Getting noticed on the Web - BedTimes
Getting noticed on the Web - BedTimes
Getting noticed on the Web - BedTimes
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<strong>BedTimes</strong><br />
April 2011<br />
THE BUSINESS JOURNAL FOR THE SLEEP PRODUCTS INDUSTRY<br />
<str<strong>on</strong>g>Getting</str<strong>on</strong>g> <str<strong>on</strong>g>noticed</str<strong>on</strong>g><br />
<strong>on</strong> <strong>the</strong> <strong>Web</strong><br />
Poll: Electr<strong>on</strong>ics<br />
disturbing sleep<br />
Interzum Cologne:<br />
Bedding preview<br />
Shopping for<br />
a new bank
The Sudden Service Company<br />
Innovative Technology for <strong>the</strong><br />
Model 1390<br />
AutoPac TM<br />
Model 4300<br />
Automatic Vertical Handle<br />
This equipment may be protected by <strong>on</strong>e or more of <strong>the</strong>se patents. O<strong>the</strong>r patents may be pending:<br />
US patents: 4,280,421; 4,432,294; 4,466,367; 4,644,883; 5,134,947; 5,159,889; 5,203,270; 5,522,332; 5,524,563; 5,562,060; 5,634,418; 5,647,293;<br />
5,657,711; 5,743,202; 5,865,135; 5,899,159; 5,915,319; 5,918,560; 5,979,345; 6,035,794; 6,055,921; 6,202,579; 6,279,869; 6,295,481; 6,494,255;<br />
6,802,271; 6,574,815; 6,834,603; 6,968,794; 6,994,043; 7,100,525; 7,100,526; 7,210,181; 7,383,676 ; 7,383,780; 7,412,936; 7,543,364; 7,574,788;<br />
7,647,876; 7,735,439; Foreign patents: 9-520,472; 0,537,323; 92,905,522.6; 96,936,922.2; 2,076,379; 2,084,055.<br />
O<strong>the</strong>r U.S. and Foreign Patents Pending. © 2011 Atlanta Attachment Company 10122020911<br />
Atlanta Attachment Company<br />
362 Industrial Park Drive<br />
Lawrenceville, GA 30046<br />
(770) 963-7369 • FAX (770) 963-7641
Mattress Producti<strong>on</strong> Industry Worldwide!<br />
Model 1392D<br />
GoldenEagle Quilting Machine<br />
Model 1393E<br />
Panel Cutter,<br />
Border Slitter , Rewinder<br />
Call our sales department at 770-963-7369<br />
and schedule an appointment to tour our facility.<br />
<strong>Web</strong>site: atlatt.com email: sales@atlatt.com<br />
Manufacturing<br />
High Quality<br />
Products<br />
Since 1969<br />
Atlanta Attachment Company<br />
is <strong>the</strong> recognized sewn products<br />
industry leader in automated<br />
workstati<strong>on</strong>s, labor saving devices,<br />
folders and erg<strong>on</strong>omic risk<br />
reducti<strong>on</strong>. The Company, founded<br />
in 1969, has made its policy of<br />
SUDDEN SERVICE a way of<br />
life in all aspects of operati<strong>on</strong>.<br />
Our entire staff is dedicated to<br />
providing three-day shipments<br />
of most custom folders and<br />
attachments. Special gauge sets<br />
and o<strong>the</strong>r work aids are available<br />
in 10 working days or less. We<br />
also offer a 72 Hours or FREE!*<br />
expendable replacement<br />
parts policy.<br />
At our 225,000 square foot<br />
state-of-<strong>the</strong>-art facility, we design,<br />
manufacture, assemble and ship<br />
products to customers worldwide.<br />
Our skilled employees produce<br />
<strong>the</strong> highest quality products<br />
available to meet or exceed <strong>the</strong><br />
standards required in <strong>the</strong> sewn<br />
products industry.<br />
* C<strong>on</strong>tact sales for more informati<strong>on</strong> <strong>on</strong> this<br />
policy, <strong>the</strong> recommended spare parts list and<br />
<strong>the</strong> model workstati<strong>on</strong>s covered.
CertiPUR-US (CM)<br />
approved foams are:<br />
• Low emissi<strong>on</strong> (low VOCS).<br />
• Made without oz<strong>on</strong>e depleters.<br />
• Produced without PBDEs.<br />
• Made without mercury,<br />
lead and heavy metal.<br />
• Made without formaldehyde.<br />
• Made without phthalates.<br />
PO Box 128, Hickory NC 28603<br />
Certify your Peace of Mind<br />
Hickory Springs goes <strong>on</strong>e step fur<strong>the</strong>r for quality foam.<br />
By complying with <strong>the</strong> CertiPUR-US (CM) voluntary testing, analysis and certificati<strong>on</strong><br />
program, Hickory Springs c<strong>on</strong>firms <strong>the</strong> proactive measures taken to verify that<br />
its flexible polyurethane foam not <strong>on</strong>ly provides durable comfort but is produced<br />
in a resp<strong>on</strong>sible, c<strong>on</strong>sumer-friendly manner.<br />
How will CertiPUR-US benefi t your company?<br />
• Focuses <strong>on</strong> current c<strong>on</strong>sumer c<strong>on</strong>cerns about foam involving health and indoor air quality.<br />
• Provides comfort and c<strong>on</strong>fi dence, reassuring c<strong>on</strong>sumers about <strong>the</strong> foam in your sofa.<br />
• Provides a reference source website for your customer service staff. You d<strong>on</strong>’t need an<br />
in-house expert <strong>on</strong> health regulati<strong>on</strong>s and c<strong>on</strong>cerns.<br />
• Dem<strong>on</strong>strates your commitment to a healthy home envir<strong>on</strong>ment.<br />
Based <strong>on</strong> a similar program in Europe, CertiPUR-US provides added value to furniture<br />
manufacturers – and eventually c<strong>on</strong>sumers — offering peace of mind and answering<br />
questi<strong>on</strong>s typically asked by c<strong>on</strong>sumers. Hickory Springs is <strong>on</strong>e of several founding<br />
members of <strong>the</strong> CertiPUR-US program, which was officially introduced in early 2009.<br />
To switch to Hickory Springs’ certifi ed CertiPUR-US foam, call 1.800.438.5341<br />
or visit HickorySprings.com. Also see certipur.us.<br />
CertiPUR-US is a Certifi cati<strong>on</strong> Mark of Alliance for Flexible Polyurethane Foam, Inc.<br />
©2009 Hickory Springs Mfg. Co.
APRIL 2011<br />
InSide<br />
www.bedtimesmagazine.com<br />
Features<br />
18 Is your website lost in <strong>the</strong> <strong>Web</strong>?<br />
You’ve poured m<strong>on</strong>ey and time into your company’s website, but are potential<br />
customers searching <strong>the</strong> Internet for informati<strong>on</strong> and products finding it?<br />
<strong>BedTimes</strong> explains what you need to know about search engine optimizati<strong>on</strong>.<br />
30 Shopping for a new bank<br />
Are you seeking additi<strong>on</strong>al financing or refinancing, better credit card rates, more<br />
robust <strong>on</strong>line banking opti<strong>on</strong>s or o<strong>the</strong>r financial services for your small business?<br />
A banking expert walks you through <strong>the</strong> process of choosing a new financial<br />
instituti<strong>on</strong>.<br />
51 Interzum Cologne preview<br />
With Interzum Cologne, <strong>the</strong> world’s largest home furnishings comp<strong>on</strong>ents<br />
show just a m<strong>on</strong>th away, <strong>BedTimes</strong> gives you a sneak peek of exhibitors in <strong>the</strong><br />
Internati<strong>on</strong>al Sleep Products Associati<strong>on</strong>’s Bedding Centre and o<strong>the</strong>r ISPA<br />
members showing at <strong>the</strong> fair.<br />
Departments<br />
7 Fr<strong>on</strong>t Matter<br />
Americans aren’t getting <strong>the</strong> uninterrupted,<br />
restful sleep <strong>the</strong>y need—<br />
perhaps because almost all of <strong>the</strong>m<br />
are using some type of electr<strong>on</strong>ic<br />
device—TV, computer, video game<br />
or cell ph<strong>on</strong>e—within an hour of<br />
bedtime at least a few nights a week, a<br />
new poll suggests.<br />
15 Factory Direct<br />
C<strong>on</strong>sumers increasingly use smart<br />
ph<strong>on</strong>es to research product features,<br />
compare prices and look for good<br />
deals—all while standing in a store.<br />
How can your factory direct use <strong>the</strong><br />
new technology to reach c<strong>on</strong>sumers<br />
visiting your showrooms?<br />
5 Editor’s Note<br />
11 Employee Relati<strong>on</strong>s<br />
39 Industry News<br />
60 Newsmakers<br />
62 ISPA News<br />
63 ISPA Advocacy<br />
64 Up Close<br />
67 Management<br />
Issues<br />
68 Calendar<br />
69 Classifieds<br />
70 Advertisers Index<br />
72 Last Word<br />
<strong>BedTimes</strong> | April 2011 | 3
Just like glue, we’re stuck <strong>on</strong> you.<br />
We know that mattress manufacturers get stuck when looking<br />
for a foam b<strong>on</strong>ding adhesive supplier that offers quality, service,<br />
selecti<strong>on</strong> and cost-effective savings all rolled into <strong>on</strong>e.<br />
There’s no need to come unglued; just turn to SABA.<br />
SABA’s water- based adhesives are sec<strong>on</strong>d to n<strong>on</strong>e. We offer a<br />
complete selecti<strong>on</strong> of adhesive technologies and we can help<br />
you determine which <strong>on</strong>e will work best in your manufacturing<br />
envir<strong>on</strong>ment.<br />
Since 1933, SABA has combined a world-class adhesive<br />
research and development team with applicati<strong>on</strong> process<br />
engineering to provide our customers with <strong>the</strong> most effective<br />
and efficient foam b<strong>on</strong>ding processes.<br />
Only SABA provides <strong>the</strong> most efficient applicati<strong>on</strong> processes<br />
<strong>on</strong> <strong>the</strong> planet ensuring <strong>the</strong> lowest possible adhesive cost per<br />
mattress produced. So d<strong>on</strong>’t come unglued; c<strong>on</strong>tact SABA<br />
today.<br />
See for yourself first hand how <strong>the</strong> SABA foam b<strong>on</strong>ding adhesive<br />
system can save you m<strong>on</strong>ey!<br />
l Enjoy 20 to 50% reducti<strong>on</strong> in adhesive costs<br />
l Zero capital outlay equipment opti<strong>on</strong>s<br />
l Highest performing water-based adhesive<br />
l Cleaner and safer working envir<strong>on</strong>ment<br />
l M<strong>on</strong>itor and c<strong>on</strong>trol adhesive usage<br />
C<strong>on</strong>tact SABA today for a risk-free 30 day testing period.<br />
Call us at 810 824 4964<br />
Email us at sales@saba-adhesives.com<br />
For sales inquiries,<br />
please c<strong>on</strong>tact:<br />
T 810 824 4964<br />
F 810 824 4986<br />
E sales@saba-adhesives.com<br />
W www.saba-adhesives.com<br />
SABA North America LLC<br />
5420 Lapeer Road<br />
Kimball MI 48074 USA<br />
SABA, dedicated to foam b<strong>on</strong>ding<br />
Est. 1933: 78 years of str<strong>on</strong>g b<strong>on</strong>ds
EDITOR IN CHIEF<br />
Julie A. Palm<br />
571-482-5442<br />
jpalm@sleepproducts.org<br />
ASSOCIATE EDITOR<br />
Barbara Nelles<br />
336-856-8973<br />
bnelles@sleepproducts.org<br />
CONTRIBUTORS<br />
J. Tol Broome Jr.<br />
Elaine Dumler<br />
Marty Stanley<br />
Dorothy Whitcomb<br />
ART DIRECTOR<br />
Stephanie Belcher<br />
336-201-7475<br />
stephanie@jimmydog.com<br />
VICE PRESIDENT<br />
OF ADVERTISING SAlES<br />
Kerri Bellias<br />
571-482-5444<br />
kbellias@sleepproducts.org<br />
AD PRODUCTION &<br />
CIRCUlATION mANAGER<br />
Debbie Robbins<br />
571-482-5443<br />
drobbins@sleepproducts.org<br />
COPY EDITOR<br />
Margaret Talley-Seijn<br />
<strong>BedTimes</strong> deadlines<br />
Editorial deadlines for <strong>the</strong> Industry<br />
News and Newsmakers secti<strong>on</strong>s<br />
of <strong>the</strong> June issue of <strong>BedTimes</strong> are<br />
M<strong>on</strong>day, May 2.<br />
Volume 139 Number 4<br />
<strong>BedTimes</strong> (ISSN 0893-5556; Permit 047-620)<br />
is published m<strong>on</strong>thly by <strong>the</strong> Internati<strong>on</strong>al Sleep<br />
Products Associati<strong>on</strong>. Periodicals postage paid<br />
in Philadelphia, PA.<br />
Administrative and ISPA offices<br />
501 Wy<strong>the</strong> St., Alexandria, VA 22314-1917<br />
Ph<strong>on</strong>e 703-683-8371; Fax 703-683-4503<br />
Postmaster Send address changes to<br />
<strong>BedTimes</strong>, 501 Wy<strong>the</strong> St., Alexandria, VA<br />
22314-1917.<br />
C<strong>on</strong>tents © 2011 by <strong>the</strong><br />
Internati<strong>on</strong>al Sleep Products<br />
Associati<strong>on</strong>. Reprint permissi<strong>on</strong><br />
obtainable through <strong>BedTimes</strong>.<br />
www.bedtimesmagazine.com<br />
Editor’sNote<br />
Things move quickly<br />
<strong>on</strong> marketing fr<strong>on</strong>t<br />
It wasn’t all that l<strong>on</strong>g ago that a<br />
broad, well-planned advertising<br />
and marketing campaign included<br />
televisi<strong>on</strong> spots (if your budget<br />
allowed and market reach required),<br />
radio, newspaper and magazine ads,<br />
and maybe some direct mail.<br />
Then came <strong>the</strong> Internet and<br />
websites. Then cell ph<strong>on</strong>es and text<br />
messages. Then Facebook, Twitter,<br />
smart ph<strong>on</strong>es, tablet computers, QR<br />
(or “quick resp<strong>on</strong>se”) tags… The list<br />
goes <strong>on</strong> and <strong>on</strong>.<br />
As I write this, some<strong>on</strong>e somewhere<br />
is creating <strong>the</strong> next technology<br />
that will dramatically change <strong>the</strong><br />
way that you market your products<br />
and reach customers. As quickly as<br />
things are changing, by <strong>the</strong> time you<br />
read this column, you might be using<br />
that new technology. I exaggerate—but<br />
<strong>on</strong>ly a little.<br />
Complicating all of this is how<br />
<strong>the</strong>se new technologies interact<br />
with each o<strong>the</strong>r and how c<strong>on</strong>sumers<br />
interact with <strong>the</strong>m.<br />
Televisi<strong>on</strong>, radio, newspapers,<br />
magazines, direct mail—<strong>the</strong>se are<br />
fairly straight-forward media.<br />
You prepare a message for a potential<br />
customer, who <strong>the</strong>n watches,<br />
hears or reads it. The communicati<strong>on</strong><br />
is <strong>on</strong>e-way and relatively isolated.<br />
You might create a multimedia<br />
campaign that crosses all of <strong>the</strong>se<br />
channels, but <strong>the</strong> potential customer<br />
generally interacts with each <strong>on</strong>e at<br />
a time.<br />
The newer digital media is a<br />
mash-up. Messages are shared across<br />
platforms, and not necessarily by<br />
you.<br />
A c<strong>on</strong>sumer may check your<br />
website <strong>on</strong> a smart ph<strong>on</strong>e, tweet<br />
about your brand and <strong>the</strong>n <strong>on</strong>e of<br />
her followers might post a link <strong>on</strong><br />
Facebook. Word spreads quickly and<br />
in ways you can’t predict.<br />
Digital media began with <strong>the</strong> <strong>Web</strong><br />
and <strong>the</strong> <strong>Web</strong> remains critical to good<br />
marketing efforts. It’s not enough<br />
to have a well-designed, informative<br />
website or even a well-“liked”<br />
Facebook page.<br />
The <strong>Web</strong> is an increasingly<br />
crowded place and it’s far too easy<br />
to get lost. This m<strong>on</strong>th’s cover story<br />
examines <strong>the</strong> importance of search<br />
engine optimizati<strong>on</strong>. (See Page 18.)<br />
A good SEO effort means that<br />
when some<strong>on</strong>e goes looking <strong>on</strong>line<br />
for a mattress, she easily finds your<br />
brand—and a dealer who can sell it<br />
to her.<br />
Sounds simple. In reality, it’s<br />
anything but. In part, that’s because<br />
all of your competitors are trying<br />
to make sure that <strong>the</strong>y are No. 1 in<br />
search engine results, too.<br />
SEO is a complex, quick-<br />
changing field. <strong>BedTimes</strong> wants to<br />
make sure that you’re keeping up. BT<br />
Julie A. Palm<br />
<strong>BedTimes</strong> | April 2011 | 5
PATRON: HRH THE PRINCE OF WALES
Fr<strong>on</strong>tMatter<br />
Electr<strong>on</strong>ics keeping Americans awake<br />
Too little sleep tied to TV, computers, games & ph<strong>on</strong>es, poll shows<br />
In <strong>the</strong> Nati<strong>on</strong>al Sleep Foundati<strong>on</strong>’s<br />
2011 “Sleep in America”<br />
poll, 95% of <strong>the</strong> 1,508 people<br />
surveyed reported using some type<br />
of electr<strong>on</strong>ic device—TV, computer,<br />
video game or cell ph<strong>on</strong>e—within<br />
an hour of bedtime at least a few<br />
nights a week.<br />
Poor sleep pervasive<br />
The new poll, released in March,<br />
found that 43% of Americans between<br />
<strong>the</strong> ages of 13 and 64 say <strong>the</strong>y<br />
