After a few years of virtual meetings, the Sleep Retailer team made its official return to in-person market last month—and it was good to be back! Though the World Market Center was not back to pre-pandemic levels of traffic, we heard from a number of manufacturers that this show was decidedly more populated than it has been over the last two years. The bedding showrooms were buzzing—and the people in attendance were primed to buy.
It’s an interesting time in the bedding industry right now. After the highs of 2021, things are now starting to settle down a bit; inflation remains high and demand for home products has slowed. So how can retailers make sure they’re able to keep closing the deal? Stocking the right products is important—but understanding the modern consumer is too.
Shifts in consumer sentiment are here for good: consumers are continuing to prioritize health and wellness, they deeply understand that sleep is a key part of that equation, and they recognize that purchasing a better mattress can lead to better sleep. All of that bodes well for the mattress retailer, but the consumer has also become more discerning about what they’re buying—and are looking for greater reassurance that they’re making the right choice on where to spend their dollars. Manufacturers and retailers alike need to be aware that some consumers are becoming more willing to pay higher prices, but also know what they want and won’t settle for less.
As we walked around the World Market Center, we saw a number of new showroom spaces, a whole host of fresh styling updates and a greater focus on the process of how a product is made and delivered. Whether showcasing new sustainability initiatives, touting high inventory levels or underscoring the importance of seamless delivery—we had many conversations about all the different apparatuses that are involved with getting a product to a consumer right now.
Looking ahead to the rest of the year we expect to continue seeing manufacturers catering to the curious consumer, the shopper who does their research and wants to know what they are getting up front; from what it’s made of, how long it will last them, when they will receive it to why your store is the best place to buy it. Many of the following trends we identified and products we saw directly address these new and emerging consumer expectations.
Here are top trends we’re seeing this winter:
Sustainability & Luxury Pricing Go Hand In Hand
Premium bedding sales have grown significantly in recent years, even more steeply than the total bedding sales numbers. There are a number of factors that can be attributed to this uptick: those with job security during the pandemic have accumulated extra money from staying home or, at the very least, not been impacted by the pandemic financially; the interest in sleep and the understanding of the connection between sleep and health has grown; and finally, consumers have become more concerned about what is inside their mattresses—both to protect the environment and their well-being. Luxury mattresses are often comprised of higher quality materials that consumers recognize as more valuable and better for the planet.
As the demand for luxury sleep grows, the correlation between luxury sleep products and the sustainability benefits they offer is also growing. While the sustainability angle can often help rationalize the higher price point, the connection is even more nuanced than that. The luxury channel is reframing how consumers think about a mattress purchase. Where direct-to-consumer mattresses have become the “fast fashion” of the bedding industry, luxury beds are solidifying the consumer perception of a mattress as a long-term investment. The consumer gains more use out of the purchase and the purchase is less likely to end up in a landfill (at the very least it will spend less time there).
According to company representatives, Tempur-Sealy International is not just benefitting from the growing interest in premium bedding—it’s driving it. With its newest introduction, Sealy Naturals, the brand is combining environmental responsibility with the comfort and quality that consumers have come to expect from Sealy. The mattresses are created with 100% natural latex and ethically-harvested wool—for comfort, breathability and support—and a cover made from a blend of materials including soft hemp and organic cotton. Each Sealy Naturals mattress is also built using a hybrid innerspring and latex design, and uses techniques such as hand-tufting, which limits the amount of glue in the construction. In particular, the mattress is made with recycled steel coils and 100% natural latex. This collection will be the most premium option available from the Sealy brand and that comes with a $1,000 price bump on the line-up. The Naturals collection is eco-friendly down to the last detail, with foot protectors made from recycled plastic. All of the natural elements and features rationalize the premium price point, for retailers, the collection will likely draw conscientious consumers.
