The lessons of the summer Las Vegas Market? In a challenging Las Vegas market, play what you’re dealt, strengthen your hand and let the cards fall where they may.
Las Vegas is always a gamble — at least inside the casinos — but one sure bet at the summer Las Vegas Market is slower traffic. The silver lining? Abundant opportunities for building relationships.
A Focus on Quality Connections
“Some of the best markets I’ve had are the slowest and some of the worst I’ve had have been the busiest,” said Ian Hays, vice president of sales for North America at Prato, Italy-based Magniflex. “It’s a gamble; it’s Las Vegas.”
This sentiment was echoed by Michael Faus, senior vice president of Richmond, Virginia-based Carpenter Co. “We had quality clients and prospects that came through our showroom,” he said. “We’re bullish for the back half of the year as far as our business strategy and our growth potential.”
Shana Rocheleau, executive vice president of strategy at Bedgear, headquartered in Farmingdale, New York, was among the exhibitors who said the bigger bedding dealers came early. “Retailers came ready to do business,” Rocheleau said. “That’s what’s most important — having the opportunity to spend quality time with partners who are committed to growing their business and bringing new experiences to their customers.”
Tariff Troubles and Economic Concerns
When the new administration took over in January, President Donald Trump’s potential policy changes were top of mind for marketgoers. Now halfway through the year, tariffs were a hot topic in many showrooms.
Brad Rogers, senior vice president of sales for Arcadia, Wisconsin-based Ashley Furniture Industries, spoke for many manufacturers who are striving for stability in the midst of the marketplace’s economic unpredictability. “It would be different if you knew what to plan for,” Rogers said. “But every day, it seems like there’s something different that you’re dealing with, so you just have to sort of get through today. And that’s what we do.”
Companies are prioritizing keeping up — and keeping prices stable. Take St. Peters, Missouri-based Symphony Sleep, for example, which relocated its factories to Bosnia and Herzegovina, a strategic move to keep prices fixed. Purecare, headquartered in Phoenix, had a poster in its showroom that stated: “We’ve diversified our manufacturing base across the globe so even if tariffs rise, Purecare can deliver reliable pricing and maintain the high standards you expect.”
That sense of flexibility also extended to companies’ strategic approaches.
Marketing and Strategic Innovation Take Center Stage
Some manufacturers intentionally chose not to introduce new products but focused more on promoting advertising strategies, marketing and sales support, or their capabilities.
“It’s slower in the summer so we focus less on new introductions and more on promoting our capabilities. We received some great orders for our domestically produced pillows and dog beds and will develop new things for launch in January,” said Brandon Wells, executive vice president of Standard Fiber’s wholesale division, headquartered in San Francisco. “So, I’d say despite the lower traffic, this has been a big hit for us.”
Irving, Texas-based Corsicana introduced Canopy 360, a marketing initiative that equips retail partners with enhanced tools and resources to support and differentiate sales from pure price-based competition. Princeton, New Jersey-based Therapedic International took a strategic approach focused on matching its product lines with consumer buying behaviors and trends, such as health and wellness, affordable luxury and adjustable bases. Woburn, Massachusetts-based Spring Air International launched a new website with a store locator to drive retail traffic. Houston-based DeLandis also unveiled a new tactic to compete against Amazon’s inroads in the bedding business — DeLandis Direct, an e-commerce drop-ship program that ships within 72 hours via the retailer’s UPS or FedEx account.
Upgrades and Refinements to Existing Products
In addition to an emphasis on marketing and retail strategies, there was also a theme of refinement with companies making tweaks to existing products, rather than debuting all new collections. For example, Blu Sleep Products made graphite upgrades to its Ice Gel and Vitality memory foam pillows. “It seems like there’s getting to be a bigger market for accessories,” said Elizabeth Dell’Accio, president of Blu Sleep Products, with U.S. headquarters in Boynton Beach, Florida. “So, people may not necessarily want to invest in a mattress at this point, but they’ll invest in things that make their sleep systems better, like performance sheets and pillows.”
Other producers adding to their accessory lines included Magniflex, which released a MagniStretch pillow collection to build on the popularity of its MagniStretch mattresses. Sandy, Utah-based Cariloha showed split-top queen and king sheets to coordinate with its Resort sheets collection, and BedGear introduced Dri-Tec Air and Ver-Tex Air brand extensions of its performance mattress protectors.
Keep reading to see how Vegas exhibitors are dealing with slower traffic and economic unpredictability by doing what they do best — making their own luck.
