Boyd Specialty Sleep: Branding With Innovation

Cover StoryBoyd Specialty Sleep Offers Ergonomic and Economic Solutions with Mattresses Under the Thomasville, Broyhill and Drexel Heritage Brands.

For almost 35 years, Boyd Specialty Sleep has taken a unique approach to bedding manufacturing by truly thinking beyond the mattress. As an entrepreneur, president Denny Boyd is highly motivated, especially when he believes a consumer need is not being met. With more than 30 patents to its name and 10 more pending, the company has become a leader in industry firsts by introducing creative solutions to fit specific consumers needs.

In its early years, Boyd pioneered the wave-less waterbed and its six-chamber, high-end air beds. The company went on to develop one of the industry’s first computer-based, in-store sleep diagnostic programs: Sleep Metrics. This advanced diagnostic system, which has both in-store and online components, provides personalized mattress, pillow and protector recommendations.

Boyd’s portfolio includes a wide range of mattress collections and add-on products offering its retailer partners numerous opportunities to address its customers needs and increase sales. Last year, Boyd introduced the first non-electric adjustable bed called Easy Adjust, as well as the industry’s first knock-down adjustable power base. Boyd was also the first producer to make all of its products UPS-shippable—an added convenience to both retailer and consumer.

“Our goal,” Boyd explained, “is to exceed expectations at every level at our business.”

Cover BryoyhillLifestyle

Beyond simply creating innovative sleep solutions, Boyd has set itself apart by providing retailers with quality mattresses under well-known brand names to further help increase their margins and sales numbers. “Boyd Specialty Sleep is about meeting consumer needs, but it’s also about understanding retailer needs, which are very different,” Boyd explained. “Consumers want comfort, support, adjustability and customization. Their needs are primarily ergonomic. Retailers want products that differentiate them from competitors so they can maximize their sales and margins. Their needs are primarily economic.”

The company focuses on the intersection of these two approaches, offerings products and collections that satisfy the needs of both consumers and retailers. “We try to find the tangents between those drivers by developing sleep products that deliver a unique selling proposition, generate healthy margins for retailers and attract consumers’ attention and dollars,” Boyd continued.

Boyd Fontana Facility

In 2013, the company made the unprecedented decision to license some of the most consumer-recognized, premium furniture names: Thomasville, Broyhill and Drexel Heritage. With a wide variety of mattress collections and sleep accessories under these brands, Boyd helps retailers appeal to their customers with quality innovation and well-known, trusted names in furniture.

At the Summer Las Vegas Market, Boyd continued this approach with the introduction of two collections that are forging new categories in the mattress industry: the Broyhill Cube and the Broyhill O2.

Broyhill Cube LogoThe Broyhill Cube system provides consumers a superior level of individualized comfort and support without machinery or electronics, making it the most flexible and customizable mattress Boyd has ever developed. Every mattress in the collection features a high-density foam perimeter and 12 to 18 separate cubes or chambers that are made from two different materials on either side. Each chamber is encased in frictionless nylon tricot fabric, enabling sleepers to easily flip or rearrange these chambers to customize their side of the mattress to their personal comfort and support preferences.

This three-bed series features stretch knit covers and a staggering array of comfort options. The introductory model features chambers made from gel visco foam and engineered latex, while the middle bed offers gel visco foam and gel latex. The top model of this collection includes additional air customization to further enhance the feel. The dual comfort cubes are enclosed in vinyl casing with a valve that consumers can leave open or closed. When open, the air can “breathe” in and out of the chambers under the weight and movement of the sleeper and deliver a floating sensation.

Broyhill O2 LogoThe Broyhill O2 collection is a very different kind of bedding solution, providing specific Performance Sleep technologies to “maximize health and the everyday activities that require strength, energy, cognition, memory and positive mood,” Boyd explained. With the retail price ranging from $599 to $999, this line-up promotes health benefits and at an approachable price point to target the millennial demographic.

Each Broyhill O2 bed features exclusive Gel-flex material, a gel-infused engineered latex that is highly dense but flexible, and features channel ventilation for improved circulation. The Gelflex is paired with patented Celliant fi-bers in the covers, which use a sleeper’s own body heat to increase blood oxygen saturation.

“While you sleep, these two components deliver a number of health benefits, from increased oxygenation and temperature regulation to boosting blood flow to the tissues,” said Boyd. “People can enjoy a more restful sleep because their oxygen levels are being optimized.”

The price point and styling for this collection was designed with millennials in mind, but the health benefits of the technologically advanced materials and additional oxygenation appeal to consumers across a wide range of demographics.

Boyd Thomasville Lifestyle

Boyd attributes much of his longstanding success to a company culture that’s dedicated to fulfilling consumer needs and a retail philosophy that accommodates a diverse base of retail partners, which includes more than 1,000 mattress and furniture stores across the U.S.

“When retailers buy our products, they buy into our company and our unique assets,” he explained. “A customer-oriented focus, quality products that meet real and identified consumer needs, goods that are readily made and easily shipped—and the idea that something new is always on the horizon, designed to excite retailers, RSAs and consumers.”

Boyd Specialty Sleep is already busy at work at its next major introduction for the Winter Las Vegas Market, continuing its tradition of new and exciting bedding solutions.

Visit boydspecialtysleep.com.

Broyhill, Thomasville and Drexel Heritage are trademarks of Heritage Home Group LLC Family of Brands © 2014 All Rights Reserved

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