omi is changing the way people think about organic

Transcription

BEDROOMRETAILERS.COM / SUMMER 2014
OMI IS CHANGING
THE WAY PEOPLE
THINK ABOUT
DIGITAL ISSUE SPONSORED
BY
ORGANIC
LATEX
MATTRESSES
LAS VEGAS
MARKET GUIDE
SEE PAGE 18
BOOSTING CONSUMER CONFIDENCE
WITH DIAGNOSTIC SYSTEMS
NATUREPEDIC GOES BEYOND CERTIFIED
BOYD OFFERS ADVANCED CUSTOMIZATION
BEDROOMRETAILERS.COM / SUMMER 2014
OMI IS CHANGING
THE WAY PEOPLE
THINK ABOUT
ORGANIC LATEX
MATTRESSES
LAS VEGAS
MARKET GUIDE
SEE PAGE 18
NATUREPEDIC GOES BEYOND CERTIFIED
BOYD OFFERS ADVANCED CUSTOMIZATION
Discover our
new latex MattReSSeS
Island Dreams
by
by
somn
S p e c i a l t y
S l e e p
Visit our showroom
at the Las Vegas Market
July 27-31, 2014, Building B, Showroom B-960
Our Pillow Collection
A proven way to increase sales and profits.
Aquafoam
Vitality
Eucalyptus
Bio Aloe
Aquagel
1 866 973-7614
Florida
Las Vegas
Canada
www.blusleepproducts.com
1501 Green Road, Suite B,
Pompano Beach,
Florida 33064
475 S Grand Central Pkwy,
Building B, Showroom B960,
Las Vegas, NV 89106
1550 Bernard-Lefebvre,
Laval (Québec)
Canada H7C 0A5
info@blusleepproducts.com
IN THIS ISSUE
8
LAS VEGAS
MARKET GUIDE
SEE PAGE 18
COVER STORY
Accountability, Authenticity, Assurance: OMI Is Changing the Way People
Think About Organic Latex Mattresses
DEPARTMENTS
6 Editors’ Picks
32 Q&A from the Editors
What’s the most exciting aspect of the
industry right now?
12 Social Media
14 Marketing Update
RSAs Report Strong Sales Results with the
PureCare One Pillow Program
15Wright Global Graphics Offers POP
Alternative with DomeTEC
Eclipse Launches New Marketing Program
16Royrack Maximizes Retail Floor Space
Customer Experience
Spring Air Invigorates Retail Sales With
Promotional Prices
20 Features from the Editors
Boosting Consumer Confidence with
Diagnostic Systems
22 Mattress Update
14
29
36
34
Boyd Specialty Sleep Debuts New
Broyhill Collections
Simmons Updates Comforpedic iQ
23Blu Sleep Introduces Island Dreams Latex
Bed Collection
26Aireloom Updates Synchronized
Support Collection
Value Price Points and High Margins
with Spring Time
27PranaSleep’s New All Latex Collection
28Serta’s New Product Updates Boost
Brand Loyalty
29Pure LatexBLISS Offers Latex Mattresses at
Value Price Points
Reverie Showcases Innovative “DreamCell”
Latex Technology
30Therapedic’s “Agility Air” Offers
Advanced Cooling
Technogel Rejuvenates the Sleep
Experience with VIVE
34 Materials Update
Naturepedic Goes ‘Beyond Certified’ With
New Campaign and Product Introductions
35Magniflex Ensures a Cooler Night’s Sleep
with Magnigel Foam
36 Accessories Update
Seahawk Updates its Popular Synergy System
37BedJet Unveils Proactive Climate Control System
38Reverie Enters Accessories Segment With Two
Unique New Products
39SensorPEDIC’s Gel-Infused Top-Of-Bed Line
Makes Las Vegas Debut
Forever Foundations Max-Plus Provides
Unparalleled Plus-Size Support
40Malouf Showcases its Latest Pillows in New
Las Vegas Market Showroom
42Glideaway Adds Five-Sided Mattress Protectors
to Sleepharmony Line
Customatic’s New Edge-to-Edge Lumbar
Feature Offers Advanced Support
43Mantua Debuts Customizable “Express Yourself”
Bed Frame
PureCare Introduces Unique FRíO Cooling
Protector at the Summer Las Vegas Market
44Dormeo Launches Three New Bed Base Options
for its Retailers
46Back Page from the Publisher
ADVERTISERS
Blu Sleep Products / 3
blusleepproducts.com
866.973.7614
International Market Centers / 13
imcenters.com/
702.599.9621
Boyd Specialty Sleep / 7
boydspecialtysleep.com
314.997.5222 Leggett & Platt / 5
leggett.com
336.889.2600
Colonial LLC / IBC
colonialllc.com
336.862.7380
Naturepedic / 17
naturepedic.com
800.917.3342
Organic Mattresses, Inc /
Lifekind / 33, 46
lifekind.com
855.281.0355
PureCare by
Fabrictech / 19, 24–25
fabrictech.com
800.785.8563
Reverie / 45
reverie.com
888.888.5990
Sleep Innovations, Inc. / 41
sleepinnovations.com
888.999.0499
South Bay International / IFC
southbayinternational.com
800.723.0316
Spring Air International / BC
spingair.com
617.884.2300
Sustainable Furniture
Council / 31
sustainablefurnishings.org
919.967.1137
Tyler Retail Systems / 35
tylernet.com/furniture-pos-software
800.237.5913 Ext. 100
Classic style,
with a modern twist.
S•CAPE+
You’re in control of all-new comfort
features, quieter performance, and safety
options with our sleek, stand-up remote.
We’ve added modern touches to our classic adjustable bases to bring
you five solid-performing models at a great price. Visit us in Las Vegas
to see our updated Pro-Motion, Signature, Simplicity, S-Cape and all-new
S-Cape+ adjustable bases.
LPAdjustableBases.com
© 2014 Leggett & Platt Adjustable Bed Group, a division of Leggett & Platt Incorporated
editors’
Publisher........................................................... Christopher Schriever
ZZZest’s
new
GelSpring mattress
boasts a unique
design, unlike any
other gel bed on
the market. With
a core made from 40 pounds of highstrength gel in a hollow-column buckling
formulation, this mattress offers superior
alignment, support, and pressure relief.
Rounding out an already
comprehensive portfolio,
Jamison recently introduced
its newest promotion
mattress line, designed to
attract shoppers and move
products off showroom floors. . The
Two-Thirty-Four Collection retails from $299
to $499 and offers both coil-based and foam-core
constructions with a variety of poly-foam comfort layers.
Savvy Rest’s signature organic mattress, the Serenity,
offers advanced customization with healthful materials.
Layers of natural Dunlop or Talalay latex in varying
firmnesses are combined for each customer to create
highly individualized comfort. The organic cotton casing
is filled with organic wool batting that serves as a natural
flame retardant. With organic add-ons like mattress
toppers, bedding, accessories, Savvy Rest offers
consumers the chance for a fully organic bedroom.
chris@bluehouse.us
Associate Publisher/Sales Director....................... Kyle Harrington
kyle@bluehouse.us
Assistant Editor......................................................Gretchen Kast
gretchen@bluehouse.us
Creative Director........................................... Katie Piwowarczyk
katie@bluehouse.us
Design & Print Firm.................................................... Blue House
www.bluehouse.us
Web Manager............................................................ Blue House
www.bluehouse.us
Providing bedding retailers with
information and insights on a variety
of Mattress and Bedding products.
Since 1995.
BEDROOM is published quarterly by Blue House Design,
LLC and is mailed to more than 16,800 mattress and
home furnishings retailers nationwide. © Copyright 2014.
All rights reserved. Address correspondence to: Editor c/o
BEDROOM, Blue House, 2168 Wisconsin Ave, NW, Washington, DC 20007. The views expressed by the editorial
Based on the luxury designs the company
sells to hotel chains, Englander’s new E Hotel
Collection allows consumers to enjoy high-end
quality at home. Outfitted in dramatic black and
white quilted knit covers, the two-sided line
features zoned encased coil cores and varying
layers of soft poly-foams and gel-infused visco
foams. Expected to retail from $799 to $1499,
this new line offers luxury comfort and durability at
introductory price points.
staff of this publication are their own, and do not necessarily represent the views of the advertisers or their agents.
BEDROOM is an independent trade publication. BEDROOM neither takes sides nor declares a preference for
any one manufacturer, supplier, technology, process or
solution. Instead, we try to provide neutral information
concerning mattresses and related products. Advertis-
Malouf’s Sleep Tite Five 5ided Mattress Protector
incorporates three innovative technologies to
provide a health sleeping solution. The five
sided design ensures full mattress protection,
while Tencel and Omniphase technology offers
advanced moisture-wicking, temperature
regulatation. The laboratory-certified H2Pro
membrane has microscopic pores that block
liquids, viruses, dust mites and allergens,
preventing the development of asthma.
ing space is available. Press releases or information about
your company should be submitted to our editorial team
for inclusion as space allows at bedroom@bluehouse.us.
CIRCULATION NOTICE: BEDROOM will print 19,000
copies of BEDROOM. It will be mailed to our current list
of more than 16,800 home furnishings retailers, buyers,
owners and managers. We do not subscribe to a circulation auditing service but we are ready, willing and able
to provide advertisers certification of mailing as reported
by the US Postal Service.
BEDROOM: ISSN 2163-7571
Magniflex and Carolina Mattress Guild have teamed up for a exclusive
mattress collaboration. This new series of compressed hybrid beds
integrates Magniflex’s popular memory foam with Carolina Mattress
Guild’s innerspring technology. Designed to be rolled up for easy
shipping, the collection is targeted to consumers with limited budgets
who still want the adaptive support of a hybrid bed.
6 BEDROOM / Summer 2014
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ACCOUNTABILITY,
AUTHENTICITY, ASSURANCE
OMI Is Changing the Way People Think About Organic Latex Mattresses
By Gretchen Kast
Just over a decade ago, it might have been difficult to find an organic bed on a retail
showroom floor. For years, mattresses have been exclusively sold on two selling
points—comfort and price—as consumers looked to buy something comfortable and
supportive to sleep on, without breaking the bank. But the market is changing.
S
ales of organic goods as a whole have seen explosive growth
over the past ten years—with more than 80% of American
households choosing organic, whether it be food, personal
care, cleaning supplies, or mattresses. No longer relegated to a small
subset of “environmentally conscious” consumers, all-natural products now appeal to a wide range of demographics—from millennials
to baby boomers. As a whole, people are getting smarter about their
purchases, researching how they’re made and how they affect both
the environment and their own health.
Since founding OMI in 2003, President Walt Bader has strived to create a company that offers consumers the finest organic latex mattress
money can buy. A longtime sufferer of Multiple Chemical Sensitivity
himself, Bader was one of the first to shed light on the concerns he
had regarding mattresses that off-gas from the ingredients used in their
manufacturing. Freedom Press has published his two books on this
subject: Toxic Beds in 2007 and Sleep Safe in a Toxic World in 2011.
“We don’t sell our mattresses using information in my books to scare
people or put down the competition.” Bader explains, “we just want to
give organically preferenced consumers an organic mattress choice.”
OMI was founded on the belief that people choosing to incorporate
organic products into their lifestyle should be given the opportunity
to purchase an organic mattress as well. In addition to comfort and
price, Bader puts health and consumer choice at the top of the list
of selling points—and it’s this unique trio of characteristics that sets
OMI apart from its competition. Bader and his team have pioneered a
unique product to inform the general public that not only do organic
mattresses exist, but they are a growing part of the future of the bedding industry.
With an organic mattress, consumers are not making any sacrifices in terms of price or comfort (as it was once thought). High-end
and ultra-luxury prices for mattresses have become more common—
placing OMI’s beds squarely in the mid-range price point of specialty
beds. Each mattress features high-quality organic knit covers, certified-organic wool quilting and layers of comfort materials that include
100% certified-organic latex and certified-organic cotton. OMI’s customers receive the coveted “Purity Guarantee” that says, “If you find a
product purer than ours we will give you our mattress for free.”