rarely or never get a good night’s<br />
sleep <strong>on</strong> weeknights. And 60% say<br />
<strong>the</strong>y experience a sleep problem—<br />
snoring, waking in <strong>the</strong> night, waking<br />
up too early or not feeling refreshed<br />
when <strong>the</strong>y get up in <strong>the</strong> morning—<br />
every day or almost every day.<br />
About two-thirds (63%) of<br />
Americans say <strong>the</strong>ir sleep needs<br />
are not being met during <strong>the</strong> week.<br />
Most say <strong>the</strong>y need about 7½ hours<br />
of sleep to feel <strong>the</strong>ir best, but actually<br />
get about six hours and 55 minutes<br />
<strong>on</strong> average weeknights. Roughly<br />
15% of adults between 19 and 64<br />
and 7% of those 13 to 18 sleep less<br />
than six hours.<br />
In exploring <strong>the</strong> role of technology<br />
in poor sleep, <strong>the</strong> poll found that<br />
nearly every<strong>on</strong>e (95%) is routinely<br />
using some type of electr<strong>on</strong>ic device<br />
within that critical hour before<br />
turning in. The survey also identified<br />
important generati<strong>on</strong>al differences.<br />
About two-thirds of baby boomers<br />
(67%) and Generati<strong>on</strong> Xers<br />
(63%) and half of Generati<strong>on</strong> Zers<br />
(50%) and Yers (49%) watch TV<br />
every night or almost every night.<br />
Across age groups, roughly six in<br />
10 (61%) say <strong>the</strong>y use <strong>the</strong>ir laptops<br />
or computers at least a few nights<br />
www.bedtimesmagazine.com<br />
➤ The generati<strong>on</strong>s<br />
Generati<strong>on</strong> Zers - 13-18 years old<br />
Generati<strong>on</strong> Yers - 19-29 years old<br />
Generati<strong>on</strong> Xers - 30-45 years old<br />
Baby boomers - 46-64 years old<br />
a week within an hour before bed.<br />
More than half of Zers (55%) and<br />
slightly fewer Yers (47%) say <strong>the</strong>y<br />
surf <strong>the</strong> Internet every night or almost<br />
every night within that hour.<br />
Zers (36%) and Yers (28%) are<br />
about twice as likely as Xers (15%)<br />
and boomers (12%) to say <strong>the</strong>y play<br />
a video game within <strong>the</strong> hour before<br />
bedtime at least a few times a week.<br />
More than <strong>on</strong>e in 10 (14%) Zers<br />
say <strong>the</strong>y do so every night or almost<br />
every night before going to sleep.<br />
“This study reveals that lightemitting<br />
screens are in heavy use<br />
within <strong>the</strong> pivotal hour before<br />
sleep. Invasi<strong>on</strong> of such alerting<br />
technologies into <strong>the</strong> bedroom may<br />
c<strong>on</strong>tribute to <strong>the</strong> high proporti<strong>on</strong><br />
of resp<strong>on</strong>dents who reported that<br />
<strong>the</strong>y routinely get less sleep than<br />
<strong>the</strong>y need,” says Dr. Charles Czeisler,<br />
a professor of sleep medicine at<br />
Harvard Medical School and senior<br />
physician at Brigham and Women’s<br />
Hospital’s Divisi<strong>on</strong> of Sleep Medicine<br />
in Bost<strong>on</strong>.<br />
There’s a significant age gap in<br />
nighttime cell ph<strong>on</strong>e use (both texting<br />
and talking). More than half of<br />
Zers (56%) and nearly half of Yers<br />
(42%) say <strong>the</strong>y send, read or receive<br />
text messages every night or almost<br />
every night in <strong>the</strong> hour before bed,<br />
compared to 15% of Xers and just<br />
5% of baby boomers.<br />
Cell ph<strong>on</strong>es also are disturbing<br />
sleep, especially am<strong>on</strong>g <strong>the</strong> young.<br />
About <strong>on</strong>e in 10 Xers (11%) say <strong>the</strong>y<br />
are awakened every night or almost<br />
every night by a ph<strong>on</strong>e call, text<br />
<strong>BedTimes</strong> | April 2011 | 7
Fr<strong>on</strong>tMatter<br />
Better sleep tips from <strong>the</strong> Better Sleep Council<br />
The BeTTer Sleep CounCil, The C<strong>on</strong>Sumer eduCaTi<strong>on</strong> arm of <strong>the</strong> Internati<strong>on</strong>al Sleep<br />
Products Associati<strong>on</strong>, knows <strong>the</strong> importance of a good night’s sleep to overall<br />
health and well-being. It offers c<strong>on</strong>sumers <strong>the</strong>se tips for creating <strong>the</strong> right<br />
envir<strong>on</strong>ment for sleep:<br />
1. Make sleep a priority by keeping a c<strong>on</strong>sistent sleeping and waking schedule,<br />
including <strong>on</strong> weekends.<br />
2. Create a bedtime routine that is relaxing. Experts recommend reading a<br />
book, listening to soothing music or soaking in a hot bath.<br />
3. Create a room that is dark, quiet, comfortable and cool for <strong>the</strong> best possible<br />
sleep.<br />
4. Evaluate your mattress and pillow to ensure proper comfort and support. If<br />
your mattress is 5 to 7 years old, it may be time for a new <strong>on</strong>e. In general,<br />
pillows should be replaced every year.<br />
5. Keep work materials, computers and televisi<strong>on</strong>s out of <strong>the</strong> bedroom.<br />
6. Exercise regularly, but complete workouts at least two hours before bedtime.<br />
7. If you sleep with a partner, your mattress should allow each of you enough<br />
space to move easily. A queen mattress is ideal for two people sharing a<br />
mattress.<br />
8. Avoid eating, drinking alcoholic or caffeinated beverages or ingesting<br />
nicotine close to bedtime. These can lead to poor sleep, keep you awake<br />
or disrupt sleep later in <strong>the</strong> night.<br />
message or email. About <strong>on</strong>e in five<br />
Yers (20%) and Zers (18%) say this<br />
happens at least a few nights a week.<br />
“Over <strong>the</strong> past 50 years, we’ve<br />
seen how televisi<strong>on</strong> viewing has<br />
grown to be a near c<strong>on</strong>stant before<br />
bed, and now we are seeing new<br />
informati<strong>on</strong> technologies such as<br />
laptops, cell ph<strong>on</strong>es, video games<br />
and music devices rapidly gaining<br />
<strong>the</strong> same status,” says Lauren Hale,<br />
associate professor of preventive<br />
medicine at St<strong>on</strong>y Brook University<br />
Medical Center in St<strong>on</strong>y Brook, N.Y.<br />
“The higher use of <strong>the</strong>se potentially<br />
more sleep-disruptive technologies<br />
am<strong>on</strong>g younger generati<strong>on</strong>s may<br />
have serious c<strong>on</strong>sequences for physical<br />
health, cognitive development<br />
and o<strong>the</strong>r measures of well-being.”<br />
Youngest are sleepiest<br />
The two younger generati<strong>on</strong>s are<br />
sleepier than <strong>the</strong> two older groups,<br />
<strong>the</strong> poll revealed.<br />
Zers and Yers report more sleepi-<br />
8 | <strong>BedTimes</strong> | April 2011<br />
ness than both boomers and Xers.<br />
Those 13 to 18 are <strong>the</strong> sleepiest of<br />
all. Roughly <strong>on</strong>e in five Zers (22%)<br />
and Yers (16%) are “sleepy” using<br />
a standard clinical assessment tool<br />
included in <strong>the</strong> poll. By comparis<strong>on</strong>,<br />
<strong>on</strong>e in 10 Xers (11%) and baby<br />
boomers (9%) were assessed as<br />
“sleepy.”<br />
Zers sleep an average of seven<br />
hours and 26 minutes <strong>on</strong> weeknights—about<br />
an hour and 45<br />
minutes less than <strong>the</strong> nine hours and<br />
15 minutes recommended by experts<br />
for this adolescent group. More than<br />
half of those 13 to 18 (54%) say <strong>the</strong>y<br />
wake up between 5 a.m. and 6:30<br />
➤ Learn more<br />
For more informati<strong>on</strong> <strong>on</strong> <strong>the</strong><br />
2011 “Sleep in America” poll,<br />
check <strong>the</strong> Nati<strong>on</strong>al Sleep<br />
Foundati<strong>on</strong>’s website,<br />
www.sleepfoundati<strong>on</strong>.org.<br />
a.m. <strong>on</strong> weekdays—compared to<br />
45% of Xers and boomers and 24%<br />
of Yers.<br />
“As children develop into <strong>the</strong>ir<br />
teenage years, <strong>the</strong>ir bodies are<br />
biologically predisposed toward<br />
later bedtimes,” says Amy Wolfs<strong>on</strong>, a<br />
professor of psychology at <strong>the</strong> College<br />
of <strong>the</strong> Holy Cross in Worcester,<br />
Mass., and an expert <strong>on</strong> adolescent<br />
sleep. “If <strong>the</strong>y are required to get<br />
up before 6:30 a.m. to go to school,<br />
it’s impossible for teens to get <strong>the</strong><br />
amount of sleep <strong>the</strong>y need.”<br />
Interestingly, teens and young<br />
adults take <strong>the</strong> most naps. More<br />
than half of Zers (53%) and Yers<br />
(52%) say <strong>the</strong>y take at least <strong>on</strong>e<br />
nap during <strong>the</strong> work/school week<br />
compared to about four in 10 Xers<br />
(38%) and boomers (41%).<br />
Effects of sleepiness<br />
Am<strong>on</strong>g those whose daily schedules<br />
d<strong>on</strong>’t allow for adequate sleep<br />
(about <strong>on</strong>e-quarter of all survey<br />
participants), it’s <strong>the</strong>ir daytime<br />
mood that suffers most. When<br />
evaluating <strong>the</strong>ir day after getting too<br />
little sleep, more than eight in 10<br />
(85%) say that it affects <strong>the</strong>ir mood.<br />
Almost three-quarters (72%) say it<br />
affects <strong>the</strong>ir family life or home resp<strong>on</strong>sibilities<br />
and about two-thirds<br />
(68%) say it affects <strong>the</strong>ir social life.<br />
For those who are employed<br />
and d<strong>on</strong>’t get adequate sleep, about<br />
three-quarters (74%) of those over<br />
30 say that sleepiness affects <strong>the</strong>ir<br />
work. About two-thirds (61%) say<br />
that <strong>the</strong>ir intimate or sexual relati<strong>on</strong>s<br />
are affected by sleepiness.<br />
Sleepiness also plays a role in<br />
unsafe driving practices. Half of<br />
Yers (50%) say <strong>the</strong>y have driven<br />
while drowsy at least <strong>on</strong>ce in <strong>the</strong><br />
past m<strong>on</strong>th. Four in 10 Xers (40%)<br />
and about a third of Zers (30%) and<br />
boomers (28%) also admit to driving<br />
drowsy at least <strong>on</strong>ce a m<strong>on</strong>th.<br />
An alarming number—about <strong>on</strong>e<br />
in 10—Xers (12%), Yers (12%) and<br />
Zers (8%) say <strong>the</strong>y drive drowsy<br />
<strong>on</strong>ce or twice a week. BT<br />
www.bedtimesmagazine.com
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EmployeeRelati<strong>on</strong>s<br />
Reporting for duty: Military is good HR source<br />
Veterans bring<br />
solid skills to<br />
your company<br />
By Elaine Dumler<br />
In recent years, <strong>the</strong>re has been<br />
c<strong>on</strong>cern about new employees<br />
coming into <strong>the</strong> work force who<br />
may lack <strong>the</strong> loyalty, dedicati<strong>on</strong><br />
and work ethic that employers have<br />
come to expect from earlier generati<strong>on</strong>s.<br />
Times may be changing. But<br />
<strong>the</strong>re is an employee base that comes<br />
with many of those values intact—<br />
military pers<strong>on</strong>nel.<br />
In this time of ec<strong>on</strong>omic fragility,<br />
hiring military pers<strong>on</strong>nel can help<br />
you save m<strong>on</strong>ey by reducing recruiting<br />
and training costs. What makes a<br />
veteran such a sought-after employee?<br />
This is what many companies are<br />
finding:<br />
➤ Workers who have served in <strong>the</strong><br />
military have a history of commitment—to<br />
<strong>the</strong>mselves, to each o<strong>the</strong>r<br />
and to an employer. This sense of<br />
loyalty fosters <strong>the</strong>ir need to go above<br />
and bey<strong>on</strong>d when asked to complete<br />
www.bedtimesmagazine.com<br />
a project. They are used to reporting<br />
for work <strong>on</strong> time and know<br />
<strong>the</strong> importance of a professi<strong>on</strong>al<br />
appearance and demeanor. Military<br />
employees know how to take<br />
resp<strong>on</strong>sibility for projects, tasks and<br />
pers<strong>on</strong>al acti<strong>on</strong>s. They are trained to<br />
see things through to <strong>the</strong>ir c<strong>on</strong>clusi<strong>on</strong>.<br />
➤ The military instills o<strong>the</strong>r values<br />
that are vital to a thriving business.<br />
These include resiliency, respect,<br />
patience, trust and h<strong>on</strong>esty. Military<br />
pers<strong>on</strong>nel have served in an envir<strong>on</strong>ment<br />
where leadership skills,<br />
such as being highly motivated and<br />
displaying an attitude of dedicati<strong>on</strong>,<br />
are mandatory.<br />
➤ Veterans are medically and physically<br />
fit and ready for work, which<br />
translates into fewer sick days and<br />
injuries. They already have been<br />
screened for drugs and were drugfree<br />
while in <strong>the</strong> service. Members<br />
of <strong>the</strong> military are trained to remain<br />
calm in <strong>the</strong> face of stress and to analyze<br />
and evaluate a situati<strong>on</strong> before<br />
reacting. This leads to level-headed<br />
thinking and decisi<strong>on</strong>-making.<br />
Veterans arrive with <strong>the</strong> skills,<br />
pers<strong>on</strong>ality and understanding to<br />
do a good job but often d<strong>on</strong>’t know<br />
exactly where to put those skills to<br />
work. Caring companies like yours<br />
can help <strong>the</strong>m refine and use <strong>the</strong>ir<br />
talents.<br />
Incentives for hiring<br />
The federal government is c<strong>on</strong>tinually<br />
setting up programs that offer<br />
financial incentives for hiring veterans,<br />
especially wounded or disabled<br />
veterans. These employees may<br />
qualify for job training grants and<br />
special employer incentives. To find<br />
incentives for your business, check<br />
www.va.gov or www.nati<strong>on</strong>alresourcedirectory.gov.<br />
When you employ some<strong>on</strong>e in <strong>the</strong><br />
Nati<strong>on</strong>al Guard or military reserves, it<br />
puts you in a unique positi<strong>on</strong>. You are<br />
eligible to sign a Statement of Support<br />
that sends a message to <strong>the</strong> employee<br />
that he doesn’t need to be c<strong>on</strong>cerned<br />
about his civilian job while serving.<br />
You may be nominated for awards<br />
given by <strong>the</strong> Employer Support of <strong>the</strong><br />
Guard and Reserve program, which<br />
is designed to recognize employers<br />
for <strong>the</strong>ir military employee practices.<br />
These range from <strong>the</strong> Patriot Award<br />
Certificate of Appreciati<strong>on</strong> to <strong>the</strong><br />
prestigious Freedom Awards given<br />
annually by <strong>the</strong> U.S. Secretary of Defense<br />
to <strong>the</strong> nati<strong>on</strong>’s most supportive<br />
employers.<br />
Such awards and resulting media<br />
exposure can work for your bottom<br />
line. You can market your company<br />
as <strong>on</strong>e that supports <strong>the</strong> men and<br />
women who serve <strong>the</strong>ir country<br />
through <strong>the</strong> military.<br />
<strong>BedTimes</strong> | April 2011 | 11
EmployeeRelati<strong>on</strong>s<br />
No small commitment<br />
If you employ members of <strong>the</strong><br />
Nati<strong>on</strong>al Guard or military reserves,<br />
you can lose <strong>the</strong>m for a period of<br />
time when <strong>the</strong>y get called up for service.<br />
This, admittedly, can be a huge<br />
burden <strong>on</strong> a company with a limited<br />
work force.<br />
It takes str<strong>on</strong>g corporate commitment<br />
and organizati<strong>on</strong> to be able<br />
to cover <strong>the</strong> projects and work that<br />
needs to be completed, while holding<br />
open <strong>the</strong> deployed pers<strong>on</strong>’s job<br />
until he returns.<br />
Most employers who make a<br />
commitment to hire those in <strong>the</strong><br />
Nati<strong>on</strong>al Guard or reserves are<br />
creative in <strong>the</strong> ways <strong>the</strong>y extend<br />
