Bedding players will watch Serta's FR line closely
By David Perry -- Furniture Today, September 22, 2003
Nashville, Tenn. — Second-tier bedding producers believe Serta's plans to introduce fire-resistant bedding this fall could have a number of effects in the marketplace.
The producers, all in the Top 10 but not among bedding's Big Four — Sealy, Serta, Simmons and Spring Air — said they will roll out their own FR lines anywhere from April 2004 through the end of that year. California is to begin enforcing its new FR standards on Jan. 1, 2005.
Some producers said they will be watching retail reaction to Serta's new lines closely. A strong response could prompt them to speed up their introduction of FR lines, they said.
"From a marketing standpoint, this rings everyone's bell," acknowledged Gerry Borreggine, vice president of sales and marketing at Therapedic. "This is on the radar screen as a potential advantage at retail. It offers a potentially powerful advantage no manufacturer would like to relinquish to another brand. It puts everyone on notice."
Borreggine said Therapedic continues to conduct its own FR tests and is considering teaming up with another bedding producer to facilitate testing.
"Serta has escalated awareness of this issue," said Pat Flippin, Kingsdown's president. "I'm not sure if it will push major producers into FR lines sooner."
In the wake of Serta's announcement, none of the other Big Four producers said they planned to speed up their introductions to keep pace with Serta.
Flippin said Kingsdown could roll out its FR lines in April, "if we can get the right solution. But it could be October."
He added that Serta's move will put pressure on suppliers of FR materials to accelerate their efforts.
Restonic President Ed Scott said his company will compete with its own FR products. "We will be competitive in every market," he said. "If there is a demand in various markets for FR products, we will meet it."
Assuming enforcement in California begins on Jan. 1, 2005, Restonic probably will start shipping its FR lines in the fourth quarter of 2004, Scott said.
He expressed dismay at Serta's early push into the FR category. "I'm a little disappointed someone would try to take a marketing advantage from a safety issue," Scott said.
Dave Clark, Englander's vice president of bedding, said an FR-protected Lady Englander line probably will be introduced in April 2004, with other lines following later that year.
King Koil President Larry McKay said his group will have an extensive line of FR products ready to show at the World Market Center's first Las Vegas furniture market, set for early in 2005.
"We are excited that we will be a part of the opening of the Las Vegas furniture market," McKay said. "And the fact that that coincides with the start of FR implementation in California gives us an exciting opportunity. We expect to show 60 King Koil products that will pass the FR requirements and create excitement with King Koil retailers."