With “safety” and accountability” as two of the most important
tenants of OMI’s business model, Bader set out to make sure he
bedroomretailers.com
9
“As the growth
of the organic segment
continues, we felt these
consumers deserve
to have organic
bedding options that
would meet their
individualized needs.”
could provide the necessary proof to effectively back up his claims. OMI has worked
tirelessly over the years to combat “greenwashing” in the bedding industry to give retailers and consumers confidence that they
are purchasing authentic, organic products.
When first starting out, though, “most
retailers weren’t concerned with organic
certifications,” Bader says. “Their customers just weren’t looking for them.” But the
company continued to invest in research
and advanced technology to improve the
quality control throughout the entire supply and production chain, ensuring that
every single step was safe and organic.
And, in the past few years, the demand
for transparency has skyrocketed, changing the market drastically. It’s no longer
enough for companies to simply slap unsubstantiated promises onto their products. With a wealth of information at their
fingertips, consumers are more discerning than ever, and as we saw last year,
the Federal Trade Commission is cracking
down on companies falsely claiming that
their products are “organic”.
OMI produced the first mattress to receive the Global Organic Latex Standard,
which was, itself, the first certification of
its kind. Working with third-party auditors,
OMI assures that they are strictly adhering
to this standard’s guidelines. The GOLS
certification requires more than using sap
from USDA-certified rubber trees, OMI
must be able to trace the raw rubber sap
components to their sources and suppliers, and verify that no non-organic materials have been commingled or
exposed to contamination
throughout the full
supply chain. OMI
utilizes quality control systems to identify and minimize the
chemicals used to
process the latex
and execute effective
environmental practices for reducing and
recycling waste. Additionally, safe working
environments must be upheld throughout
the entire process.
In addition to GOLS, OMI boasts a long
list of comprehensive certifications. In 2005,
the company produced the first organic
mattress in the United States to receive the
stringent Global Organic Textile Standard
(GOTS) certification. The GOTS certification ensures that every aspect of the textile
supply chain is organic: from harvesting to
manufacturing to labeling. OMI’s exclusive
ozone sanitation chambers assures that
raw materials are protected from potential
contamination from mold, yeast and bacteria. The compressed air is even sterilized
so that pollens or other outside air contaminants are never forced into mattresses under normal manufacturing processes.
OMI unveiled the culmination of all of this
hard work at the 2014 Winter Las Vegas Market with the introduction of the Certified-Organic Latex Mattress Collection, which has
quickly become the company’s most successful launch ever.
The OMI Certified-Organic Collection is
comprised of twelve beds, each of which
adheres to the premium Global Organic Textile Standard and features a fully certified-organic Dunlop latex core. This doubled their
number of third-party certified offerings, providing consumers with a level of choice that
is not often associated with this niche.
“As the growth of the organic Latex segment continues,” Bader explains, “we felt
these consumers deserve to have organic
bedding options that would meet their individualized needs as well, and this market
is seeing the introduction of five certified organic pillow tops and certified wool and cotton pillows.”
Over 80% of OMI’s retailers have experienced double digit sales growth in the first
six months of the year, and the new certified-organic accessories introduced at this
market will further add to the average dollar
sales realized from these products.
“OMI proves to consumers that they can
have a mattress made of comfortable, or-
ganic materials in the same price range as
other luxury specialty beds,” Bader explains.
Working closely with retail partners, OMI
is dedicated to helping raise the awareness
of the existence of organic bedding and its
growing consumer interest. The company recently introduced the Organic Demographic
Study (ODS), which allows retailers, for the
first time, to calculate the size of the organic
market around their showroom floors. This
service analyzes the retail area based on a
wide range of local geographic factors, including the number of other organic stores,
demographics, median income, age, etc. All
of this research informs the retailer about
how likely it is that their customers would be
interested in organic bedding—if only they
know it existed.
“The fact that so many organic shopping
options, such as Whole Foods, are opening throughout the United States proves
that independent bedding retailers can
successfully address this important mattress segment for their individual communities,” says Bader.
Over the years, the bedding marketplace
has transformed in many different ways. On
one end of the spectrum, giant chain stores
and monolithic retail brands have taken over
a large part of the retail sector—while the
Internet has overtaken many brick-and-mortar retailers. In the middle remain the small
mom-and-pop stores and the independently-owned regional chains, many of which are
looking to find a way to differentiate themselves. It’s these kind of retailers with whom
OMI fosters relationships, providing them
with unique, high-quality organic mattresses
that will help set them apart from many bigbox or online stores. Today, OMI mattresses
are sold in retail stores across North America, including Bilt Rite Furniture, California
Mattress and Long’s Bedding.
Recently, the company has also partnered
with a growing list of high-end specialty furniture stores: Elte, ABC Home and Carpet
and HD Buttercup, among others. These
placements have re-enforced OMI’s distinct
positioning in the market. “These leading
retailers are not selling us exclusively as an
organic brand,” Bader explains, “but placing
us right next to other luxury brands as a latex
option with a great story.” Retailers across
the board are looking to offer “authenticity”
in their sleep products, as consumers are
becoming more informed about the products
they purchase. OMI provides them with an
option to embrace this growing latex niche.
By spending more time with the consumer
and identifying the organic prospect, OMI
is helping retailers grow their average dollar
sales—with one of their retailers already making a $64,000 sale this year. “Word of mouth”
has become a major part of OMI’s success, as
almost half of all the company’s sales are referrals and repeat purchases. As a company,
they have built a sense of trust with their customers—people who understand the unique
benefits of an OMI latex mattress and, in turn,
spread the word among friends and family to
bring new customers into retail stores.
Through its certification and educational
efforts, OMI is also raising the bar for other
mattress manufacturers—offering a superior level of assurance that will (perhaps)
one day be required of all mattresses. But
for the time being, OMI offers retailers a
way to connect with a growing niche of
consumers, a way to differentiate themselves among a changing market, and a full
line-up of beds at a variety of price points
and comfort levels—all of which move on
showroom floors.
“OMI continues to prove to the retailers
throughout North America that organic latex
mattresses sell!” Bader says.
The success of the Certified-Organic line
is proof that the perspective on organic mattresses has improved—and will continue to
do so, as OMI shifts its efforts to Point of
Purchase and expanding distribution in the
coming months, with a focus on educating
the consumer.
Despite its strong sales number, Bader still
considers OMI a “sleeper line”, simmering
just under the radar. As the consumer interest in organics and latex continues to grow,
though, and the rest of the industry continues to follow his lead, it looks as though this
won’t be the case much longer.
Visit omimattress.com.
NEW FOR THE LAS VEGAS MARKET:
CERTIFIED ORGANIC LATEX MATTRESS TOPPERS
OMI is expanding its best-selling Certified Organic Mattress Collection at the Summer
Las Vegas Market, adding five new third-party certified organic pillow tops that will
retail for $575 to $1,175 in queen.
“The certified organic mattress and accessory segment, following strong growth of
organic purchases in the U.S. organic market last year, is continuing to experience
sales growth significantly higher than overall industry performance,” Bader explains.
The introductory Verona topper features 2-inches of GOLS-certified organic latex
encased in certified organic cotton knit fabric. The Allura topper features 2-inches of
GOLS certified organic latex encased in OMI’s signature OrganicPedic knit quilting. The
Wave model is the highest profile topper in the collection, featuring 3-inches of GOLS
certified organic latex encased in the company’s exclusive certified organic cotton knit
fabric and a body-conforming sculpted surface to ease pressure points and increase air
flow under the sleeper. The Wooly is made with 3-inches of hi-loft third party certified
organic wool encased in a hand tufted certified organic cotton cover. The Wooly Lite
is made with 1.5-inches of hi-loft third party certified-organic wool encased in a hand
tufted 100% certified organic cotton cover. The line will also include third party certified
wool and cotton pillows.
11
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RSAs Report Strong Sales Results with the PureCare One Pillow Program
By Gretchen Kast
PureCare set out to create a new category
of pillow with the February launch of One,
the “Three Pieces. One Dream” pillow collection. Featuring a patented construction
that works with all sleep positions, the goal
was to simplify the pillow selection process
and point of purchase concepts for the retail sales associates. Two of PureCare’s core
customers, Sit ‘n Sleep in Southern California and Mattress Direct in Louisiana have reported extremely strong results with PureCare One in the first half of 2014.
Ty Hingle, co-owner of Mattress Direct,
a 22-store chain throughout Louisiana and
Mississippi, was incredibly enthusiastic
The goal with One was
to simplify the pillow
selection process
and point of purchase
concepts for the retail
sales associates.
about the changes that the PureCare One
collection has brought to his organization.
“In the past we’ve taken a loss on pillows,
approximately $9,000. a month in giveaways. But selling PureCare One, we have
reversed that loss into $2,700. a month in
revenues. That is something like a $13,000
per month positive impact on our bottom
line all due to the PureCare One program.
Your pillows stopped the bleeding of giving
away free pillows. The RSA has excitement
and something to sell: a real, credible story.”
Pillows were previously seen as a free addon with mattress sales, but the PureCare One
program has changed that process. “PureCare One is the most unique product to come
through Mattress Direct in the seven years
I’ve been here,” Myra Guillot, Vice President
of Sales for Mattress Direct, explained. “Overall there is a huge increase in pillow sales.
[PureCare One] absolutely drives up our numbers, making more money for the store and
for the sales employees as well.”
Lori Chichoski, a sales associate at the
Upland Sit ‘n Sleep, emphasized the importance of the choices involved with selling the
right PureCare One pillow. “The Pure Care
One is the only one of its kind on the sales
floor,” said Chichoski, who likes the PureCare One pillow for its health, wellness and
unique story. “Anytime you get the customer
engaged, it’s a good thing,” she continued.
“Our customers like to see inside something,
to break it down, to understand it. Why it
feels good,” referring to PureCare One’s
unique display system that allows customers to experience the materials and design
of the pillow.
David Wolfe, Store Manager at Sit ‘n
Sleep’s Westminster, CA location mentioned
choice and PureCare One’s unique sales
compatibility within the popular adjustable
bed segment as his reasons for the new
line’s success. “When the bed is upright I
suggest trying the softer side of the pillow.
While the bed is flat, I suggest flipping the
pillow to the harder or firmer side.”
Matt Creeks, store manager at Sit ‘n
Sleep’s Burbank location, believes that a
successful salesperson needs two things: a
strategy and a good story. Creeks believes
that the uniquely constructed latex, memory foam and gel-wrapped memory foam
PureCare One pillow line comes with just
that—a story line that works for his team
and his customers.
Customers identify with PureCare One’s
creator, Tanya Hawkins, whose inability to
find the right pillow eventually lead her to
create the first PureCare One prototype: an
entirely new pillow concept that works for
all kinds of customers. “Our customers react positively to the story. This is a story that
women can connect with,” said Creeks.
“The response from retailers and consumers
alike has been unbelievably gracious. Retailers
are excited about the pillow category again
and RSA ingenuity is fusing into presentations
of PureCare One to truly capture consumer interest,” says Sean Bergman, marketing chief
at PureCare. “It’s been a lot of fun strengthening our partnerships with our retailers by delivering merchandising programs that move the
needle and substantially affect their bottom
line, all while getting tremendous response
from the customer,” he added.
PureCare is harnessing the power of Twitter to further the conversation surrounding
PureCare One, asking retailers to tweet
their first-hand stories of how the program
has helped them succeed on the sales floor.
“Social media is so important to us today, it
allows us to connect with salespeople on
the ground, in the store, and have a conversation that we both learn from,” Bergman
added. “The more we can participate in
conversations within our industry, the better
we can achieve the end goal of satisfying
the consumer.”
Visit purecare.com
Wright Global Graphics Offers POP Alternative with DomeTEC
By Christopher Schriever
any top-of-bed product. It also can be a re-
Wright Global Graphics’ visually dynamic
DomeTEC Point-of-Purchase technology
is making its Las Vegas debut at the Summer Market. DomeTEC can be applied to
almost any surface, and features an embossed metallic look while maintaining a
soft, flexible feel.
“DomeTEC made a huge splash at this
year’s ISPA Expo and we are excited to bring
it to Las Vegas as well,” said Senior Vice President of Business Development & Chairman
of the Board Don Wright. “We have a reputation for innovation and continue to bring great
designs and quality products to market, and
we believe DomeTEC is the next great innovation in quick, high quality on-site branding.”
