New rules offer opportunity to sell safety
David Perry -- Furniture Today, September 8, 2003
Durham, N.C. — The bedding industry's initial reluctance to embrace improved mattress flammability protection is not surprising to someone who has seen the scenario play out in other industries.
"It's a fairly classic industry response to legislative change," said Terry O'Regan, Freudenberg's sales manager for North America. "We saw the same thing with air bags. People said they were too expensive and wouldn't work. Now we sell cars based on safety."
O'Regan said new mattress lines that resist open-flame ignition offer "a marketing opportunity" in the bedding industry. "Imagine the number of mattresses you can replace if you can convince consumers they need to replace their mattresses," he said.
Volvo, he noted, "didn't become known as a safe car by accident."
O'Regan said the typical industry response to change, particularly government-imposed change, is to deny the need for change. That is followed by a period of fighting the change. Finally, the change is accepted.
Ashutosh Karnik, Freudenberg's market manager for new business growth and development, said the bedding industry eventually will see improved fire safety as a marketing opportunity.
"Producers are looking for some time to reassure themselves," he said. "Once they have gained some confidence, I think they will start looking at this as an opportunity."