Standard Fiber Highlights Technical Capabilities
Henderson, Nevada-based Standard Fiber was an exhibitor that showcased its technical and design capabilities rather than pushing products. Capability-driven displays demonstrated cooling applications for mattresses, pillows, toppers and blankets, including premium polyethylene yarns; soft, washable siliconized foam; and change material-coated layers paired with cooling fabrics.
Kingsdown Pivots to Sales Technology
After a robust lineup of new collections in January, Kingsdown pivoted its focus to sales strategies. “We didn’t make a lot of changes to the aesthetics, maybe a few spec changes here and there, but we did bring some technology forward,” said Frank Hood, president and CEO (pictured). The Mebane, North Carolina-based manufacturer introduced CrAIg, an artificial intelligence version of Craig Wilson, the company’s vice president of sales and training, which retail sales associates can use to ask questions and learn sales tactics. Kingsdown also retooled its BedMatch system with a new kiosk.
Serta Simmons Bedding Unveils New Collections
Serta Simmons Bedding’s iSeries NXG collection ($1,999–$2,999) offers all-foam and hybrid models featuring cooling CoolFeel covers, carbon-fiber memory foam and contouring NXG memory foam. Hybrids incorporate a five-zone coil system with TotalEdge Support, foam models have a 7-inch, high-density core with BestEdge foam encasement and select hybrids add CoolFeel Plus System and microcoil layers. “The iSeries has been a powerful brand for Serta,” said Kristin Flanagan, vice president of brand marketing for the Doraville, Georgia-based sleep company. “We are excited to introduce the next generation offering.” Serta also launched its nine-bed Perfect Day collection ($199–$1,099) with features that vary by level, including wrapped coils, three-zone body support, and Serta’s PillowSoft Aire, Cool Twist gel memory foam and CoolFeel technology— all packaged in a box-to-bed design for quick setup.
Carpenter Co. Commemorates 75 Years of Business
At Carpenter Co., a prominent sign alerted visitors to the company’s 75th anniversary. On either side of the celebratory sign, shelves contained some of its latest innovations, including toppers and pillows from its La-Z-Boy utility bedding collection and Beyond Down and Indulgence lines of synthetic down pillows. “I’m quite bullish on the business, especially in premium products,” said Michael Faus, senior vice president of the Richmond, Virginia-based company. Faus also reflected on some of the company’s greatest hits: “We continue to have great success with our Serene foam and see a lot of velocity with it, not just in bedding placements but also furniture placements.”
King Koil Partners with Drew & Jonathan Home
King Koil brought star power to its updated showroom with the addition of the Drew & Jonathan Home by King Koil and Scott Living by King Koil mattress collection. “We’re taking what we’re renowned for, which is attention to detail and meticulous, artisan hand craftsmanship, and fusing it with what they are the best in the world at, which is fashion and design,” said Chris Taheny, senior vice president of business development. Produced only in King Koil’s factory in Avondale, Arizona, the licensed six-mattress collection ($1,499-$2,999) features components like traditional hand tufting and temperature-regulating memory foam blends. “It’s a win for us, a win for the Property Brothers, a win for our retail partners,” CEO David Binke said. “I’m really excited.”
Ergomotion Showcases Evolving Adjustable Bases
Santa Barbara, California-based Ergomotion Inc. demonstrated how “adjustables are evolving,” said David Araica, sales director. The 95% recyclable, SleepGPT-powered Rio Eco ($3,499) smart bed automatically adjusts for snoring and has sonic massage, lumbar support, active pillow tilt and adjustable bamboo legs. The Ascend adjustable base ($2,499) features a high-low lift, tilt function and optional rail and matching headboard. Its Dawn House high-low base ($4,799) includes smart sensors, auto anti-snore and motion-activated underbed lighting. The ErgoAdapt ($999) offers zero clearance, head and foot articulation, a wireless remote and ships in a compact box under 100 pounds.
Bedding Industries of America Focuses on Design
North Brunswick, New Jersey-based Bedding Industries of America raised its design game with the Eastman House Lifetime collection, a heavy-duty nine-mattress lineup in three models — Endurance, Medallion and Atlas — and three comfort feels. The line is covered in designer-selected fabrics with a mix of creams, whites, grays and blues chosen to for their unique cooling technologies. “We brought in a design consultant to help us pick the style the consumer is looking for,” said Steve Karns, vice president of sales and business development. Suggested retail is $1,299 to $2,499. “Nobody’s putting what we have in these beds at those price points,” Karns said. The collection features hand-tufting, 3 ½-, 4- and 5-pound visco foams, cooling fabrics and high-density, foam-encased, 13-gauge springs with organic latex and microcoils throughout.
