Bedding suppliers plan to help create excitement
High Point — As the bedding industry attempts to shake off the doldrums, suppliers are doing their part to add excitement to bedding lines. Most of their products are invisible to retailers and consumers, but the blending of various bedding components to make mattresses with different feels and features is the art practiced by bedding producers today.
And many of the selling stories producers tout stem directly from the materials that go into the bedding.
Suppliers of ticking, the most visible product in bedding, say they are diversifying lines and bringing out new looks, especially with the softer hand favored by some consumers, while others are telling a technology story to provide new benefits to consumers. And there's even talk of adding a bit more color to bedding lines, which remain heavily oriented toward the white family.
On the foam front, the nation's only latex foam producer is stressing new product development and offering training tools. Polyurethane foam producers, meanwhile, say they will develop new products to keep their segment vibrant.
And fiber suppliers say they have products that effectively meet consumers' needs for comfort and support.
There's a widespread feeling among suppliers that traditional ways of doing business in bedding are in need of an overhaul. "We know that in order to grow we must make changes to compete in this environment," one supplier said.
A major change facing the bedding industry is the need to meet stringent new open-flame standards that are set to become law in California on Jan. 1, 2004. Suppliers are playing the key role in addressing those impending regulations. A full listing of suppliers of fire-retardant, or FR, products for bedding will appear in the Feb. 17 issue of Furniture/Today. This report doesn't directly address FR products.
On these two pages are the business outlooks of a dozen leading bedding suppliers who responded to the question: What will you be doing to grow your business in 2003?
Q: What will you be doing to grow your business in '03?
A: "We will be scratching under every rock to gain and/or hold market share in what we believe will be another tough year for bedding sales. Our forecast calls for 2003 to be flat with a poor 2002, followed by an uptick in 2004."
Jay Sanders, vice president/director of marketing, Bedding Components Group, Leggett & Platt
A: "Burlington is concentrating on service, technology and product development to grow the business in 2003. Our Oasis program continues to set the standard for service and we have made significant changes to shorten lead times and improve service. We see technology as a way of providing value and allowing our customers to differentiate product in the marketplace. The Bioguard antimicrobial treatment and the Nano-Pel permanent stain and moisture- resistant finish are two technologies we are offering.
"Exciting new products, along with sourced products and our existing lines, give us the broadest selection of fabrics in the industry. Improving the best service in the industry, offering valuable technologies and introducing innovative fabrics is what Burlington is doing to grow the business in 2003."
Pat Lawrence, vice president of sales and marketing, mattress fabrics, Burlington House
A: "We've spent significant amounts of capital in the last several years on plant layouts and equipment as it relates to the bedding industry. Our goal was and is to invest in the most cost-effective and efficient systems for producing the polyurethane foam and polyester fiber that meets the needs of our bedding customers. In addition, we have used innovation and technology from our technical support group to develop the most extensive line of value-added products in the bedding industry today. We fully hope and expect the double-digit bedding growth we have experienced over the past several years will continue into 2003. Carpenter is proud and excited to be a part of such a vital and resilient industry that brings rest and comfort to so many."
Bob Steelman, vice president of sales and marketing, Carpenter Co.
A: "As the producer of Talatech brand latex, we are the largest supplier of latex mattress cores in North America. We will focus on two areas in 2003: new product development and assisting our customers in expanding retail distribution of products containing our latex foam. Research and development will keep the product line fresh and drive innovation in the marketplace. Latex International will continue to provide training and multimedia tools to promote the unique features and benefits of latex.
"Latex International is servicing over 200 worldwide bedding customers, who are embracing what is fast becoming the most compelling story at retail. 2002 proved that latex is a unique way to differentiate brands and quality. 2003 will offer us additional opportunities to further exploit our state-of-the-art facility and to continue to promote latex awareness."
Kevin Stein, director of marketing, Latex Foam International
A: "We are looking to bring more innovative products to the market in 2003. Value Ticking brought softer, more supple fabrics into the market in 2002, which increased our sales, and we plan to continue on that course. We plan to accomplish much of this through our partnership with the newly formed company Enbasa/Laval. We are excited that two of the top European jacquard manufacturers have merged to become the second-largest jacquard manufacturer in Europe. This offers our customers a choice that they have not had in the past.
