With more than two dozen manufacturers of all sizes exhibiting at the High Point Market in April, the bedding category has re–established a significant presence there. Generally speaking, sleep products exhibitors were in an upbeat mood, due in large part to strong first–quarter sales. Added to that, foot traffic at the show in High Point, N.C., was up over October, with more buyers in attendance—and more with mattresses on their shopping lists. New products were easy to find and they covered every price point.
Fascination with foams
Engineered and specialty foams were on display in cores, comfort layers, toppers and encasements as mattress manufacturers continued to tap into foam’s popularity and profitability.
As a testament to the popularity of foam, Shifman Mattress Co., a 117–year–old manufacturer of high–end, handmade innerspring mattresses, introduced its first line of latex beds. The Newark, N.J.–based company’s Pure Comfort Latex Mattress collection has a latex core (7 ½ inches to 9 ½ inches) that is covered in high–end damask. It sits atop the company’s all–coil box spring. Suggested retail prices range from $2,199 to $3,999 for a queen size.*
Natura World, a mattress and sleep accessories manufacturer based in Cambridge, Ontario, unveiled Natura Latex, a collection with a range of constructions and feels. The beds are arranged in three groups but all have coir and natural wool in the comfort layers. Lower–priced models (beds start at $999) have latex in the top layers and a polyurethane core with a percentage of plant–based content. The top bed, priced at $3,699, has a five–zone latex core and more latex in the quilt layer.
EcoSleep, a line of compressed and rolled foam beds manufactured by Durable Products LLC in Whitewater, Wis., expanded its offerings. The Cool–Contour Deluxe, an addition to the Cool–Contour memory foam collection, sports a moisture–absorbing Tencel mattress fabric. Retail is $1,299 for a queen set. Other new offerings included a latex group priced at $699, $899 and $999. The beds have latex layers over an Acella–Flex polyurethane core, which has a portion of renewable content from castor oil. The beds are covered in super–stretch dimensional knits with contrasting, upholstery–style border fabrics.
Maintaining a comfortable sleeping temperature was top of mind at International Bedding Corp., which has created The Sleep Doctor bed in partnership with sleep expert and author Dr. Michael Breus.
“Having Michael design for IBC has been exciting and refreshing,” said Eric Johnson, senior vice president of marketing and merchandising for the Fort Lauderdale, Fla.–based company. “He has magnificent insight into what sleep can do for your life. One of the strongest things about the beds is their thermal regulation.”
The all–foam line features proprietary Tempsense, a combination of phase–change ticking material and temperature–regulating Celsion latex in the bed’s top comfort layer. There are six beds in the group, each upholstered in bright white with French blue check accents. Retail prices range from $1,499 to $2,999 for a queen.
Pure LatexBLISS added a model with temperature–regulating Celsion latex to its collection of removable pillow–tops. It retails for about $350 in queen.
Enso Sleep Systems, a division of Klaussner Furniture Industries, launched a nine–model line of all–foam beds imported from China. There are eight visco–elastic and one latex mattress. Most models have zip–off top panels that can be cleaned or replaced. The Grandeur, a duvet–top bed with a high–end look, retails for $1,499.
The line presents retailers with an opportunity for “long, healthy margins on beds with stepped–up styling,” said Chuck Fisher, an executive with the Asheboro, N.C.–based company. “These are our initial offerings. Our direction will be based on where our dealers and the consumer want to
take us.”
The foam mattresses are shipped rolled and in cartons from warehouses in Asheboro and Kent, Wash. Wood and wire foundations are shipped either assembled or knocked down. Suggested retail prices range from $299 to $1,999.
Alliance Sleep, the Buffalo, N.Y.–based Restonic licensee, added a number of new models to its lineup. In a “soft,” regional launch, the company introduced four Healthrest beds retailing for $1,299 to $1,699. Each has a polyurethane core containing plant–based content that’s topped with layers of Talalay latex in a range of thicknesses.
