BY BARBARA T. NELLES
Vendors at the August Las Vegas Market generally agreed that foot traffic was slower than at the February show—everything seems to slow when the mercury soars to 105 degrees and the market seems to be settling into a pattern of more bustling shows in winter and quieter markets in summer.
In the halls of the World Market Center—where temperatures stayed cool, indeed—there were a lot of new offerings at mattress showrooms. Many were of the line–extension variety, but there were shop–stoppers too, some hidden away in private viewing rooms.
Contests and promotions targeting both retailers and consumers were plentiful at the show, offering lucky winners everything from pillows to bed sets to iPads—even a trip to Las Vegas.
Change in the air
Simmons Bedding Co. introduced new Chief Executive Officer Gary Fazio, who said people have asked him why he joined the company after years with Mattress Firm, most recently as chairman: “Because of the tradition of the company and quality of the products like Simmons Beautyrest. We make a much better product. How do you measure quality? By the number of returns—I learned that at Mattress Firm. And with the new ownership, this is a very exciting time for us. You can see it throughout the showroom. There’s lots new here and lots in the pipeline. But innovation is easy; what’s not easy is to make it relevant. We’re going to change the conversation with retailers. It’s about working together and figuring this out together.”
The company offered a number of enhancements to its ComforPedic and Beautyrest Black collections. Most notable were three Beautyrest Black Beyond beds, luxury priced at $3,499 to $4,999 in queen.* Components include a cooling GelTouch comfort layer, as well as specialty foams and Variform Advanced Pocketed Coil springs. Mattresses are foam–encased, have patented Transflexion Comfort Technology, luxurious fabrics and bejeweled borders.
At the Leggett & Platt Consumer Products Group showroom, new consumer messaging and a rebranding campaign were a central focus. The recently renamed Leggett & Platt Fashion Bed brand, formerly the Fashion Bed Group, displayed 19 new frame models, priced between $299 and $599. A new Web site for the Whittier, Calif.–based division went live during the show.
All are part of a rebranding campaign to leverage the equity in the Leggett & Platt name, a process that will take six to 12 months to complete, said Herman Tam, Consumer Products Group vice president of marketing.
Spring Air International President Rick Robinson said he “crisscrossed the country prior to the market, meeting with major accounts and closing significant business.”
“Market should be a celebration of the work you’ve done leading up to it,” he explained.
The Boston–based licensing group has retooled its collections and cut extraneous SKUs, Robinson said. It added four specialty beds to Sleep Sense, a Back Supporter collection introduced at the last market. The beds have eco–friendly features, including a foam core made with a portion of plant–based content, natural latex layers, a sustainable wood foundation and fabrics with natural fibers. The Sleep Sense line now includes eight beds, priced from $999 to $1,999.
Spring Air has streamlined its Comfort Silhouette Imaging software into a simpler, more intuitive format called Passport. CSI helps determine what level of support and comfort is appropriate for a consumer. While using it on the retail floor, consumers receive a passport–like booklet that explains different types of specialty materials in mattresses and leaves room for note–taking while shopping.
Anatomic Global, a foam bed manufacturer based in Corona, Calif., has redesigned its showroom, its branded product line and point–of–purchase materials. The new Sleep By Design concept makes it easier for consumers to find their comfort and support level by dividing the company’s EcoMemoryFoam beds into three color–coded series with graduated feels. Prices range from $799 to $2,999.
New directions
A handful of significant new brand and technology introductions stood out at the market. In the Natura World showroom, selected dealers could see the licensed Sharper Image bed with “modulating foam technology.” Inventor Gino Giori was on hand to demonstrate the patented Personal Touch bed. The five–bed line adjusts to the sleeper via vacuum technology, providing a visco–elastic feel on a traditional polyurethane foam core. The foam has a portion of plant–based content. Beds retail for approximately $2,499 to $4,999. Comfort layers include latex, visco–elastic and gel.
Vivon Life LLC, an adjustable bed maker and division of Chinese producer Zinus based in Hayward, Calif., launched its Vivon Life Positional Mattress—an imported line of adjustable beds with no outer frame. All moving parts of the patent–pending bed are built into the mattress core. It’s available in 11–inch, 12–inch and 13.5–inch mattress heights. Retail prices are $1,800, $2,200 and $2,600 in twin XL, platform foundation not included. The top two beds have massage features. All have a proprietary polyurethane foam core made with part plant–based content, activated charcoal and green tea. Special “loop and toggle” Stay Fit sheets come with the bed.
