Aligning its new product strategy with the needs of retailers, Spring Air International will no longer base its product introduction schedule around the trade show model.
“The industry as a whole has gotten stuck in the cycle of introducing new products every six months as part of the need to feed an unrealistic and unnecessary trade show calendar. The truth is that retail – even in the best of economic times – can’t flow that amount of new product through the system successfully and select the new styles that will resonate with consumers before another market date comes along,” said Nick Bates, president of Spring Air International.
“Our retail partners and licensees are working hard to keep up with the tremendous demand they have for existing product. We saw this recovery begin in the spring and believe it will carry over well into 2021. Our partners need to focus on meeting consumer needs, not resetting the table with a new lineup of product,” he added.
Instead of introducing new products every six months, Spring Air will tailor its product launch schedule to each retailer’s specific needs.
“Instead of following the traditional trade show schedule, we’re going to take a more deliberate, thoughtful approach to product development and introductions that will allow us to collaborate with our retail partners and better fill their merchandising gaps,” Bates added.
Skipping Market In The Pandemic
Last summer, Spring Air did not open its Las Vegas Market showroom because of COVID-19 and its belief that few retailers would attend. By choosing not to open, Spring Air saved money on market participation and experienced no negative impact.
Spring Air most recently launched its four-model Breathe by Spring Air collection. The lineup protects sleepers from viruses and bacteria.
“The products we have in the marketplace now are already doing well,” Bates said. “We’re saying, ‘Let’s focus on supporting our retailers by increasing our manufacturing capacity so we can keep up with consumer demand, rather than focusing our attention elsewhere.’ Our broad product portfolio has been strategically designed to meet what just about any consumer wants in a mattress – at a variety of price points – so why compete against ourselves by introducing something new so quickly?”
About Spring Air: Founded in 1926, Woburn, Massachusetts-based Spring Air International is a Top 20 U.S. bedding manufacturer and widely recognized consumer brand. The company boasts of its ability to service retail customers from north to south and coast to coast in the U.S. and is produced in more than 40 countries through its international network. The company is committed to helping retailers drive business while leveraging its reputation for trust and integrity inspired by its name.