Following a recent rebrand, McRoskey also got its very own showroom at the recent Las Vegas Market. The aim of the rebrand was to deliver distinctive elements that stand out on the retail floor, making McRoskey an instantly recognizable elite brand for the luxury mattress market. The new McRoskey aesthetic was created through a partnership with fabric experts from the premier global mills in the U.S. The refined ticking is a proprietary pattern that aligns perfectly on every mattress to maintain the high standard of excellence for which the brand is known. Delivering soothing shades of blue gray with symmetrical patterns, the two fabrics include Framing Fog and Timeless Tartan. In addition to the emblematic fabrics, each mattress includes tufted rosettes, flat matte black border airlets and eight handles that seamlessly blend into the iconic pattern. Its offerings include the Modern and the Classic collections. The Classic, a single model and the original model of the brand, is constructed with the tried-and-true McRoskey open-coils and aims to deliver the traditional hotel feel. A step-up from the Classic, the four-model Modern features an all-natural construction with materials like cotton and wool. Built on a proprietary pocketed-coil system, the Modern retails between $6,000 and $18,000, and offers a two-sided composition and features edge support. McRoskey’s approach is poetic and uniquely precise. Targeting the innerspring niche of the luxury market, McRoskey is also focused on craftsmanship by dedicating ten hours to creating each layer of every mattress. The sustainability story of the McRoskey brand is driven both by the natural materials and durable construction, but also the ethos of the process. There is no plan to mass produce the product, the brand delights in delivering perfection.
Aireloom from E.S. Kluft & Company addresses the demand for sustainable sleep products with multiple luxurious mattress lineups. Revitalizing its Aireloom Preferred collection in 2021 with new colorways, the collection is comprised of ten beds, with most retailers choosing anywhere from four to six of them to create a step-up story on their showroom floor. In addition to the patented Heirloom Lift technology, the lineup is made with high quality materials for superior support, comfort, air circulation and temperature management—all of which contribute to improving sleep and, in turn, improving health. Retailing between $3,000 and $6,000, the collection incorporates natural components that deliver sought-after antiviral, antimicrobial and hypoallergenic qualities. Additionally, the Aireloom Karpen Natural collection features quality natural materials like TerraPur Natural Latex and a special Belgian Jacquard made with SeaCell. Derived from renewable resources, cellulose and seaweed, SeaCell revitalizes the skin and adds an extra touch of softness and comfort. The materials used in E.S. Kluft & Company products hold certifications from several eco-conscious organizations including the eco-INSTITUT, OEKO-TEX, and Certipur-US. The company also partners with One Tree Planted, a nonprofit dedicated to helping the environment by planting trees. For E.S. Kluft, sustainability has never been and never will be a trend—it’s a deeply ingrained part of its approach to manufacturing.
Partnering with Talalay Global, King Koil recently redesigned and exclusively produced a new line of premium latex mattresses called PureBliss by King Koil. PureBliss by King Koil is a six-model, contemporary design program. Comprised of three hand-tufted, traditional quilted mattresses with proprietary tri-zone graphite Talalay latex and over 900 encased coils, it is completed three additional latex core mattresses. The additional three models in the lineup are made using King Koil’s split head design and created to be compatible with the iMotion premium adjustable base program. Upping the ante on the new launch, King Koil also debuted a new showroom at the winter Las Vegas market. The new space gives the company more room to promote its growing premium and natural product lines.
At the winter Las Vegas market, Magniflex highlighted its commitment to sustainability with the launch of its updated Dolce Vita collection. Bolstering the company’s commitment to its customers and the environment, the Dolce Vita collection epitomizes the brand’s sustainable manufacturing practices. Each mattress within the collection is made with high-quality, highly durable eco-friendly materials and manufactured in energy-efficient environments, low in CO2 emissions. All of the components are certified under the OEKO-TEX Class 1 standard. Magniflex is among a community of organizations committed to help clean the oceans and raise awareness of the issue of marine litter. The new six-model lineup features sustainable, high-quality fabric containing recycled marine plastic. The Dolce Vita collection will also feature Magniflex’s exclusive Dual Core technology, which allows consumers to choose between soft and medium-soft comfort on opposite sides of the bed. The mattresses also offers a removable cover designed with a cool-to-the-touch fabric. Using a phase-changing material fabric, the cover releases a cooling sensation when the energy from body heat meets the new material. The suggested retail price for the line ranges from $1999 to $2999 retail queen.
- Sustainability is here to stay.
- Today’s consumers are shifting their priorities — particularly in home furnishings — they are looking for quality over quantity and aren’t afraid to invest in durable and eco-friendly products.
- Manufacturers are taking steps to not only deliver sustainable products, but invest in sustainable processes.
