BedTimes magazine June 2010

MarketReport
$899 and $999. The beds have latex
layers over an Acella-Flex polyurethane
core, which has a portion of renewable
content from castor oil. The beds are
covered in super-stretch dimensional
knits with contrasting, upholstery-style
border fabrics.
Maintaining a comfortable sleeping
temperature was top of mind at
International Bedding Corp., which
has created The Sleep Doctor bed in
partnership with sleep expert and
author Dr. Michael Breus.
“Having Michael design for IBC
has been exciting and refreshing,” said
Eric Johnson, senior vice president of
marketing and merchandising for the
Fort Lauderdale, Fla.-based company.
“He has magnificent insight into what
sleep can do for your life. One of the
strongest things about the beds is their
thermal regulation.”
The all-foam line features proprietary
Tempsense, a combination of
phase-change ticking material and
temperature-regulating Celsion latex in
the bed’s top comfort layer. There are
six beds in the group, each upholstered
in bright white with French blue check
accents. Retail prices range from $1,499
to $2,999 for a queen.
Pure LatexBLISS added a model
with temperature-regulating Celsion
latex to its collection of removable
pillow-tops. It retails for about $350 in
queen.
Enso Sleep Systems, a division
of Klaussner Furniture Industries,
launched a nine-model line of all-foam
beds imported from China. There are
eight visco-elastic and one latex mattress.
Most models have zip-off top
panels that can be cleaned or replaced.
The Grandeur, a duvet-top bed with a
high-end look, retails for $1,499.
The line presents retailers with an
opportunity for “long, healthy margins
on beds with stepped-up styling,”
said Chuck Fisher, an executive with
the Asheboro, N.C.-based company.
“These are our initial offerings. Our
direction will be based on where our
dealers and the consumer want to
take us.”
10 | BedTimes | June 2010
Serta The new Trump Home Luxury line was
displayed in the company’s new, still-under
construction showroom.
The foam mattresses are shipped
rolled and in cartons from warehouses
in Asheboro and Kent, Wash. Wood
and wire foundations are shipped
either assembled or knocked down.
Suggested retail prices range from $299
to $1,999.
Alliance Sleep, the Buffalo, N.Y.based
Restonic licensee, added a
number of new models to its lineup. In
a “soft,” regional launch, the company
introduced four Healthrest beds retailing
for $1,299 to $1,699. Each has a
polyurethane core containing plantbased
content that’s topped with layers
of Talalay latex in a range of thicknesses.
The Oceania from Jamison Bedding
is an all-foam bed that comes with “a
party” of marketing tools, said Ken
Hinman, vice president of sales and
marketing for the Brentwood, Tenn.based
manufacturer. “We’re trying to
bring some excitement to the category.
The coolest thing about the bed is its
fast recovery and it temperature-regulating
properties.” Ventilated viscoelastic
and a densified, breathable fiber
layer top the high-resiliency base foam.
Point-of-purchase materials for Oceania
include signage and foot protectors.
Classic Brands, based in Jessup, Md.,
reintroduced its Dormia brand, debuting
eight foam beds in a memory foam
and a latex collection. The top beds
have 5 inches of memory foam or latex
with a “free-floating” look—a box-top
design without any tape-edge.
“The brand has had a lot of nationwide
visibility and we believe that there
is an opportunity to re-establish that
connection with consumers,” said Mike
Zippelli, Classic Brands chief executive
officer.
Adjustable base and mattress
maker Zedbed, based in Grand-Mère,
Quebec, added new adjustable bases
to its ZedMatic and Ortho Zed lines
and introduced the Flex collection, its
first wrapped coil offering. The beds’
top layer is memory foam, latex or a
“hybrid” foam with characteristics of
both latex and visco-elastic. There are
three comfort levels. The suggested
retail price is $1,999 for a queen set on
a flat base. The manufacturer’s Black
Label foam bed collection contains a
new generation of “nonthermo-
sensitive” memory foam.
Durability messages
Reaching out to consumers who’ve
been unhappy with a past bedding purchase,
Paramount Bedding, a Comfort
Solutions licensee with headquarters
in Norfolk, Va., introduced the Heavy
Duty or “HD” mattress.
“Many people have purchased a
pillow-top mattress and experienced
product failure after two to three
years,” said Richard Fleck, Paramount
Bedding executive vice president of
sales. “They’ve felt taken. HD really gets
back to the tradition of the industry. It
offers solid support and comfort that is
designed to last.”
Product messaging revolves around
comfort and durability—not body
weight. The beds incorporate high-end
specialty foams, inner tufting, heavygauge
innersprings and foam encasement.
An extra sturdy, all-wood foundation
is made by Amish craftsmen in
Pennsylvania. The four beds in the line
retail for between $999 and $1,999.
Paramount’s new Back Performance
collection retails for $699 to $1,499
in queen. Its tag line is “Support Your
Active Lifestyle.” The collection itself
is supported by an array of lifestyle
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