DeLandis Debuts New Collections and Drop-Ship Program
Houston-based DeLandis Sleep presented four collections showcasing its capabilities. The BYD Hybrid collection ($599-$1,199) combines a single needle quilting design with graphite-infused memory foam. The Dream Edge collection ($799-$1,399) features copper- and graphite-infused MDI memory foams. Sleep Innergy offers European quilting and premium high-density gel memory foam, while the Sno-Tec hybrid luxury collection ($1,199-$1,600) is built with a 1-inch 3D honeycomb gel layer and premium high-density comfort and latex foams. The company also debuted the first six mattresses in its DeLandis Direct e-commerce drop-ship program (starting at $199).
Customatic Sleep Technologies Rebrands and Expands
“Earlier this year, we rebranded from Customatic Technologies to Customatic Sleep Technologies, unveiling a new visual identity inspired by the night sky,” said Jillian McCarty, business-to-business operations manager at the Natick, Massachusetts-based company. Anchoring its refreshed showroom was the Dreamsense collection of six adjustable bases ($599-$1,999), four mattresses ($899-$1,999), two high-low accessories ($249-$1,099) and one pillow ($99). “Its identity is rooted in the freshness of a bright morning — the warmth of sunlight, the clarity of waking and the joy that comes after a truly restful night,” McCarty said.
Millbrook Beds Introduces SmoothTech Technology
Millbrook Beds’ SmoothTech Inner-Tufted collection made its United States debut in Vegas. The collection contains the tufting inside, a departure from traditional bed tufting that’s visible on the surface of the mattress. “A lot of customers don’t like to feel the tufts,” said Raymond Chung, CEO and executive vice president of Innovation Inc., a sales consulting firm that represents Southampton, England-based Millbrook Beds. All four models on display — the Windsor Deluxe 2000 ($3,999-$4,999), Windsor Deluxe 4000 ($4,999-$5,999), Windsor Supreme 6000 ($5,999-$6,999) and Windsor Supreme 8000 ($6,999-$8,999) — are 100% natural, chemical-free and feature the SmoothTech technology, he said.
Diamond Mattress Unveils New Gel Grid Collection
Rancho Dominguez, California-based Diamond Mattress’ new Gel Grid collection focuses on “the four Cs — comfort, cooling, conformance and core support,” said Eric Riecke, Western U.S. sales manager. The collection features hand-tufted Tencel fabric, an open-cell gel grid that delivers airflow and continuous support; a layer of hypoallergenic, antimicrobial, breathable natural latex; graphene-infused memory foam and pocketed coils. Diamond also introduced split-head versions of the hybrid models in its Avani, Black Diamond and Technogel collections and its boxed bed program, which includes 11 models from its Dreamstage 2.0 and three models from its Black Diamond collections.
Bedgear Expands Performance Mattress Protector Line
Bedgear was among the producers that updated existing product lines. Chief among the Farmingdale, New York-based manufacturer’s updates was an expansion of its Dri-Tec and Ver-Tex performance mattress protector line in Air versions ($149–$249). “Air is a separate feature we took from our Air-X cushion, which is a three-dimensional mesh that we use in all of our gussets,” said Shana Rocheleau, executive vice president of strategy. “(It provides) more air across the entire surface with the ability to … actively (pull) hot air from the surface and vent it out.”
Englander Honors Its Latex Legacy
With its latest launch, Englander Sleep Products paid homage to its roots. “Englander was a pioneer with latex beds starting in 1950 with Goodyear Tire & Rubber Co.,” said Lou Paige, CEO of the Chicago-based company. “With these two new beds it brings the Englander portfolio of models using latex to 12. We added these beds based on consumer and retail partners’ input.” The Dreamer Luxe features 2 inches of latex while the Dreamer Luxe Plush features 3 inches. Both were paired with a navy blue box spring to contrast with the white and light blue ticking. “They were extremely well received at the July Las Vegas Market,” Paige added.
Cariloha Taps into Split-Top Sheet and Color Trends
“There are so many mattress brands launching split-top models,” said Kristin Sugar, senior vice president of wholesale at Cariloha. To meet demand, the Sandy, Utah-based brand previewed split-top queen and king sheets coming this fall to its Resort sheets collection. “We’re partnering with retailers to attract younger shoppers and drive repeat traffic,” Sugar said. Cariloha also unveiled a limited-edition Sea Glass Blue color in its Classic bamboo rayon sheets, adding a fresh, tropical touch to its lineup.
