery layers include poly foams, natural latex and gel memory foams. Matching top of- bed accessories round out the line.
Englander is also introducing its Energy Health Solutions collection, a four-model innerspring line targeting retails from $299 to $599. The beds are designed "to help our retail customers be as competitive and responsive as possible in their local markets," said Kevin Toman, Englander's president.
Kingsdown is relaunching an expanded Passions Collection with 18 models, offering a variety of constructions and comfort feels. Retails range from $699 to $1,699. The company has expanded the collection with new models featuring gel-engineered components, such as gel-infused fibers and foams. The line also features a coil system for increased contouring support.
"The expanded Passions Collection is significant as it notably increases our offerings in the premium marketplace, which is the industry's most competitive right now," said Frank Hood, Kingsdown's CEO and president. "With a broad range of comfort feels, modern styling and smart pricing, we're confident this collection will have the mass appeal needed to help retailers increase their margins and extend their reach in the marketplace."
Added Kevin Damewood, Kingsdown's executive vice president of sales and marketing, "Now, we're going head to- head with the ‘S' brands and we believe our lineup and pricing will provide a breath of fresh air for retailers who are looking for something new in the premium category."
Symbol Mattress is showing its Comfort 4U line, a three bed series that features a personalized comfort system. The airbeds are cushioned with memory foam, gel memory foam and latex. The two top models have six adjustable chambers.
Spring Air is touting a hybrid design with its new Sleep Sense line of five Ultimate Back Supporter beds that combine encased coil cores and various combinations of latex, gel memory foam and poly foam in recessed zones of the coil cores. Retails range from $799 to $1,799.
Spring Air is also introducing its Spring Air Mega Sale, which encompasses Back Supporter models and a Spring Air-branded entry level bed, retailing from $399 to $799.
E.S. Kluft & Co. is expanding its Aireloom Aspire line. The entry level collection adds three mattress constructions with price points ranging from $2,000 to $3,000. A companion foam line was added to match the $2,000 price point of the original Aspire.
The producer is also updating two Aireloom collections, Synchronized Support and Adapt-and-React.