Highly versatile, DomeTEC can be developed as a brand label or an enhancement to
placement to an embroidered border. With
an unlimited color palette and more design
flexibility than traditional embroidery, DomeTEC ensures that products will stand out
on a crowded showroom floor.
“From displays to top-of-bed to border
branding, the DomeTEC application draws
consumers to a product with its dimen-
“DomeTEC made a
huge splash at this
year’s ISPA Expo and
we are excited to bring
it to Las Vegas”
sional qualities and ability to capture and
reflect light in the showroom, creating a
strong visual impact for customers,” Wright
continued. “The visual impact of products
designed using the DomeTEC is stronger
than traditional embroidery and standard
printing techniques. We are excited to see
response to DomeTEC at Las Vegas.”
Visit wrightglobalgraphics.com.
Eclipse Launches New Marketing Program
With a focus on the “real needs” of mattress consumers, retailers and licensees,
Eclipse is introducing a new marketing program, to highlight the company’s
clinically-tested, patented, and patentpending proprietary bedding technologies.
The company is introducing a series of
trade advertisements, point of purchase,
and other marketing tools that focus on
the critical requirements of healthy sleep:
support, spinal alignment, comfort, lasting
performance, and real quality for the price
the consumer pays.
“The majority of the mattress brands
have been embracing the latest marketing ‘bells and whistles’, and seem to have
forgotten about the fundamentals of support, alignment, comfort, lasting performance and real quality for the price the
customer pays,” says company president
Matt Connolly. “Naturally, we offer all the
new technologies that any other brand fea-
tures such as gel, gel-foam, natural latex,
open-celled engineered foams, air-flow
materials, temperature control, and phasechange materials. But more importantly,
we design and build all our Eclipse and
Eastman House mattresses with our own
clinically-tested, proprietary construction
features with a commitment to providing
fundamental support, alignment, comfort,
performance and real value.” The company’s focus is on the fundamentals, or “what
really matters in designing and producing
beds for healthy sleep. Our central message to consumers and our retail partners
is that the Eclipse and Eastman House
brands are designed and built to address
‘what really matters’ in mattresses…namely the fundamentals of better sleep.”
The company’s unique design and construction elements include the patented
Spinal Zone, Life Edge, Spinal Zone Quilting and the patent-pending ModuCoil
Modular Foam Technology. “These mat-
The company’s focus
is on the fundamentals,
or “what really matters
in designing and
producing beds for
healthy sleep.”
tress building blocks are second-to-none”,
says Connolly. “Using these patented elements, we create mattress sets that really
address the fundamental issues, the heart
of superior and healthy sleep. We give the
retailer something concrete to sell to today’s discerning consumers.”
Visit eclipsemattress.com.
15
Royrack Maximizes Retail Floor Space Customer Experience
Following its debut at the winter market,
Royrack Company will showcase its updated
Select-a-Mat mattress storage and display
system at the Summer Las Vegas Market, including new display concepts.
Retail businesses, both large and small, that
are striving to maximize profit per square foot
often utilize racks and shelves in order to efficiently display their products. The Select-a
Mat system brings shelving to the bedding
industry, providing the retailer efficient and
cost-effective mattress storage and the retail
customer a simple, easy, and safe way to try
out the mattresses they want to rest-test.
With the Select-a-Mat system, a mattress
retailer can store and display sixteen queen
mattresses in a 250 square foot space,
more than three times the number of beds
in a traditional display. By tripling the number of mattresses displayed, retailers can
increase their square foot profit. For those
retailers looking to expand their offerings,
the Select-a-Mat system makes it possible
to dramatically increase the number of mattresses on the show room floor without increasing square footage. This shelving solution helps bedding retailers free up space
in their showrooms for other profitable collections or add-on accessories, like adjustable bases or pillow displays.
Traditionally, when a retailer was faced with
a limited amount of floor space, the only way
display additional mattress offerings was to
stack them up against the wall. This meant
that, when a customer wanted to test a mattress, it was pulled out of the stack and manually put on a bed frame or placed directly on
the floor. Royrack offers a unique, easy-to-use
alternative to this labor intensive process, reducing the risk of injury and improving customer experience.
Visit royrack.com
Spring Air Invigorates Retail Sales With Promotional Prices
By Gretchen Kast
new fabrics and updated looks, and will be
Following the revamp of its Sleep Sense,
backed by fresh point-of-sale materials.
With suggested retail prices ranging
consumers), but also reinforced that nearly
from $499 to $799, the four new promo-
95 percent of consumers prefer to buy a
ers also would spend more to purchase a
familiar name, the study showed.
“Our objectives this market are to
strongly communicate and emphasize the
brand equity in our 88-year-old name and
to showcase the great product lines that
represent the Spring Air brand today,” said
Rick Robinson, company president.
Spring Air’s latest round of POP materials will include messages dedicated to
brand awareness and the power of brand
recognition on the selling floor.
tional Back Supporter models will feature
mattress brand they know. Most consum-
Visit springair.com.
Back Supporter 700 Series and Four Sea-
Spring Air is also focusing heavily on
sons lines over the past year, Spring Air
marketing this summer, spotlighting its
is coming to Las Vegas with several new
current bedding lines and to reinforce the
value-priced Back Supporter models and
strength of the worldwide Spring Air brand.
strong marketing tools to help retailers
Recent independent research conducted
drive business through the remainder of
by Spring Air not only revealed the brand’s
the year.
recognition level today (one out of two U.S.
/ LAS VEGAS
WORLD MARKET CENTER
JULY 27–31
EXHIBITORSHOWROOM
EXHIBITORSHOWROOM
EXHIBITORSHOWROOM
AC Pacific.............................................A-816
Aireloom/E.S. Kluft............................ C-1501
Arason Enterprises............................ C-1565
Bedding Technology Industries........ C-1565
Bedgear by Guard Master...................A-840
BedJet................................................ C-1565
BluSleep Products........................... B-0960
Boyd Specialty Sleep........................ B-901
Caber Sure Fit.................................... C-1565
Carolina Mattress Guild..................... B-0946
Carpe Diem Beds of Sweden..............A-219
Chili Technology................................ C-1565
Classic Brands................................... B-0970
CleanRest...................................... B-201-34
Comfort Revolution........................... B-0800
Comfortaire Corporation................... C-1536
Corsicana Bedding............................ C-1579
Customatic Bedz..................................A-504
Dormeo.............................................. B-0922
DreamPur........................................... C-1565
Dreams Sleep Products.................... B-0958
Eclipse International.......................... C-1572
Electropedic Adjustable Beds........... C-1565
Englander........................................... C-1596
Enso Sleep Systems............................A-801
Ergo Bedroom......................................A-219
Ergomotion...........................................A-938
Excel International Sleep Products... C-1565
Forever Foundations......................... C-1565
FXI...................................................... C-1588
Glideaway Sleep Products................ C-1537
Gotcha Covered................................ C-1578
Hollywood Bed & Spring
Manufacturing Company, Inc................ A920
Hudson Industries, Inc...................... C-1565
Innerspace Luxury Products............. C-1565
Innova Sleep...................................... B-0975
Jobri......................................................A-504
King Koil................................................A-546
Kingsdown......................................... B-1300
Knickerbocker Bed Co...................... C-1595
Latex International............................. B-0945
Leggett & Platt CPG........................ B-1326
Life Style Covers................................ C-1565
LMP Worldwide................................. C-1565
Malouf................................................ C-1540
Magniflex........................................... C-1532
Mantua..................................................A-504
Natura................................................ C-1576
Naturepedic...................................... C-1565
Organic Mattresses (OMI)............ ..C-1507
Prana Sleep....................................... C-1564
Palm Pring......................................... C-1565
Primo Bedding................................... C-1412
Proper Pillow...................................... C-1565
PureCare........................................... C-1595
Pure LatexBliss................................ B-0945
ReST.................................................. C-1565
Rest-Medic sleep Products.............. C-1565
Restonic Mattress............................. B-0926
Reverie.............................................. B-0925
RoyRack Co....................................... C-1565
Salem Sleep Systems....................... C-1565
Savvy Rest......................................... C-1554
Scott & Duval..................................... B-0946
Seahawk Designs.............................. B-0970
Sealy.................................................. B-0800
SensorPedic...................................... C-1565
Serta International................................A-701
Silhouette Organic Beds......................A-219
Simmons Company.............................A-501
Sleep and Beyond............................. C-1565
Sleep Inc............................................ B-1022
Sleepow............................................. C-1565
Spaldin Natural Sleep........................ C-1568
Specialty Sleep Association.............. C-1565
Spring Air International................... B-1126
Spring Time Mattress........................ C-1565
Suite Sleep......................................... C-1565
Symbol Mattress............................... C-1529
Technogel........................................... C-1584
Tempur-Pedic.................................... C-1512
Therapedic International................... B-0822
U.S. Sleep Products.......................... C-1565
Tyler Net Inc...................................... C-1565
Ultra Shield/Jondy Chemicals.......... C-1565
Vi-Spring...............................................A-219
Vivon Life........................................... C-1538
W. Silver............................................. C-1565
Wallbeds...............................................A-540
Wright Global Graphic Solutions...... B-1062
Xsensor.............................................. C-1565
ZedBed Internatinal........................... C-1558
ZZZest................................................ C-1552
INDUSTRY/RETAILER SUPPLIERS / B-1050
ACA/Advertising Concepts
Best Buy for Business
Credit Source
CrossCheck, Inc
FurnitureCore.com
FurnServe
GE Capital
Genesis Software Systems
JRM Sales & Management
Moso Graphics
Myriad Software
Profitability Consulting Group
R&A Marketing
Retailer Web Services
STORIS
*Advertisers are Listed in Bold
A GUIDE TO MATTRESS, BEDDING, FUTON AND TOP OF BED MANUFACTURERS
WWW.BEDROOMRETAILERS.COM
For the average consumer, finding the perfect mattress can
be a challenge, especially with the growing number of brands,
materials and comfort levels from which to choose. Looking for
new ways to better serve their customers, many manufacturers
and retailers are using diagnostic systems as retail selling aids.
Whether high-tech pressure-mapping or thorough questionnaires,
these systems help RSAs direct their customers to the beds best
suited to their needs—a process that’s proven to boost consumer
confidence and lower return rates.
By Gretchen Kast
KINGSDOWN: BEDMATCH
Kingsdown’s bedMATCH program is the fourth generation of a highly-advanced diagnostic approach to mattress selection and personalization, first
introduced in 1997. In working to streamline the customization process of
therapedic support systems, sleep specialist Dr. Oexman and Kingsdown’s
Director of Research Dave Scott developed an algorithm to diagnose the
appropriate amount of pressure needed at various points of the body, determining the right level of support for the least amount of pressure. This
ergonomic approach to mattress selection relied on the assumption that
the right amount of support would ensure a better night’s sleep.
Since then, Kingsdown has invested $5 million to verify these claims and today bedMATCH is the culmination of more than 15 years of research and 6 million sleeper profiles, providing the highest level of diagnostic analysis available.
The in-store system is based on 18 different statistical measurements, including height, distribution of weight, degree of lumbar curve, and a variety
of pain calculations specific to certain points on the body. By combining advanced measurement technology with a wealth of research, bedMATCH differentiates itself with its ability to make accurate, well-informed links between
this information and the exact bedding features necessary for optimal sleep.
When executed properly in-store, retailers using bedMATCH saw their
close rates increase by an average of five points and the total store AUSP
improve by $300 a set, resulting in higher store revenues.
SERTA: ONLINE SHOPPING TOOLS
In recent market research, Serta found that many bedding customers were frustrated and confused by the
current mattress buying process. In an effort to reach out to the many customers who conduct extensive
research online before coming in-store, the company is introducing its new mattress selector and Serta Test
Rest app to help unify the online and in-store sales process.
This two-step process first takes shoppers to the online mattress selector, which allows users to answer a
short set of questions to provide them with specific iComfort and/or iSeries models to should try at their local
retailer. Once in the store, shoppers can use the Serta Test Rest app (which is free to download through the app
store) to rank their experience with each mattress, making it easier to remember which models were preferred.
BOYD SPECIALTY SLEEP: SLEEP METRICS
Introduced in 2008, Boyd Specialty Sleep’s; Sleep Metrics Program uses specially designed
software to analyze specific consumer information (body type, sleep style, special needs) alongside information gathered from the in-store diagnostic “selection mattress.” The system assigns
a Comfort Index score, generating a list of recommended products to best meet their needs—
including mattresses, pillows, protectors, adjustable power bases or phase-change materials.