Managing Ongoing Logistics Issues
Supply chain disruption was one of the biggest hurdles bedding manufacturers and retailers have faced over the past two years. In order to keep up with the unparalleled consumer demand, manufacturers became more pragmatic about their sourcing and inventory. Proactive thinking helped certain brands stay ahead of the game, ensuring they could equip their retail partners with the products they needed in the time frames they wanted. Across the board, suppliers, manufacturers and retailers have all had to work more collaboratively—finding new ways to manage delays and identify new opportunities.
While component availability has leveled out in recent months, the industry isn’t quite out of the woods yet. Many manufacturers are still facing staffing shortages and sky-high container pricing. Wage increases, expanded benefits and enhanced training have helped some recruit and maintain new workers—while temporary surcharges have allowed them to cover the increased cost of shipping parts from overseas. Amidst all of these ups and downs, manufacturers are placing a greater emphasis on domestic manufacturing, vertical integration, and increased warehousing capacity to prevent back-ups before they happen.
Will these new solutions become commonplace moving forward? Or are they just temporary stopgaps on our journey back to “normal”?
In the face of ongoing logistics issues, Southerland has been strategic about a number of different facets of its operations. The company recently reconfigured the layout of its Nashville plant around the principles of “lean manufacturing.” By organizing production in a linear pattern from the back end of the factory, where raw materials are stored, to the front end, where assembly is completed, this shift has effectively streamlined the manufacturing process. In addition to increasing the efficiency of its manufacturing, this new layout also enhances the overall environment for its employees—providing improved access to break rooms and other amenities. This is increasingly important at a time when many companies have struggled with staffing. And by sourcing all of its foam from one factory and then cutting it itself, Southerland has greater oversight on its quality control. Additionally, Southerland has been expanding its Southerland Transport fleet—bringing its total number of delivery trucks to 51. It also upgraded the technology in its vehicles to improve customer service, increase safety and create a better work experience for its drivers. To attract new drivers to join the team and reduce turnover, Southerland Transport offers comprehensive health insurance package—and work schedules that allow drivers to be home on weekends and one or two nights a week.
From production to delivery, Southerland has proven that operational efficiencies can go hand-in-hand with improved support for workers. And by effectively balancing the two, the company is able to deliver greater quality and consistency to its retail partners.
Domestic manufacturing has been a huge asset for companies looking to avoid supply chain delays and expensive container costs. Thankfully, MLILY has been steadily expanding its American manufacturing presence in recent years. The company now owns four factories in the US. The facility in Goodyear, AZ produces the brand’s full line of mattresses and mattress toppers, along with the springs and proprietary memory foams used in its mattresses. Pouring its own foam in the States not only helps MLILY ensure greater consistency and quality control—but helps keep costs down as well. Further building on this growth, last year the company signed a lease for a second production facility in Arizona. This factory focuses primarily on producing MLILY’s hybrid mattresses, in addition to warehousing products. When fully completed, this facility will bring the company’s total domestic manufacturing footprint to nearly three million square feet. With the support of its China-based parent company Healthcare Co. Ltd., combined with its ever-growing manufacturing presence in the US, MLILY has the capacity to meet the needs of its retail partners.
One of the main goals for Magniflex over this past year was to eliminate the bottlenecks in its line-up. The company opened up its first foam plant in 2021, which granted it greater control over its supply. Combined with the output from its long-standing foam supplier, Magniflex has been able to increase its production following earlier industry-wide delays. Given that the company’s Italian heritage is a big part of its positioning in the market, Magniflex has had to develop new logistical solutions in the face of high container costs. Today, the company has increased the volume of product stock it warehouses in the US rather than shipping direct from Europe—which has helped stave off price increases. And with a full slate of updated mattress collections on display at market—from the eco-friendly Dolce Vita to the luxury Magnifico and more, Magniflex has something available for everyone.
- Manufacturers are taking multiple approaches to offsetting the strain of supply chain disruptions: opening new domestic facilities, taking a more hands-on approach to distribution and materials manufacturing and adopting lean manufacturing principals.
- To address staffing shortages, manufacturers have begun offering higher wages and implementing more aggressive recruiting strategies.
- Retailers and manufacturers alike need to realize that no amount of compensation can off-set a culture where employees feel undervalued—but, at the same time, simply providing positive encouragement will also fall short if workers are not properly compensated for their hard work.
