Conventional producers respond to visco's call
By David Perry -- Furniture Today, July 26, 2004
High Point — Most conventional bedding producers have jumped on the visco-elastic bandwagon and are enjoying the ride.
Several have recently added new visco models, and industry sales leader Sealy is expected to introduce some visco beds in the near future, part of its previously announced plans to expand its specialty sleep offerings.
Among the ranks of the Big Four bedding producers, Serta has its Perfect Sleeper Body Pillow and Simmons has a growing visco program, recently expanded with the addition of a third bed.
Kevin Damewood, senior vice president of sales and marketing at Simmons, said the company's new visco-cushioned First Impressions model, retailing from $1,699 to $1,799 in queen, is off to a good start.
The program then steps up to the sang 1 and sang 2 models, offered with a choice of foundations.
"We have been well-pleased with its performance in the first few weeks of its introduction," Damewood said.
No. 4 producer Spring Air has a three-number Sleep Fitness line retailing from about $1,299 to $1,799.
Spring Air President Jim Nation said the Sleep Fitness line is doing well. "We've gotten excellent placements," he said. "We are happy with them. Tempur-Pedic has made this a viable category."
Retailers are looking for additional profit opportunities in the visco bedding category and are expanding their assortments accordingly, Nation said.
King Koil has a total of 16 beds that incorporate visco-elastic foam, at price points from $899 to $2,500, said Executive Vice President Dave Roberts.
The beds feature various combinations of visco, polyurethane foam, latex foam and innerspring units.
He cited two reasons for the popularity of visco bedding.
"We would be remiss if we didn't acknowledge the efforts of Tempur-Pedic in sparking interest with consumers and retailers," Roberts said.
"More importantly, at the point of sale, when consumers lie down on the beds, there is a noticeable, discernable conforming feature," he continued. "The industry is attracting the consumer with advertising, and closing the consumer with the performance of the product itself."
Roberts sees more growth ahead. "The specialty foam category is 12% to 14% of the total bedding business," he said. "I think you will see that grow to be 20% to 25% of the business."
Therapedic jumped into the category this spring with its MemoryTouch line of four beds, giving it a full program rather than just a few items, said President Gerry Borreggine.
"Visco is hot with retailers today because it is hot with consumers," he said. "Consumers hear about it on the radio or see it in magazines, and they want to see it in person. The product shows especially well at the point of sale, due to its unique feel and perceived health benefits."
He said that second-tier producers like Therapedic can become niche vendors with specialty sleep offerings.
"Typically that's not the most desirable position for a manufacturer," Borreggine said. "However, with the popularity of visco products in the bedding business today, coupled with the uncertainty of steel prices, serving as the retailer's specialty bedding vendor isn't all that bad."
Therapedic's MemoryTouch models retail from $999 to more than $2,000.
Lady Americana also is getting in on the action, said President Kerry Tramel. "This is a hot category," he said. "Tempur-Pedic has done all of us a great favor in making this a category. We are reaping the rewards."
The new Lady Americana-brand visco beds, which retail at $1,099 and up, are bigger, thicker beds that look like traditional American beds rather than a flatter European-style bed.
"Consumers like the idea of Swedish bedding but the look of American bedding," Tramel said, adding that Lady Americana's visco beds offer a strong perceived value story for the consumer.
Restonic is expanding its two-model visco program, said President Kevin Toman.
"We are doing extremely well with our visco beds," he said, "but not well enough. We will be expanding our whole visco assortment in the fall into higher price points. I believe the alternative sleep niche, which visco is a part of, is at $1,599 and up."
Toman said Restonic will be using its Ergo trademark on several of its visco beds.
Englander is marketing more than a dozen different beds across the country that incorporate visco foam, said Vice President Dave Clark. "We have done a big, big job in that category," he said. "Everything is based on feel. Visco gives us a great feel."
Clark said Englander offers visco foam in three different configurations, pairing it with inner-springs, polyurethane foam and latex foam.