Sleep Metrics takes the guesswork out of buying a new bed. “The Sleep Metrics system creates a more consultative and professional experience for the shopper and enhances the selling
skills and success of the retail sales associate,” president Denny Boyd explains.
Boyd has recently updated the program to include an online version, based on current market research indicating that nearly 80 percent of consumers research products online before
they shop in-store. Retailers can now include a link for Sleep Metrics on its own website, enabling consumers to take a diagnostic survey online and bring their results to the store.
XSENSOR: REVEAL
KING KOIL: SLEEP ID
King Koil first introduced its SleepiD program
in 2010 as a computer-assisted, in-store mattress selection system. Shoppers enter specific information about their sleep patterns,
gender, height and weight, and SleepiD presents pressure map data of how different beds
fit certain body-types. The system analyzes
the consumer’s input to determine their sleep
comfort identity based on the adequate levels
of spinal support, and zero in on the system
that will support their needs.
King Koil is currently updating the SleepID
system as an in-depth, online program that
will be available to retail customers and on
its own web site. Working closely with the
International Chiropractic Association, the
digital version will include new education
platforms and terminology that will help consumers actually define comfort and what
they want in a mattress “as opposed to simply guessing by trial and error on packed and
confusing sales floors,” King Koil executive
Owen Shoemaker explains.
In its final form, King Koil’s new online mattress assessment program will be designed to
pull consumers into stores with a far better understanding of what they want, helping retailers better stimulate traffic.
The first phase of the new program is
planned for introduction in January, 2015.
Created specifically for the mattress market by XSENSOR, REVEAL simplifies the
rest-test process. REVEAL analyzes the body surface pressures with 1,664 sensors to
give unbiased, real-time recommendations of an appropriate mattress category. The highly
accurate technology works to educate customers with a dynamic image of their body impression as it’s measured on a mattress—a real-time approach that provides consumer
confidence and lowers confusion, while the three-step software ensures a more consistent selling process.
Available in both mobile and stationary versions, REVEAL has helped retail stores increase closing rates by 80% and sales margins by 50%, in addition to drastically reducing
return rates.
SOFT-TEX: PILLOWISE
Soft-Tex Manufacturing is bringing the innovative “Pillowise” app to the United States for
the first time at the Summer Las Vegas Market. First created in 2003 by Dutch physical
therapist Thijs van der Hilst, this unique system uses an advanced algorithm to determine
the “perfect pillow” based on distance measurements between the head, neck and shoulders along with sleep style and preferred mattress firmness.
The sleek retail display stand holds the six pillow options, a hook for measuring tapes
and an iPad holder to input the measurements. The app analyzes the results and assigns
the consumer a color—pink, orange, green, blue, red, or purple—that is embroidered on
the edges of the pillows found in-store. Consumers can access the Pillowise app online,
on a mobile device, or in-store to enter their individual information, allowing them to do
the measurements at home and come into the store with their color to simply test and
buy the pillow.
“The concept of one or few sizes fits all has gone away in many other aspects of the
bedding industry as a customized approach to sleep has become more popular,” said Senior Vice President of Sales and Business Development Jeff Chilton. “With Pillowise we are
pushing that sleep is what’s most important and finding the best sleep doesn’t have to be a
guessing game anymore.”
Visit kingsdown.com,
Serta.com, boydspecialtysleep.com,
kingkoil.com, xsensor.com, and
soft-tex.com
21
Boyd Specialty Sleep Debuts New Broyhill Collections
Each chamber has an air
valve that, when open,
“breathes” air in and out to
provide the sleeper with a
unique floating sensation.
a single mattress. Each bed contains 18
This unique collection will be on display
separate cubes or chambers (nine on each
at the Summer Las Vegas Market, alongside
side). Each individual cube is two-sided,
the new, three-model Broyhill O2 line. Afford-
with each side offering the sleeper a dif-
ably priced and aimed at consumers 45 and
ferent comfort/support feel using different
under, this collection uses resilient, gel-in-
materials. Sleepers also can rearrange the
order of the cubes from head to toe on their
side of the bed to achieve their ideal feel.
The quilted mattress cover unzips easily to
allow for customization.
Boyd Specialty Sleep is unveiling a series of
highly innovative sleep products under the
licensed Broyhill brand, including two new
bed lines and an adjustable wedge pillow.
The new, three-model Broyhill Cube line
provides increased flexibility and a multitude of customization opportunities in
The top Broyhill Cube model features
chambers of both foam and air. Each
chamber has an air valve that, when open,
fused engineered latex and features Celiant
fibers to activate oxygenation and increase
blood flow.
Boyd will round out their product portfolio
with new bedding accessories, including the
Broyhill adjustable wedge pillow. Set to retail at
$49.99, this new pillow is made of gel memory
“breathes” air in and out to provide the
foam and high density poly foam. A smaller
sleeper with a unique floating sensation.
foam wedge inside the poly foam enables the
The new product concept uses a patent-
user to comfortably sit up to read or watch TV,
ed Boyd design and promises “innovation
or to remove the inner wedge for sleep.
without complication.”
Visit boydspecialtysleep.com.
Simmons Updates Comforpedic iQ
By Gretchen Kast
Following the successful launch of the ComforPedic iQ mattress at the winter market,
Simmons Bedding Company is reintroducing the innovative collection with new plush
feels and an introductory model.
Backed by research from the Temple University School of Medicine, the Comforpedic
iQ collection has been proven to help participants, on average, fall asleep faster and
experience increased REM sleep.
Simmons has listened to feedback from
dealers and consumer about the smart, selfadjusting mattress and will unveil the updated line-up at the summer Las Vegas market.
“By listening to and acting upon valuable
feedback from our retailers and consumers,
we are able to keep our finger on the pulse of
the industry, enabling us to continuously develop state-of-the-art innovation and create
premium products like ComforPedic iQ that
help consumers achieve better sleep,” says
Jeff Willard, EVP of Marketing for Simmons.
The new entry-level ComforPedic iQ160
model features the line’s signature Smart
Response Technology. This state-of-theart system of foam chambers continuously
adapts to body movement throughout the
night without the need for motors, plugs,
buttons or electronics. A layer of Ultra Cool
memory foam is designed to provide temperature regulation and a quick response
rate for cool, comfortable sleep. Priced at
$1999, this introductory model allows retailers to offer high-end technology at a
popular price point and more consumers
to experience the revolutionary ComforPedic iQ system.
In addition to the entry-level ComforPedic iQ160, Simmons is further expand-
ing the line by offering additional comfort
choices. The line’s new plush feels are
available for a suggested retail price of
$2599 for the iQ170, $2999 for the iQ180
and $3699 for the iQ200.
“We are excited to expand the consumer
reach of ComforPedic iQ through the introduction of these new line additions. We
now have a product to satisfy the industry’s desire for high-end, state-of-the-art
technology at an introductory price point,
and the new feels give consumers more
opportunity to experience the line,” said
ComforPedic Brand Director Anne Kozel
“As ComforPedic iQ continues its roll out
across the country, we are renewing our
commitment to create competitive products that drive up dealers’ AUSPs and satisfies consumer demand.”
Visit simmons.com.
Blu Sleep Introduces Island Dreams Latex Bed Collection
By Gretchen Kast
Blu Sleep Products is introducing the Island Dreams Latex Bed Collection, the
newest models in the Somni International
Sleep mattress line, at the summer Las
Vegas market. This four-bed latex line
ranges from low to high profile and offers
soft, plush to firmer feels with a variety of
support options. “Our goal is to offer a line
of latex beds that is an escape to exotic
comfort, joy, rest, and relaxation,” say Alex
Ciccolella, owner of Blu Sleep. “We use the
finest Dunlop process latex foam to create
a full range of mattresses from super soft
to medium and firm toppers and cores.”
This is the latest introduction from the
growing company. Earlier this year, Blu
Sleep opened its first South Florida-based
distribution center, warehouse and showroom to better serve the US market.
Each mattress features a removable, wash-
“Remaining consistent with our ‘adap-
able zippered cover, made with breathable
tive foam’ story, our beds are designed
stretch fabrics that are designed to work
to adapt to the body not the body to the
with and enhance the latex foam comfort
bed,” Ciccolella explains. “A big problem
layers. The covers also have adaptive tem-
that consumers face in choosing a bed is
perature detection, cooling and drying capa-
that most beds don’t work for both part-
bility and Purotex active probiotics to reduce
ners. One person has to settle, to really not
dust mite allergens. The unique, integrated
get the right bed. It is often a compromise.
covers and stretch FR-sock assures a fully
All of our foam mattresses, whether latex
breathable and luxurious feel. The beds will
foam, memory foam, or high-engineered
have a contemporary, bright fashion design
polyurethane foams, are designed to have
presence—with the top-of-the-line Tahiti fea-
an increased range of adaptability to fit
turing a bold three-in-one pattern—including
both sleepers. We design all of our beds
matching or contrasting colored zippers and
with the adaptive foam concept in mind.
breathable, flexible borders.
Working together the different engineered
While the basic latex line is made up of the
foam designs increase the range of body
four Island Dreams beds, Blu Sleep can also
types that work with one bed.”
custom design and create specific models
The Island Dreams Latex Bed Collec-
“Our goal is to offer a line
of latex beds that is an
escape to exotic comfort,
joy, rest, and relaxation.”
for higher volume retailers who want to offer
tion includes the 9-inch Aruba, the 10-inch
a different latex mattress program.
Bali, The 11-inch Fiji and the 12-inch Tahiti.
Visit blusleepproducts.com.
23
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Leave your own rave review
for PureCare One on our twitter feed
using the hashtag
and we’ll tweet you a $5 Starbucks gift card*.
Visit us today to read all of our #ravereviews
at www.twitter.com/PureCare_Kayla
* Offer valid to the ﬁrst 200 participants only.
Direct
Aireloom Updates Synchronized Support Collection
By Gretchen Kast
E.S. Kluft & Co. is showcasing its enhanced Aireloom Synchronized Support
Collection at the Summer Las Vegas Market. The six SKU line-up will have an updated look and feature the same unparalleled quality hand-stitched side panels,
outer tufting, superb materials and artisan
handiwork for which Aireloom is known.
In addition, the collection will be available
with a standard foundation or adjustable
base option.
The line-up, which has always been
known for its sophisticated aesthetic and
feel, now touts a luxurious new ticking
and border design featuring a dove gray
Chinoiserie medallion. Enhancing the collection’s sumptuous feel, the company
has added more natural Talalay Latex and
plush memory foam into its comfort layers. Each model is hand-tufted and made
with the highest quality organic cotton,
Belgian damask fabric, silk, Joma wool,
individually wrapped nested coils, and the
company’s patented open-chamber design for maximum comfort and conformability. The line will also feature Aireloom’s
eight-way hand tied box springs, which
act as a shock-absorber to help the mattress better contour to the sleeper.
“Customers know the Aireloom name is
synonymous with expert craftsmanship and
attention to detail. The Synchronized Support Collection has been one of our best
sellers for many years,” said E.S. Kluft &
Company President and CEO Earl Kluft. “We
wanted to up-the-ante and challenge ourselves to make it even more luxurious and
comfortable than it was before. The new
aesthetic and added Talalay Latex and high
density memory foam married with our patented open chamber design take comfort
and conformability to a new level. The adjustable base option is an added benefit for
both the consumer and our retail partners.”
The Synchronized Support Collection will
retail from $5,000 to $12,000 and includes
five different models. The South Hampton,
Maxfield, and Halcyon are available with
or without comfort pad, while the Luxetop
Demure and Streamline Willowbrook are offered in plush and firm.
Visit kluftmattress.com and aireloom.com.
Value Price Points and High Margins with Spring Time
Spring Time Bedding is introducing its new
three-model, high-end Tufted Hybrid collection to its Medicci & Saville brand at the
Summer Las Vegas Market. The collection
features top quality materials at value price
points, offering its retail partners the potential for high sales margins.
