Link This | Email this | Blog This | Comments (0)

David Perry

Vegas award winners: From limos to lookers

Before we close the books on another strong bedding market in Las Vegas, let’s hand out some awards for notable achievements.

* Best limo ride: Simmons. Believe it or not, your humble bedding writer occasionally finds himself comfortably ensconced in a stretch limo, getting the lavish attention he so richly deserves. (Just trying to make you laugh.) This market, Simmons provided that perk to yours truly and to other members of the trade press. During the limo ride, Simmons executive Tim Oakhill provided a briefing on the new way Simmons is bringing products to market.

* Best product innovation: Technogel by Simmons. The producer did a nice job of telling the gel story in retail display and merchandising materials. I predict a buzz for the Simmons gel beds at retail.

* Hottest specialty sleep category: Latex. Yes, luxurious latex knocked visco-elastic foam off its pedestal, at least at this market. Sealy made big latex news with the announcement that it’s building a latex plant in Pennsylvania. Sealy also rolled out two new latex lines, one for its Posturepedic brand and one for Stearns & Foster. Simmons also introduced a new latex line, and latex was featured in some of the new Spring Air Infinity models.

* Specialty sleep category with most wind in its sails … er, chambers: Airbeds. Sealy confirmed it is testing airbeds, while Therapedic, Lady Americana and Kaymed added airbeds to their lines.

* Sweetest pillow talk: A tie between Tempur-Pedic and Latex International. Tempur-Pedic put its marketing sparkle to work for its new SymphonyPillow, a dual-sided pillow designed for side and back sleepers. And Latex International’s new RejuveNite pillow line touches all the key bases, and offers a strong selling program too.

* Best use of diamonds: Serta. The producer is cleverly touting its 75th anniversary by giving away 75 carats of diamonds in 18 pieces of jewelry. Consumers who test-rest Serta beds are eligible for the drawing for those prizes. President Bob Sherman said he didn’t know of another jewelry giveaway like this one. I don’t either. Serta wins a prize for creativity on this promotion.

* Best new adjustable bed: Nuvo by Comfor-Pedic. Three motors in the base and new technologies in the base and mattress make this high-end model a winner.

* Best use of celebrities: Another tie between Comfort Solutions and Therapedic. Jaclyn Smith was her usual charming self in the Comfort Solutions showroom. So was Kathy Ireland in her appearances for Therapedic. Good-looking celebrities are a good thing in the bedding industry.

I hope you had a great market in Vegas. I did.