support. Often, employers will<br />
provide supplements that make<br />
up <strong>the</strong> difference between military<br />
and civilian pay, set up programs to<br />
send care packages to <strong>the</strong>ir deployed<br />
12 | <strong>BedTimes</strong> | April 2011<br />
workers and aid <strong>the</strong> families of deployed<br />
service pers<strong>on</strong>nel.<br />
For example, a Colorado police<br />
department had <strong>on</strong>e of its officers<br />
deploy four times. That certainly<br />
created a hardship for <strong>the</strong> department,<br />
but it didn’t stop <strong>the</strong> department<br />
from showing support. The<br />
serviceman’s wife was having trouble<br />
making mortgage payments, so <strong>the</strong><br />
department took up a collecti<strong>on</strong> to<br />
fill <strong>the</strong> gap until he returned. It set<br />
up a schedule so a different employ-<br />
ee would send a care package every<br />
two weeks. When he returned, he<br />
was welcomed back with a lunche<strong>on</strong>.<br />
This is an employer who went above<br />
and bey<strong>on</strong>d.<br />
Many companies are enjoying <strong>the</strong><br />
advantages of putting our military<br />
veterans and pers<strong>on</strong>nel to work.<br />
Why not join <strong>the</strong>m? BT<br />
Elaine Dumler is an author, speaker,<br />
c<strong>on</strong>sultant and separati<strong>on</strong>s expert<br />
who helps military families transiti<strong>on</strong><br />
through all phases of deployment. Her<br />
books, I’m Already Home: Again and<br />
The Road Home, provide resources and<br />
strategies for deployment and reintegrati<strong>on</strong>.<br />
She is committed to helping<br />
veterans get back to work through<br />
www.deploymenttoemployment.com.<br />
For more informati<strong>on</strong>, call<br />
303-430-0592 or check<br />
www.imalreadyhome.com.<br />
www.bedtimesmagazine.com
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FactoryDirect<br />
When shoppers are armed—with smart ph<strong>on</strong>es<br />
How to use <strong>the</strong> technology to your advantage<br />
By Barbara Nelles<br />
By year-end, it’s expected that<br />
half of all Americans will own<br />
a smart ph<strong>on</strong>e. Many of <strong>the</strong>m<br />
will use those ph<strong>on</strong>es to research<br />
product features, compare prices<br />
and look for good deals—and <strong>the</strong>y’ll<br />
want to do that while standing in<br />
<strong>the</strong> mattress showroom of your factory<br />
direct.<br />
STORES magazine has labeled<br />
2011 <strong>the</strong> year of “searchandizing”<br />
because c<strong>on</strong>sumers increasingly<br />
bring technology into <strong>the</strong> store<br />
with <strong>the</strong>m and are c<strong>on</strong>tinuing <strong>the</strong>ir<br />
research <strong>on</strong> a store’s products and<br />
doing price comparis<strong>on</strong>s from store<br />
to store <strong>on</strong> <strong>the</strong> spot.<br />
The mobile <strong>Web</strong>—which includes<br />
smart ph<strong>on</strong>es, tablets like iPads and<br />
o<strong>the</strong>r hand-held devices—is adding<br />
new c<strong>on</strong>venience, a sense of fun and<br />
a mandate for a seamless shopping<br />
experience from home to store to<br />
mobile device.<br />
Mobility also is adding c<strong>on</strong>venience<br />
to <strong>the</strong> many stages of shopping.<br />
In <strong>the</strong> “old days,” say 2008, c<strong>on</strong>sumers<br />
researched a product <strong>on</strong>line<br />
<strong>the</strong>n went to a brick-and-mortar store<br />
to make a purchase.<br />
“Today’s path to purchase is no<br />
l<strong>on</strong>ger centered <strong>on</strong> <strong>the</strong> store,” says<br />
Laura Davis-Taylor, vice president of<br />
global retail strategy at Retail Media<br />
C<strong>on</strong>sulting Inc. in Atlanta. “If you<br />
look at how people shop now, <strong>the</strong>re’s<br />
preshopping—<strong>on</strong>line research and<br />
c<strong>on</strong>sulting your network. There’s <strong>the</strong><br />
in-store experience where you test<br />
<strong>the</strong> product. There’s <strong>the</strong> purchase,<br />
whe<strong>the</strong>r it’s in-store or <strong>on</strong>line. And<br />
<strong>the</strong>n <strong>the</strong>re’s post-shopping—you get<br />
<strong>the</strong> product home, use it, reflect <strong>on</strong><br />
it and share with your friends and<br />
network your impressi<strong>on</strong>s.”<br />
In a panel discussi<strong>on</strong> at <strong>the</strong> Na-<br />
www.sleepproducts.org/bedtimes<br />
ti<strong>on</strong>al Retail Federati<strong>on</strong>’s Big Show<br />
in January, retail c<strong>on</strong>sultant Pratik<br />
Pal of Tata C<strong>on</strong>sultancy Services in<br />
New York explained how mobile apps<br />
will allow c<strong>on</strong>sumers to merge <strong>the</strong>ir<br />
in-store and out-of-store shopping<br />
with a “universal cart” <strong>the</strong>y take with<br />
<strong>the</strong>m wherever <strong>the</strong>y go; help improve<br />
<strong>the</strong> in-store experience by providing<br />
additi<strong>on</strong>al informati<strong>on</strong>, product<br />
locati<strong>on</strong> and product reviews; provide<br />
more customer relati<strong>on</strong> management<br />
insights; and give new tools to sales<br />
associates.<br />
It’s all very complicated—and getting<br />
more so by <strong>the</strong> day. But c<strong>on</strong>sumers<br />
d<strong>on</strong>’t seem to mind.<br />
In fact, 56% of smart ph<strong>on</strong>e owners<br />
say <strong>the</strong>se devices make shopping<br />
more enjoyable, according to a 2010<br />
study by global c<strong>on</strong>sultancy Accenture.<br />
A whopping 73% of smart ph<strong>on</strong>e<br />
owners would ra<strong>the</strong>r use <strong>the</strong>ir ph<strong>on</strong>e<br />
to handle simple tasks in a store than<br />
interact with an employee.<br />
Many major U.S. retailers have created<br />
<strong>the</strong>ir own smart ph<strong>on</strong>e apps and<br />
sites. They are feeding shoppers coup<strong>on</strong>s,<br />
recommendati<strong>on</strong>s and advice<br />
pers<strong>on</strong>alized to a shopper’s preferences<br />
as she walks through a store.<br />
What is a factory direct with <strong>on</strong>ly a<br />
handful of locati<strong>on</strong>s to do? C<strong>on</strong>sider<br />
arming your employees with handheld<br />
devices, tablets or smart ph<strong>on</strong>es<br />
that will enable <strong>the</strong>m to be as knowl-<br />
A whopping 73% of smart<br />
ph<strong>on</strong>e owners would ra<strong>the</strong>r use<br />
<strong>the</strong>ir ph<strong>on</strong>e to handle simple<br />
tasks in a store than<br />
interact with an employee.<br />
edgeable and helpful as possible.<br />
In Disney stores, associates are<br />
equipped with a modified iPod Touch,<br />
allowing <strong>the</strong>m to complete transacti<strong>on</strong>s<br />
anywhere in <strong>the</strong> store and assist<br />
shoppers with <strong>the</strong> entire 5,000 SKU<br />
inventory. At Home Depot, associates<br />
now have hand-held devices that act<br />
as smart ph<strong>on</strong>es, walkie-talkies, inventory<br />
management tools and mobile<br />
credit card readers.<br />
At <strong>the</strong> winter Las Vegas Market,<br />
iPads and smart ph<strong>on</strong>es were just<br />
beginning to make supporting-role<br />
appearances in a handful of mattress<br />
manufacturers’ showrooms, with<br />
prototype apps for product educati<strong>on</strong><br />
and brand messaging. Factory directs<br />
can anticipate more mobile support<br />
apps from vendors in <strong>the</strong> future.<br />
Factory directs can employ QR or<br />
“quick resp<strong>on</strong>se” codes in<br />
your showrooms. These<br />
graphic barcodes, which<br />
can be deployed <strong>on</strong><br />
print materials as well<br />
as screen media, are<br />
beginning to play<br />
an important role<br />
in retailing.<br />
Best Buy has<br />
added <strong>the</strong>m to<br />
every shelf-edge<br />
label. Simm<strong>on</strong>s<br />
Bedding Co. claims<br />
to be <strong>the</strong> first mattress<br />
major in <strong>the</strong><br />
United States to<br />
<strong>BedTimes</strong> | April 2011 | 15
FactoryDirect<br />
Raising <strong>the</strong> barcode<br />
C<strong>on</strong>sumers can<br />
scan QR (or<br />
“quick resp<strong>on</strong>se”)<br />
codes with <strong>the</strong>ir<br />
smart ph<strong>on</strong>es to<br />
learn more about<br />
products. (This<br />
<strong>on</strong>e from <strong>the</strong><br />
Better Sleep Council takes people to episodes<br />
of its ‘Suite 7’ <strong>Web</strong> series.)<br />
use QR tags <strong>on</strong> beds. O<strong>the</strong>r mattress<br />
manufacturers using <strong>the</strong>m include<br />
Carolina Mattress Guild, Englander,<br />
Natura World and Therapedic Internati<strong>on</strong>al.<br />
Once <strong>the</strong> shopper scans a QR<br />
code with her smart ph<strong>on</strong>e, she “is<br />
taken to a website or some o<strong>the</strong>r<br />
mobile-enabled c<strong>on</strong>tent and provided<br />
with informati<strong>on</strong> <strong>the</strong> retailer<br />
c<strong>on</strong>trols,” writes Jeff Weidauer,<br />
senior vice president of digital<br />
16 | <strong>BedTimes</strong> | April 2011<br />
shelf-edge services provider Vestcom<br />
Internati<strong>on</strong>al in Little Rock, Ark., in<br />
a blog post at www.retailcustomerexperience.com.<br />
“At <strong>the</strong> same time,<br />
a retailer can collect informati<strong>on</strong><br />
<strong>on</strong> <strong>the</strong> shopper, such as where and<br />
when she scanned <strong>the</strong> code, how<br />
many codes she scanned and what<br />
acti<strong>on</strong>s she may have taken afterward.<br />
Interface this with a retailer’s<br />
loyalty database and <strong>the</strong> possibilities<br />
for c<strong>on</strong>necting in a meaningful<br />
manner with <strong>the</strong> best shoppers<br />
become clear.”<br />
Factory directs can encode QR<br />
codes that will allow shoppers to automatically<br />
“like” <strong>the</strong>m <strong>on</strong> Facebook.<br />
QR codes can take smart ph<strong>on</strong>e users<br />
anywhere <strong>on</strong> <strong>the</strong> <strong>Web</strong> you’d like <strong>the</strong>m<br />
to go—to a great customer review<br />
of your brand or an article about<br />
your business in <strong>the</strong> local paper. QR<br />
code scavenger hunts are a popular<br />
promoti<strong>on</strong>al tool. You can hide codes<br />
throughout a store and offer shoppers<br />
prizes or coup<strong>on</strong>s.<br />
You can create your own QR<br />
codes—a relatively easy process. Find<br />
a tutorial <strong>on</strong> Mashable, http://mashable.com/2010/08/23/how-to-createqr-codes.<br />
“The next generati<strong>on</strong> of smart<br />
ph<strong>on</strong>es will be equipped with NFC<br />
(near field communicati<strong>on</strong>) chips<br />
that have <strong>the</strong> potential of storing<br />
loyalty data, coup<strong>on</strong>s and payment<br />
informati<strong>on</strong> so we’ll probably stop<br />
carrying around wallets,” says David<br />
Dorf, director of technology for<br />
hardware and software giant Oracle<br />
in a speech at <strong>the</strong> NRF Big Show.<br />
“The mobile ph<strong>on</strong>e will probably<br />
replace our house and car keys, as<br />
well.” BT<br />
www.sleepproducts.org/bedtimes
LAVA-adv-ma2011 04-03-2011 17:28 Pagina 2<br />
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Make your<br />
website fr<strong>on</strong>t,<br />
center—and first<br />
Use <strong>the</strong> latest search engine<br />
optimizati<strong>on</strong> techniques<br />
to help customers find you<br />
18 | <strong>BedTimes</strong> | April 2011<br />
By Barbara Nelles<br />
www.bedtimesmagazine.com
Is your website—built several years ago and perhaps not frequently<br />
updated—languishing in an undiscovered corner of <strong>the</strong> World Wide <strong>Web</strong>? Have you redesigned<br />
your site—filling it with attractive product photos, engaging videos and well-written<br />
c<strong>on</strong>tent—yet find it’s still being slighted by search engines? Ei<strong>the</strong>r could be <strong>the</strong> case,<br />
say experts in <strong>the</strong> relatively new field of search engine optimizati<strong>on</strong>.<br />
www.bedtimesmagazine.com<br />
Your website needs <strong>the</strong> right “fr<strong>on</strong>t end” and “back end”—source<br />
code, architecture and c<strong>on</strong>tent—plus regular tuneups to boost<br />
and maintain its popularity in search engine results, SEO experts<br />
say.<br />
Staying current with SEO trends is truly challenging,<br />
even for <strong>the</strong> experts. Search engine algorithms—<strong>the</strong><br />
rules that determine how search engines crawl<br />
<strong>the</strong> <strong>Web</strong> and categorize search results—are c<strong>on</strong>stantly<br />
being tweaked. As this story was being<br />
written, Google announced major changes to<br />
its algorithm in an effort to downgrade<br />
low-quality websites called “c<strong>on</strong>tent<br />
farms” from top search results.<br />
Despite <strong>the</strong> complexity,<br />
<strong>the</strong>re are things business<br />
owners can track and<br />
even implement<br />
<strong>the</strong>mselves.<br />
<strong>BedTimes</strong> | April 2011 | 19
For instance, your site may not be<br />
showing up in searches if your c<strong>on</strong>tent<br />
is stale. Many companies rarely update<br />
<strong>the</strong>ir sites, yet fresh, original c<strong>on</strong>tent is<br />
what search engines crave. Make it a priority<br />
to regularly update your site: Post<br />
company news, create new videos, start<br />
a customer forum or blog, and add new<br />
product informati<strong>on</strong> or photos.<br />
The goal of any SEO effort is to<br />
Seeking help with SEO<br />
If you’re serIous about <strong>the</strong> complIcated and ever-changIng process<br />
of search engine optimizati<strong>on</strong>, you’ll likely need some<br />
outside help.<br />
Some SEO experts—or just SEOs as <strong>the</strong>y call <strong>the</strong>mselves—are<br />
employees of today’s new breed of Internet<br />
marketing agencies, which offer SEO, search engine marketing,<br />
<strong>Web</strong> design, c<strong>on</strong>tent creati<strong>on</strong> and social media<br />
management under <strong>on</strong>e roof. O<strong>the</strong>rs are part of a loose<br />
network of specialists who refer work to each o<strong>the</strong>r.<br />
“There is a trend toward c<strong>on</strong>nected agencies—individuals<br />
or groups of c<strong>on</strong>sultants who have partnership<br />
networks with all <strong>the</strong> right people in <strong>the</strong>se different<br />
functi<strong>on</strong>al areas,” says Douglas Karr, chief executive officer<br />
of Indianapolis-based DK New Media LLC, a digital<br />
marketing agency.<br />
Whe<strong>the</strong>r <strong>the</strong> SEO expert is part of a full-service agency<br />
or an individual c<strong>on</strong>sultant, be careful about whom you<br />
hire, says Julia Rosien, owner and chief idea officer of<br />
Social North, a social media and search optimizati<strong>on</strong><br />
c<strong>on</strong>sultancy in Kitchener, Ontario.<br />
“An SEO company that uses ‘bad guy, black hat’<br />
techniques to improve your rankings can actually harm<br />
your business,” she says. “You need to hire some<strong>on</strong>e who<br />
explains how <strong>the</strong>y work, what works and why.”<br />
“The SEO space and <strong>the</strong> whole <strong>on</strong>line marketing<br />
world are ripe with a lot of shysters and folks who<br />
aren’t doing a great job,” Karr says. “Beware of <strong>the</strong> easy<br />
fix—$200 to buy 1,000 backlinks? Just say ‘no’.”<br />
“Recognize that good SEO is <strong>on</strong>going,” Karr adds. “Everything<br />
is c<strong>on</strong>stantly changing, from search algorithms<br />
to relevant keywords to competitors’ tactics. If your company<br />
is being solicited by an SEO firm that has a standard<br />
20 | <strong>BedTimes</strong> | April 2011<br />