“There was a tremendous need for a breakthrough idea in a product category (adjustables) that even 65–year–olds say is ‘for older people’,” said Dennis Sones, chief marketing officer. “Our research and development took four years. The bed is all about people who use technology to embrace a certain lifestyle. Our target is sleep shops and furniture stores.”
As part of a new partnership with licensing group Therapedic International, mattress maker Hollandia International, which has headquarters in Sderot, Israel, launched the iCon Bed at Princeton, N.J.–based Therapedic’s show space. The headboard has an iPad docking station; the foundation is an adjustable Trio base operated with two digital remotes. The bed’s core is Talalay latex covered with Hollandia’s signature 3–D Active Ventilation fabric. It retails for $20,000.
“In my long experience selling beds, there are so many people who come in to shop for a $2,000 or $3,000 bed, but are actually willing and able to spend much more,” said Avi Barssessat, Hollandia chief executive officer.
At the Eclipse and Eastman House showroom, the sun also rose on the Ernest Hemingway Fine Bedding line. Light glinted off the bed’s ornate border fabric, brown velvet bed streamers and high–end damask and knit covers. The license for Ernest Hemingway home furnishings is owned by furniture producer Thomasville. The three–bed inner–tufted group has specialty foam comfort layers and rich detailing. Beds retail for $1,299, $1,999 and $3,499.
“Thomasville came to us and asked us to produce this line,” said Stuart Carlitz, president of the mattress brands and licensing group headquartered in North Brunswick, N.J. “They’ve done an excellent job of promoting the brand through the years. It’s their No. 1 case goods collection and has sold over $650 million in the last 11 years.”
Retailers got a sneak preview of Simmons’ prototype bed for its new Beautyrest Haute Couture collection, which will retail at $10,000 and above. The bed’s components remain a secret, but the mix of upholstery fabrics it was dressed with were fashion–inspired and feminine.
Many mattress makers added to their pillow offerings at market, but Fort Atkinson, Wis.–based Durable Products Co. took a step in a different direction with its introduction of a pillow–making kiosk for retail stores.
The Dream Machine adds “an element of retail theater to your store, drawing new and repeat customers,” said Dave Young, Durable Products owner.
The swirling pillow fill behind the machine’s glass windows is an 80/20 blend of Everlon fiber and duck down. Electronic controls allow the sales associate to fill each pillow to the customer’s specifications and create monogrammed messages on each pillow’s zippered, washable cover. Prices range from $45 to $150 for travel sizes to European squares.
In addition to promoting to retailers its new Comfort Solutions license, Greenville, S.C.–based manufacturer Park Place Corp. rolled out the T3 Recovery Mattress with Ironman Sleep Technology. Suggested retail prices for the three T3 beds range from $1,499 to $2,499.
Park Place recently signed the licensing deal with Seattle–based T3 Recovery Products, which holds the official license for sleep products associated with the worldwide Ironman triathlon series.
Extensive line extensions
At many showrooms, the focus was on filling in price points and augmenting collections.
Englander, a mattress licensing group with headquarters in Olive Branch, Miss., enlarged its collection of two–sided mattresses, adding Lifestyle 2, a three–bed group made with up to 6 inches of 100% natural latex. The beds have 8–inch, 10–inch and 12–inch profiles and retail for $999 to $1,999.
Gold Bond officially launched a plush new futon that combines visco–elastic with coils. The Visco Coil retails for $349 in full size. It has an innerspring wrapped in cotton batting and 2.5 inches of visco–elastic foam. The soft cotton twill cover is available in seven color choices. The Hartford, Conn.–based manufacturer added three models to its Sacro Support collection, priced at $599 to $799.
“These are two–sided beds with an edge–to–edge innerspring and a real box spring,” said President Bob Naboicheck. “They are more durable and give retailers something that the competition just doesn’t have.”
Licensing group Restonic continues to “drill down on its growing reputation as a real value line,” said President Ron Passaglia. It unveiled two promotional pillow–top models priced at $399 and $499 and added two HealthRest beds with Marshall coils and 3 inches of specialty foams. They retail for $1,499. The company has worked to offer a consistent array of marketing promotions all year, including a new “Hot Buys” program that includes mailers, advertising art, point–of–sale materials and a TV spot.
