Sealy raises prices by $35 on some models
Cites cost of FR materials, inflation
David Perry -- Furniture Today, October 26, 2007
ARCHDALE, N.C. — Bedding sales leader Sealy is raising prices on a number of its products, including some of its flagship Posturepedic models. Among the factors behind the price hikes is the cost of adding fire-resistant materials to bedding, Sealy officials said.
Larry Rogers, president of Sealy’s North American operations, told Sealy retailers of the changes in a letter dated Oct. 24.
The letter didn’t provide a percentage increase for the price hikes, but said that wholesale prices on some Sealy Posturepedic models will increase $35 per mattress unit. That will apply to the Posturepedic Reserve line, select Posturepedic pillowtops and all luxury Posturepedic mattresses, Rogers said.
He also said that prices on all Sealy Posturepedic foundations will increase by $5 per unit, regardless of size, and prices on the Sealy brand DuraTech foundations will increase by $2 per unit.
Rogers also said that Sealy is making a number of revisions in its Brand Image Program for its Stearns & Foster and Sealy Posturepedic TrueForm and Posturepedic SpringFree lines. “These changes are comprehensive in nature and address several aspects of our Brand Image Program, including retail merchandising, pricing and retail level premiums,” he wrote.
Rogers said the changes to the pricing policies and programs are primarily due to “the significant cost inflation that we have absorbed over the last 18 months, notably in fire-resistant components, foam, steel and delivery costs.”
The price changes are effective for orders received on or after Dec. 17. Brand Image Program changes also go into effect on that date.
Rogers told the retailers that Sealy will be sharing “exciting news” about its newly designed Sealy Posturepedic line and its marketing efforts for specialty sleep bedding.
In a statement released to the media, he put the price increases into perspective.
“Every business in our industry has been affected by factors like higher fuel costs and material costs, and significant investments to meet the new flame-resistant regulation for mattresses,” he said. “This price increase allows us to continue on a path of growth while remaining competitive in the marketplace.”