boost your site’s ranking in “organic”<br />
search results—<strong>the</strong> search results that<br />
occur naturally, not via paid-search advertising.<br />
According to a 2011 Forrester<br />
Research study, 85% of major companies<br />
are investing in organic search<br />
engine optimizati<strong>on</strong> this year.<br />
Jill Whalen, chief executive officer of<br />
High Rankings LLC, an SEO and search<br />
engine marketing company based in<br />
Ashland, Mass., says that organic SEO is<br />
“simply making your website <strong>the</strong> best it<br />
can be for your users and search engines.”<br />
“You want to make your pages <strong>the</strong><br />
best <strong>on</strong>es for those search queries that<br />
relate to what you offer,” she says. “If<br />
you do that, search engines will have no<br />
choice but to show your pages in <strong>the</strong> top<br />
results because of <strong>the</strong>ir missi<strong>on</strong> to show<br />
<strong>the</strong> best to <strong>the</strong>ir users.”<br />
SEO d<strong>on</strong>e wr<strong>on</strong>g is thinking too<br />
much about what search engines “like”<br />
and ignoring <strong>the</strong> needs of real people—<br />
that can ruin a visitor’s experience at<br />
your site and even make it unreadable.<br />
SEO d<strong>on</strong>e right will rapidly show<br />
results with improved search placement,<br />
says Julia Rosien, owner and chief idea<br />
officer of Social North, a social media<br />
and search optimizati<strong>on</strong> c<strong>on</strong>sultancy in<br />
Kitchener, Ontario.<br />
“But it takes three to six m<strong>on</strong>ths for<br />
project fee where <strong>the</strong>y’ll optimize your site for a set fee<br />
and walk away, you may want to rethink <strong>the</strong> investment.”<br />
Karr recommends a subscripti<strong>on</strong> model ra<strong>the</strong>r than a<br />
<strong>on</strong>e-time fee.<br />
“It can range from $1,000 to $10,000 a m<strong>on</strong>th and a<br />
lot gets d<strong>on</strong>e in those first few m<strong>on</strong>ths,” he says. “If d<strong>on</strong>e<br />
right, you start seeing results within 90 days. So ra<strong>the</strong>r<br />
than spending $50,000 upfr<strong>on</strong>t for an SEO project, <strong>the</strong><br />
c<strong>on</strong>sultant proves his worth and you decide whe<strong>the</strong>r to<br />
keep renewing.”<br />
SEOmoz, a Seattle-based developer of SEO software,<br />
offers an extensive list of SEO c<strong>on</strong>sultants in <strong>the</strong> United<br />
States and abroad <strong>on</strong> its website, www.seomoz.org/<br />
marketplace/companies/recommended.<br />
Google <strong>Web</strong>master Central, a Google site with tips<br />
and tools for webmasters at www.google.com/<br />
webmasters, suggests using <strong>the</strong>se screening questi<strong>on</strong>s<br />
when hiring an SEO c<strong>on</strong>sultant:<br />
➤ Can you show me examples of your previous work<br />
and share some success stories?<br />
➤ Do you follow Google’s webmaster guidelines?<br />
➤ Do you offer any <strong>on</strong>line marketing services or advice<br />
to complement your organic search business?<br />
➤ What kind of results do you expect to see and in what<br />
time frame? How do you measure your success?<br />
➤ What’s your experience in my industry?<br />
➤ What’s your experience in my country/city?<br />
➤ What’s your experience developing internati<strong>on</strong>al sites?<br />
➤ What are your most important SEO techniques?<br />
➤ How l<strong>on</strong>g have you been in business?<br />
➤ How can I expect to communicate with you? Will you<br />
share with me all <strong>the</strong> changes you make to my site and<br />
provide detailed informati<strong>on</strong> about your recommendati<strong>on</strong>s<br />
and <strong>the</strong> reas<strong>on</strong>ing behind <strong>the</strong>m?<br />
www.bedtimesmagazine.com
The social side of SEO<br />
search engIne optImIzatI<strong>on</strong> Is gettIng more socIal by <strong>the</strong> day, experts say. Search engines<br />
are tuned into chatter. They “see” all <strong>the</strong> people who talk about and<br />
link to your website and use <strong>the</strong> informati<strong>on</strong> to gauge your site’s<br />
popularity and importance to searchers.<br />
“I combine SEO efforts with very specific, targeted social media<br />
marketing or what I call ‘social validati<strong>on</strong>’,” says Bill Hartzer, director<br />
of SEO at <strong>the</strong> Dallas-based Internet marketing agency Standing<br />
Dog. “It’s that human SEO factor that <strong>the</strong> search engines have been<br />
looking to include in <strong>the</strong>ir algorithms for a very l<strong>on</strong>g time.”<br />
In fact, if your company can’t afford an SEO overhaul and <strong>on</strong>going<br />
m<strong>on</strong>itoring, <strong>the</strong> next best thing is to grab your keyword list and<br />
get more involved in social media, writes Kiran Bista in an article,<br />
“N<strong>on</strong>professi<strong>on</strong>al SEO for Small Business,” at Search Engine Journal<br />
(www.searchenginejournal.com).<br />
“In social media, mirror <strong>the</strong> keywords and phrases used <strong>on</strong> your website and<br />
you’ll get served up first by search engines,” says Julia Rosien, owner and chief<br />
idea officer of Social North, a social media and search optimizati<strong>on</strong> c<strong>on</strong>sultancy<br />
in Kitchener, Ontario.<br />
“Going social” will improve your company’s <strong>on</strong>line visibility because “Google<br />
is nothing more than a popularity c<strong>on</strong>test,” explains Douglas Karr, chief executive<br />
officer of Indianapolis-based DK New Media LLC, a digital marketing agency.<br />
“Your site’s popularity used to be all about how many backlinks it had. Now<br />
it’s starting to be about social,” he says. “So get <strong>the</strong> Facebook page up, interact<br />
with bloggers, start tweeting. Google wants to put <strong>the</strong> most popular ‘pers<strong>on</strong>’ at<br />
<strong>the</strong> top of <strong>the</strong> search engine results page.”<br />
Karr c<strong>on</strong>tinues: “As a mattress manufacturer, I might sp<strong>on</strong>sor or participate in<br />
a range of c<strong>on</strong>ferences—even a wedding-planning c<strong>on</strong>ference—to get related<br />
bloggers and o<strong>the</strong>r commentators talking about my company and linking to me.”<br />
“Social media can help get <strong>the</strong> word out about your website and its ‘amazingness,’<br />
which in turn can help get links pointing to it,” says Jill Whalen, chief<br />
executive officer of High Rankings LLC, an SEO and search engine marketing<br />
company based in Ashland, Mass. “This means, however, that you really do have<br />
to have something worth linking to.”<br />
Rosien adds a word of warning: “Social media requires a commitment from<br />
your company, o<strong>the</strong>rwise your dormant Twitter account or empty Facebook page<br />
will look like a failed project sitting in your fr<strong>on</strong>t yard. You d<strong>on</strong>’t want aband<strong>on</strong>ed<br />
accounts to be what greets people <strong>the</strong> first time <strong>the</strong>y encounter you <strong>on</strong>line.”<br />
keyword campaigns to show sustainable<br />
results, where you can see and understand<br />
traffic patterns and decide what<br />
needs tweaking,” she says.<br />
“It’s not about getting <strong>on</strong> <strong>the</strong> first<br />
page of search results—it’s about getting<br />
into <strong>the</strong> top three results in organic<br />
searches for at least some of your site’s<br />
keywords,” says Douglas Karr, chief<br />
executive officer of Indianapolis-based<br />
DK New Media LLC, a digital marketing<br />
agency. “C<strong>on</strong>sumers are lazy. The first<br />
result gets up to 80% of all clicks.”<br />
Being at <strong>the</strong> bottom of Page 1 is not<br />
being search optimized.<br />
In <strong>the</strong> bedding industry, it’s not just<br />
22 | <strong>BedTimes</strong> | April 2011<br />
retailers and mattress manufacturers<br />
who need to be search optimized in order<br />
to reach ultimate c<strong>on</strong>sumers, Rosien<br />
says. It’s comp<strong>on</strong>ent suppliers, too.<br />
“With SEO, you can help raise<br />
awareness about your features and benefits,<br />
educate <strong>the</strong> public and stimulate<br />
demand am<strong>on</strong>g retailers and c<strong>on</strong>sumers<br />
for your products,” she says.<br />
<str<strong>on</strong>g>Getting</str<strong>on</strong>g> started<br />
Launching an SEO project is time intensive—and<br />
it can be expensive. To start,<br />
learn a little about search optimizati<strong>on</strong>,<br />
beginning with some additi<strong>on</strong>al readings<br />
and free <strong>on</strong>line tools and tutorials.<br />
(See story <strong>on</strong> Page 24.)<br />
“Understand that search engines are<br />
a little bit dumb,” Karr says. “They need<br />
our help understanding what we’re talking<br />
about and finding our sites.”<br />
To get a taste of how search engines<br />
“see” your website, try an instant SEO<br />
assessment. Go to WooRank<br />
(www.woorank.com) or <strong>Web</strong>site<br />
Grader (http://websitegrader.com) and<br />
paste in your website’s URL.<br />
How many pages of your site do<br />
Google and Yahoo index? How many<br />
external links point to your website?<br />
What is its Google PageRank?<br />
You can download an SEO tool bar<br />
that allows you to view and compare <strong>the</strong><br />
SEO of every <strong>Web</strong> page you visit. (See<br />
story <strong>on</strong> Page 24.)<br />
There are many SEO audit checklists<br />
available <strong>on</strong>line.<br />
“Just Google it and print <strong>on</strong>e out,”<br />
says Bill Hartzer, director of SEO at <strong>the</strong><br />
Dallas-based Internet marketing agency<br />
Standing Dog. “They tell you all <strong>the</strong><br />
different things you need to look at. If<br />
you have <strong>the</strong> time, you can learn to do<br />
it yourself—or you can pay some<strong>on</strong>e to<br />
audit your site, usually for between $500<br />
to $2,500 for a full audit.”<br />
“Regardless of whe<strong>the</strong>r you do SEO<br />
in-house or outsource it, you will have<br />
to be a big part of <strong>the</strong> process,” Whalen<br />
says. “You can’t just hire an SEO company<br />
and have <strong>the</strong>m do things <strong>on</strong> your<br />
Many companies rarely update<br />
<strong>the</strong>ir sites, yet fresh, original c<strong>on</strong>tent<br />
is what search engines crave.<br />
behalf. SEO just doesn’t work that way.”<br />
An audit may reveal that your site<br />
isn’t coded correctly, Hartzer says.<br />
“Many companies have greatlooking<br />
websites that simply aren’t<br />
being found by search engines,” he says.<br />
“Technical issues and coding need to be<br />
addressed by an expert.”<br />
www.bedtimesmagazine.com
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Keyword development<br />
If a website audit shows that <strong>the</strong> usability<br />
and architecture of your site are<br />
technically sound, <strong>the</strong>n <strong>the</strong> next step in<br />
an SEO effort is to develop a list of core<br />
keywords and phrases.<br />
Rosien recommends that you outsource<br />
keyword research.<br />
“Find some<strong>on</strong>e outside your business<br />
with a track record of success,<br />
<strong>the</strong>n be prepared to sit down and work<br />
closely with that pers<strong>on</strong>,” she says.<br />
Hartzer explains: “Sometimes a business<br />
owner is too close to <strong>the</strong> product<br />
and <strong>the</strong>y need an outside pers<strong>on</strong>. A<br />
good SEO (expert) will do research<br />
related to how people talk about your<br />
product or service and come up with a<br />
list of maybe 100 or more keywords and<br />
phrases. Then, <strong>the</strong>y’ll work with you to<br />
➤ To learn more<br />
24 | <strong>BedTimes</strong> | April 2011<br />
narrow down that list.”<br />
Bear in mind that different audiences<br />
may have different ways of thinking<br />
about and describing your products and<br />
services, <strong>the</strong> experts say. Your keywords<br />
need to reflect <strong>the</strong> way people talk about<br />
<strong>BedTimes</strong><br />
and search for your products. Include<br />
your trademarked brands and product<br />
names, but d<strong>on</strong>’t be overly brandcentric.<br />
Many potential customers will<br />
be doing broader searches and you need<br />
to target customers who aren’t looking<br />
for you.<br />
Reading<br />
➤ Jennifer Kyrnin’s “95 Tips & Tricks for Powerful Search Engine<br />
Optimizati<strong>on</strong>” article at About.com,<br />
http://webdesign.about.com/od/seo/tp/seo_tips_and_tricks.htm<br />
➤ Bill Hartzer’s “Social Media Informer” news aggregator,<br />
www.socialmediainformer.com<br />
➤ Douglas Karr’s “Marketing Tech Blog,” www.marketingtechblog.com<br />
➤ Jill Whalen’s “High Rankings Advisor” newsletter, www.highrankings.com<br />
➤ George Aspland’s “8 Necessary SEO Steps During a <strong>Web</strong>site Redesign”<br />
article <strong>on</strong> Search Engine Land, http://searchengineland.com/8-necessaryseo-steps-during-a-website-redesign-65470<br />
➤ SEOmoz’s “Beginner’s Guide to SEO,” http://guides.seomoz.org/<br />
beginners-guide-to-search-engine-optimizati<strong>on</strong><br />
➤ Google’s “Search Engine Optimizati<strong>on</strong> Starter Guide” (type title into<br />
Google search engine and download <strong>the</strong> PDF)<br />
Tools<br />
➤ Download an SEO extensi<strong>on</strong> for your <strong>Web</strong> browser—<br />
➤ Firefox – SEO Toolbar, www.seobook.com/seo-toolbar<br />
➤ Chrome – Chrome SEO, https://chrome.google.com/extensi<strong>on</strong>s<br />
➤ Internet Explorer – SEMToolBar,<br />
www.bruceclay.com/web_rank.htm#semtoolbar<br />
➤ Download <strong>the</strong> “SEO Audit Checklist” at LunaMetrics,<br />
http://www.lunametrics.com/blog/2010/08/24/seo-audit-checklist<br />
➤ List your site at <strong>the</strong> Open Directory Project, www.dmoz.org, and <strong>the</strong><br />
Yahoo Directory, http://dir.yahoo.com<br />
➤ Sign up for Google <strong>Web</strong>master Tools to receive site performance and<br />
analysis tools and notificati<strong>on</strong>s, www.google.com/webmasters<br />
Training<br />
➤ Take SEObook’s free seven-day training course,<br />
www.seobook.com/free-account<br />
➤ Attend <strong>the</strong> Search Marketing Expo SMX, held in cities around <strong>the</strong> world,<br />
http://searchmarketingexpo.com<br />
Some people may be using search<br />
terms that you d<strong>on</strong>’t regularly use to<br />
describe your products, Rosien says.<br />
For instance, a latex provider ought to<br />
be aware that many people may search<br />
“foam” instead of “latex.”<br />
“In developing keyword lists, you<br />
have to understand <strong>the</strong> stages customers<br />
go through while shopping,” Hartzer<br />
says. “There are certain keywords <strong>the</strong>y’ll<br />
search when <strong>the</strong>y know little about your<br />
product and, as <strong>the</strong>ir knowledge progresses,<br />
<strong>the</strong>ir terminology will progress.”<br />
When researching a keyword list,<br />
start with Google Adwords’ Keyword<br />
Tool (https://adwords.google.com.<br />
You’ll need to create a Google account<br />
to log in. There you can type in <strong>the</strong><br />
words and phrases that best describe<br />
your products and services and you’ll<br />
get a slew of recommendati<strong>on</strong>s and<br />
search statistics <strong>on</strong> <strong>the</strong> terms. (Whalen<br />
offers this tip when using <strong>the</strong> tool: To<br />
see <strong>the</strong> most useful results for each keyword<br />
you search, select “Exact” under<br />
“Match Types,” not “Broad.”)<br />
If you already do pay-per-click paid<br />
search campaigns with Google Adwords<br />
(<strong>the</strong> Bing/Yahoo versi<strong>on</strong> is called Ad-<br />
Center), <strong>the</strong> program’s tracking features<br />
allow you to assess which words and<br />
phrases have brought <strong>the</strong> most traffic<br />
to your site. Be sure to include <strong>the</strong> best<br />