New Ways To Complete The Sleep System
It used to be that the mattress stole the show, but the popularity, attainability and increasing variety and sophistication among accessories are giving mattresses a run for their money. From toppers and adjustable bases to high-end, feature-rich pillows and smart sleep apps to support healthy nighttime routines, there’s no end to innovation in sight for the category. Now more than ever, there are so many unique and interesting ways to complete your sleep system. In particular, there continues to be growing competition within the adjustable base space with brands cleverly identifying target markets with detailed consumer profiles for the products—and more clearly articulating the positioning of the adjustable base within the bedding and mattress market.
Ergomotion is delivering adjustable base products to address three key consumer groups. Starting with Quest, the brand is intent on bringing the mass consumer access to all the top benefits of an adjustable base. For the active and health conscious consumer seeking deep rest and recovery, the ErgoSportive helps this demographic understand their bodies better by bringing together a smart bed and smart watch. Finally, Ergomotion is offering DawnHouse, a motion base that recognizes that the desire to live, sleep and thrive doesn’t fade as you get older. DawnHouse is aimed at serving the aging community, providing them with a better sleep and wake experience. The product is also an ideal gift for an adult child to purchase for their parents. DawnHouse comes as a whole package including: mattress, base, headboard and sleep tracker. It also provides features specifically tailored to the demographic: the in-set base and up-and-down adjustability to make it easier to get into and out of bed, under-bed lighting helps minimize the risk of nighttime falls, while the mattress’ firmer edges provide extra support to seniors when they sit on the bed to tie their shoes. With this product Ergomotion has thought deeply and delivered meaningful solutions that address the pressing challenges of aging in place.
Unveiled in the newly renovated LOGICDATA showroom at the winter Las Vegas Market, the new COSMO line of adjustable bases are inspired by a flexible, cosmopolitan lifestyle—they reflect the people who use these products and the dynamic cities after which they are named. At the entry level, the COSMO Sydney offers the ability to ship all sizes with no excess fees, is made to fit in one box for simple cash-and-carry as well as ecommerce distribution and allows for easy, one-person assembly. The COSMO Austin has a heavier lift capacity and delivers additional features and benefits, with even more launching later this year. At the top of the line, the COSMO Vienna includes both under-bed lighting and wall-hugging functionality while still being shippable in one box. Vienna is created to be paired with premium mattresses. LOGICDATA offers its retail and ecommerce retail partners convenient, efficient and low-cost distribution, with streamlined packaging and optimized shipping. Retail partners are able to white label the products with the support LOGICDATA. Offsetting supply chain issues, the company facilitates pallet shipments and drop shipments directly from its Grand Rapids, MI-based warehouse, and also offers full containers direct from Asia. The compact packaging also helps offset costs by fitting more products per container.
Showcasing its flagship five-model adjustable base program for the very first time at market, Renaissance Elevated Sleep Technology (R.E.S.T.) is touting its unparalleled personalized service in addition to its compelling product portfolio. Delivering lightweight, foldable models ranging in retail price for queen size from $699 to $1,499, R.E.S.T. products are all shippable by UPS or FedEx. At the top of the collection, the Venice model offers zero clearance and wall hugger features as well as a wireless remote with three preset memory settings. The entry-level Primavera sells for $699 at retail. With zero clearance and side sleep functions in addition to the back and foot adjustability and wireless remote, the model offers much more than the basic features typically found at this price point. In addition to many of the features consumers have come to expect from adjustable bases, R.E.S.T bases also offer a side-sleeper button to accommodate the consumer group. The lineup tells a strong merchandising story that will drive traffic for retailers.
Long known for educating consumers and RSAs alike about sleep health and how adjustable bases can support it, Reverie has recently come out with compelling new models accompanied by simplified consumer support. Addressing some of today’s most pressing customer needs with a suite of new products and technologies, the company unveiled the R480 and R380—two new power base models that reflect an innovative response to current industry challenges. The R480 and R380 models have been redesigned for a simpler and quicker setup process for delivery teams and consumers. Both models are also foldable, which allows for more product to be stacked per square foot in a shipping container or warehouse. A unique advantage of the R380 and R480 are modular legs, which allow for use with or without depending on the customer’s bedroom setup. The two new models will also be the first to come standard with Reverie’s new Customer Convenience Hub, a handheld device that provides a direct connection to the control box of the power base, allowing for easier remote pairing and power base diagnostics. The CCH may be attached to the side of the power base or rest on a nightstand, and also includes USB ports with which consumers can conveniently charge their devices.
