Fashion Bed Group adds wood to lineup
Thomas Russell -- Furniture Today, May 10, 2004
HIGH POINT — HIGH POINT— Fashion Bed Group President Ron Ainsworth has three words for case goods competitors that are diversifying their lines with metal beds: "Bring 'em on."
That's more than just talk. After all, Fashion Bed also has been evolving its line in new directions, adding a variety of wooden frames to give dealers additional choices beyond its core lineup of 130 metal beds.
On its Web site, the company spotlights eight wood beds and seven wood-and-metal beds. The products come in a variety of finishes, including maple, cherry, white and black rub-through.
"Wood is getting to be more and more part of our line," Ainsworth said.
Altogether, the company offers 11 wood beds at price points ranging from $399 to $1,399 retail, he said.
The strategy isn't as much about competing with case goods companies as it is responding to the needs of retailers. More and more sleep shops, Ainsworth said, are seeking a selection of wood frames to display their mattresses.
"We're just getting closer to the customer and finding out what their needs are and developing product to meet their needs instead of just doing what we want to do," Ainsworth said.
In an attempt to further diversify its line, Fashion Bed Group even brought out its first leather bed at the April market. Depending on sales, the company could bring out similar leather models in the future.