pay-per-click keywords and phrases<br />
in your core keyword list for organic<br />
search optimizati<strong>on</strong>.<br />
“The hardest part is choosing<br />
phrases,” Whalen says. “If you choose<br />
phrases that are too competitive (too<br />
many o<strong>the</strong>rs have optimized for <strong>the</strong>m),<br />
you may not stand a chance to rank for<br />
<strong>the</strong>m unless you’re a huge brand. But if<br />
you choose those keywords that nobody<br />
searches for, while you may rank for<br />
<strong>the</strong>m, you w<strong>on</strong>’t receive any traffic.”<br />
“A few years ago you could rank for<br />
<strong>the</strong> word ‘mattress,’ but now it’s so saturated<br />
you have to look for <strong>the</strong> l<strong>on</strong>g-tail<br />
keywords,” Rosien says.<br />
A l<strong>on</strong>g-tail keyword is a word or<br />
phrase of any length that gets a small<br />
www.bedtimesmagazine.com
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amount of search traffic—but it’s valuable,<br />
targeted traffic.<br />
“Find <strong>the</strong> relevant terms that work<br />
for you—perhaps some of <strong>the</strong>m have<br />
<strong>on</strong>ly 25 searches a m<strong>on</strong>th,” Karr says.<br />
“It’s possible that an SEO effort will not<br />
increase actual traffic to your site. But<br />
if <strong>the</strong>y drive meaningful visits to your<br />
site—visitors who download your informati<strong>on</strong>,<br />
sign up for your newsletter or<br />
make c<strong>on</strong>tact with you—that’s all that<br />
matters.”<br />
Uncover <strong>the</strong> right l<strong>on</strong>g-tail keywords<br />
using suggesti<strong>on</strong>s in <strong>the</strong> Adwords<br />
Keyword Tool. Also, in a regular Google<br />
search, use <strong>the</strong> “W<strong>on</strong>der Wheel” and<br />
“Related Searches” links for more<br />
keyword ideas. After you click “Search”<br />
click <strong>on</strong> <strong>the</strong> “More Search Tools” dropdown<br />
menu <strong>on</strong> <strong>the</strong> left-hand side of <strong>the</strong><br />
screen.<br />
“The reas<strong>on</strong> most companies<br />
can’t get SEO to work for <strong>the</strong>m is<br />
because <strong>the</strong>y’re shooting for much too<br />
competitive keywords,” Whalen says.<br />
“Big brands with a lot of marketing<br />
dollars can target highly competitive<br />
keywords, but small companies have<br />
to be more strategic in <strong>the</strong> keywords<br />
<strong>the</strong>y choose.”<br />
Try to devise a list of unique yet<br />
relevant keyword combinati<strong>on</strong>s, Karr<br />
says. A mattress manufacturer may<br />
want to target health-related phrases<br />
like “bad back” and “back pain,” not<br />
just mattress terminology.<br />
“Mattress manufacturers ought to<br />
be generous and share new productrelated<br />
keyword lists with <strong>the</strong>ir retailers,”<br />
Rosien says. “In a c<strong>on</strong>sumer’s<br />
local search for a mattress, a manufacturer<br />
shouldn’t rank above <strong>the</strong>ir retailers<br />
in <strong>the</strong> search engine results page.<br />
So, when you roll out new product<br />
c<strong>on</strong>tent and metadata to your site, roll<br />
it out to retailers, too.”<br />
More ‘<strong>on</strong>-page’ fixes<br />
In additi<strong>on</strong> to optimizing <strong>the</strong> site c<strong>on</strong>tent,<br />
<strong>the</strong>re are o<strong>the</strong>r “<strong>on</strong>-page” factors<br />
that must be optimized in a successful<br />
SEO effort, writes St<strong>on</strong>ey deGeyter,<br />
president and chief executive officer of<br />
Cant<strong>on</strong>, Ohio-based Pole Positi<strong>on</strong> Marketing,<br />
in an article for Search Engine<br />
Guide (www.searchengineguide.com),<br />
“15 Questi<strong>on</strong>s That Will Change <strong>the</strong><br />
Way You Think About SEO Forever.”<br />
26 | <strong>BedTimes</strong> | April 2011<br />
“It’s not about<br />
getting <strong>on</strong> <strong>the</strong> first<br />
page of search<br />
results—it’s about<br />
getting into <strong>the</strong> top<br />
three results in<br />
organic searches for<br />
at least some of your<br />
site’s keywords.<br />
C<strong>on</strong>sumers are lazy.<br />
The first result<br />
gets up to 80% of<br />
all clicks.’<br />
The “title” tag, part of your site’s<br />
HTML source code, is most important<br />
of all. Does each page <strong>on</strong> your site<br />
have a descriptive, unique and keyword-rich<br />
title tag optimized for that<br />
particular page? (To see your website’s<br />
title tags, right click <strong>on</strong> any <strong>Web</strong><br />
page in your browser and select “View<br />
Source.” You’ll see all <strong>the</strong> code behind<br />
<strong>the</strong> page. The title is <strong>the</strong> text enclosed<br />
within <strong>the</strong> HTML tags “” and<br />
“.”)<br />
“If you get nothing else right, get<br />
<strong>the</strong> title right,” deGeyter says. “That<br />
al<strong>on</strong>e can work w<strong>on</strong>ders in helping to<br />
get your pages to rank in <strong>the</strong> search<br />
results.”<br />
About <strong>the</strong> search engines<br />
“Internal linking” also is very<br />
important. It increases SEO and<br />
improves <strong>the</strong> usability of your site<br />
for visitors. If <strong>the</strong>re is more informati<strong>on</strong><br />
available to <strong>the</strong> reader at ano<strong>the</strong>r<br />
page <strong>on</strong> your site, link to it. Make<br />
sure <strong>the</strong> “anchor text” in your link (it<br />
will normally appear underlined and<br />
highlighted in blue) is a keywordrich<br />
descriptor like “How to shop for<br />
a mattress.” D<strong>on</strong>’t use a phrase like<br />
“click here.”<br />
‘Link building’<br />
“Once your own site is in good shape,<br />
you turn to ‘off-page’ factors of SEO<br />
and that includes backlinks—links<br />
from o<strong>the</strong>r <strong>Web</strong> pages to yours,”<br />
Hartzer says.<br />
“Link building” or “linking campaigns”<br />
are <strong>the</strong> backb<strong>on</strong>e of SEO<br />
because search engines want to give<br />
searchers <strong>the</strong> most popular sites for<br />
particular search terms.<br />
To see who is linking to your site,<br />
paste your website URL into Open Site<br />
Explorer (www.opensiteexplorer.org).<br />
Whenever it makes sense for your site’s<br />
c<strong>on</strong>tent and purpose, ask manufacturing<br />
partners, customers and o<strong>the</strong>rs to<br />
link to your website.<br />
But beware of unethical link<br />
building techniques such as purchasing<br />
links from low-quality websites<br />
called c<strong>on</strong>tent and “link” farms. Major<br />
retailers JCPenney and Overstock.com<br />
were am<strong>on</strong>g two major retailers recently<br />
singled out for employing such<br />
techniques. As a result, Google pushed<br />
<strong>the</strong>m way down in search rankings for<br />
many product search terms. BT<br />
hItwIse.com estImates that google captured 72% of <strong>the</strong> U.S. Internet search market<br />
in 2010, Yahoo had 14% and Microsoft’s Bing had 10%.<br />
Bing’s market share is climbing steadily in <strong>the</strong> United States and some<br />
smart ph<strong>on</strong>e and computer operating systems now come bundled with Bing<br />
as <strong>the</strong> default search engine. In North America, Bing’s search algorithm also<br />
powers Yahoo, and <strong>the</strong> two are often referred to as Bing/Yahoo.<br />
Searches in Google and Bing/Yahoo yield slightly different results. Good<br />
search engine optimizati<strong>on</strong> experts will take that into account.<br />
“For instance, Google has placed tremendous importance <strong>on</strong> integrating<br />
video in search results while Bing/Yahoo has an enormous relati<strong>on</strong>ship with<br />
Facebook,” says Douglas Karr, chief executive officer of Indianapolis-based<br />
DK New Media LLC, a digital marketing agency.<br />
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There’s a lot to talk about in <strong>the</strong> GSG booth at Interzum...<br />
The Galkin EFS-100 semi-automatic<br />
serger/flanger utilizes an automatic<br />
turning arm and air flotati<strong>on</strong> table for<br />
easy, precise mattress-panel flanging.<br />
The GSG space will be bigger than ever with<br />
nearly 40 pieces of equipment, including over a dozen machines<br />
never shown in our booth at Interzum.<br />
Gribetz Internati<strong>on</strong>al will display <strong>the</strong> most diverse lineup of quilters ever shown at <strong>on</strong>e time in <strong>the</strong> world!<br />
The Mattress Master Elite is <strong>the</strong> world’s most advanced semi-automatic<br />
tape edge machine. A wide range of product sizes can be assembled and <strong>the</strong><br />
unique radial turning arm provides <strong>the</strong> smoo<strong>the</strong>st turning movement.<br />
interzum<br />
cologne 25 – 28. 05. 2011<br />
GSG Stand C-020, Hall 9.1<br />
Look for <strong>the</strong> most current<br />
show updates at our blog,<br />
www.GSGexpo.com.
See <strong>the</strong> ingenuity of Naehtec – this<br />
new zipper machine splits your border,<br />
inserts a zipper and folds <strong>the</strong> material in<br />
place to hide <strong>the</strong> zipper from view.<br />
The PALS 2000 automatic border label<br />
sewing machine improves sewing<br />
quality, frees operators to multi-task<br />
and it’s very affordable!<br />
GSG will have about a dozen machines<br />
focused <strong>on</strong> border producti<strong>on</strong>, including<br />
several new machines designed for<br />
high-fashi<strong>on</strong> borders like <strong>the</strong>se.<br />
...but <strong>the</strong> thing <strong>the</strong>y’ll talk about <strong>the</strong><br />
most will be our newest innovati<strong>on</strong>,<br />
debuting in an exclusive, sealed room.<br />
C<strong>on</strong>tact your local GSG representative for<br />
your pers<strong>on</strong>al dem<strong>on</strong>strati<strong>on</strong>.<br />
800-326-4742 954-846-0300 www.GSGcompanies.com<br />
A masterpiece of efficiency –<br />
<strong>the</strong> GS-15A flat goods cutter, from<br />
Gateway Systems, is capable of handling<br />
increasingly popular “stretch” materials.<br />
See <strong>the</strong> easiest method to create ruffled pillowtops using <strong>the</strong> Porter<br />
PCL-1000. It automatically adds Cinch-Loc® drawstrings to your gussets.
A bank you<br />
can bank <strong>on</strong><br />
30 | <strong>BedTimes</strong> | April 2011<br />
www.bedtimesmagazine.com
www.bedtimesmagazine.com<br />
Now is a good time<br />
for small businesses<br />
to make a switch<br />
By J. Tol Broome Jr.<br />
One of <strong>the</strong> myths arising from <strong>the</strong> ec<strong>on</strong>omic downturn is<br />
that banks have lost interest in lending to small businesses.<br />
The fact is that many banks are actively looking for opportunities<br />
to develop new client relati<strong>on</strong>ships.<br />
The primary cause of <strong>the</strong> Great Recessi<strong>on</strong> was that <strong>the</strong> huge housing<br />
bubble burst. In most areas of <strong>the</strong> country, developers overbuilt,<br />
residential real estate values plummeted and foreclosures reached<br />
record levels. As a result, banks are stuck with <strong>the</strong> residue (i.e., slowmoving<br />
housing inventory). As <strong>the</strong>y work to reduce real estate exposure,<br />
banks are looking for o<strong>the</strong>r profitable sectors and a key focus<br />
for many is <strong>the</strong> small business arena.<br />
A recent article in <strong>the</strong> <strong>on</strong>line business journal The Street<br />
(www.<strong>the</strong>street.com) described <strong>the</strong> availability of small business<br />
loans as “ample” and said, “banks are expanding small business operati<strong>on</strong>s<br />
to drum up new business.”<br />
Despite evidence to <strong>the</strong> c<strong>on</strong>trary, many business owners remain<br />
skeptical about <strong>the</strong> willingness of banks to lend. Some have been<br />
declined for loans, while o<strong>the</strong>rs may feel neglected by <strong>the</strong>ir current<br />
banker.<br />
If you count your business in ei<strong>the</strong>r of <strong>the</strong>se groups—or if you aren’t<br />
sure your bank is equipped to grow with you—now is <strong>the</strong> time to c<strong>on</strong>sider<br />
finding a new bank for your business.<br />
Here are tips for seeking a new bank:<br />
1<br />
Ask for input The first step is to see what opti<strong>on</strong>s are available.<br />
Even <strong>the</strong> smallest towns typically offer several banking opti<strong>on</strong>s.<br />
Start with a <strong>Web</strong> search of banks in <strong>the</strong> area to determine what<br />
each offers. Talk with your attorney and accountant to see which banks<br />
<strong>the</strong>y would recommend as a good fit for your business. Ano<strong>the</strong>r great<br />
source of informati<strong>on</strong> is o<strong>the</strong>r business owners, who can share experiences<br />
<strong>the</strong>y have had with various banks.<br />
As you talk with o<strong>the</strong>r professi<strong>on</strong>als and business owners, ask if <strong>the</strong>y<br />
would be willing to introduce you to bankers. Lawyers and accountants<br />
typically deal with several banks and o<strong>the</strong>r business owners often have a<br />
close relati<strong>on</strong>ship with <strong>the</strong>ir own bankers. A warm referral is better than<br />
a cold call when meeting a banker for <strong>the</strong> first time.<br />
<strong>BedTimes</strong> | April 2011 | 31
2Avoid problem banks While<br />
you’re c<strong>on</strong>ducting your research,<br />
check out <strong>the</strong> financial health of<br />
<strong>the</strong> banks you’re c<strong>on</strong>sidering.<br />
One of <strong>the</strong> unfortunate c<strong>on</strong>sequences<br />
of <strong>the</strong> collapse of <strong>the</strong> real estate market<br />
has been a dramatic increase in bank<br />
failures nati<strong>on</strong>wide. In 2008, <strong>the</strong>re were<br />
several well-publicized failures of large<br />
banks, including Washingt<strong>on</strong> Mutual,<br />
Indy Mac and investment bank Lehman<br />
Bro<strong>the</strong>rs, but <strong>the</strong>y were just <strong>the</strong> tip of<br />
<strong>the</strong> iceberg. In 2009 and 2010, more<br />
than 300 U.S. banks failed—a staggering<br />
number. And <strong>the</strong> current list of “sick”<br />
banks is reported to be in excess of 500.<br />
A troubled bank tends to be inwardly<br />
focused and many must shrink <strong>the</strong>ir<br />
loan portfolios to meet required capital<br />
levels, detracting from client service.<br />
How can you find out if a bank is in<br />
trouble? First, see if <strong>the</strong> instituti<strong>on</strong> received<br />
m<strong>on</strong>ey from <strong>the</strong> federal Troubled<br />
Asset Relief Program and whe<strong>the</strong>r or<br />
not it has been repaid. Unpaid TARP<br />
funding doesn’t necessarily portend<br />
problems, but it is something to c<strong>on</strong>sider<br />
in your decisi<strong>on</strong>-making. Sec<strong>on</strong>d,<br />
because many banks are publicly traded,<br />
you should be able to obtain <strong>the</strong> latest<br />
10-Q informati<strong>on</strong> reflecting <strong>the</strong> bank’s<br />
financial performance. Recurring losses,<br />
low capital levels and a shrinking balance<br />
sheet could indicate significant<br />
problems.<br />
3Check your pers<strong>on</strong>al credit<br />
rating If you are a small business<br />
owner, a bank will c<strong>on</strong>sider you<br />
and your business alter egos and your<br />
pers<strong>on</strong>al credit rating will be closely<br />
scrutinized by a new financial instituti<strong>on</strong>.<br />
If you d<strong>on</strong>’t pay your pers<strong>on</strong>al bills<br />
<strong>on</strong> time, <strong>the</strong> banker will assume that<br />
you will be late paying business obligati<strong>on</strong>s,<br />
as well.<br />
Credit scores are computed by three<br />
primary credit agencies: Equifax, Experian<br />