"We are constantly looking at new products, mills and sources, which we feel is so important in this changing marketing environment. This approach enables us to bring our customers the latest in mattress fabric product developments and fashions from sources throughout the world."
Gayden Truluck, executive vice president, Value Ticking
A: "Bedding is a postponable purchase for the consumer, especially in uncertain economic times such as we have today. Our customers, the bedding manufacturers, are pulling out all the stops trying to lure the consumer into the store and induce her to buy. New products that give the consumer a reason to purchase a mattress set over other durable goods are the means by which they aim to accomplish this. Our job is to enable our customers to meet these demands by developing new and innovative products offering features and benefits not available in the market today."
Jimmy Bush, executive vice president, Bedding Products Division, Hickory Springs Mfg.
A: "We will continue to focus our efforts in product differentiation as the means to help our customers differentiate their final product. The combination of an effective new product development process and significant resources devoted to research and development and marketing will be key not only to support our customers' growth strategies, but to enable them to think 'outside the box' and count on cushioning solutions never used before.
"The bedding industry has never had so many special cushioning alternatives as it does today, and this is a direct result of Foamex's development and marketing efforts in the past 24 months. We will strengthen these efforts and have more new products available nationally in a timely manner and in full alignment with our customers' growth plans."
Alvaro Vaselli, vice president, marketing and sales, Foamex
A: "Conditons at retail continue to be very challenging. While activity doesn't appear to be diminishing, it is not improving either. Negative world events, such as a possible war, and a tough employment picture don't motivate consumers to buy consumer products of any kind. That's the bad news. Now for the good....
"Bedding manufacturers and suppliers with a long-term view and a sharp focus are succeeding in these tough times. Basic blocking and tackling — it's all about execution! — is needed. Companies that are delivering good value — which includes good products, service, retail sales training and provocative marketing communications — are succeeding better than those hunkering down and waiting for the recession to end.
"We believe consumers are interested in feathering their nests. We will continue to offer unique products and constructions unavailable elsewhere and back it up with superior service. We are paying close attention to emerging trends in design, color, texture and hand. As for fabric categories, double jersey stretch knits continue to grow. Retailers and consumers love 'em!"
Scott Nelles, vice president of sales, Bekaert Textiles
A: "We have added 300-, 400- and 500-thread count sheet sets to upgrade our lineup to complement the higher-ticket mattresses sold today. Our new linen display rack program allows dealers to offer sheet sets as a traffic-builder, door-buster, deal-closer and/or profitable add-on sale with very little inventory. We also have expanded our assortment of linen bed packs, which have been a successful bedding promotion for more than 25 years.
"The tougher the economy gets, the more dealers are looking for an edge. Our bed pack promotion, along with the library of hard-hitting print and TV ads we maintain, seem to successfully promote bedding, no matter how tight consumer spending may get."
Bob O'Neill, managing director, Southern Textiles
A: "I am very excited going into 2003 after two relatively lean years. Opportunities abound. We are adding to our capacity with a new line in 2003. Several new national programs are in place with major bedding manufacturers.
"With rising costs and issues with polyurethane foam, people are turning to us for 'foam replacement'. Products are being developed for the traditional and specialty sleep markets. There are many opportunities for fibers as we all seek to address flammability issues."
Tim McRee, national bedding manager, Wm. T. Burnett & Co., Fiber Division
A: "2002 was not a year where business as usual prevailed, and when we look ahead to 2003, we know that in order to grow we must make changes to compete in this environment.
"One of our most important goals is to rearrange our product mix to conform to the current needs of the bedding industry. Being part of a large organization that produces many different products for various other industries affords us the opportunity to diversify our line. Just as it is important not to take the same old marketing approach, we also must look to new sources of supply to compete in today's marketplace. We look forward to meeting the challenges the year 2003 will present."
Norman Kovalsky, vice president of sales and marketing, Radici Soltex
A: "During 2003, Blumenthal will continue to develop innovative products from the beginning to the middle and to the upper end of our line. We also will be introducing some new, soft colors, which will inject a bit of color into the market, and more so perhaps as the year progresses and is required. We are continuing to expand our product development and styling so as to continue to supply the market with the newest designs, colors and products."
Jerome Steiner, executive vice president of sales, Blumenthal Print Works
