Utilizing a new licensee-driven product development process, mattress producer, Spring Air International, is overhauling its flagship Back Supporter line, setting the stage for a consistent product lineup throughout its licensee network. By been meeting with suppliers to select materials and develop a merchandising strategy, a six-member team representing Spring Air licensees has played a significant role in determining the look and feel of the re-vamped collection.
The new Back Supporter line, which will make its debut in January at the Las Vegas Market, marks the first time Spring Air will roll out a truly national product line built by all licensees.
“The consistent design not only offers consumers in New York the same mattress as those in California, it will also look the same to those who research their purchase online at SpringAir.com and then visit a Spring Air dealer,” said Spring Air President Nick Bates. “That should eliminate a lot of confusion.”
With a roster that includes Ken Akers, Mark Campbell, Iker De La Sota, Brent Ford, David Grove, Scott Meyers and Mike Moore, the product development committee is one of three committees Spring Air created earlier this year to increase licensee engagement. Another committee is responsible for formulating the company’s strategy for branding, and a third is tackling the Las Vegas Market experience for retailers visiting the Spring Air showroom.
“This has been a great way to tap into the experience and expertise of each of our licensees,” said Bates. “Previously, all key decisions were being made at the corporate office, but this is a much more collaborative approach.”
Bates said the product development team is still finalizing several details of the revamped Back Supporter line – including the exact number of mattress models to be included – but said it will hit retail price points of $599 to $1,299 in queen. Two different innerspring units will be used – allowing Spring Air to re-emphasize its unique zoned support story – and the team has selected a preferred cover and one alternate cover that all licensees will use.
“Back Supporter had lost its spunk, and our goal with the redesign is to bring back the qualities that made Back Supporter special,” Bates said.
About Spring Air: Founded in 1926, Chelsea, Mass.-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.