and Trans-Uni<strong>on</strong>—all can easily<br />
be checked <strong>on</strong>line. Find out your pers<strong>on</strong>al<br />
credit score before you get too far<br />
down <strong>the</strong> path of seeking a new bank.<br />
The higher <strong>the</strong> credit score, <strong>the</strong><br />
better. The average score in <strong>the</strong> United<br />
States is 693. Credit scores are determined<br />
by five weighted factors: timeliness<br />
of bill payment (35%), outstanding<br />
credit (30%), length of time <strong>the</strong> credit<br />
32 | <strong>BedTimes</strong> | April 2011<br />
has been active (15%), types of credit<br />
(10%) and acquisiti<strong>on</strong> of new credit<br />
(10%).<br />
If your score is low, it may be because<br />
of inaccuracies. If you find mistakes, <strong>the</strong><br />
Fair Credit Reporting Act gives you <strong>the</strong><br />
right to dispute or explain <strong>the</strong>m. Even<br />
if <strong>the</strong>re are no mistakes that cause your<br />
score to be low, you can streng<strong>the</strong>n it<br />
over time by focusing <strong>on</strong> improving <strong>the</strong><br />
five score comp<strong>on</strong>ents.<br />
4Focus <strong>on</strong> cash flow If your credit<br />
score is solid, your next area of<br />
focus should be cash flow. Banks<br />
w<strong>on</strong>’t loan m<strong>on</strong>ey unless you can<br />
dem<strong>on</strong>strate an ability to repay it—and<br />
small business loans are repaid primarily<br />
from cash flow.<br />
Virtually every business suffered cash<br />
flow problems during <strong>the</strong> prol<strong>on</strong>ged<br />
recessi<strong>on</strong>. Some companies failed, while<br />
o<strong>the</strong>rs struggled to survive. The fact that<br />
you’re still in business provides some<br />
proof of <strong>the</strong> resiliency of your venture.<br />
A net profit is <strong>the</strong> best proof of<br />
positive cash flow, but <strong>the</strong>re are o<strong>the</strong>r<br />
factors <strong>on</strong> which to focus. Not <strong>on</strong>ly do<br />
<strong>the</strong> inflows of <strong>the</strong> business need to cover<br />
all expenses, <strong>the</strong>y also must meet all<br />
debt payments, as well as increases in<br />
inventory and accounts receivable not<br />
financed by trade payables.<br />
If your cash flow has been negative<br />
and you have been forced to use pers<strong>on</strong>al<br />
resources or support from outside<br />
investors to keep <strong>the</strong> doors open, d<strong>on</strong>’t<br />
give up <strong>on</strong> finding a new bank. Analyze<br />
your business for potential cost savings,<br />
debt retirement and inventory reducti<strong>on</strong>s<br />
to improve cash flow. A wellsupported<br />
analysis that dem<strong>on</strong>strates<br />
positive future cash flow as <strong>the</strong> ec<strong>on</strong>omy<br />
improves could be <strong>the</strong> difference between<br />
a “yes” and a “no” if you seek new<br />
financing or refinancing.<br />
5Put it in writing While it may not<br />
be necessary to write a full-blown<br />
business plan, you should provide<br />
a synopsis of your business and <strong>the</strong><br />
financial services you seek, particularly<br />
if loans are involved.<br />
The introducti<strong>on</strong> should include a<br />
history of <strong>the</strong> business (l<strong>on</strong>gevity and<br />
reputati<strong>on</strong> mean a lot to bankers), a list<br />
of major milest<strong>on</strong>es, background and<br />
experience of <strong>the</strong> owners/key management<br />
and an explanati<strong>on</strong> of <strong>the</strong> ownership<br />
structure. Following <strong>the</strong> introducti<strong>on</strong>,<br />
include an analysis of your market<br />
and major competitors and explain<br />
what makes your business stand out. A<br />
SWOT analysis (strengths, weaknesses,<br />
opportunities and threats) can be an<br />
excellent way to present this informati<strong>on</strong><br />
c<strong>on</strong>cisely.<br />
If, like most businesses, you have<br />
been through a difficult period financially<br />
in recent years, explain how your<br />
company has survived and what you are<br />
focusing <strong>on</strong> to improve performance.<br />
This is a good place to summarize your<br />
cash flow analysis.<br />
Finally, you should outline <strong>the</strong><br />
financial services you seek. If you are<br />
requesting a loan (even if it’s a refinance<br />
of existing bank debt), explain <strong>the</strong> terms<br />
you’re requesting and how <strong>the</strong> loan will<br />
improve your business. Bankers like to<br />
see specifics—it dem<strong>on</strong>strates that <strong>the</strong><br />
owner has a good understanding of <strong>the</strong><br />
impact of debt.<br />
6Be an open book Al<strong>on</strong>g with<br />
your narrative, a banker is going<br />
to want to see financial records.<br />
Expect to provide at least three years<br />
of accountant-prepared financial<br />
statements or tax returns for <strong>the</strong><br />
business, as well as current pers<strong>on</strong>al<br />
financial statements and tax returns<br />
for <strong>the</strong> owners. If you have interim financial<br />
statements (i.e., for <strong>the</strong> three-<br />
or six-m<strong>on</strong>th period following your<br />
fiscal year-end), include <strong>the</strong>m. As <strong>the</strong><br />
ec<strong>on</strong>omy c<strong>on</strong>tinues to recover, your<br />
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interim financial informati<strong>on</strong> is likely<br />
to reflect corresp<strong>on</strong>ding improvement<br />
in your company’s performance. This<br />
will help build your case.<br />
Be prepared to provide additi<strong>on</strong>al<br />
informati<strong>on</strong> as requested by <strong>the</strong> banker<br />
as part of a loan applicati<strong>on</strong> process.<br />
Follow-up informati<strong>on</strong> might include<br />
schedules of accounts receivable, inventory<br />
and accounts payable; checking<br />
account statements; and asset appraisals.<br />
7Ask about SBA loans The U.S.<br />
Small Business Administrati<strong>on</strong><br />
guaranteed loan program is used<br />
by many banks to extend financing that<br />
o<strong>the</strong>rwise might be c<strong>on</strong>sidered marginal<br />
or even unacceptable. The way <strong>the</strong> program<br />
works is <strong>the</strong> bank extends <strong>the</strong> loan<br />
directly to <strong>the</strong> business with <strong>the</strong> SBA<br />
providing a guaranty for a percentage<br />
of <strong>the</strong> loan—as high as 85% for loans<br />
of $150,000 or less. The program has<br />
been expanded by <strong>the</strong> federal government<br />
to cover higher loan amounts (up<br />
to $5 milli<strong>on</strong>), reduce fees <strong>on</strong> a temporary<br />
basis and allow more flexibility in<br />
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34 | <strong>BedTimes</strong> | April 2011<br />
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Introduces Our New Kit Line<br />
Value Line<br />
refinancing existing debt.<br />
An SBA-guaranteed loan might be<br />
<strong>the</strong> best opti<strong>on</strong> for your business. A<br />
small business can qualify for a loan<br />
even with insufficient collateral, as<br />
l<strong>on</strong>g as cash flow can be documented<br />
to cover repayment. And <strong>the</strong> allowable<br />
loan terms are l<strong>on</strong>ger than those typically<br />
available for c<strong>on</strong>venti<strong>on</strong>al loans.<br />
For instance, an equipment loan can be<br />
extended for as l<strong>on</strong>g as 10 years, compared<br />
to five to seven years for c<strong>on</strong>venti<strong>on</strong>al<br />
financing.<br />
You will need to do some homework<br />
to find out which local banks participate<br />
in <strong>the</strong> SBA program. Rankings are<br />
published and can be found <strong>on</strong>line. You<br />
also can c<strong>on</strong>tact <strong>the</strong> SBA directly and ask<br />
for a list of banks in your market. To learn<br />
more about <strong>the</strong> SBA, check www.sba.gov.<br />
8Become a multiservice client<br />
Just as you seek to cross-sell<br />
as many products and services<br />
as you can to your customers, banks<br />
focus <strong>on</strong> multiservice client relati<strong>on</strong>ships<br />
in <strong>the</strong>ir business develop-<br />
A. Lava & S<strong>on</strong> Co.<br />
Sewing Threads and Bedding Textiles<br />
www.alavas<strong>on</strong>.com<br />
Customerservice@alavas<strong>on</strong>.com<br />
Tack & Jump<br />
ment efforts.<br />
In additi<strong>on</strong> to loans and deposits,<br />
many banks offer dozens of financial<br />
services, including credit cards,<br />
debit cards, cash management,<br />
<strong>on</strong>line banking and automatic bill<br />
pay. Some banks offer trust services,<br />
plan administrati<strong>on</strong> (such as 401k),<br />
brokerage and investments. O<strong>the</strong>rs<br />
sell insurance. Your new bank will<br />
want <strong>the</strong> opportunity to work with<br />
your business and with you pers<strong>on</strong>ally.<br />
The more services you are willing<br />
to buy from your new bank, <strong>the</strong><br />
str<strong>on</strong>ger relati<strong>on</strong>ship you will have.<br />
Many banks are hungry to<br />
establish new small business relati<strong>on</strong>ships.<br />
Now might be <strong>the</strong> right<br />
time to find a new financial services<br />
provider for your business. BT<br />
J. Tol Broome Jr. has spent nearly 30<br />
years working in commercial lending<br />
at various financial instituti<strong>on</strong>s and<br />
currently is an executive vice president<br />
and manager of <strong>the</strong> Specialized Lending<br />
Group at BB&T.<br />
Organic Ticks<br />
Earth Bed<br />
Ph: (800) 777-5282<br />
Fax: (773) 254-0800<br />
www.bedtimesmagazine.com
QUALITY BEDFRAME LUMBER MANUFACTURER<br />
Giving you<br />
peace of mind<br />
• 100% of our producti<strong>on</strong> is bedframe lumber.<br />
• You deal closely with <strong>the</strong> producer.<br />
• Our many fiber suppliers allow us to<br />
guarantee your lumber supply without a glitch.<br />
They also enable us to choose <strong>the</strong> best price<br />
<strong>on</strong> raw materials.<br />
• Our quality-c<strong>on</strong>trol methods allow us to offer<br />
c<strong>on</strong>sistent thickness, width and length,<br />
al<strong>on</strong>g with a standard radius end.<br />
• Our mill manager and quality c<strong>on</strong>trollers total<br />
over 50 years of experience in bedframe<br />
lumber manufacturing.<br />
• Reliable just-in-time delivery.<br />
Bois Le Roux Inc. Tel: 819-877-2092 • Toll Free from USA: 888-877-2098 • E-Mail: blr@blrlumber.com • www.blrlumber.com
IndustryNews<br />
Culp reports overall sales dip; mattress segment up<br />
The high PoinT, n.C.-based TexTile suPPlier CulP inC. reported net<br />
sales for <strong>the</strong> third quarter of its fiscal 2011 were $51.7 milli<strong>on</strong>,<br />
a 4.3% decline over <strong>the</strong> prior-year period. Sales in <strong>the</strong><br />
mattress fabric segment totaled $28 milli<strong>on</strong>, an increase of<br />
3.9% over $27 milli<strong>on</strong> in third-quarter fiscal 2010. Upholstery<br />
fabrics sales were down 12.5%.<br />
The company’s fiscal third-quarter ended Jan. 30.<br />
“Our mattress fabrics business has c<strong>on</strong>tinued to deliver<br />
a c<strong>on</strong>sistent performance,” said Frank Sax<strong>on</strong>, Culp chief executive<br />
officer. “Sales were higher compared with a str<strong>on</strong>g<br />
third-quarter period in fiscal 2010, even with <strong>the</strong> disc<strong>on</strong>tinuati<strong>on</strong><br />
of a product line since a year ago. On a comparable<br />
basis, we are pleased with <strong>the</strong> favorable sales trends in our<br />
c<strong>on</strong>tinuing product lines, which were up 8%.”<br />
Sax<strong>on</strong> said profitability for <strong>the</strong> third quarter was negatively<br />
affected by higher raw material costs and noted that<br />
<strong>the</strong> company doesn’t expect improvement in global pricing<br />
trends for raw materials in <strong>the</strong> near term.<br />
Still, he said, <strong>the</strong> future of Culp’s mattress fabric segment<br />
looks good.<br />
“We have c<strong>on</strong>tinued to enhance our capabilities in mattress<br />
fabrics and Culp is well positi<strong>on</strong>ed with a large and<br />
modern, vertically integrated manufacturing platform in <strong>the</strong><br />
major decorative product categories. We have substantially<br />
www.bedtimesmagazine.com<br />
improved up<strong>on</strong> our supply logistics from pattern incepti<strong>on</strong><br />
to fabric delivery,” Sax<strong>on</strong> said. “With <strong>the</strong> completi<strong>on</strong><br />
in <strong>the</strong> sec<strong>on</strong>d quarter of our multiyear, $45 milli<strong>on</strong> capital<br />
investment initiatives, we are now more focused <strong>on</strong> product<br />
development and sales and marketing initiatives.”<br />
The company reported net income of $2.4 milli<strong>on</strong>, or<br />
$0.18 per diluted share, for its third quarter, compared to<br />
net income of $3 milli<strong>on</strong>, or $0.23 per diluted share, for <strong>the</strong><br />
third quarter of fiscal 2010. On a pretax basis, <strong>the</strong> company<br />
reported income of $2.9 milli<strong>on</strong> compared with pretax<br />
income of $3.8 milli<strong>on</strong> for <strong>the</strong> third quarter of fiscal 2010.<br />
Culp said it streng<strong>the</strong>ned its financial positi<strong>on</strong> during <strong>the</strong><br />
third quarter with cash, cash equivalents and short-term investments<br />
building to $22.8 milli<strong>on</strong>. Total debt was $11.6 milli<strong>on</strong>.<br />
“Given <strong>the</strong> c<strong>on</strong>tinued macroec<strong>on</strong>omic challenges in<br />
<strong>the</strong> U.S. and increased raw material costs we experienced,<br />
we are pleased with our results for <strong>the</strong> third quarter, even<br />
though <strong>the</strong>y are down from last year’s str<strong>on</strong>g third-quarter<br />
performance,” Sax<strong>on</strong> said. “For <strong>the</strong> year-to-date period, our<br />
sales and profitability are up over <strong>the</strong> prior year and we<br />
c<strong>on</strong>tinued to report solid returns <strong>on</strong> our capital. Fur<strong>the</strong>r, our<br />
net cash positi<strong>on</strong> is <strong>the</strong> highest in <strong>the</strong> company’s history,<br />
which is enabling us to pursue an aggressive growth strategy<br />
during <strong>the</strong>se challenging times.”<br />
Select Comfort: Fourth-quarter sales rise 9%<br />
Airbed manufacturer and retailer<br />
Select Comfort, with headquarters<br />
in Minneapolis, reported net sales of<br />
$148.7 milli<strong>on</strong> for <strong>the</strong> fourth quarter of<br />
2010, an increase of 9% over <strong>the</strong> same<br />
quarter in 2009. The increase was driven<br />
by a 12% increase in same-store sales,<br />
offset by <strong>the</strong> impact of <strong>the</strong> closure of 24<br />
stores in 2010.<br />
Net income for <strong>the</strong> quarter was $7.1<br />
milli<strong>on</strong>, or $0.13 per diluted share, compared<br />
to net income of $35.3 milli<strong>on</strong>, or<br />
$0.69 per diluted share, in <strong>the</strong> prior-year<br />
period.<br />
Operating income increased by 53%<br />
to $11.5 milli<strong>on</strong>. Operating margin rose<br />
220 basis points to 7.7%.<br />
Gross profit margins increased 10<br />
basis points, from 62.9% in <strong>the</strong> prioryear<br />
period to 63% in fourth-quarter<br />
2010. The company said <strong>the</strong> increase<br />
reflects a relatively stable cost structure<br />
and channel mix when compared to<br />
2009.<br />
Sales and marketing costs in <strong>the</strong><br />
fourth quarter increased 6% to $68.6<br />
milli<strong>on</strong>, representing 46.1% of net<br />
sales. This compares to $64.8 milli<strong>on</strong>,<br />
