‘Deluge’ of bedding intros didn’t disappoint

The new ActiveBreeze smartbed from Tempur Sealy incorporates A.I into the bed that allows for dual-zone climate control.

Sheila Long O’Mara //Executive Editor, Furniture Today//February 7, 2024

LAS VEGAS — The winter Las Vegas Market historically has been the larger of the biennial events for the mattress segment, and the just-ended edition did not disappoint with some companies hitting record numbers of introductions.

At a time when the industry is facing a number of unknowns — including a sluggish consumer reticent to spend on the category, the industry’s largest-ever acquisition and a pending antidumping action — the deluge of products offered an interesting juxtaposition.

Retailers shopping the category said the wealth of introductions were welcome. Anonymously, some said they were on the hunt for alternative brands with the closing of Tempur Sealy International’s acquisition of Mattress Firm looming later this year.

Intros in abundance

Mattress makers confirmed that sentiment, and most planned product introductions with that strategy in mind. Hence, the abundance of new goods. Key executives also wanted to give retailers fresh product at a range of price points to help swing quiet retail doors.

Serta Simmons Bedding unveiled 56 new mattresses across seven lines, but it wasn’t alone in its beefy product launch. Corsicana, Kingsdown, King Koil, Spring Air and Bedding Inds. of America were among major players that rolled out significant offerings at market.

Manufacturers that dove headfirst into big product launches said the timing was right as retailers continue to look for the right levers to pull to entice consumers into stores.

“It was good seeing companies investing in new product and in new research and development,” said Toby Konetzny, CEO of South Bay International. “It feels like the entire supply chain is back to more normal levels.”

Retailers were strategically looking for new goods, said Richard Fleck, president of Paramount Sleep Co., adding that SKU productivity was top of mind for those shopping in Las Vegas.

“We’re hearing requests for more slots, and we’re seeing major shifts happening in the marketplace,” he said. “Retailers are tired of being told what they need to floor, and they are coming to us asking for metrics on what sells.”

He also pointed to a shift away from the under $1,000 SKUs to steer clear of competing with the low-end products often found online.

King Koil came to market with more than 20 new beds across its Smartlife, PureBliss, Reserve Luxury and Signature lines. David Binke, CEO, said the company remains focused on meeting its retailers’ needs.

“We always do what we think our partners need,” he said, adding that some companies will change out their product selection and others will hold the status quo. “Retail is tough, and some are hunkered down. I’ve learned that if you don’t change when you want, sometimes the change that comes your way is not always good.”

In the Kingsdown showroom, retailers found the company’s expanded K2 collection that now features foam and hybrid models, as well as updated Vintage Couture and Insignia collections.

Frank Hood, president and CEO, said more than 80% of the product in the showroom was new.

“Retailers are trying to figure out who they’re going to bet on product wise,” he said. “We are committed to bringing style into the mattress category, and it is working. We have cracked the code, and our retailers are seeing a real difference.”

Spring Air International was loaded with more than 40 mattresses. Some featured redesigns of customer favorites — such as Four Seasons and Chattam & Wells — and others incorporated new components to meet consumer needs.

More … or less?

Nick Bates, president, said the time was right to make a big splash.

“During 2020 and 2021, we were all shipping what we had available,” he said. “Now, with retail being slow, we have all had time to refresh our lines and offer our customers new products to help drive business.

“We’re giving the RSA some new products to get excited about. It was time. The slowdown has given us all time to reset.”

Not every mattress supplier thinks the influx of new product makes sense at this time.

The wealth of product being introduced is overkill and runs the risk of confusing the customer, said Gerry Borreggine, CEO of Therapedic International.

Therapedic showcased its new four-model Nyx lineup featuring natural and organic materials. Borreggine said the company historically shows its product at markets and then takes retailer input back to the lab to make requested tweaks as needed.

“When you introduce too much, it becomes sensory overload,” he said. “It’s better to be judicious in releasing products in a time-lapse manner. It’s not practical, and it’s not conducive for retailers to be able to keep up with such huge product launches.”