All three models in the Tufted Hybrid line
incorporate a hand tufted design that anchors the top quilt panel to the bottom of
the mattress to keep all components solidly
in place, prolonging the life of the bed and
improving full body support. A tufted pocket
coil support system reduces motion transfer
and improves comfort, with heavier gauge
coils at each end of the sleep surface to pre-
vent a roll-off sensation. The top model in the
collection, the 16-inch box top Lavarie, includes over 2,000 coils, a 100 percent natural wool layer and a layer of charcoal-infused
bamboo. The Arkala mattress features over
1,100 coils and a layer of cooling gel atop
convoluted foam, while the Halivaara mattress features over 1,000 coils and includes
a layer of hybrid latex atop convoluted foam.
Each of the tufted SKUs in the collection is
specially designed for easy roll compression and nationwide shipping and features a
moisture-wicking stretch knit blended cover
and a heavy-weight, wrinkle-free border.
“Hybrids are what the industry is looking
for right now—it’s become a buzzword for
retailers and consumers alike. What hasn’t
been seen yet in the industry is a line of hybrid models that looks incredibly high end
and incorporates the best materials available today while keeping price points at a
value level,” said Spring Time Vice President Sarah Appleton. “Not only does the
Tufted Hybrid collection fall into all of those
categories, but it also creates an incredible
potential for our retailers to pull in high margins. That is an important differentiator in
today’s market. This collection offers consumers quality and style at the prices they
want and offers our retailers the high margin
sales potential they need.”
The Tufted Hybrid collection will retail from
$1,499 to $1,999 in Queen.
Visit springtimebedding.com.
PranaSleep’s New All Latex Collection
“With a focus on
construction and feel, all
PranaSleep mattresses
feature our proprietary
blend of pressure
relieving latex.”
By Gretchen Kast
The latest introduction from PranaSleep is
the Fourth Generation Prana Collection, a
luxury latex line designed to properly position the spine for restorative sleep. Made in
the U.S. at the company’s state-of the-art
manufacturing facility, each mattress in the
eight-bed collection features a core that is
constructed with a proprietary blend of latex
to ensure the durability, support and comfort
consumers look for in an all-latex mattress.
Proper positioning of the spine is critical to
a perfect night’s sleep and the Prana Collection is hand crafted using the highest quality
and most technologically advanced materials. The line’s trademarked UltraQuilt enhances air flow and creates a cool, cushioning comfort through its use of high-density
quilted foams and Outlast technology, which
is applied directly to a luxurious stretch-knit
fabric. Like the collection’s name—“prana” is
the Sanskrit word for “energy”—each model
has a Sanskrit name to evoke the feeling of
calm and well-being associated with yoga.
“As consumer demand for latex sleep
products continues to grow, retailers are
looking to add more latex SKUs to their
showroom floors. The Fourth Generation
Prana Collection is the most advanced latex
sleep system available on the market today,” said PranaSleep CEO Stephen Schiller.
“With a focus on construction and feel, all
PranaSleep mattresses feature our proprietary blend of pressure relieving latex and
are engineered for the ultimate comfort, feel,
and support.”
The 15-inch Wahe (meaning “state of
ecstasy”) mattress is available in Luxury
Plush and Luxury Firm. Designed for back
or side sleepers and stomach, back, or
side sleepers respectively, each features
a thick supportive core and extra plush or
firm Talalay latex to provide deep restorative support and comfort. With its added
layers of soft cushioning latex, the 14inch Samadhi (meaning “state of joy and
peace absolute bliss”) Luxury Plush was
designed to accommodate the back or
side sleeper, providing extra pressure relief and comfort. The 13-inch Nidra Extra
Firm (meaning “state of deep relaxation
and peaceful rest”) provides a firm and
supportive sleep surface that conforms
to the body without feeling hard and is an
excellent choice stomach and back sleepers. Rounding out the collection are four
Vinyasa (meaning “the marriage of breath
and movement”) models—the 11-inch
Vinyasa Firm, 12-inch Vinyasa Plush, and
13-inch Super Vinyasa Super Plush and
Super Vinyasa Luxury Firm. Each features
PranaSleep’s solid latex core and additional comfort layers to hug the body’s curves
while supporting the spine properly.
“Our company is dedicated to restoring
life’s energy through sleep. Every mattress
in the Fourth Generation Prana Collection is
hand assembled and meticulously designed
for the highest attainment of pressure relieving support and comfort.” added Schiller.
The Fourth Generation Prana Collection
ranges in price from $3,599 to $7,299 in
queen.
Visit pranasleep.com
27
Serta’s New Product Updates Boost Brand Loyalty
“We heard from
consumers that they
are interested in building
relationships with brands
they believe in, so we
have developed Serta
VIP Rewards as a direct
answer to that request.”
By Gretchen Kast
Serta is helping its retail partners boost their
mattress sales this summer with its latest
iComfort gel memory foam and iSeries hybrid mattress collections, new online shopping tools, and the launch of its VIP Rewards
consumer loyalty program.
Inspired by the company’s own consumer
research, Serta is unveiling updates to two of
its most popular collections. Their research
indicated that mattress shoppers often feel
overwhelmed during the shopping process.
It also showed that mattress shoppers want
to build personal relationships with the mattress brand they select.
“We have always believed that our product
innovations and shopping tools should be
designed around the consumer need, which
is something that is continuously changing
as new technology emerges,” says Andrew
Gross, senior vice president of marketing for
Serta. The updated collections were inspired
by the company’s own consumer research,
which indicated that mattress shoppers often feel overwhelmed during the shopping
process, but want to built personal relationships with the brand they select.
First introduced by Serta in 2011, the
iComfort Sleep System featured memory
foam infused with Serta’s MicroSupport gel.
Then, in 2012, Serta introduced its iSeries
collection of hybrid mattresses, which combined the same gel memory foam with an
advanced innerspring system.
Serta is now unveiling the all-new iComfort
and iSeries models for 2014, which boast more
innovations designed to provide enhanced
cooling comfort and targeted support for a rejuvenating sleep experience. All of these new
mattress models feature Cool Action Dual Effects gel memory foam—Serta’s latest breakthrough in gel memory foam technology. This
material combines two types of gel, giving consumers up to 25% more gel than the original
formula, providing the enhanced cooling comfort and added support where it’s needed most.
“While some mattress shoppers are interested in the benefits of an-all foam mattress
like iComfort, we know that others want the
feel of a more traditional mattress construction, which is why we introduced iSeries,”
says Gross. “Our new iComfort and iSeries
collections now share similar features and
price points, so consumers can easily shop
both collections and find the type of mattress
and level of comfort that’s right for them.”
All iComfort and iSeries mattresses are compatible with Serta’s adjustable foundations for
a completely customizable bedroom experience. Shoppers can choose from a variety of
models, including Serta’s most advanced Motion Custom which includes features such as
Bluetooth connectivity to pair the base with
consumers’ smart device, a wireless backlit
remote, USB power ports, variable massage
options and wireless speakers.
Serta’s new iComfort gel memory foam and
iSeries hybrid mattresses are now available at
Serta retailers across the United States.
As an added sales tool, Serta is also introducing VIP Rewards, the company’s groundbreaking new consumer loyalty program
that lets new mattress purchasers earn up
to $1,000 towards their next mattress purchase. Customers who buy iComfort and
iSeries mattresses as of May 2014 will earn
$100 per year for up to 10 years to be used
towards the purchase of a future Serta mattress. At no additional cost to the retailer,
RSAs can direct customers to Serta’s website to register for the program. Once registered, customers can redeem their earned
dollar value as soon as 120 days after purchase and they will also receive exclusive
third party offers as a gesture of appreciation
for their loyalty to Serta.
“We heard from consumers that they are interested in building relationships with brands
they believe in, so we have developed Serta
VIP Rewards as a direct answer to that request,” said Gross. “The program gives us a
way to thank consumers for their loyalty, provide them with ongoing communication touch
points from our company, and give them rewards towards every new Serta purchase.”
Visit serta.com.
Pure LatexBLISS Offers Latex Mattresses at Value Price Points
On display at the Summer Las Vegas Market,
Pure LatexBLISS’ new all-latex InteLa-Tec collection has been designed to offer consumers
the feel and muscle-relaxing benefits of Talalay
all-latex mattresses at lower price points.
With the same uplifting feeling for which
Pure LatexBLISS products are known, the
three mattresses in the Oeko-Tex Certified
InteLa-Tec collection feature synthetic Talalay Latex pressure relief layers, synthetic
Talalay Latex support cores and are available in 8-inch, 10-inch and 12-inch profiles.
The InteLa-Tec collection is priced below the
company’s core Pure LatexBLISS line.
“Our goal with the InteLa-Tec collection
was to round out the latex category and provide a range of pricing options for consumers.
We recognized that consumers interested in
latex mattresses come from different points
of entry—some buyers are natural-oriented,
whereas others have different lifestyle and
environmental concerns. The InteLa-Tec collection appeals to the consumer who cares
about living a green lifestyle, but puts less
weight on it than those who would turn to
some of our higher-priced collections,” said
Latex International President and Chief Executive Officer David Fisher. “We believe that
our industry-first combination of the Talalay
Process with a synthesized formulation of
latex and lower price point is a true differentiator for retailers.”
Pure LatexBLISS is sourcing the components in the InteLa-Tec collection from the
same materials found in 100% latex medical gloves. All three SKUs are designed
with a special all-synthetic Talalay Latex
which is repurposed from high-grade virgin
synthetic latex. An industry first, the process is as innovative as it is environmentally friendly, keeping the unused latex out
of landfills.
Visit latexbliss.com.
Reverie Showcases Innovative DreamCell Latex Technology
In response to retail requests, Reverie will
soon begin selling its innovative DreamCell
natural latex mattress technology to specialty sleep shops following the Summer
Las Vegas Market.
Made of natural latex foam springs,
DreamCell allows for individualized support
levels for both partners in bed. Because
this technology is customizable, the firmness can be adjusted as each person’s sleep
preferences change over time. The latex
mattress materials are naturally anti-microbial, hypo-allergenic, dust mite resistant and
extremely durable, and the covers are made
with breathable bamboo or eucalyptus fiber
depending on the model.
“We have been showing natural latex mattresses on our adjustable foundations since
our first showroom in Vegas. Many of our
customers—especially specialty mattress
retailers—have asked if we could start supplying the full sleep system after lying on
our product,” said President and CEO Mar-
tin Rawls-Meehan. “We are confident our
competitive price points and our customizable mattress technology paired with our
high-tech foundations will help differentiate
smaller dealers and will drive traffic to showroom floors.”
The DreamCell technology comes in 8-,
10-, and 11-inch mattresses, retailing from
$1,599 in queen, and will be shown on the
company’s cutting-edge adjustable bases at
the Las Vegas Market.
Visit reverie.com.
29
Therapedic’s Agility Air Offers Advanced Cooling
By Gretchen Kast
In response to the growing demand for
products offering heightened airflow, Therapedic International is introducing its new
AgilityAir collection at the Summer Las Vegas Market. The line, which includes three
SKUs in visco, gel visco and latex options,
is a new sub brand of Therapedic’s popular
Agility collection.
AgilityAir is made from layers of high-density
foams, cooling gel memory foam, latex, pocketed coils and varying combinations of minipocket and micro-mini pocket coils. All of the
three SKUs in the collection are made with a
convoluted reticulated foam support layer,
which is 100 percent air-permeable and enhances airflow by 43-percent over flat foams.
The Windward model features a 2-inch
“The addition of perforations in multiple
visco-foam layer and a single layer of per-
levels within these mattresses is really a
forated micro and mini-micro coils. The
unique technology. The multiple airflow-
Freshscent model adds a 2-inch gel layer in
increasing components are exactly what
addition to perforated micro and mini-micro
retailers need to stand out amongst the
coil layers. The top model in the collection,
competition, and we believe we’ve cre-
Oceanbreeze, includes a 2-inch latex layer
ated the right airflow-fix for the bedding
with double micro and mini-micro coil lay-
industry,” said Therapedic International
ers. One of the enhancements in the line is
President and CEO Gerry Borreggine.
the use of mini and micro-mini pocket coils
“We pride ourselves on being nimble and
that are wrapped in a perforated, three-way
bringing innovative products at value price
stretch encased fabric, allowing for even bet-
points to the market. We felt the Agility
ter airflow and increased comfort throughout
collection was the perfect line to reinvent
the bed. A unique innovation, the mattresses
to address the industry’s greatest issues—
in the lineup also include perforations in the
cooling and airflow.”
side support rails to increase air circulation.