Blu Sleep expanded its luxury top-of-bed and accessory offerings with the introduction of the Conforma Plus Topper at the winter Las Vegas Market. The company also broadened its pillow offerings with the debut of its new Prestige Pillow Collection. Designed to complement the Conforma mattress collection, the Conforma Plus Topper is a three-inch topper made with graphite gel foam. In addition to featuring the same design as the company’s Conforma mattresses, the topper also features a matching cooling cover. The Prestige pillow collection includes new high-end scent variations, including Coconut, Graphite, Lavender, Lemon Verbena and Sandalwood. Retailing at $199, the pillow collection is coupled with eye-catching packaging created to mirror the high-end quality of the products. Launched over the summer, Blu Sleep also showcased its new sheets and throws, which feature percale cotton and offer an approachably priced but sumptuous add-on option. Keep watching Blu Sleep as the brand deepens its portfolio of thoughtful and high-quality sleep accessories.
Another new up-and-coming company, Lifeloom is made its debut at the winter Las Vegas Market with its Frictionless Sleep System. Engineered with advanced DermaTherapy technology, this new collection of sheets and pillowcases has been clinically proven to improve sleep quality. Made from advanced technical textiles to help sleepers stay cool and move freely while sleeping, The Frictionless Sleep System is one of the only bedding products recognized by the U.S. Food & Drug Administration as a Class I medical device for the treatment of certain skin conditions. Made in the USA using patented machinery, Lifeloom sheets are woven using continuous filament fibers that do not protrude beyond the planar surface of the fabric. This helps eliminate friction, preventing skin irritation and creating a cooler surface. Providing a smooth sleep surface for people with sensitive skin, the fabric reduces friction by 35%—helping improve symptoms of psoriasis, eczema and inflammatory acne.
- Accessories are growing more and more sophisticated, offering a more accessible and fun way to upgrade a mattress program.
- Adjustable bases are becoming easier to ship, easier to assemble and providing more meaningful features, tailored to specific consumer segments.
- High-end accessories are no longer free add-ons, the costs and tactility of them can drive traffic to your store.
Reinvesting In Consumer Marketing
In year three of a global pandemic, people are starting to run out of rooms to re-do in their homes. Consumer spending is shifting yet again and as we come to grips with the fact that COVID-19 is here to stay, traveling and fine dining are gaining popularity again. As demand for home furnishings starts to wane, retailers will need to find new ways to engage consumers. There are numerous tactics that can be used to grab a consumer’s attention and garner their business. Gaining trust and loyalty is one of the most sure-fire approaches. In order to do that, some companies are creating new partnerships and seeking new endorsements, while others are increasing their advertising efforts and establishing a greater online presence with reviews. Retailers can benefit from the positive reputations helmed by their manufacturing partners through these efforts. They can also gain additional support through membership organizations like Nationwide Marketing Group, which is emphasizing marketing through the consumer shopping journey as a focus of its educational events and resources.
Nationwide Marketing Group
Nationwide Marketing Group (NMG) advises independent retailers that effective consumer marketing requires more than just a strong website or occasional advertising. It demands a comprehensive approach to ensure that you’re seen where – and when – your customers are looking. NMG gives its independent retailers access to a complete marketing bundle that helps them win at every step of the shopper journey. This end-to-end business solution includes a fully enabled ecommerce website, paid digital advertising, automated marketing, lead generation, live inventory integration, reputation management, online chat, in-store sales enablement app and much more. All of these vehicles for messaging offer an opportunity for retailers to build their own brand identities and solidify trust with consumers during their path to purchase. Members can implement the solution as a turn-key option or customize any aspect. Plus, every NMG member can work with a dedicated Member Support Manager (MSM) to help them grow store sales, lower operating costs, earn consumer trust and increase bottom-line profits. The expertise of this 50-plus field support network is available at no additional cost with an NMG membership. And, at its upcoming PrimeTime event, taking place from February 5-8 in Phoenix, Arizona, the focus will be on the customer journey.
Here are some approaches manufacturers are taking:
Ensuring that the brand stays stop of mind with consumers, Tempur-Sealy International has invested heavily in TV advertising for all brands. The company has allocated 52 weeks of TV advertising this year for its Tempur brand and is also shifting its marketing spend for the Stearns brand to TV as well.
