Springing Back in High Point

Busy showrooms, happy exhibitors marked the April market return

Everyone is longing for a return to normal. And the Spring High Point Market, April 2-6, finally felt a bit like pre-Covid days, complete with handshakes, hugs and mask-free faces.

In contrast, the “spring” market last year was held in June to accommodate the Covid-19 surges. This year, the show was back on track in April. 

On Friday before the market officially opened, the Ashley showroom was hopping. Brad Rogers, senior vice president of bedding, said it was already a great market for the company. “A lot of people could not make it out to Vegas, so we’re seeing a lot of people who wouldn’t normally show up here,” he said. “I see this becoming a tremendously successful market for us.” 

On Monday, following a full weekend of appointments, Paramount Sleep declared its time in High Point successful. 

“We’ve had a fantastic market,” said Richard Diamondstein, managing director of Norfolk, Virginia-based Paramount Sleep. “Way over the top.”

In terms of product, many manufacturers filled out their lines with pieces missing from upper or lower price points or focused on essential accessories such as pillows. Take a look at these market finds.

Cool Highlights

Ashley Furniture Industries expanded its Sierra Sleep line, targeted to independent furniture and mattress retailers, with a new hybrid model retailing for $599. At the market, Arcadia, Wisconsin-based Ashley touted cool-sleeping features in a total of 10 mattresses, including the four-model Millennium line, which carries a “really cool” tagline. 

Papa Would Be Proud

Continuing with the success of its Ernest Hemingway line, Bedding Industries of America introduced a softer top in the Inspiration model with microcoils, Talalay latex, a second layer of soft latex and coil-on-coil design. Retailing at $2,999 for a set, the Insignia model tops the line which starts at $799. North Brunswick, New Jersey-based BIA also showcased Harvest, its revenue share line, which solves the conundrum of how to enter the direct-to-consumer market without abandoning the retailer. The brand has its own website and social media. Participating retailers agree to floor three models and then receive money for mattresses sold online in their area.

Pillow Power

Shifman Mattresses, headquartered in Newark, New Jersey, developed a new display to highlight its premium pillow line, which retails from $199 to $349. Bill Hammer, Shifman’s president, gets comfortable with the top model, a latex-core pillow surrounded by goose down, retailing for $349. The line features three styles and is designed to complement the company’s high-end

Plush, Please

As if its luxurious Millbrook Hampshire line wasn’t enough, North Brunswick, New Jersey-based Bedding Industries of America added a two-sided duvet to increase the ahhh factor. Created with microcoils, natural Talalay latex and Hampshire wool and finished with hand-tufting, the 5-inch topper retails for $1,499.

Lovely Lavender

AW Industries’ Sleepwell line included three new models in the Lavender collection. The Landover, Maryland-based bedding producer and distributor added all-foam mattresses to the original three-bed hybrid lineup. Covered in a distinctive white ticking with lavender flowers crossing the panel and down a waterfall edge, the collection retails from $1,199 to $1,499. Like the other beds in the collection, these models include lavender in a cooling phase-change layer. The cover is made from upcycled plastic bottles. 

Castle Comes to Life

AW Industries brings history to life with Silentnight’s Highclere collection, inspired by Downton Abbey. Paul Kahl, vice president of sales for the Landover, Maryland-based company, holds a British-style umbrella in the Silentnight showroom to salute Highclere Castle, the British landmark featured in the TV series. Retails for the collection, which includes one-sided and two-sided models, range from $1,299 to $1,799. All of the beds feature at least 2 inches of Tokowool, a New Zealand wool.

Serta Foam Line Debuts

AW Industries, a Serta licensee, unveiled a new Serta Perfect Sleeper foam collection, which mirrors some of the key components in the Serta Perfect Sleeper innerspring line. The smooth-top foam models retail from $899 to $1,699 and received good reviews at market, said Paul Kahl, vice president of sales for the Landover, Maryland-based company.

Time Honored

Paramount Sleep added a hybrid model to its long-lasting Paramount HD Super Duty line. It features a cool-to-the-touch cover, copper-infused memory foam, gel memory foam and a foam-encased construction in a line that is designed to be durable. Steve Maddox, director of sales for the Norfolk, Virginia-based company, is pictured on the new model, which retails for $1,599.

New Look

It’s hard to miss Mlily USA’s revamped showroom in Plaza Suites. Located on a main hallway, the refurbished space includes walls that reflect the company’s brand color, lightboxes and hard-to-miss signage, as well as new POP headboards with informational graphics printed onto fabrics that can be changed easily. Glenn Kobylarczyk, executive vice president of the Knoxville, Tennessee-based company, points out the new pillow display, which can be attached to any wall or column. “It’s neat, and it doesn’t take up a lot of room,” he said. 

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