Tempur–Pedic put the focus on the high end with a redesigned GrandBed, which will ship in November and is priced at $6,999. The company added a top bed to the plush Cloud collection. The Tempur–Cloud Luxe begins shipping to retailers this month. Retailing for $3,999, it has a thicker layer of Tempur–ES foam, a knit cover with silk and bamboo viscose fibers and microsuede borders.
“The (three–bed) Cloud collection is designed to compete with pillow–tops. It’s a soft bed that is still very supportive,” said Mike Mason, director of brand development and integration for the Lexington, Ky.–based company.
Classic Brands added three higher priced beds to its re–introduced all–foam Dormia brand. The imported beds have zip–off knit covers, as well as memory foam and latex comfort layers. The newest models are priced from $1,299 to $1,499.
Home furnishings and electronics buying group MEGA Group USA, which has headquarters in Germantown, Tenn., put lots of mattresses on display at its first Las Vegas show. It focused on the official launch of its exclusive Paula Deen Home by Serta line. The five–model collection retails for between $799 and $1,999 and has foam–encased wrapped coils, in addition to comfort layers made of latex and specialty foam with plant–based content.
Five Star Mattress, based in Hoffman Estates, Ill., focused on its rich–looking Esteemed Collection, seven foam–encased innerspring models priced from $399 to $999. The top bed has several layers of specialty foams and a box pillow–top.
Mass customization
Customization was king at some showrooms. Licensing group Comfort Solutions, with headquarters in Willowbrook, Ill., showed new beds and styling in its dual–sided Sleep iD collection, introduced in February. The new top–of–the–line Delta Series is even more customizable. It has high–density visco–elastic foam and Talalay latex in reversible layers, as well as an optional zippered–access top.
Organic Mattresses Inc., based in Yuba City, Calif., offers consumers another customization choice in the DUO bed. It zips open to reveal four 100% natural latex “plates,” two on each side. The two plates have four firmnesses and can be rearranged to suit each sleeper’s comfort preference. Suggested retail is $3,995.
“Customers want comfort and flexibility,” said Walt Bader, president and CEO. “These mattresses allow you to adjust your comfort level as needed—and prevent the headache of comfort exchanges.”
E.S. Kluft & Co., with headquarters in Rancho Cucamonga, Calif., launched the Comfort Zone collection.
Dealers can showcase multiple comfort levels using just two display models. Four color–coded and removable 3–inch foam toppers provide different feels. The bed cores are either individually wrapped coils or latex, visco–elastic and polyurethane foams. Prices range from $2,500 to $5,000.
Helping retailers sell
New sales tools, marketing promotions and contests proliferated at this Las Vegas Market—and many manufacturers made use of new media, whether it was an iPhone app, social media or streaming Web video.
Restonic made an array of new video footage available to its vendors for use online and in advertising spots. It also unveiled a social media–based communications strategy to reach key audiences: licensees, retailers and their employees. It includes using LinkedIn to connect licensees, creating a private Twitter feed for retailers and encouraging employees to create and share videos.
Simmons held an iSpy scavenger hunt and gave away nine iPads as a way to educate dealers about its new QR Tag technology. QR tags are small barcode–like visuals that consumers can scan in–store with their smart phones to obtain all types of product information.
Spring Air dealers were treated to cash prizes and special deals on Back Supporter models as part of the 84th anniversary celebration of the Spring Air brand and the first anniversary of Spring Air International.
L&P’s Consumer Products Group released three new educational videos targeting consumers and retail sales associates. Two consumer video loops focus on power foundations and sleep accessories. The RSA video offers sales training. All are available online.
Sleep products manufacturer Natura World based in Cambridge, Ontario, kicked off a year–long contest with a strong social media component to raise awareness of Sleep Envelope, a natural wool–filled cotton comforter and mattress pad set with Natural Silver Technology. The contest grand prize is two trips to New Zealand. A queen Sleep Envelope set retails for $399. Its wool fill is temperature regulating, helping keep sleeping partners with different needs comfortable.
Comfort Solutions launched a “Where’s My New TV?” King Koil promotion that runs through January. Consumers can receive a 32–inch, high–definition television with the purchase of a $999 foam–encased King Koil Grand Luxe bed. The campaign is backed by a national multichannel marketing campaign.