MLILY’s approach to earning trust is through a new endorsement achievement. The brand recently teamed up with the International Chiropractors Association, with the organization endorsing nearly every MLILY mattress in its line-up. This designation speaks volumes about the quality of the brand’s portfolio, as the ICA only picks one manufacturer to endorse at a time for the USA and Canada. An endorsement like this one offers RSA’s a very salient selling point when they are working to close a sale on the showroom floor.
Similar to an endorsement from a well-regarded entity, a celebrity partnership can give a product a certain cache, providing added consumer recognition. That’s the approach GhostBed is taking with its Venus Williams partnership. Not only was the collection designed in collaboration with the athlete, but it is supported by an extensive marketing and social media plan. The company will give early retail adopters of the line customized marketing material and content including POP material featuring sleep tips from Williams.
Developing trust with the consumer that will translate into success for its retail partner, Kingsdown is focusing on continually gathering consumer feedback and driving home the importance of syndicated customer reviews.
- Developing trust is one of the best ways to earn business today.
- Manufacturers support retailers by building trust in their products through consistent messaging, reviews, endorsements and partnerships.
- Retailers looking to build their own brands can create a sense of trust by choosing reputable manufacturing partners, curating high-quality products and by creating a consistent and authentic presence throughout the shopper journey with the help of buying groups like NMG.
Re-Organizing For Greater Clarity + Cohesion
There was a time when the sign of a successful bedding manufacturer would have been how many new products or innovations they could churn out every market. Times certainly have changed. Rather than just adding more and more new products and collections, many companies have been taking a more holistic look at their brand portfolios—evaluating how each piece fits together and how they can be best presented to the retail space.
This was evidenced by the number of new showrooms we saw at the World Market Center, along with the host of creative design upgrades and collection relaunches. The slower markets of the last two years gave a number of manufacturers some time to refine their offerings, making strategic tweaks and more meaningful additions. This was about more than just aesthetics though. As a whole, we’re seeing more companies working to clarify what their brand is and what it stands for. By reinforcing greater brand cohesion across all aspects of the company—from the products themselves, to the company’s digital presence and marketing materials—these manufacturers are making it easier for consumers to navigate the well-populated bedding landscape.
Malouf Home first entered the bedding market as an accessories maker, offering a selection of high-quality yet attainably priced sheets and pillows. Since then, the company has expanded its portfolio to include a wide range of bedding and furniture products, including mattresses and adjustable bases. As Malouf expanded, it initially opted to utilize different brand names for each of its different product categories—but the company is now moving away from that model, grouping more and more under the Malouf branding. With its robust marketing programs and all of the good work the company does under its charitable arm, the Malouf Foundation, the company has boosted the visibility of the Malouf name over the years—making it a more powerful asset in a retail space. The company has been strategic about this rebranding, though. Only the higher-end mattress options will tout the Malouf brand name, while its entry-level models will continue to be sold under the Weekender brand. This allows the company to maintain the strong brand associations it has built up over the years, while continuing to provide retailers with attainably priced products as well. In doing so, it is also equipping retailers with a complete Malouf-branded sleep system—from adjustable base to mattress, sheets, pillows and more.
After previewing the new Supreme Collection in Las Vegas last summer, Englander came to the winter market with an expanded line-up touting three additional models. To date, the collection includes 19 mattresses total. Within that range of offerings there are clear step-up stories that retailers can implement onto their showroom floor. In addition to rounding out the collection, the company also unveiled key enhancements to its retail partner portal. The Englander Asset Manager offers an array of ready-to-use marketing materials—including an informative video for every Englander product. It also includes product cards featuring QR codes that direct the consumer to these assets, making it easier for consumers to access this dynamic information as they shop. Understanding that having a cohesive online presence is essential to building trust with the consumer, this move helps retailers meet new customer expectations when it comes to shopping—further strengthening the brick-and-mortar shopping experience. The Englander Asset Manager website is easily accessible and equipped with videos, 3D imagery, QR codes, product information and more—all designed to help retailers deliver a simple, straight-forward and successful sales process.