Blu Sleep Products Upgrades Pillow and Sheet Lines
Boynton Beach, Florida-based specialty sleep manufacturer Blu Sleep Products didn’t sleep on innovation when upgrading its Ice Gel and Vitality memory foam pillows ($149 each). It added a proprietary graphite treatment that, unlike typical cooling fabrics and phase change materials that heat up quickly, provides what President Elizabeth Dell’Accio called a “lingering cooling effect” for a $20 upcharge. To complement its pillow and mattress collections, Blu Sleep introduced two lines of sheets — one in 100% cotton ($140) and a Performance line ($150) crafted from moisture-wicking fabric with an athletic-wear level of softness and breathability.
3Z Brands Introduces New Foam-Centric Mattress Collections
Phoenix-based 3Z Brands flexed its vertically aligned manufacturing muscle with the introduction of two foam-centric mattress collections. “It’s the highest quality product you’re going to buy at this price point in the industry right now because of what we’re doing at the factory,” said Taylor Johnson, Southwest vice president of sales. The Chalet II line ($1,499- $2,999) offers firm, medium and pillow-top models crafted with natural Talalay latex, high-density quilt foams, encased coil systems with steel edges, and a shock-absorbing foam base. The Alpine II series ($1,499-$1,999) features four firm to soft comfort options, layered with the cooling titanium memory and high-density support foams, and super-heavyweight Deep Freeze stretch fabric also found in the Chalet II line.
Williams Co. Showcases a New Look
Williams Co. debuted an updated booth space in the Specialty Sleep Association showroom, featuring hunter green walls, cowhide rugs and a timeline that highlighted the family-owned company’s bedding industry ties, beginning in the 1980s. The new setting served as a backdrop for its Signature collection, a three-model lineup of memory foam hybrid beds encased in a fashionable, organic cotton houndstooth fabric. “Aesthetic and beautiful textiles offer a touch of luxury to the everyday,” said Alexa Williams, co-founder of the Boulder, Colorado-based Williams Co. The collection ranges from $4,199 to $5,499.
Mlily USA Expands with Essentials Collection
“We have a two-pronged strategy,” said Derek Leishman, national sales director of Knoxville, Tennessee-based Mlily USA. “Our branded line has all the benefits of a trusted loyalty brand, while the Essentials line allows retailers to be creative and fill in gaps on their showroom floor.” The six-mattress Essentials lineup includes four all-foam options in 6-, 8-, 10- and 12-inch profiles, complemented with a 10- and 12-inch hybrid with cooling gel AeroFusion and liquid gel CoolFlex memory foams. Both 12-inch models (all-foam and hybrid) offer enhanced comfort with a cool-touch cover. Rounding out the collection are two new Essentials pillows — one ventilated gel memory foam, the other in shredded memory foam — with breathable cool-touch covers.
Jensen Beds Enters the North American Market
Although founded in 1947, Svelvik, Norway-based Jensen Beds is new again with its expansion into the North American market. “Jensen Beds has distribution in 30 countries and is truly an international brand,” said Michael Nermon, who is leading business development in North America for Jensen Beds. A new exhibitor in the Specialty Sleep Association space, the company showcased its Jensen Signature J4 adjustable bed which retails for $10,000, or $12,000 with a matching headboard. The system includes three separate layers — an adjustable box spring, a reversible mattress with Jensen’s Aloy 2.1 zoned spring system and a mattress topper with a latex core.
South Bay International Focuses on Wellness Innovations
South Bay International unveiled a trio of innovations focused on wellness. Its Anatomiq Mattress ($1,799), which was 10 years in the making, features what the company calls ARClift technology, with strips of aerospace-grade carbon fiber, a material traditionally seen in foam applications. “You’re going to feel a mattress that exactly forms and shapes to your back ,” said Kevin Kappenmen, founder at NXTBed Studio. South Bay’s AlignAire Active Stretch Bed ($2,499) featured a built-in air compression massage system with three types of foam and five massage zones. South Bay also showed the Cambridge Sleep Sciences Smart Pillow ($399), a collaboration between the Abingdon, England-based sleep technology company and Monterrey, Mexico-based manufacturer Don Colchón that uses low frequency sound waves to help consumers sleep better.
Magniflex Expands MagniStretch Line with New Pillow Collection
Building on the popularity of its Magni-Stretch mattresses, Magniflex released a MagniStretch pillow collection. Offered in sizes from small to extra large, each retails for $229 and is Oeko-Tex certified. “(It’s) a pillow that takes our patented Magnistretch technology and incorporates it into a pillow,” said Ian Hays, vice president of sales for North America at Magniflex. “This has been under development for a long time, and we didn’t want to release it until we were able to test the efficacy of it.” A white paper based on a peer-reviewed study found that sleepers, depending on age group, experienced “up to 51% reduction in cervical pain through the use of the pillow,” he said.