Visit therapedic.com
Technogel Rejuvenates the Sleep Experience with VIVE
By Gretchen Kast
A good night’s sleep is the ultimate luxury, but
it can be an elusive one without the right mattress. With three sumptuous bedding styles
to their credit, Technogel recently introduced
the VIVE, its latest collection of gel mattresses and pillows. Like all of its unique products, VIVE fuses high-end Italian design with
cutting-edge gel technology, but offers even
more style and science with nearly double the
gel of any other collection in its portfolio.
“We like to say that Technogel is about
much more than bedding,” said Technogel
US general manager Alvise Bertoncello.
“You spend much of your life sleeping, but
what you remember is your waking hours.
Our products are designed to help consumers attain the true luxury of an extraordinary
night’s rest by waking up feeling healthy, refreshed and ready to meet the day ahead.”
Unlike other offerings on the market that infuse tiny gel beads into supporting construction material, VIVE’s visionary assortment features thick layers of its patented gel placed on
top of high quality foam and latex to maximize
the technology’s performance capabilities. The
result is a one-of-a-kind application that provides unparalleled help with spinal alignment,
pressure relief and thermal regulation, which
ensure an elevated experience when resting
and rising. Research shows that users experience an increase in deep sleep by 45 percent.
VIVE also features up to 110 pounds of gel–
which cradles rather than contorts the body—
for superior comfort, enhanced breathability
and adjustable base compatibility.
The VIVE mattress is available in Twin
XL, Queen, King, and California King sizes,
and is complemented by a selection of
coordinating pillows. The three available
styles each boast three pounds of gel and
an international patent-pending design to
deliver exceptional ergonomic support.
The options include: the Classic for those
who primarily sleep on their back and prefer low height cushions, the Deluxe for
lateral position sleepers who favor thicker
padding, and the Anatomic, a solution for
those who rest on their sides or back and
suffer from neck, back or shoulder pain.
“We take the art of sleeping seriously,”
said Bertoncello. “We are continually reinventing ourselves to provide consumers
an experience worthy of investing in. VIVE
is designed for those seeking uncompromising relaxation and support that will last
today, tomorrow, and beyond, and proves,
time and time again, that pure comfort can
be an attainable luxury.”
Visit technogel.com.
why green?
Kathy Ireland
DESIGNINGreen Leader
Some personal faves...
Dessert: My mom’s chocolate chip
cookies (or Chef Andre’s!)
Play:
Wicked
Treasure: Artwork of our children
Erik, Lily, and Chloe
Dame Elizabeth Taylor
Color:
Green
“We’ve all been too
careless with the beauty
of our God-given planet.
We must protect, honor
and live with design that
is gracefullly green.”
why not?
For free directions to hundreds of green sources visit www.sustainablefurnishings.org
With a steady stream of new materials, formulations and technologies every year, the pace of bedding
innovation can be staggering. As retailers look to find the perfect products to stock their showroom
floors, it can be a challenge to keep up with a constantly changing market. We asked three manufacturers
to pick the most exciting aspect of the industry moving forward and how it can help retailers succeed.
WHAT’S THE MOST EXCITING ASPECT OF THE INDUSTRY RIGHT NOW?
I think one of the most
compelling things happening in our industry is
the continuing expansion
of the power and influence
of the internet—not merely
to educate, but to sell.
New relationships are evolving and developing between manufacturers and retailers
as an outgrowth of technology and its increased importance to consumers.
Just as technology is evolving to address
consumer needs and behaviors, consumers
in turn are being shaped by new technologies. It’s exciting to be both an observer and
a participant in this expanding digital world,
which constantly demands new thinking and
new strategies for buying and selling.”
The most exciting aspect of our industry right
now is the genuine interest from consumers to
find the best sleep solution amongst an increasing set of attractive choices. This creates a
need for us as manufacturers to make the
research and buying process as simple as
possible, while rewarding the consumer for
the time, effort and money spent on their
purchase. We’ve responded with our new
interactive shopping tools, including our
mobile shopping app, and Serta’s VIP Rewards program.”
—ANDREW GROSS, SENIOR VICE
PRESIDENT OF MARKETING
SERTA
—RICK ROBINSON, PRESIDENT
SPRING AIR
Visit Springair.com, Serta.com, and Kluftmattress.com
I think that one of the
most exciting trends in the
industry is the ability to
provide better temperature regulation and rich
comfort through specialty
fabrics and upholstery materials. While interesting, the massive amounts of innovation—whether real or perceived—has caused
the RSAs and consumers to become leery of
many of the feature and benefit claims that
are being made at point-of-sale. This trend
has created a unique opportunity for Aireloom to stand out among the rest because
we have been and continue to use the finest
materials, providing truly functional designs,
and honest quality in all of our collections.”
—EARL KLUFT, PRESIDENT
KLUFT
Naturepedic Goes ‘Beyond Certified’ With New Campaign and Product Introductions
Naturepedic is going ‘Beyond Certified’
with a new campaign at the upcoming
summer Las Vegas Market, to educate
retailers about the company’s innovative
product variety.
The ‘Beyond Certified’ campaign works
toward two goals. The first is to reinforce
the importance of the Global Organic Textile
Standard (GOTS). Naturepedic’s manufacturing facility and mattresses are independently
certified to this standard. The other goal of
this new campaign is to explain the ways in
which Naturepedic is bringing a fresh approach to organic mattresses and sleep products. Their product portfolio includes a variety
of GOTS-certified designs. In addition to allorganic latex mattresses, Naturepedic is the
only manufacturer of GOTS-certified organic
cotton encased coil mattresses in the U.S.
For a best of both worlds design, they offer
beds made with organic latex comfort layers atop organic cotton fabric encased coils,
alongside models with luxurious latex-free
encased comfort coils.
Naturepedic differentiates itself in the
market by offering a choice of innerspring,
latex core, or innerspring and latex hybrid
beds—all of which follow strict standards to
which the company adheres. By investing in
unique sewing and encasement machinery
in their GOTS certified factory, Naturepedic
is able to manufacturer organic coils and
sew them into cotton encasements without
the use of glue or synthetics.
This creative approach to organic bedding can also be seen in the company’s
latest product introductions. Naturepedic
is showcasing an updated organic sleep
system and three new bedding accessories at the summer Las Vegas Market. The
EOS Customizable Organic Mattress Sleep
System allows customers to create their
own dream mattresses with a variety of
customization options, including different
firmness levels on each side of the bed for
sleep partners with clashing preferences.
Naturepedic has updated this collection
to include support coils encased with biobased fabric. Derived from non-GMO vegetable sources, this fabric is made from
environmentally sustainable raw materials.
Naturepedic’s innovative design allows
them to securely wrap the innerspring assembly with this fabric without the use of
adhesives or toxic glues.
Naturepedic will also debut three new
sleep bedding accessories. The Trio is a
new organic pillow system which features
a three-piece design to provide dual action
compression along with a luxurious outer
comfort layer and an adjustable organic latex inner pillow. A zippered compartment
allows users to adjust the fill for proper
postural alignment and optimal comfort
and support. The company will also introduce a waterproof organic cotton protector
that safeguards mattresses without altering its comfort feel, or utilizing any PVC,
phthalates, latex rubber, and PFCs. The
final market introduction is the FlexSlate
Adjustable Slat Foundation, which provides greater air circulation and tension
adjustments for customized support using
flexible wooden slats instead of the springs
found in a traditional box spring.
Visit naturepedic.com.
Magniflex Ensures a Cooler Night’s Sleep with Magnigel Foam
By Gretchen Kast
Just in time for the rising temperatures
of summer, Magniflex is showcasing their
patented Magnigel Foam. This unique formulation provides a superior solution for
maintaining a cool sleeping environment
throughout the night.
Similar to their renowned MagniFoam,
Magniflex’s third generation Magnigel features a high-density molecular structure
to encourage proper spinal alignment and
circulation, while also promoting increased
airflow and heat dissipation throughout the
bed. The structure of the flexible gel highly
breathable, providing an unmatched feeling
of fresh, dry comfort, keeping mattresses
and pillows cooler for longer. Lower temperatures assist with the body’s natural thermoregulation to help sleepers fall asleep sooner
and ensure a more restful night’s sleep.
The Magnigel Collection consists of three
mattress models and three pillow options.
The Magnigel 9 and the Magnigel Dual 10
feature medium-soft support, while the Mag-
nigel Dual Deluze 12 boasts a soft support
feel. The Dual 10 and Dual Deluxe 12 models also feature two gel foam cores within a
removable zip cover, each featuring a firmer
and softer side so couples can customize
their sleep experience based on individual
comfort preferences.
Like all of Magniflex’s products, the Magnigel Foam mattresses and pillow are OEKOTEX certified, sourced from local, EU-regulated suppliers.
Visit magniflex.com.
35
Seahawk Updates its Popular Synergy System
By Gretchen Kast
Seahawk Designs Inc. is making a two exciting changes to the Synergy System. At
the Summer Las Vegas Market, the company will debut a first-of-its-kind headboard design for the popular line, available
with the choice of interchangeable, upholstered panel options, and a variety of colors and patterns. Seahawk will also begin
manufacturing the Synergy System in the
same factory where its patented STO-AWAY series is exclusively made, making
it possible for smaller retailers to request
combined containers with both products.
These changes are part of the company’s
strategy to appeal to a wider base of retailers and consumers.
“There is a practical element to our design as consumers will be able to change
their bedroom décor without worrying
about having to buy a new headboard to
match, adding to the life of the product
and upping the value to consumers,” said
Seahawk Designs CEO William Jahn. The
upholstered panels can be easily changed
to match the décor of any bedroom, sliding
into place in the center of the headboard.
Available in a plain, tufted or box stitch design, Seahawk offers the headboards in an
array of popular hues and fabrics, allowing
the ultimate in customization.
“Borrowing from the consumer electronics industry, which is constantly adding
personalization and design choices for its
products, the upholstered panels are our
way of giving the consumers even more
options when it comes to the design of
their sleep systems,” Jahn explained. “We
are confident the practicality and the ability to completely personalize the style of
the headboard will be great selling points
for our retailers and help drive traffic to
their stores.”
This design update follows the news that
Seahawk will move manufacturing of the
Synergy System to the same factory as the
STO-A-WAY series, allowing smaller retailers
to benefit from being able to request more
than one product in a container.
“While the bulk of our business has been
larger retailers, we are regularly approached
by smaller dealers who would love to join
our family of customers but needed greater
shipping flexibility, which this new move offers. By combining production under one
roof we can more easily mix a container
of goods and ship it much more efficiently
for a smaller retailer than in the past,” said
Jahn. “We are happy to be able to offer this
collection to smaller retailers now as they
have the option for combined containers,
providing them with the perfect amount of
inventory of multiple Seahawk products to
fit their needs. Our Synergy systems are the
most versatile product we’ve ever created.
They were engineered and designed to fit
85-percent of all adjustables, to be durable
and provide a practical and functional alternative for consumers.”
The Synergy Collection features as much
storage capacity as a bedroom chest, with
four 22-inch full extension drawers. It is offered in five upholstery options as well as
two wood finishes—Espresso and Pecan.
Each storage platform can be sold alone or
with a matching 60-inch headboard, creating a standout centerpiece in any bedroom. The low profile design sits at nineinches with three-inch side rails that allow
adjustable bases to sit partially hidden
inside. The collection also features an innovative dampening pad to help eliminate
the noise associated with adjustable bases
when the message feature is used.
Visit sto-a-way.com.
BedJet Unveils Proactive Climate Control System
Temperature is one of the
foremost causes of lost
sleep and this system
solves that problem
BedJet is introducing a whole new way of
heating and cooling a bed at the summer
Las Vegas Market with the debut of the BedJet bedding comfort system. The BedJet is
a proactive bed cooling, heating and climate
control system, providing users near instant
control of their sleep temperature.
The BedJet’s patent pending DirectConvect air technology is capable of warming the
bedding of a king size bed to the feel of a hot
towel just out the dryer in a mere 180 seconds. The BedJet-powered cooling and ventilation instantly disperses accumulated body
moisture and heat from the bed, cooling users
faster than a standard air conditioner.