The company also has fine–tuned its Sleep iD BodyMatch technology. The comfort assessment application has a new look, is easier to use and is now Web–based. Dealers can post it to their Web sites, as well as offer it in–store.
At the International Bedding Corp. showroom, Dr. Michael Breus, “The Sleep Doctor,” was on hand to explain his new House Call Program. It’s designed to assist consumers after their purchase of the Dr. Breus Bed, which was introduced by IBC at the February show. Consumers can receive ongoing sleep, health and wellness information online from Breus, who is an author, speaker and practicing clinical psychologist specializing in sleep disorders. Purchasers of the bed also receive a First Night Kit with sleep diary, night light and a thank–you note from the doctor. The six–model foam and Celsion latex collection retails for $1,499 to $2,999.
The top beds in the line have no fewer than 11 support and comfort layers, but sleep benefits—not construction—ought to be the main focus of the sales process, Breus said.
“These beds have the key elements you need to get a good night’s sleep: a feeling of zero–gravity, temperature control and support,” he said.
Jamie Piper, director of marketing communications for Trinity, N.C.–based Sealy, said a social media campaign launched for the specialty sleep Embody by Sealy line is part of an overall strategy to differentiate all Sealy brands in the social media space. Consumers are encouraged to connect with the Embody brand via Facebook, Twitter, blogs and traditional advertising in order to be among the first to hear about a host of upcoming contests and sweepstakes.
On Facebook and Twitter and in a comical Web series, Serta is drawing public attention to its Trump Home collection and the Serta brand, just in time for Labor Day mattress sales events. A central focus is “Counting Sheep for Hire,” a contest in which the public is invited to try and convince real estate mogul and TV personality Donald Trump to hire the currently unemployed “Counting Sheep” herd. The Hoffman Estates, Ill.–based mattress maker is offering a grand prize vacation getaway at Trump property in Las Vegas.
Englander is running a “What’s Your Bedtime Story” video contest through September. Consumers are urged to upload a video of their bedtime ritual to the contest Web site and encourage their friends to view and vote on the entries. The winner receives an ultra–premium mattress set.
Foam bed maker EcoSleep, which is based in Fort Atkinson, Wis., displayed the CertiPUR–US seal on all its offerings. CertiPUR–US is a voluntary certification program of polyurethane foams that tests for physical performance, indoor emissions and environmental stewardship.
“This is one more point of differentiation from our competitors and builds on our communication of an eco–story,” said Mike Schweiger, vice president.
A peek at new accessories
Mattress makers are piling on the pillow choices. Luxury Italian brand Magniflex, with headquarters in Prato, Italy, also offered a new accessories rack. Vendors receive one rack free with a $2,000 accessories purchase and two racks with a $3,000 purchase. Signage and banners can be customized to the retailer. The unit can be filled with seven new ergonomic pillows that provide support for neck, lower back and other areas. All have Magniflex’s trademarked open–cell, visco–elastic foam. The new pillows retail for $89 to $159.
Mattress and sleep accessories importer Reverie, with headquarters in Silver Creek, N.Y., offered a new Sweet Slumber pillow with shredded latex fill and the feel of down. It retails for $100 to $150 in standard, queen and king sizes.
Protect–A–Bed, which is based in Northbrook, Ill., offered a back–to–school Student Bedding Protection Kit that retails for $99 in twin XL. It includes a bedbug proof mattress and pillow encasement, along with a mattress protector that goes atop the encasement. The company also introduced the Luxury Sleep Story, a sheet set made with Tencel fiber. The fitted bottom sheet has the company’s Miracle Membrane, which protects the sleeper and the mattress from moisture and allergens. The queen size retails for $189.
Sleep Harmony, an imported mattress and pillow line by Glideaway Sleep Products, added latex to its pillow line–up. Three new pillows retailing for $59 and $69 from the St. Louis–based company have Talalay latex or a combination of latex and visco–elastic. The company also rolled out three mattress models with synthetic latex layered with memory foam. They retail for $1,299 to $1,499.
Sean Bergman, vice president of sales and marketing for mattress protection supplier FabricTech International, headquartered in Cedar Grove, N.J., said the company’s strong emphasis on consumer health is behind its rebranding of the PureCare mattress and pillow protection collection. The premium protectors contain anti–bacterial silver ions said to kill 99.9% of bacteria. Pillow covers retail for $39; mattress protection is $119 to $169 in queen sizes.