or 47.5% of net sales in <strong>the</strong> prior-year<br />
period.<br />
Net sales for all of 2010 totaled $606<br />
milli<strong>on</strong>, an increase of 11% over 2009.<br />
Net income for 2010 was $31.6 milli<strong>on</strong>,<br />
or $0.57 per diluted share, compared to<br />
net income of $35.6 milli<strong>on</strong>, or $0.77<br />
per diluted share in 2009.<br />
Cash flow from operating activities<br />
was $71 milli<strong>on</strong> for 2010. This compares<br />
to $67 milli<strong>on</strong>, including a $26 milli<strong>on</strong><br />
tax refund, for full-year 2009. At year-<br />
end, cash and cash equivalents totaled<br />
$81 milli<strong>on</strong> as compared to $18 milli<strong>on</strong><br />
at 2009 year-end. During <strong>the</strong> year, <strong>the</strong><br />
company had no borrowings under its<br />
revolving credit agreement.<br />
“Our fourth-quarter and full-year<br />
performance dem<strong>on</strong>strate c<strong>on</strong>sistent<br />
executi<strong>on</strong> against a focused set of priorities,<br />
as well as solid progress against our<br />
profit and sales growth goals,” said Bill<br />
McLaughlin, Select Comfort president<br />
and chief executive officer. “We are<br />
particularly pleased we have c<strong>on</strong>tinued<br />
to increase profit margins and grow<br />
faster than <strong>the</strong> industry as we lapped<br />
tougher year-over-year comparis<strong>on</strong>s.<br />
As we move into 2011, we’re c<strong>on</strong>fident<br />
we’ve built a solid financial and operati<strong>on</strong>al<br />
platform from which to accelerate<br />
growth and improve market share.”<br />
<strong>BedTimes</strong> | April 2011 | 39
IndustryNews<br />
Amerig<strong>on</strong> offering climate-c<strong>on</strong>trol technology<br />
Interzum Preview<br />
Amerig<strong>on</strong>, based in Northfield,<br />
Mich., will showcase its Climate<br />
C<strong>on</strong>trol Sleep System technology at<br />
<strong>the</strong> Interzum Cologne May 25-28 in<br />
Cologne, Germany.<br />
The system will available for sale to<br />
n<strong>on</strong>-North American mattress manu-<br />
40 | <strong>BedTimes</strong> | April 2011<br />
facturers. It’s based <strong>on</strong> <strong>the</strong> same technology<br />
used in more than 8 milli<strong>on</strong><br />
automotive seats worldwide and is<br />
<strong>the</strong> same <strong>the</strong>rmo-electr<strong>on</strong>ic technology<br />
used in <strong>the</strong> YûMê bed that is sold<br />
exclusively through Houst<strong>on</strong>-based<br />
sleep shop chain Mattress Firm.<br />
The heating and cooling technol-<br />
ogy employs a low-noise, solid-state<br />
heat pump with integrated c<strong>on</strong>vecti<strong>on</strong><br />
to blow c<strong>on</strong>diti<strong>on</strong>ed air through <strong>the</strong><br />
mattress via proprietary air-distributi<strong>on</strong><br />
methods. The system allows sleeping<br />
partners to maintain independent temperature<br />
c<strong>on</strong>trol of <strong>the</strong>ir side of <strong>the</strong> bed.<br />
The Climate C<strong>on</strong>trol Sleep System<br />
is ideal for warm or cold climates, <strong>the</strong><br />
company said. Because it creates a microclimate<br />
within <strong>the</strong> bed, it can lead<br />
to significant energy savings in home<br />
heating and cooling.<br />
The technology also has an “optimized<br />
footprint,” making it compatible<br />
with innerspring, all-foam and<br />
adjustable beds.<br />
Short<br />
Bedding sales up in January<br />
Beginning <strong>the</strong> year <strong>on</strong> an up<br />
note, unit sales (mattresses<br />
and foundati<strong>on</strong>s) rose 3.4% in<br />
January 2011<br />
when compared<br />
to <strong>the</strong><br />
same m<strong>on</strong>th<br />
in 2010,<br />
according to<br />
<strong>the</strong> Bedding<br />
Barometer,<br />
a m<strong>on</strong>thly<br />
report of U.S. mattress sales activity<br />
produced by <strong>the</strong> Internati<strong>on</strong>al<br />
Sleep Products Associati<strong>on</strong>.<br />
The wholesale dollar value<br />
of <strong>the</strong> units was up 3.3% over<br />
2010. The average unit selling<br />
price dipped 0.1%.<br />
www.bedtimesmagazine.com
Bodet & Horst stresses stretch with new knit<br />
Interzum Preview<br />
Mattress fabric supplier Bodet<br />
& Horst, with headquarters<br />
in Elterlein, Germany, will feature<br />
its new Bielastic Comfort Streeetch<br />
fabrics at Interzum Cologne May<br />
25-28 in Cologne, Germany. Bi-<br />
Shorts<br />
Transfer Master aids veterans<br />
After sp<strong>on</strong>soring a Valentine’s<br />
Day Swee<strong>the</strong>art C<strong>on</strong>test for<br />
veterans of wars in Iraq and<br />
Afghanistan, adjustable bed<br />
maker Transfer Master Products<br />
announced two winners of<br />
adjustable beds: Army veteran<br />
D<strong>on</strong>ald Gene Swiney Sr. of<br />
Fort Rucker, Ala., who served<br />
during <strong>the</strong> first Gulf War, and<br />
Army veteran William Owens<br />
of Largo, Fla., who has d<strong>on</strong>e<br />
two tours of duty in Iraq. The<br />
c<strong>on</strong>test was promoted <strong>on</strong> <strong>the</strong><br />
Postville, Iowa-based company’s<br />
Facebook page and blog,<br />
where spouses, swee<strong>the</strong>arts,<br />
family members and o<strong>the</strong>rs<br />
explained why <strong>the</strong>ir loved <strong>on</strong>es<br />
deserved a new bed. Winners<br />
were announced <strong>on</strong> “The Jim<br />
Bohann<strong>on</strong> Show” syndicated<br />
radio program. The company<br />
said nominati<strong>on</strong>s were so compelling,<br />
it decided to award two<br />
grand prizes.<br />
Bodet & Horst has new number<br />
Mattress fabric supplier Bodet<br />
& Horst USA, which recently<br />
relocated to Greensboro, N.C.,<br />
has a new office ph<strong>on</strong>e number,<br />
336-510-4255. Karsten<br />
Siewert, Bodet & Horst vice<br />
president of sales and marketing,<br />
c<strong>on</strong>tinues to be available<br />
via his cell ph<strong>on</strong>e at<br />
336-710-0194.<br />
www.bedtimesmagazine.com<br />
elastic is inspired by n<strong>on</strong>c<strong>on</strong>stricting<br />
athletic apparel that provides<br />
freedom of movement in every<br />
directi<strong>on</strong>.<br />
The highly elastic double-jersey<br />
knit provides comfort, high performance<br />
and adaptability to <strong>the</strong><br />
body, <strong>the</strong> company said. It has 50%<br />
stretch side to side and l<strong>on</strong>gitudinally,<br />
with “a permanent restoring<br />
force.”<br />
Bielastic has been tested at Germany’s<br />
Textile Research Institute<br />
Thuringia-Vogtland.<br />
<strong>BedTimes</strong> | April 2011 | 41
IndustryNews<br />
GSG unveiling ‘most radical machine’ at Interzum<br />
Interzum Preview<br />
To satisfy <strong>the</strong> trend of optimizing<br />
producti<strong>on</strong> efficiency, Sun-<br />
and overhead costs.”<br />
“This newest innovati<strong>on</strong> has been<br />
in stealth development for over two<br />
The machine, dubbed <strong>the</strong> V16, will<br />
debut at Interzum Cologne May 25-28<br />
in Cologne, Germany. Dem<strong>on</strong>strarise,<br />
Fla.-based machinery supplier years,” <strong>the</strong> company said in a news ti<strong>on</strong>s will be held in an enclosed room<br />
Global Systems Group and its Gribetz release. “The advanced design is <strong>the</strong> in <strong>the</strong> GSG booth, Hall 9.1, Stand<br />
Internati<strong>on</strong>al divisi<strong>on</strong> have created “a most radical machine since GSG C020. To schedule a time to see <strong>the</strong><br />
unique machine designed for high- introduced <strong>the</strong> Gribetz Axiom nearly V16 at Interzum, check<br />
speed producti<strong>on</strong> that reduces labor 10 years ago.”<br />
www.gsgcompanies.com.<br />
GSG is keeping many details<br />
about <strong>the</strong> V16 under wraps until In-<br />
w w w . s t a r s p r i n g s . c o m | w w w . s t a r s p r i n g s . c o m | w w w . s t a r s p r i n g s . c o m<br />
terzum. It said its field tests indicate<br />
<strong>the</strong> new machine can “operate at<br />
speeds nearly twice as fast as average<br />
equipment of its kind.” In additi<strong>on</strong>,<br />
<strong>the</strong> machine has a simplified<br />
operating system to reduce labor,<br />
parts and maintenance requirements<br />
and features uniquely designed parts<br />
Always in <strong>the</strong> z<strong>on</strong>e<br />
and assemblies to reduce “n<strong>on</strong>value<br />
added touches,” GSG said.<br />
ActiveZ<strong>on</strong>e <br />
42 | <strong>BedTimes</strong> | April 2011<br />
D<strong>on</strong>’t forget to visit us<br />
at Interzum 2011<br />
Cologne 25.05-28.05<br />
You will find us in hall<br />
10.1 B-044<br />
w w w . s t a r s p r i n g s . c o m<br />
SWEDEN BRASIL POLAND<br />
ActiveTM<br />
Z O N E<br />
p o c k e t<br />
A D V A N C E D<br />
Short<br />
ComforPedic dazzles at Oscars<br />
Hollywood celebrities<br />
could<br />
test Simm<strong>on</strong>s<br />
Bedding Co.’s<br />
ComforPedic<br />
memory foam<br />
mattresses and pillows during<br />
2011 Academy Award festivities<br />
in February. The products were<br />
featured in <strong>the</strong> lounge at <strong>the</strong> W<br />
Hotel in Hollywood, visited by<br />
Oscar nominees and presenters.<br />
Celebrities who stopped by<br />
received a ComforPedic Free<br />
Spirit pillow; select Oscar presenters<br />
received ComforPedic<br />
Mystic bed sets. “We wanted<br />
to get <strong>the</strong> ComforPedic brand<br />
in fr<strong>on</strong>t of an exclusive group<br />
of people in a big way,” said<br />
Scott Smalling, president of <strong>the</strong><br />
Atlanta-based mattress maker’s<br />
Specialty Sleep Divisi<strong>on</strong>. “This<br />
was a fun opportunity to share<br />
ComforPedic mattresses and pillows<br />
with a new audience.”<br />
www.bedtimesmagazine.com
Sleep is a natural process,<br />
enjoy it, now and for ever!<br />
We would like to welcome you at<br />
our booths during interzum 2011<br />
Please visit us at G-026, G-059 and H-059 in Hall 10.2<br />
and discover <strong>the</strong> future of mattress fabrics and DesleeClama soluti<strong>on</strong>s!<br />
REB RN<br />
Belgium, Spain, USA, Brazil, Ind<strong>on</strong>esia, South-Africa, Canada, India, Signapore, Romania,...<br />
Discover our global presence <strong>on</strong> www.desleeclama.com<br />
by desleeclama
IndustryNews<br />
White Lotus hosts eco-friendly anniversary<br />
White Lotus Home, a domestic<br />
manufacturer, retailer and<br />
distributor of hand-crafted natural and<br />
organic mattresses, pillows, bedding and<br />
hardwood furniture, is celebrating its<br />
30th anniversary with a three-day Earth<br />
Weekend festival.<br />
The event will draw attenti<strong>on</strong> to <strong>the</strong><br />
44 | <strong>BedTimes</strong> | April 2011<br />
importance of caring for <strong>the</strong> planet and<br />
being envir<strong>on</strong>mentally resp<strong>on</strong>sible, said<br />
<strong>the</strong> Highland Park, N.J.-based company.<br />
The festival kicks off April 8 with<br />
an event called Earth Hands: Highland<br />
Park. Hundreds of community members<br />
will be recruited to form a human<br />
chain through Highland Park and share<br />
an eco-c<strong>on</strong>scious message.<br />
The next day <strong>the</strong> public is invited to<br />
a dayl<strong>on</strong>g “green” products expo at <strong>the</strong><br />
company’s Highland Park facility and<br />
store.<br />
C<strong>on</strong>sumer advocate and author<br />
Debra Lynn Dadd, whom The New York<br />
Times <strong>on</strong>ce described as “<strong>the</strong> Queen of<br />
Green,” will deliver a keynote address.<br />
There will be tastings of organic food<br />
and wine and displays of organic<br />
products, as well as educati<strong>on</strong>al sessi<strong>on</strong>s,<br />
crafts and a petting zoo.<br />
On April 10, <strong>the</strong> company will host<br />
an art exhibit with organic-<strong>the</strong>med<br />
artwork available for sale from various<br />
local artists.<br />
“For <strong>the</strong> past 30 years, White Lotus<br />
Home has provided natural and<br />
organic bedding and home furnishing<br />
products, which have helped ‘change<br />
<strong>the</strong> world while you sleep’, ” said Marl<strong>on</strong><br />
Pando, White Lotus Home owner<br />
and president. “Our goal during <strong>the</strong><br />
anniversary celebrati<strong>on</strong> is to inspire<br />
awareness and appreciati<strong>on</strong> for <strong>the</strong><br />
earth’s natural envir<strong>on</strong>ment—a major<br />
principle that White Lotus Home has<br />
practiced since its formati<strong>on</strong>.”<br />
Short<br />
Ashley Furniture helps kids<br />
Ashley Furniture HomeStores,<br />
based in Arcadia, Wis., is extending<br />
its “A Hope to Dream”<br />
program, which provides new<br />
Ashley Sleep mattress sets to<br />
needy children. Since <strong>the</strong> program<br />
began in 2010, Ashley has<br />
made a $5 d<strong>on</strong>ati<strong>on</strong> for every<br />
mattress purchased by customers<br />
at participating locati<strong>on</strong>s. The<br />
m<strong>on</strong>ey goes toward purchasing<br />
new beds for children who are<br />
nominated by local community<br />
members. Thus far, <strong>the</strong> company<br />
has c<strong>on</strong>tributed 183 beds.<br />
The next round of beds will be<br />
awarded <strong>the</strong> first week of April.<br />
www.bedtimesmagazine.com
The revoluti<strong>on</strong>ary high density polyurethane<br />
foam gel, flexible, l<strong>on</strong>g lasting, fresh and extremely<br />
breathable. Breathability is unparalleled by most of<br />
flexible foams used to produce mattresses.<br />
Moreover, Watergel ® padding is ecological, noiseless<br />
and offers a relaxing “water effect” and an adequate<br />
support to <strong>the</strong> body.<br />
NATURAL LONG LASTING<br />
www.gommagomma.com<br />
For any technical or commercial informati<strong>on</strong>, please c<strong>on</strong>tact:<br />
marketing@gommagomma.com<br />
THAT'S COOL!<br />
latex foam memory foam M A D E I N I T A L Y<br />
CUTTED MATTRESS<br />
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BLOCKS
46 | <strong>BedTimes</strong> | April 2011<br />
IndustryNews<br />
Asheboro Elastics celebrates 25 years<br />
I ndustry<br />
supplier Asheboro Elastics Corp. is<br />
marking its 25th anniversary by introducing<br />
new company branding and hosting events to<br />
thank its employees. The new image includes a<br />
logo incorporating <strong>the</strong> company’s initials and tag<br />
line, “Narrow Fabrics. Infinite Possibilities.”<br />
The privately held company has worldwide distributi<strong>on</strong> with manufacturing<br />
in Asheboro, N.C., and Central America. In additi<strong>on</strong> to mattresses and<br />
home furnishings, AEC products are used in apparel, automotive, medical,<br />
military, public safety, recreati<strong>on</strong>al and technology applicati<strong>on</strong>s.<br />
“When we started our company, we were in <strong>the</strong> insert elastic business.<br />
Now we make a wide range of narrow fabrics,” said Keith Crisco, AEC founding<br />
partner. “We’ve built our company over time by taking good care of our<br />
customers and diversifying our products to reach broader audiences. However,<br />
our missi<strong>on</strong>, company culture and commitment to Asheboro haven’t changed.”<br />
Crisco’s s<strong>on</strong>s, Jeff and John, and s<strong>on</strong>-in-law Gifford Del Grande provide<br />
leadership in marketing and research and development.<br />
The 2004 acquisiti<strong>on</strong> of Sou<strong>the</strong>rn <strong>Web</strong>bing Mills, a producer of mattress<br />
tapes, launched AEC into mattress comp<strong>on</strong>ents. The company said it has<br />
grown its mattress tape business by listening to <strong>the</strong> industry, broadening its<br />
product line and designing tapes in complex designs and new colorati<strong>on</strong>s.<br />
Looking ahead, <strong>the</strong> company is focusing <strong>on</strong> c<strong>on</strong>tinued global expansi<strong>on</strong> and<br />
customized products for current customers and niche markets.<br />