Temperature is one of the foremost causes
of lost sleep and this system solves that
problem, delivering instant relief to those
suffering from night sweats or bedtime hot
flashes. Using an intuitive bedside remote
control, users can operate the BedJet their
smartphones and tablets. The sophisticated
BedJet software app uses a Bluetooth connection, allowing intelligent programming,
dispatch and control based on their comfort
preferences—users can even program the
BedJet to wake them up in the morning with
a cold blast of air as an alarm.
“The BedJet is the most powerful and
technologically advanced temperature management technology ever released for the
bedding and sleep comfort market,” said
Mark Aramli, inventor of the technology.
“Engineers, medical device technologists
and sleep doctors from four countries have
collaborated on its design and development.
Sleep science is more and more correlating
deep and restful sleep to proper bed temperature regulation and the BedJet offers an
industry unique solution.” Aramli has previously held engineering responsibilities supporting the heating, cooling and climactic
comfort systems of the NASA space suit
used by astronauts during space walks.
The BedJet system is easily installed in
minutes with any bed size, mattress type
and existing bedding—it does not require
any special mattress foam toppers, wires
or tubes. The low profile system fits under
nearly any frame or at the foot of the bed. An
optional dual zone accessory allows couples
to enjoy different temperature preferences
for each half of the bed using independent
remote controls. The DirectConvect air technology on the BedJet also includes patent
pending acoustic dampeners, enabling the
system operate at a near silent level, quieter
than any room air conditioner or window fan.
“We are very excited to present the BedJet
to the retail community at the Las Vegas Home
Show,” Aramli said. “We applaud the mattress
industry’s developments with mattress gel
technologies, cooling gel foams and improved
ventilation designs, but none of these passive
thermal management approaches can match
the active electric powered cooling or heating
luxury experience of the BedJet.”
Visit bedjet.com.
37
Reverie Enters Accessories Segment With Two Unique New Products
“The surround sound
speaker system we
developed was such
a big hit at the last
Las Vegas Market we
decided to refine it and
give retailers the option
to sell the system as an
accessory item.”
By Gretchen Kast
Reverie is entering into the accessories
segment with the introduction of the Sweet
Slumber latex pillow collection, alongside
its new ELATION surround system. These
unique new products will both be unveiled at
the Summer Las Vegas Market.
Sweet Slumber Collection
The new Sweet Slumber Pillow collection
consists of two SKUs (firm and plush), both
of which are universal for all sleep positions.
The shredded latex core is hypo-allergenic,
dust mite resistant and durable, offering better airflow and a cooler night’s sleep. The pillows also use an ultra-soft, washable cover
for added comfort and convenience.
Designed for consumers who like the feel
of a pillow that conforms to head and shoulders in any position, the Sweet Slumber collection is a solution for the many complaints
associated with down filled top-of-bedproducts such as allergies, the continuous
need to fluff, and usually hefty price.
“Down has consistently been synonymous
with luxury and, in turn, high price points.
We are excited to introduce a product lineup
that is not only affordable but eliminates the
negatives associated with down while maintaining all the positives of the material,” said
Reverie President and CEO Martin RawlsMeehan. “Our Sweet Slumber pillows act
as a great accessory to our DreamCell mattresses. The competitive pricing and the fact
that these pillows use latex, which is becoming more and more popular, in its core are all
great selling points and we are confident will
increase sales tickets.”
The suggested retail price for the Sweet
Slumber collection is $79.
ELATION Surround Sound System
As part of Reverie’s push to always be at the
edge of innovation in the industry, the compa-
ny is introducing its new ELATION four-speaker plus subwoofer surround-sound system.
Each of the four speakers attaches to
the foundation legs with a universal mount
that can be easily attached to the legs of an
adjustable base or standard foundation to
achieve surround sound for any bed, while
the subwoofer is specially designed to sit
underneath most beds. The mounts eliminate the need for holes in the walls and can
be easily disguised so as not to interfere with
the bedroom décor.
The system features Bluetooth 3.0 technology, allowing consumers to experience
high-quality sound streamed wirelessly
from their iPhone, iPad, or other smart device from the comfort of their beds. Reverie
brought in tuning experts to tune the speakers’ acoustics and optimize the sound coming from underneath a bed. Reverie’s unique
design is optimized to rest under the beds
and provide the best sound experience to
users on top of the bed.
“The surround sound speaker system we
developed was such a big hit at the last Las
Vegas Market we decided to refine it and
give retailers the option to sell the system
as an accessory item, allowing them to
grow their tickets sales. It also gives consumers a chance to upgrade easily by just
attaching the speakers rather than having
to buy a whole new foundation,” said Rawls-Meehan. “We are constantly pushing the
boundaries of what we can do to enhance
the bedroom experience. First, we created
the technology and then figured out how to
integrate it into our bed design and now we
have created an easy way to offer the technology for every foundation on the market,
giving the opportunity for greater up-sells
for our retail partners.”
Suggested retail price for the ELATION
surround sound system is $400.
Visit reverie.com.
SensorPEDIC’s Gel-Infused Top-Of-Bed Line Makes Las Vegas Debut
By Gretchen Kast
SensorPEDIC is introducing its new “Super
Cool” collection, an assortment of gel-infused bedding accessories at the Summer
Las Vegas Market. The eight-piece line-up
consists of five pillows, two toppers, and
a mattress pad. Each offering is covered
with a unique, cool-to-the-touch fabric
made using a revolutionary textile technology that allows a sleeper to rest at as much
as 10 degrees lower than the ambient temperature of a bedroom.
Unlike other temperature regulating technologies that manage moisture or thermal heat,
the “Super Cool” collection uses a natural
mineral woven into the fabric to make it cool
on the surface. Providing additional airflow,
breathability and therapeutic pressure-relief,
the cores of each pillow, topper, and protector
will feature SensorPEDIC’s SensorFoam with
Gel® gel-infused, ventilated memory foam
which uses gel support beads for a slightly
firmer and more supportive memory foam feel.
“At SensorPEDIC, we are always looking
to improve our expansive product offerings
to bring the most innovative sleep solutions
to our customers. We recognize that cooling and airflow is still a major issue within
the industry and so we are doing our part to
develop products that incorporate the latest
technologies into our top-of-bed offerings,”
said Senior Vice President of Sales and
Business Development Jeff Chilton. “After a
great response to our Super Cool collection
at the New York Home Fashions Market, we
felt the next natural step was to highlight it
in Las Vegas. The line-up’s unique cooling
technologies appeal to a wide consumer
base, leading to increased sales and higher
attachment rates for our retail partners.”
The Super Cool collection’s suggested retail price for pillows is $49-$99 and for toppers is $249–$399.
Visit sensorpedic.com
Forever Foundations Max-Plus Provides Unparalleled Plus-Size Support
By Chris Schriever
With the Max Plus Foundation, Forever
Foundations offers a very important bedding
solution to the growing segment of overweight consumers. With research showing
that more than 30% of people worldwide
have a Body Mass Index that places them
in the overweight category, it is important for
retailers to have support systems made especially for larger and taller people.
“We are not making this stuff up,” said Forever Foundations President Dennis Rodgers.
“Approximately one third of all potential mattress/bedding customers coming into the store
is a bigger, larger or plus-size person these
days. Confidence has to start from the floor
up, from the bed base or support structure all
the way to the top or surface of the mattress.”
It is not just the mattress that matters in
addressing the health, wellness and performance needs of these customers. Forever
Foundations has done extensive research
with RSAs and overweight customers to
learn more about their experiences with
frames, foundations and bedding that has
failed them within a year or two.
“There really are two issues”, said Rodgers.
“The first is the industry, in the past, simply
has not provided heavy-duty support systems and foundations specifically designed
to hold up, to last over the life of a normal
mattress. These people have experienced
repeated early failures over the years. It is imperative that products purposely built for the
plus customer are available at the retail level.”
“The second issue is the mattress retailer
is uncomfortable approaching this customer.
They don’t know how to respectfully address
the obvious needs this customer has.” Rodgers says that the larger or heavier customer
is keenly aware of the weight and size issues
in his or her life. Instead of the RSA ignoring this issue, we encourage them to take a
positive approach, one, which would include
training and products specifically designed
for the plus-sized customer. “It is very impor-
tant to politely ask questions and uncover
needs with respect, with care and then to
offer this customer a workable solution. The
common thread here is to address the needs
and the desires of all mattress customers, including the big and tall - they all want a good
night’s sleep. And they all deserve it.”
In addition to the superior performance
of its products, Forever Foundations offers
retail consumers the stylish designs they’re
seeking. “As we grow our company and diversify our line, we are also introducing new
elements to our product mix including fashion designer covers,” Rodgers explained.
The new Designer Fashion CAP is designed
to cover the foundation/platform to give it a
beautiful upholstered appearance. The Designer Fashion CAP will be available in two
“Now” colors and fabrics specifically selected to work with today’s mattress fabrics, elevating Forever Foundations to a whole new
level of style and support.
Visit foreverfoundations.com
39
Malouf Showcases its Latest Pillows in New Las Vegas Market Showroom
The newly redesigned
showroom will give
customers an opportunity
to interact with Malouf
products in a literal way
By Gretchen Kast
With a newly redesigned showroom at the
Summer Las Vegas market, Malouf is focusing on promoting more interaction with
its products as part of a complete aesthetic overhaul that more closely aligns with
their new brand. The company will also
unveil the new Lavender Pillow, the latest
addition to their comprehensive portfolio
of bedding accessories.
The newly redesigned showroom will give
customers an opportunity to interact with
Malouf products in a literal way. Malouf’s
popular Z pillow line will be displayed without its packaging throughout the showroom
to encourage customers to feel the different
materials the Z line offers, in particular the
exclusive Dough memory foam. The company will showcase stools topped with their
ISOLUS mattress toppers, jars that demonstrate the breathability and liquid-proof abilities of SLEEP TITE protectors, and a sheet
display to allow customers to feel the different materials offered in the WOVEN line.
Malouf will also introduce the new Lavender
Pillow in Las Vegas. This memory foam pillow
is infused with real lavender, creating a natural
aromatherapy experience to relieve tension,
promote relaxation and improve sleep quality. Made from Zoned Dough technology, the
Lavendar Pillow combines the softest memory foam with dual comfort zones for specialized neck support and added breathability.
Accompanying this pillow is a luxuriously soft
bamboo velour cover excellent for sensitive
skin and temperature regulation.
“We recognize the strong appeal of our
packaging, but there’s a wow factor when
you touch Malouf products for the first time
that we need to communicate. A major goal
of our new showroom design is to promote
hands-on interaction so customers can visualize the Malouf experience even before it
changes the way they sleep,” says Shauna
Spencer, the lead interior designer at Malouf.
“Malouf creates high value products and we
want consumers to be able to physically feel
the quality of our materials.”
Malouf debuted their first-ever permanent space in Las Vegas last year and expanding to this new, larger showroom allows the company more room to give an
open, fresh feel that better communicates
the brand experience.
“The goal in remodeling our showroom
is to align our displays with our rebranding efforts,” said Emily Bunnell, the creative
director at Malouf. “In addition to unveiling
our showroom, we’ll be releasing our new
website featuring a forward-thinking design, high-quality images and compelling
content. We’re confident the new showroom and website will echo our recent design shifts and really help customers get a
feel for our brand viability.”
Visit malouffinelinens.com
Glideaway Adds Five-Sided Mattress Protectors to Sleepharmony Line
By Gretchen Kast
Expanding its already extensive top-ofbed collection, Glideaway is introducing
its first five-sided mattress protector designed to guard against stains from spills
on the top layer of the mattress as well as
the four side panels.
This new protector was constructed using
Seamless Edge Technology to prevent stains
from penetrating its seams, a common problem for many products on the market. It features a soft cotton, breathable fabric with
Ultra-Fresh technology, preventing anti-microbial growth and forming a protective barrier against dust mites and allergens.
“Our retailers have had great success
selling our top-ofbed line and they asked
us to develop several new SKUs for them
to add to their floor,” said Glideaway Vice
President of National Sales Dan Baker.
“Our five-sided protector offers the lat-
est in mattress protection by providing
a safeguard not just on the top layer but
on the sides as well. When you add our
Seamless Edge Technology it really creates something unique at value oriented
price points.”