The Oceania from Jamison Bedding is an all–foam bed that comes with “a party” of marketing tools, said Ken Hinman, vice president of sales and marketing for the Brentwood, Tenn.–based manufacturer. “We’re trying to bring some excitement to the category. The coolest thing about the bed is its fast recovery and it temperature–regulating properties.” Ventilated visco–elastic and a densified, breathable fiber layer top the high–resiliency base foam. Point–of–purchase materials for Oceania include signage and foot protectors.
Classic Brands, based in Jessup, Md., reintroduced its Dormia brand, debuting eight foam beds in a memory foam and a latex collection. The top beds have 5 inches of memory foam or latex with a “free–floating” look—a box–top design without any tape–edge.
“The brand has had a lot of nationwide visibility and we believe that there is an opportunity to re–establish that connection with consumers,” said Mike Zippelli, Classic Brands chief executive officer.
Adjustable base and mattress maker Zedbed, based in Grand–Mère, Quebec, added new adjustable bases to its ZedMatic and Ortho Zed lines and introduced the Flex collection, its first wrapped coil offering. The beds’ top layer is memory foam, latex or a “hybrid” foam with characteristics of both latex and visco–elastic. There are three comfort levels. The suggested retail price is $1,999 for a queen set on a flat base. The manufacturer’s Black Label foam bed collection contains a new generation of “nonthermosensitive” memory foam.
Durability messages
Reaching out to consumers who’ve been unhappy with a past bedding purchase, Paramount Bedding, a Comfort Solutions licensee with headquarters in Norfolk, Va., introduced the Heavy Duty or “HD” mattress.
“Many people have purchased a pillow–top mattress and experienced product failure after two to three years,” said Richard Fleck, Paramount Bedding executive vice president of sales. “They’ve felt taken. HD really gets back to the tradition of the industry. It offers solid support and comfort that is designed to last.”
Product messaging revolves around comfort and durability—not body weight. The beds incorporate high–end specialty foams, inner tufting, heavy–gauge innersprings and foam encasement. An extra sturdy, all–wood foundation is made by Amish craftsmen in Pennsylvania. The four beds in the line retail for between $999 and $1,999.
Paramount’s new Back Performance collection retails for $699 to $1,499 in queen. Its tag line is “Support Your Active Lifestyle.” The collection itself is supported by an array of lifestyle point–of–purchase photography and a series of videos.
Gold Bond told a durability and value story with its collection of two–sided beds.
“The story is selling—especially in this economy—that you get twice as much bedding for your money when you buy a two–sided bed,” said Bob Naboicheck, president of the Hartford, Conn.–based company.
Gold Bond’s new Imperial with Sacro–Support is a step–up, two–sided bed available in firm, plush and pillow–top. It retails for $799 and $899 for a queen set. The bed’s sleep surfaces have knit fabrics with delicate black floral motifs. Borders are a coffee–cream linen.
Other manufacturers showing two–sided beds included Paramount and Therapedic Sleep Products. Park Place Corp., based in Greenville, S.C., showed in a new space in the International Home Furnishings Center and saw increasing interest in two–sided beds, according to Jimmy Orders, Park Place president.
Moving into new prices, categories
Ultra–premium bed maker Hästens, based in Köping, Sweden, unveiled the next generation of its lower priced frame beds. Three models retail for $5,100 to $6,950 in queen—about 20% less than its previous line. In addition to layers of horsehair, cotton, wool and wrapped coils, the upholstered beds incorporate a new “sectioned–off, Deltabonnell” system that reduces motion transfer.
According to Janet Stein, U.S. country manager for Hästens, there has been a return to luxury goods consumption, but with a new ethos.
“People are re–learning the value of sleep and placing more value on beds,” she said. “The luxury customer wants something that is authentic, differentiated and of real quality and craftsmanship.”
Serta made a late–date decision to take its new permanent showroom in the IHFC. The bedding maker turned lemons into lemonade, decorating the space with an “Under Construction” theme complete with scaffolds, raw plywood decor and paint buckets filled with flowers. In high relief stood the elegant Trump Home Luxury five–bed, step–up collection. Priced from $1,699 to $2,999 in queen, the beds glimmer with gold damask fabrics and sparkling crystals. They feature specialty foams, foam encasement, wrapped coils and coil–on–coil construction in some models. The top bed has Serta’s Smart Support gel comfort layer.
