Hot values in bedding
Buyers seek ways to create new zip
By Furniture Today Staff -- Furniture Today, July 30, 2008
AT THE MARKET — A blockbuster bedding market is unfolding here for buyers seeking to put zip into sluggish mattress sales.
Retailers are finding sharply priced and value-added lines galore, as well as some spectacular showroom presentations designed to inspire and entertain. Producers are offering mixed views on traffic, with some saying they are pleased with traffic while others lament what they see as a light turnout.
There is a realization in bedding showrooms that the industry has a long way to go to resume its growth. “This is a survival year,” said Simmons CEO Charlie Eitel. He advised retailers to keep promoting, push better bedding, and seek to raise sales tickets.
But for all the talk of a challenging economy, some producers are taking exceptional steps to stand out here.
Serta, riding a strong sales surge, was the co-sponsor for the Rod Stewart concert Monday night and hosted a lively Serta showroom filled with retailers. “Traffic has been absolutely phenomenal,” said President Bob Sherman.
Comfort Solutions unveiled a dramatic and stylish showroom. The Grid2-designed space spotlights several new products, including a design-your-own mattress line called Sleep Identity and the Perfect Contour Green line, which features soy-based foams and natural latex.
“We are very excited and enthused by the reaction to what we’ve done here,” said Dave Roberts, president of Comfort Solutions. “But the traffic appears to be mild. The economy has kept a lot of people home.”
Tempur-Pedic, in a larger showroom in the World Market Center’s new Building C, developed with the aid of design firm Info Retail, is unveiling what it says is its most significant product rollout ever. Rick Anderson, president of Tempur-Pedic North America, said the new beds retail at $1,599, $2,599 and $2,799 and offer added value.
“Value trumps price every day with our consumers,” Anderson said. He said the beds each meet specific consumer needs, and added that he was “pretty pleased” with traffic.
Sealy is taking a number of steps to bolster its business at high-velocity price points. Three Special Edition Sealy-brand beds, with 10-year limited warranties, retail from $599 to $699, while the new Posturepedic Six Series retails from $699 to $799. In addition, Sealy is introducing four dual-comfort Posturepedic beds, retailing from $899 to $1,299. Those beds, offered only in floor samples, have plush or firm comfort choices, enabling retailers to offer more comfort choices.
Philip Dobbs, senior vice president of marketing at Sealy, offered this assessment: ‘I think we are having a good market. Monday was light, but we had great traffic Tuesday. It’s a tough time in the industry. Those retailers who did come are looking for ideas to build business and weather the storm.”
Simmons is unveiling its Beautyrest Studio line, retailing from $599 to $899. The beds have polka dots on the tape edges and offer European styling, Simmons said. And the company’s new Natural Care Elite line of latex bedding retails from $2,799 to $4,999.
Spring Air is showing a new “greener” bed in its Nature’s Rest lineup. “We have been busy,” said Bob Hellyer, CEO. “The feedback we are getting is that attendance overall is disappointing.”
Hellyer said retailers need to continue promoting in these tough times. “Just keep promoting,” he advised. “Stay in front of the consumer. If retailers can finish the year in the black, they should be well positioned for next year.”
Gerry Borreggine, president of Therapedic, said the growth of the World Market Center campus is changing traffic flows. “People are spread out across a bigger canvas,” he said. “But you can see that there are fewer people here.”
