Four new specialty bed collections and sleep accessories under the Broyhill® and Thomasville® consumer brand names will dominate the jam-packed program that Boyd Specialty Sleep is aiming for the Las Vegas Market.
The producer of diverse sleep products will also roll out coordinating top-of-bed programs and in-store materials, plus extensive web marketing and social media campaigns—all in support of its Broyhill and Thomasville debut presentations.
Under its own name, Boyd will introduce other specialty sleep products including a new memory foam model, two occasional air beds and a contemporary platform bed design.
“Our main agenda in Las Vegas is to offer retailers for the first time an assortment of Broyhill- and Thomasville-branded sleep products with patented features, design exclusives and great aesthetics,” Boyd explained.
“These introductions cover a spectrum of feels and price points, and in many cases were designed specifically to fill voids we saw in the marketplace. We’re very excited to launch our new program under such prominent home furnishings names.”
New Broyhill Sensura™ Line and Branded Accessories:
One of several full-line presentations, Boyd will unveil a new seven-model Broyhill Sensura gel and memory foam collection.
The new specialty series, expected to penetrate strong innerspring price points, features Boyd’s patented FoamSpring™ Support base topped with varying combinations of gel memory foam and memory foam layers, depending on the model. The top-of-the-line bed incorporates a channel-cut gel memory foam layer with a 27-inch-wide band of solid gel across the lumbar section.The four upper Sensura beds use phase-change fabrics for temperature-neutral sleep and feature the company’s patented edge support system. Unlike conventional foam encasement which can create an inconsistent feel at the bed’s edge, Boyd’s exclusive “embedded” edge design delivers a consistent feel across the entire mattress surface, maximizing sleeping space.
Ranging in height from eight to 14 inches, the new models offer a number of feels from medium-firm to plush, all in luxury top styles. The beds are dressed in unique blends of ultra-premium stretch knits fabrics, textures and colors.
Boyd has developed complementary Sensura top-of bed accessories, dramatic lighted headboards and graphic displays, plus demo tools to facilitate the in-store sales process. Along with offering co-op funds for local retail advertising, the company plans to drive sales with a new web site dedicated to the line and with display advertising on hundreds of other sites that targeted consumers visit.
Also under the Broyhill mark, Boyd will present four new standard pillows that feature memory foam, gel memory foam or a solid gel/gel memory foam combination, and a memory foam topper. The two-, three- and four-inch toppers feature tri-zoning for enhanced support and perforation for cooling in the top two models and have dense poly-foam bottoms for support.
New Thomasville-Branded Latex Collections, Toppers, Pillow:
Creating two new latex lines under the high-end Thomasville brand, Boyd is presenting a Thomasville Natural Flex® Ultra collection and a Thomasville Natural Flex Supreme series.
The four-model Natural Flex Ultra line uses zoned Talalay latex cut in a new channel venting design and combined with other latex and premium foam layers. The models also feature Boyd’s patented edge support, new phase-change stretch knits and the company’s proprietary FoamSpring Support base.
With profiles from 13 to 16 inches high, “these beds reflect the quality, look and feel that Thomasville customers expect and are willing to pay for,” Boyd noted.
To cover the complete scope of latex customers and price points, Boyd is also introducing a “sister latex series” under the Thomasville Natural Flex Supreme name.
Also a four-model line, the Supreme series features Dunlop latex, channel-venting, the producer’s patented edge support features, as well as shorter profiles from 10 to 13 inches. The collection has its own distinct look, from its cover designs and top-of-bed accents to its point-of-purchase components.
“Taken together, with retails from $999 to $3,999, the Ultra and Supreme lines address virtually every latex customer today and what they anticipate in quality, feel, look and pricing from the Thomasville brand,” Boyd said.
Also on tap from Boyd are two new Thomasville Natural Flex latex toppers, plus a standard-size Thomasville Natural Flex latex pillow. The two- and three-inch toppers have a dense poly-foam support base, capped with a contouring layer of either Dunlop or Talalay latex.
As with the Broyhill Sensura line, the complete Thomasville latex series will be supported with a dedicated web site that’s in development, as well as an extensive internet advertising campaign.
Thomasville Synchrony™ Air Beds:
Known for its proprietary air bed designs and occasional-use models, Boyd also will unveil in Las Vegas a new Thomasville Synchrony air collection.
“We believe this line will resonate well with affluent consumers from a technological and aesthetic perspective,” Boyd noted. “The highly attractive Synchrony series includes many of our patented and patent-pending features in a specialty line that offers adjustable comfort and support, all under a familiar and respected brand.”
The seven-model series includes four two-chamber core models and three beds with six-chamber cores—a design for which Boyd has a pending patent. All cores are made from an eco-friendly, thermo polyurethane material that is stronger and more durable than rubber. Comfort materials for the new collection include varying layers of gel memory foams, memory foams and high-density poly foams. The luxury top and Eurotop models sport sculptural knit covers that are non-quilted, as well as quilted using a variety of techniques and patterns. The top four models also offer phase-change covers.
Each bed is equipped with an LCD hand-held control that displays graphics and settings in color. The control activates an auto-fill feature with memory, enabling sleepers to program their desired firmness and then rely on the technology to “remember” their preferred setting.
As with the Boyd’s other FBN-branded offerings, the Thomasville Synchrony assortment will be outfitted with lighted headboards, graphic displays and its own top-of-bed accessories. Retailer co-op funds, plus an internet campaign that will include a web site focused on the new collection, will be part of the total promotional initiative.
New Boyd-Branded Sleep Offerings:
Under its own name, Boyd Specialty Sleep will introduce a value-priced model as part of its Responda Flex® memory foam line, two new inflatable occasional beds, plus a new platform frame.
At 10 inches high, the Responda Flex model has a four-pound, high-density poly foam core and features layers of Boyd’s eco-friendly, open-cell memory foam. The $399 bed uses a stretch knit rayon fabric made from bamboo and “has a very plush feel for the price,” Boyd said.
The seamed, two-piece occasional air models—Comfort Suite and Memory Aire—will each be offered in queen-size only.The 20-inch Comfort Suite model is made from PVC with a rayon coating and offers plush, medium or firm settings with an auto shut-off feature. The 18-inch Memory Aire model uses the same PVC/rayon-coated construction and includes an inset pump with three settings. The bed also features a memory foam layer on the top—“a comfort component not usually found in a temporary air bed,” Boyd noted.
Boyd’s final Las Vegas presentation is a new, contemporary platform bed that broadens the company’s extensive decorative frame offerings. The all-steel, UPS-able headboard and footboard is finished in a black-and-brushed nickel look and is available in any size. At $299, the platform can be used with any metal base.
For more information, visit www.boydspecialtysleep.com.
About Boyd Specialty Sleep: Founded in 1977, Boyd Specialty Sleep dedicates itself to quality, innovation and excellence in a range of highly diversified specialty sleep products. The company has earned more than 30 patents for its innovations and is strategically focused on the health and safety of consumers and on the environmental impact of its products and processes.