Sealy will make its first foray into one–sided mattress design at next month’s High Point International Home Furnishings Market. The patented technology will debut in Sealy’s new Posturepedic line.
In announcing the move, Dave McIlquham, president and CEO, made this statement: “Sealy is the market leader because of our unwavering commitment to designing and producing mattresses that deliver the performance characteristics, benefits, and quality consumers most desire. During the past year, we conducted extensive consumer research and conducted mystery shopping trips in numerous markets nationwide. We learned there were specific comfort, support and feel preferences that could be achieved with new technology being developed and a modified design. The new Posturepedic line will deliver superior product performance and enhanced durability for consumers, and superior sales and profits for retailers.”
Sealy is keeping the new line tightly under wraps until the market, according to David Evans, vice president of marketing. “But I can confirm that all parts of the Posturepedic line will change to the one–sided technology,” he said. The new line also will continue to feature Sealy’s PostureTech innerspring.
Comprehensive retailer support materials, including new ads and P.O.P., will debut in High Point. A new national advertising thrust emphasizing the one–sided feature will be built on Sealy’s existing program, including the “It’s a Sealy” television spots, which have been very successful, according to Evans.
No other Sealy or Stearns & Foster lines will feature the new technology at the April High Point market. “The direction for the balance of our products will be announced later this year,” Evans said. “For now, it’s a Posturepedic feature.”