Introduced at the winter market, Therapedic’s new Immunity Collection is equipped with a strong health benefit story. Designed with threads of copper woven directly into the fabric cover and infused in the mattress foam, it delivers key benefits that today’s consumers are looking for. Research shows that copper is anti-bacterial and anti-microbial, it also reduces inflammation and increases circulation—all properties that can bolster immune health. When Therapedic first began developing a new copper-based mattress program a few years ago, it couldn’t have imagined how timely this benefit story would become. Over the course of the past year and a half, the company continued to do ongoing product testing and test marketing—which helped clarify exactly what elements of the line-up would be most relevant to consumers. With the tagline “Keep well, sleep safe,” Immunity will give retailers quite a bit to talk about at the point of sale and will speak directly to the consumer’s most pressing desire—to stay well and keep their families healthy.
The parent company of bedding brands such as Eclipse and Eastman House recently announced that it would be rebranding under the name Bedding Industries Of America. Designed to reflect the dramatic growth of all the different brands within its portfolio, the company is organizing the full breadth of its individual brands under the overarching BIA moniker. In doing so, BIA is further reinforcing its positioning in the market—and highlighting its ability to supply its retail partners with a full range of bedding options. Today, the company owns and operates a number of different mattress brands, including: Eclipse, Eastman House, Ernest Hemingway and Velika. Each brand within the portfolio will continue to be supported by individual marketing programs. At the winter market, BIA built on this positioning by highlighting its luxury offerings—showcasing a host of collections that align with the growing consumer interest in high-end mattresses. And while each brand touts its own distinct mattresses, features and attributes, retailers can be confident that they are all backed by the manufacturing support of the BIA network.
After a banner sales year in 2021, Spring Air head to the Las Vegas Market this winter to unveil a brand new showroom. This new location offered plenty of space for the company to spread out its entire portfolio, providing more opportunity to highlight each of its collections in an impactful way. With a spacious, open layout, the showroom allowed for a continuous flow throughout—with each Spring Air brand featured in its own dedicated area. In particular, the company spotlighted its revamped Chattam & Wells collection—which features seven new luxury models. First introduced in 1996, Chattam & Wells is handcrafted with the finest materials and as such, maintains its indulgent appeal and position as the premier mattress brand in Spring Air’s portfolio.
Though Kingsdown may be waiting until the summer market to unveil its new Las Vegas showroom, the company still made a big splash at the winter market with a number of thoughtful upgrades to its bedding portfolio, including its Sleep Smart adjustable mattress. Kingsdown focused on enhancing the collection for greater ease-of-use and accessibility for all consumers. Sleep Smart is now ‘plug and play’—the consumer simply plugs in the mattress and can utilize its features right away. Additionally, the company also upgraded the control features with a new, simplified app.The new model is now fully adjustable through the new Wi-Fi based Kingsdown Sleep Smart App. The iOS and Android app has been redesigned to streamline the adjustment process while also allowing several users to connect to the mattress at one time. This feature lets co-sleepers adjust their side of the bed through their personal device, eliminating the need to disturb their partner. By zeroing in on ways it could make its products more accessible to all consumers, Kingsdown is also simplifying the sales process for retail sales associates as well.
Corsicana also debuted a new showroom at the winter market. Its new 21,000-square-foot location gave the company ample space to showcase its ‘House Of Brands’ all under one roof. The space was designed around brand-specific vignettes that underscored the marketing support and branding for each. This allowed retailers to easily navigate the full breadth of the company’s “House Of Brands,” which includes American Bedding, NightsBridge, RENUE, Sleep Inc and more. Following its acquisition of Symbol Mattress in May of 2021, the new showroom also served as a relaunch of the combined portfolios under the Corsicana brand name. With eight mattress brands and over 80 mattresses total, the new showroom kept the portfolio from being overwhelming. Not only did it showcase the wide range of options Corsicana can offer its retail partners, it also underscored how strategic the company has been in developing new brands. Each vignette reinforced the specific brand positioning and target demographics, giving retailers a clear understanding of how to present them in their own showrooms. In particular, Corsicana showcased its new RENUE Adapti-Gel collection. Unveiling three new mattress models, the refreshed collection delivers enhanced support and pressure relief along with improved spinal alignment and resistance to body impressions to ensure a better night’s sleep.
- You don’t always need to introduce a brand new, never-before-seen product innovation to make a big splash. Sometimes the more strategic updates are the ones that end up having the biggest impact.
- It can be more effective to take a step back, evaluate what you have and explore if there is a better way you can be presenting your inventory to the world. That may mean trimming the fat, reorganizing your space or updating the marketing—all of which can go a long way in reframing the value proposition for your consumers.