Shifman brought out the Limited Edition Mattress collection with a tack–and–jump quilt. A pilot program, the bed is available for the month of June only and is in a moderate price range for the high–end manufacturer—$1,499 for a queen set. In keeping with Shifman tradition, the beds are handmade, two–sided and sit atop eight–way, hand–tied foundations.
Therapedic added some sparkle in its first foray into encased coil mattresses. The Princeton, N.J.–based licensing group put the spotlight on its five–bed Therawrap by Therapedic collection. Each bed is foam encased and upholstered in a silver, black and white ticking with a gleaming metallic silver tape–edge. The beds have up to a 2–inch specialty foam comfort layer—either visco–elastic or latex. The top model is an encased coil–on–coil construction. Retail prices range from $699 to $1,199.
“We are very excited to finally have a branded, encased coil line like Therawrap,” said Gerry Borreggine, Therapedic president. “We’ve positioned the line as a value alternative to the other ‘like products’ currently in the marketplace. It is being exceptionally well received by both our dealers and the factory reps.”
Promotional brand Five Star Mattress, based in Hoffman Estates, Ill., reached for the higher end with its True Luxury collection, a 14–bed line retailing for $599 to $1,499. The top bed in the line has 2 ½ inches of Talalay latex in a “super pillow–top.” Rich styling in shades of mocha and tan, knit tops with scroll motifs, suede borders and thick tape–edges are teamed with point–of–purchase banners in chocolate satin.
“It’s certainly a luxurious new look for us,” said Jim Nation, Five Star Mattress president. “And something people don’t often think about—those suede borders keep sheets in place so they won’t pop off the bed.”
Emphasis on accessorizing
Accessories collections continue to grow from market to market as vendors look for new ways to help retailers increase sales.
Leggett & Platt’s Consumer Products Group introduced a 400–thread count sheet set with RestAssured Easy–Fit Corner Pockets, part of its Home collection brand. The fitted sheet has a stretchy fabric band that is guaranteed to keep sheets snugly in place over any mattress up to 18 inches deep. A queen sheet set retails for $99.
“We added a number of new products, as well as new marketing collateral tying together all of our brands. The ultimate goal is to help retailers increase their average ticket by offering a full line of accessories,” said Herman Tam, group vice president of sales and marketing at the Carthage, Mo.–based company.
L&P offers six categories of accessories, as well as display units and point–of–purchase materials in its Retail Solution program, which is being used by more than 135 retailers. Retail participants saw a 21% growth in average tickets during a six–month period in 2009, Tam said.
The Cool Aire Memory Foam Pillow from L&P’s Southern Textiles brand is a new ergonomically designed contour pillow. Southern Textiles also offered new microfiber polyester sheet sets with moisture–wicking properties.
Two new mattress encasements address growing concerns about bedbugs and allergens. The Invisicase Surround Protector is a waterproof, bedbug and allergen–resistant encasement. The Platinum Surround Protector offers the same protection and has a terry top with four–way stretch.
Hickory At Home is “putting passion and luxury” into sleep accessories, said Niles Cornelius, general manager of the company, a division of Hickory Springs Mfg. Co. based in Hickory, N.C.
“No bed sale is complete until you put the right top–of–bed on it,” he said. “We want to help consumers spend more dollars in that store—it doesn’t matter what brand mattress they buy.”
With anything from 50 square feet to 1,200 square feet, a retailer can create a “Final Touch” accessories department in their store, Cornelius said.
The product line emphasizes down fills. Comforters and blankets come in different weights and contain European goose down. Retail prices range from $699 to $899. Feather beds in queen with European goose down are $699. Domestic goose down feather beds retail for about $200. There also are sheets with long–staple cotton, several types of mattress pads and 10 pillow variations with a range of fill types.
Jamison has branded its own line of two–sided latex and visco–elastic pillows. There are three SKUs—for back, side and stomach sleepers—that retail for $129 in queen size.
Classic Brands added the Perfect Pillow, bringing its pillow lineup to six. The Perfect Pillow is two–sided memory foam with a velour cover. One side is smooth while the other is contoured, making it suitable for all sleep positions. It retails for $89 in queen.
