Bedding producers revamp products, programs
By Michael J. Knell -- Furniture Today, January 19, 2004
TORONTO — Bedding producers threw caution to the wind at the just-concluded Canadian Home Furnishings Market, totally revamping and revitalizing products and programs.
The sweeping changes were made, executives said, for a variety of reasons: changes in sleep technology, the need to create greater value for consumers, and to give Canadian factories a story to tell other than price in response to the emergence of China as a bedding producer.
Visco-elastic technology was a force to be reckoned with, as was latex. And single-sided mattresses have become the norm.
Perhaps the best example of total change was seen at Bedford Furniture, producer of the King Koil brand in Canada. The company's market presentation had not a single carryover from 2003.
"Every single bed, every single ticking, everything is brand new for 2004," said Gary Baskerville, vice president of sales and marketing. "We've upgraded all of our fibers and foams, and have improved the level of comfort in all our models. All of our dealers are being completely remerchandised — a process that will begin Feb. 1."
Bedford's major thrust was the launch of its True-2-Form single-sided mattress technology, which will be used in all bedding made in its factory, including the King Koil brand, private-label goods, and the Jaclyn Smith and Body Break Choice of Comfort collections.
"We will have True-2-Form product at every single price point," Baskerville said.
For the past several months, Bedford has been testing a gallery program for its Body Break line. At market, the concept was rolled out to its entire dealer network, and Baskerville anticipates as many as 50 galleries will be up and running across Canada by the end of June.
The 250-square-foot gallery will offer both an integrated and a pocket-coil assortment supported by videos and other point-of-purchase materials.
"The gallery is designed for retailers with a focus on premium master bedroom," Baskerville said.
Visco-elastic was present in virtually every show space. At Bedford, it was seen in the debut of the Natural Response line, where the C$1,399 to C$1,799 retail price points in queen make it the company's entry into the luxury foam market.
Sealy Canada and Simmons Canada also made important visco-elastic introductions.
"It's a technology that seems to have really caught on with consumers because it adjusts to the body, conforms to give the right support and returns to its original state once you get up," said Ron Dennis, vice president of sales and marketing at Simmons Canada.
Simmons Canada's foray into the category was the Säng collection. Säng, which is Swedish for bed, is offered in two thicknesses — 7.5 and 9.5 inches — and as an adjustable product retailing in the C$1,499 to C$1,799 range.
Single-sided mattresses have taken firm hold across every major price point and brand, and foam encasing is beginning to make itself felt in the Canadian market.
Sealy Canada converted its entire line to single-sided UniCased construction, which Chief Operating Officer Tony Smith said was well received by major and independent retailers.
"The introduction exceeded our expectations, and our expectations were pretty high," he said. "Retailers looked at the line and believe this is a line that their customers are going to buy."
The China effect perhaps was best represented by Primo International, which introduced four models of Chinese-made bedding, including pocket-coil mattresses in both one-sided and two-sided plush at an opening price point of C$399/US$299, all available for immediate delivery.
The products featured pillow tops, foam encasing and tack-and-jump damask covers.
"We've redone our entire bedding line," said John De Falco, Primo's vice president of sales and marketing. "We're now offerings five new one-sided collections, as well as a full line of bed frames."
Primo also entered the visco-elastic category with four models at an opening price point of C$899/US$699 retail.