The company will also debut its new youth
protector set complete with the fitted protector, a pillow protector and flat sheet touting
bold colors for added curb appeal. Glideaway’s youth protector set is especially designed to fit youth size mattresses, provide
protection against accidents, allergens and
dust mites and comes in two vibrant colors,
pink and blue. The set is a one-stop-shop for
a parent’s top-of-bed needs for their children.
The series will be unveiled at the Summer
Las Vegas Market. Suggested retail price
ranges from $79.99–$129.99 for the fivesided and $99 for the youth set.
Visit glideaway.com.
Customatic’s New Edge-to-Edge Lumbar Feature Offers Advanced Support
The Edge-to-Edge
Lumbar feature spans
the width of the whole
mattress, providing
lumbar support across
the entire sleep surface
By Gretchen Kast
Customatic Adjustable Bedz is continuing
its collaboration efforts with retailers, manufacturers and distributors by addressing
the “tipping effect” in adjustable bed bases
with lumbar-support designs. To combat
this issue, the company is showcasing its
new patent-pending Edge-to-Edge Lumbar feature, an industry-first innovation, at
the Summer Las Vegas Market.
“The impetus in creating the Edge-toEdge Lumbar feature came out of conversations we’ve had with buyers at big name
sleep stores, manufacturers and distributors regarding the dreaded tipping effect
that is so common to lumbar supportbased adjustables,” said Customatic Adjustable Bedz Partner Phil Sherman. The
tipping effect that occurs in lumbar support adjustables is caused by the central-
ized placement of the supports within the
base and results in the sleeper “rolling” out
of the position they were in, effectively negating the importance of the lumbar feature
itself. Customatic’s Edge-to-Edge Lumbar
feature is an all-over, edge-to-edge lumbar support that is designed to form to the
natural shapes of the body and prevent the
rolling effect from occurring.
“Our focus has always been on fostering
collaboration with our business partners to
create innovative product solutions that benefit their individual consumer bases,” Sherman continued. “The Edge-to-Edge Lumbar
feature spans the width of the whole mattress, providing lumbar support across the
entire sleep surface—we are confident this
product will be a game changer.”
Visit customaticbedz.com.
Mantua Debuts Customizable “Express Yourself” Bed Frame
With a focus on pioneering under-the-bed
customization, Mantua continues to introduce innovative bed frame solutions with the
debut of the Express Yourself series at the
Summer Las Vegas Market.
This new line-up includes the Express
Yourself Frame and the Express Yourself
Valance, featuring interchangeable inserts
on the outer sides of the bed frame. The Express Yourself Frame is available with either
wood or steel legs. The Express Yourself
Valance, available in either contemporary or
traditional styles, features frame inserts that
can be individually purchased in 16 color
options including black, white, off-white,
chocolate brown, light blue and green, and
wood grain and fabric-look styles. Customized Point-of-Purchase (POP) designs
are also available so a retailer or mattress
manufacturer can print their logo or tag line
on the bed frame.
“Express Yourself gives the bed frame a
whole new presentation for the consumer,
allowing them to have the support they need
for a better night’s sleep, while having the
design element that really finishes the look
of the bed. With our Express Yourself series,
there is no longer a need to ‘hide’ the bed
frame under a bed skirt,” said Mantua President David Jaffe. “The possibilities are also
endless for retailers who can use the series
to differentiate mattresses on their floors—
whether it’s a green valance for organic bedding, a light blue valance to indicate latex, or
another color to highlight a sale or promotion
on particular models. We believe that this
product will really revolutionize an otherwise
stagnant category.”
The complete Express Yourself series
retails for $149, with the individual valances available to purchase for $59 and the
frames starting at $89.
Visit bedframes.com.
PureCare Introduces Unique FRíO Cooling Protector at the
Summer Las Vegas Market
PureCare continues to push the boundaries of
sleep innovation with the Las Vegas launch of
PureCare FRíO cooling 5-sided mattress and
pillow protectors.
PureCare FRíO mattress and pillow protectors combine PureCare’s lightweight OmniGuard Advance fabric with Rapid Chill Cooling
Fibers—a Micarex-based responsive textile
with unique cooling properties. The 5-Sided
and pillow FRíO protectors move heat away
from the core of the body by utilizing a combination of nano-technology, nylon and mica
minerals. As a result, PureCare’s Rapid Chill
Cooling Fibers actually disperse body heat
throughout the surface of the FRíO protector
at a rate that is five times faster than that of
regular polyester fabric. PureCare’s Frio protectors are treated with antibacterial silver,
and continue to be allergen, dust mite proof
and waterproof, backed by PureCare’s lifetime
stain guarantee.
“We created the FRíO collection to provide
our retailers with an entirely different cooling story,” says Jeff Bergman, President and
COO of PureCare. Bergman points out that
most “cooling” products on the market today
feature phase change material, which allows
temperatures to fluctuate between hot and
cold. “PureCare’s FRíO collection was created
specifically for people who want to sleep cool
year—round. It is a fast-acting cooling fiber
that is completely washable. The construction
of the FRíO fiber itself is such that the cooling
properties will last the lifetime of the protector.”
The FRíO’s Rapid Chill Cooling fibers are a
crushed mineral-infused textile. The cooling
effects of this unique yarn are built right into
the fabric, as opposed to the dotted surface
application typically found on microcapsule
constructions. The coolant materials are inherent to the fabric and will not wash out, therefore providing rapid cooling for the life of the
mattress and pillow protectors. Unlike phase
change products, PureCare FRíO focuses
on providing a continual cooling affect year
round. FRíO will be released as an official mattress and pillow protector of the National Sleep
Foundation. The 5-sided mattress protector’s
suggested retail is $119.99 in Queen, with the
pillow protector’s suggested retail at $28.99.
Visit PureCare.com
43
Dormeo Launches Three New Bed Base Options for its Retailers
“Our mattresses already
incorporate the latest
technology the bedding
industry has to offer, so
it was only natural that
we pair the technology
within the mattress with
the technology people
expect to have from their
entire sleep system”
Dormeo N.A is expanding its support offerings, introducing two adjustable bed base
options and its first “UPS-able” foundation
at the Summer Las Vegas Market. These
new support systems offer unique solutions
to a wide variety of consumers.
The Infinity and Infinity Deluxe adjustable
bed bases are made in the USA in an exclusive partnership with Hickory Springs,
and are specially designed to work with
the company’s innovative Octapsring mattresses. The Infinity Deluxe Base features
a head-up, foot-up and zero gravity position option, dual massage, a backlit wireless remote with four pre-set positions,
LED under-bed lighting, and a wall- hugger
design that allows the body’s position to
stay in place even if the base is moving.
The base can hold up to 700 pounds, more
than enough for Dormeo’s luxury mattress
construction. The Infinity Base features a
one-touch, flat-position option, head- and
foot-up capability and variable leg height
options.
“Our mattresses already incorporate the
latest technology the bedding industry has
to offer, so it was only natural that we pair
the technology within the mattress with the
technology people expect to have from
their entire sleep system,” said Dormeo
N.A. Chief Executive Officer Jon Stowe.
“We are excited to partner with Hickory
Springs to offer our dealers the latest in
adjustable bases as a way to increase
sales tickets and to enhance the sleep experience for consumers.”
Dormeo will also debut its first “UPSable” foundation at the Summer Las Vegas
Market. This new base was designed to offer retailers top-of-the-line materials, yet a
lighter and more durable construction. The
new foundation can be assembled and reassembled easily from the showroom floor
to the customer’s bedroom, offering retailers the benefits of potential cost-savings
and secure, convenient and direct delivery.
The new foundation was designed
based on feedback from Dormeo’s retailers, who were looking for an easier way to
ship bases. Before the new foundation, the
only option was a traditional model that
required “white glove” delivery to set-up.
The company developed a sturdy, lightweight, sleek design for stores that want
to display a foundation for carry-away or
“curbside” shipment.
“With this foundation we can give our retailers the opportunity to sell through multiple channels and provide consumers with a
‘worry-free’ option when it comes to buying
a foundation, easing the stress of trying to
figure out how to get the already assembled
foundation in the door,” said Stowe. “The
convenience of a shippable product will be
a great selling point for our customers, allowing them to better close the deal at the
end of the sale and can increase the sales
ticket as well as an added bonus.” The suggested retail price for the Infinity
and Infinity Deluxe base starts at $1,199 in
queen, while the new shippable foundation
will start at $500.
Visit dormeo.com.
Make Wellness a Priority
From Christopher Schriever
The importance of health and wellness has never been more on my mind than it is today.
Whether the consumer is looking for their mattress to provide a solid, comfortable night’s
rest, extra support for their larger frame, adjustability to ease their pain, or the peace of mind
a certified organic mattress delivers, the significance of a mattress is undeniable. Its contributions to one’s health are unquestionable and it is the industry’s responsibility to provide quality
products with truthful marketing claims.
My sleepless nights began on March 17th when an MRI revealed a large tumor within my
brain. They continued through the birth of our twins on April 23rd and throughout my recovery from a wildly successful brain surgery on May 29th. These events are why I am straying
from my usual column filled with tidbits and extra information on the stories within this issue.
Instead, I leave you with a poem I received during my recovery that offered me a sense of perspective that I think is reflected throughout this industry and the stories here within this issue.
A professor stood before his philosophy class and had some items in front of
him. When the class began, he wordlessly
picked up a very large and empty jar and
proceeded to fill it with golf balls. He then
asked the students if the jar was full. They
agreed that it was.
The professor then picked up a box of
pebbles and poured them into the jar. He
shook the jar lightly. The pebbles rolled into
the open areas between the golf balls. He
then asked the students again if the jar was
full. They agreed it was.
The professor next picked up a box of
sand and poured it into the jar. Of course,
the sand filled up everything else. He asked
once more if the jar was full. The students
responded with a unanimous ‘yes.’
The professor then produced two beers
from under the table and poured the entire
contents into the jar effectively filling the
empty space between the sand. The students laughed.
‘Now,’ said the professor as the laughter subsided, ‘I want you to recognize that
this jar represents your life. The golf balls
are the important things—your family, your
children, your health, your friends and your
favorite passions—and if everything else
was lost and only they remained, your life
would still be full. The pebbles are the other
things that matter like your job, your house
and your car. The sand is everything else—
the small stuff.
‘If you put the sand into the jar first,’ he
continued, ‘there is no room for the pebbles
or the golf balls. The same goes for life.
If you spend all your time and energy on
the small stuff you will never have room for
the things that are important to you.
Pay attention to the things that are critical
to your happiness.
Spend time with your children. Spend time
with your parents. Visit with grandparents.
Take your spouse out to dinner. Play another
18. There will always be time to clean the
house and mow the lawn.
Take care of the golf balls first—the things
that really matter. Set your priorities. The rest
is just sand.
One of the students raised her hand and
inquired what the beer represented. The professor smiled and said, ‘I’m glad you asked.’
The beer just shows you that no matter how
full your life may seem, there’s always room
for a couple of beers with a friend.
➡ Follow us on Twitter: @bedroommag
Happy with your share?
Don’t call us!
Before
Colonial Rule #3:
“Stand Out From the Crowd”
Gaining share has never been easy.
For many, it’s tougher now than ever.
More resources are spent designing
and marketing mattresses than at any
time in history.
Every introduction has to be more
compelling, more exciting and a
better value than the last. It also has to
be easier to buy and much easier to sell!
And no one, it seems, ever gets to
launch alone!
How many times have your new beds
arrived on the sales floor at exactly the
same time as your competitors?
So, what can you do to get noticed?
What does it take to “stand out from
the crowd?”
At Colonial, we have the experience
and expertise to answer those questions.
From custom top-of-bed solutions, to
cost-effective, lighted headboards, we
have the answers to your branding and
display problems.
Our clients are committed to growing
their share. We are committed to help!
Colonial Rule #3 is one rule that was
made NOT to be broken.
Contact Mark Hobson, President
Phone: 336-862-7380 • Cell: 336-471-1589 • mhobson@colonialllc.com
To find out more, visit: www.colonialllc.com
Elevate your brand presence | Attract consumer interest | Add perceived value | Improve product knowledge

omi is changing the way people think about organic

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