“We will c<strong>on</strong>tinue to grow our market share here and in new markets,”<br />
Crisco said. “As we celebrate this anniversary, we’re envisi<strong>on</strong>ing our future.”<br />
Shorts<br />
Paramount Sleep c<strong>on</strong>tributes to ‘Extreme Makeover’ show<br />
The ABC reality TV show “Extreme Makeover: Home Editi<strong>on</strong>” recently<br />
turned to Paramount Sleep to help furnish <strong>the</strong> Hill family residence in<br />
Virginia Beach, Va. The show aided <strong>the</strong> Hills, in part, because of <strong>the</strong>ir devoti<strong>on</strong><br />
to caring for foster and needy children. The Norfolk, Va.-based mattress<br />
maker d<strong>on</strong>ated seven bed sets—a king-size Boutique Hotel and six full-size<br />
Back Performance models. “While Paramount Sleep c<strong>on</strong>tinues to add retailers<br />
across <strong>the</strong> country and more and more people are discovering <strong>the</strong> quality<br />
and value of our complete line of mattress products, we feel it’s our civic<br />
duty to help a local family in need,” said Richard Fleck, Paramount executive<br />
vice president of sales and marketing. At press time, <strong>the</strong> episode had not<br />
yet aired.<br />
Glideaway lends a hand, too<br />
Specialty sleep provider Glideaway Sleep Products and retailer All American<br />
Sleep & Mattress in Georgetown, Texas, helped “Extreme Makeover: Home<br />
Editi<strong>on</strong>” outfit <strong>the</strong> home of Army Staff Sgt. Patrick Zeigler and his fiancée,<br />
Jessica Hansen, with four new SleepHarm<strong>on</strong>y mattresses. Zeigler was am<strong>on</strong>g<br />
those wounded in a mass shooting at Fort Hood in Killeen, Texas, in 2009.<br />
“His story and recovery are inspirati<strong>on</strong>al,” said R<strong>on</strong> Fredman, executive vice<br />
president of sales for St. Louis-based Glideaway. “Last December, our retail<br />
partner All American Sleep & Mattress c<strong>on</strong>tacted us with this fabulous opportunity.<br />
We were h<strong>on</strong>ored to participate in helping this heroic couple start<br />
a new chapter of <strong>the</strong>ir life toge<strong>the</strong>r.” The episode aired Feb. 20.<br />
www.bedtimesmagazine.com
It’s not a miracle. It’s a Mammut!<br />
The new Mammut VMK Select. Automatic set-up of any needle positi<strong>on</strong>/plan<br />
as required by a selected pattern, program c<strong>on</strong>trolled and immediate.<br />
VMK Select<br />
The world’s fi rst double chainstitch<br />
multi-needle quilter that turns more<br />
than a hundred needles into solists<br />
within a sec<strong>on</strong>d.<br />
VMK Select offers highest effi ciency<br />
for <strong>the</strong> smallest batch sizes and an<br />
endless array of new quilt patterns.<br />
Benefi ts<br />
• Automatic change of any needle setting without set-up time<br />
• Highest effi ciency even with smallest batches<br />
• Very precise sewing of diffi cult c<strong>on</strong>tours<br />
• Automatic top and bottom thread cutter<br />
• Very secure stitch formati<strong>on</strong> with very fi ne needles<br />
• Excellent access to sewing units<br />
• Quick adapti<strong>on</strong> to largest variety of fi lling thickness<br />
• „myMammut” programming software for independent<br />
creati<strong>on</strong> of quilt designs<br />
• Sewing speed: max. 1600 stitches/min.<br />
C<strong>on</strong>tact us:<br />
Mammut Germany: +49 2234 2180 | info@mammut.de<br />
P. Bjerre, Inc.: +1 952 448 1935 | info@pbjerre.com www. mammut.de<br />
Made in Germany<br />
Since 1880
IndustryNews<br />
New digs<br />
Wright of Thomasville, a supplier of graphic and marketing services, has expanded its Showroom<br />
Soluti<strong>on</strong>s divisi<strong>on</strong> into a freestanding 30,000-square-foot manufacturing and distributi<strong>on</strong> center<br />
in Thomasville, N.C. The company also has hired 16 new employees. Wright of Thomasville recently<br />
began manufacturing top-of-bed branding items such as pillow shams, foot protectors and<br />
embroidered labels in-house. In <strong>the</strong> past, <strong>the</strong> items had been produced by an outside<br />
manufacturer. “There has been an immediate benefit to our customers as <strong>the</strong> additi<strong>on</strong>al space<br />
and people make it easier for clients to get a quick turnaround <strong>on</strong> product,” said Greg Wright,<br />
president and chief executive officer.<br />
48 | <strong>BedTimes</strong> | April 2011<br />
SSA adopts Oeko-<br />
T he Specialty Sleep Associati<strong>on</strong><br />
has added Oeko-Tex certificati<strong>on</strong><br />
to its Envir<strong>on</strong>mental & Safety<br />
Program.<br />
SSA’s three-tier label and seal<br />
program outlines requirements for<br />
natural materials and addresses<br />
carb<strong>on</strong> footprint m<strong>on</strong>itoring, VOC<br />
emissi<strong>on</strong> assessments and o<strong>the</strong>r envir<strong>on</strong>mental<br />
and safety guidelines.<br />
Latex foams and textile comp<strong>on</strong>ents<br />
of mattresses that carry <strong>the</strong><br />
Level II and III seals must meet <strong>the</strong><br />
Oeko-Tex Standard 100.<br />
Products that meet <strong>the</strong> Oeko-<br />
Tex Standard 100 have been tested<br />
and found to be free of unsafe<br />
levels of more than 100 chemicals<br />
believed to be detrimental to hu-<br />
www.bedtimesmagazine.com
Tex requirement<br />
man health. These include lead,<br />
formaldehyde, heavy metals, carcinogenic<br />
dye stuffs and phthalates.<br />
Oeko-Tex also tests for color<br />
fastness and pH levels.<br />
“C<strong>on</strong>sumers are c<strong>on</strong>cerned<br />
about <strong>the</strong> envir<strong>on</strong>mental and<br />
health safety of <strong>the</strong>ir sleep products<br />
and that <strong>the</strong>y are made in<br />
ecologically resp<strong>on</strong>sible ways,”<br />
said Dale Read, SSA president.<br />
“We developed this comprehensive,<br />
three-level system to allow<br />
manufacturers and retailers to<br />
clearly c<strong>on</strong>vey <strong>the</strong>se critical points<br />
through a comprehensive labeling<br />
system and easy-to-understand<br />
seals that help c<strong>on</strong>sumers identify<br />
<strong>the</strong> best product choices for <strong>the</strong>m.”<br />
www.bedtimesmagazine.com<br />
Market visitors pick winner of Anatomic Global c<strong>on</strong>test<br />
Cor<strong>on</strong>a, Calif.-based mattress<br />
maker Anatomic Global created<br />
a stir in its showroom at<br />
<strong>the</strong> winter Las Vegas Market<br />
when five artists sculpted and<br />
painted <strong>the</strong>ir interpretati<strong>on</strong>s<br />
of “Comfort by Design,”<br />
<strong>the</strong> name of <strong>the</strong> company’s<br />
new premium memory foam<br />
mattress line. Sculptor Alex<br />
Carbet and painters Diane<br />
Mifsud Giusti, Beti Kristof<br />
and Niki Sands created<br />
original artwork in fr<strong>on</strong>t of<br />
Short<br />
First place Alex Carbet earned $1,000 and a new<br />
foam bed for his sculpture.<br />
showroom visitors, who were asked to choose <strong>the</strong>ir favorite. Carbet’s<br />
foam sculpture of a woman floating in a cloud was <strong>the</strong> winner, earning<br />
him $1,000 in cash and a foam bed valued at $3,000. Kristof’s painting<br />
of a woman unlocking <strong>the</strong> secrets of sleep was runner-up.<br />
<strong>BedTimes</strong> | April 2011 | 49
In resp<strong>on</strong>se to growing c<strong>on</strong>cerns in many healthcare and instituti<strong>on</strong>al settings over<br />
certain harmful or suspect chemical compounds, Vintex has introduced <strong>the</strong> Safe Guard<br />
Barrier Systems certificati<strong>on</strong>. This is your assurance that pillows, pads or mattresses<br />
covered with Vintex SoffTICK ® fabrics are manufactured to be free of lead, cadmium,<br />
mercury, arsenic and phthalates. So, look for <strong>the</strong> Vintex name and rest assured that you<br />
have purchased <strong>the</strong> safest most durable product <strong>on</strong> <strong>the</strong> market.<br />
M a d e i n n o r t h a M e r i c a | w w w . v i n t e x . c o M | 1 . 8 0 0 . 8 4 6 . 8 3 9 9
Agro Internati<strong>on</strong>al GmbH<br />
& Co. KG<br />
Senfdamm 21<br />
D-49152 Bad Essen<br />
Germany<br />
Ph<strong>on</strong>e: 49-5472-94200<br />
Fax: 49-5472-1577<br />
www.agro.eu<br />
info@agro.eu<br />
Martin Mannel, sales manager<br />
Hall 10.1, Stand A071<br />
Products: Springs<br />
Agro Internati<strong>on</strong>al<br />
GmbH & Co. KG<br />
is a family-run<br />
company that has<br />
become today’s<br />
market leader<br />
in <strong>the</strong> European<br />
producti<strong>on</strong> of spring<br />
cores. Qualified specialists have been<br />
creating intelligent innovati<strong>on</strong>s and<br />
customized soluti<strong>on</strong>s for more than 60<br />
years. A work force of approximately<br />
400 employees enables us to develop,<br />
produce and market <strong>the</strong> entire<br />
product range, including B<strong>on</strong>nell,<br />
LFK and pocket spring mattresses.<br />
In Germany and throughout Europe,<br />
Agro is recognized as a top provider<br />
and a performance leader in <strong>the</strong> highquality<br />
product segment and as a<br />
bulk supplier. We supply renowned<br />
companies in <strong>the</strong> bedding sector<br />
worldwide with premium products<br />
and outstanding service.<br />
www.sleepproducts.org/bedtimes<br />
www.bedtimesmagazines.com<br />
Interzum Preview<br />
A sneak peek of <strong>the</strong> show floor<br />
Interzum Cologne, <strong>the</strong> largest home furnishings comp<strong>on</strong>ents show in <strong>the</strong><br />
world, provides an opportunity for mattress and sleep products manufacturers<br />
to see <strong>the</strong> latest innovati<strong>on</strong>s from industry suppliers. This year’s event will<br />
be May 25-28 at Koelnmesse in Cologne, Germany. On <strong>the</strong> following pages,<br />
you’ll find informati<strong>on</strong> about products and services available from exhibitors in<br />
<strong>the</strong> Internati<strong>on</strong>al Sleep Products Associati<strong>on</strong>’s Bedding Centre and o<strong>the</strong>r ISPA<br />
members showing at <strong>the</strong> fair. All informati<strong>on</strong> has been provided to ISPA by <strong>the</strong><br />
companies. ISPA does not endorse companies, products or services. (List as of<br />
March 4.)<br />
Ateja Tritunggal<br />
Jl. Raya Batujajar KM 2.8<br />
Padalarang<br />
Bandung, Jawa Bart 40561<br />
Ind<strong>on</strong>esia<br />
Ph<strong>on</strong>e: 62-22-686-6322<br />
Fax: 62-22-686-6320<br />
www.ateja.co.id<br />
ateja@ateja.co.id<br />
Rudy Zhu<br />
Hall 10.2, Stand D053<br />
Products: Knit fabrics, woven fabrics,<br />
ticking<br />
For more than 35 years, Ateja Tritunggal<br />
has been a pi<strong>on</strong>eer in fine interior<br />
fabrics, dominating market share locally<br />
and exporting worldwide. Annually,<br />
Ateja can produce more than 40 milli<strong>on</strong><br />
linear meters. As an ISO 14001-certified<br />
company, Ateja has a great c<strong>on</strong>cern for<br />
envir<strong>on</strong>mental issues, emphasizing <strong>the</strong><br />
use of recycled yarn and natural fiber.<br />
Natural gas is used as an energy source<br />
to reduce CO² emissi<strong>on</strong>s and many<br />
investments are being made to save<br />
water and reduce energy c<strong>on</strong>sumpti<strong>on</strong>.<br />
Currently, Ateja is an integrated<br />
company—from manufacturing yarn to<br />
providing cut-and-sew services to our<br />
customers.<br />
* Exhibiting in ISPA Bedding Centre<br />
Bekaert Textiles NV<br />
Deerlijkseweg 22<br />
Waregem 8790<br />
Belgium<br />
Ph<strong>on</strong>e: 32-566-24111<br />
Fax: 32-566-24113<br />
www.bekaerttextiles.com<br />
info@bekaerttextiles.com<br />
Lien Sinnesael, marketing &<br />
communicati<strong>on</strong>s coordinator<br />
Hall 10.2, Stands E020, F021<br />
Products: Knit fabrics, woven fabrics,<br />
ticking<br />
Bekaert Textiles NV was founded in<br />
1892 by Ivo Bekaert and has been a<br />
member of Gamma Holding since<br />
1992. Gamma Holding, headquartered<br />
in Belgium, is a multinati<strong>on</strong>al<br />
company with producti<strong>on</strong> units in<br />
nine countries worldwide, making it<br />
<strong>on</strong>e of Europe’s largest textile groups.<br />
Bekaert is <strong>the</strong> leading specialist in<br />
manufacturing jacquard, dobby and<br />
knitted fabrics and is <strong>the</strong> market<br />
leader in <strong>the</strong> worldwide producti<strong>on</strong><br />
and supply of mattress cover<br />
materials. Bekaert is a fully integrated<br />
group of companies providing<br />
spinning, polypropylene extrusi<strong>on</strong>,<br />
preparati<strong>on</strong> and dyeing of warp and<br />
<strong>BedTimes</strong> | April | April 2011 2011 | 51 | 3
Interzum Preview<br />
weft, weaving, knitting and finishing.<br />
Bekaert employs 1,650 people<br />
worldwide with producti<strong>on</strong> amounts<br />
up to 180 milli<strong>on</strong> euro. Bekaert is at<br />
home in important world markets<br />
and has a l<strong>on</strong>g traditi<strong>on</strong> of excellent<br />
customer service and support.<br />
Building <strong>on</strong> its experience, expertise<br />
and total quality management,<br />
Bekaert c<strong>on</strong>tinues to develop<br />
innovative products.<br />
Boyteks Tekstil AS<br />
1 OSB 8. Cadde No: 60<br />
38070 Kayseri<br />
Turkey<br />
Ph<strong>on</strong>e: 90-352-322-0588<br />
Fax: 90-352-322-0589<br />
www.boyteks.com<br />
info@boyteks.com<br />
Onder H<strong>on</strong>i, vice general manager<br />
Hall 10.2, Stands C020, D029<br />
Products: Knit fabrics, woven fabrics,<br />
ticking<br />
Boyteks Tekstil AS is <strong>the</strong> leading<br />
jacquard woven and knitted mattress<br />
ticking producer in <strong>the</strong> world. From<br />
<strong>the</strong> beginning, a success story has<br />
been created by supplying a wide<br />
range of products incorporating new<br />
trends, different designs, c<strong>on</strong>cepts and<br />
research-and-development studies.<br />
Boyteks reaches worldwide markets<br />
with high-quality goods, excepti<strong>on</strong>al<br />
customer service and flexibility.<br />
Our performance products and<br />
innovative sleep technologies—from<br />
Oxygen Plus to Vitamin E to Biocare<br />
to Thermocool—are offered to all<br />
partners.<br />
52 | <strong>BedTimes</strong> | April 2011<br />
Chamay Mattress<br />
Manufacture Co. Ltd.*<br />
No. 256 Highway 325 L<strong>on</strong>g Jiang,<br />
ShunDe<br />
Foshan City, Guangd<strong>on</strong>g 528319<br />
China<br />
Ph<strong>on</strong>e: 86-757-23221683<br />
Fax: 86-757 23223490<br />
www.chamay.com.cn<br />
info@chamay.com.cn<br />
Eric Ho, general manager<br />
Hall 10.2, Stand F067<br />
Products: Knit fabrics, ticking<br />
Chamay Mattress Manufacture Co.<br />
Ltd. has been a major producer of<br />
mattress ticking since 1986. We now<br />
offer a weaving (warp knitting, circle<br />
knitting, woven) machine, printing<br />
machine, washing machine, dyeing<br />
machine and finishing machine. We<br />
also have automatic plate machines.<br />
Our company’s objective is to provide<br />
<strong>the</strong> best service to our customers. Our<br />
main markets include Africa, Asia,<br />
Canada, China, <strong>the</strong> Middle East and<br />
<strong>the</strong> United States.<br />
CT Nassau/C<strong>on</strong>tinental Tape/<br />
C<strong>on</strong>tinental Ticking<br />
P.O. Box 39<br />
Alamance, NC 27201-0039<br />
United States<br />
Ph<strong>on</strong>e: 800-397-0090<br />
Fax: 336-570-0680<br />
www.ctnassau.com<br />
taber@ctnassau.com<br />
Taber Wood, vice president of sales<br />
Hall 10.1, Stand A068<br />
Products: Knit fabrics, woven fabrics,<br />
mattress tape, ticking<br />
Specialty mattress tapes have<br />
forever changed <strong>the</strong> way we look at<br />
mattresses. CT Nassau offers more<br />
ways to differentiate your beds from<br />
* Exhibiting in ISPA Bedding Centre<br />
all <strong>the</strong> rest by creatively combining<br />
both woven and knit top panel fabrics<br />
with decorative borders, handles and<br />
mattress tapes. All of our comp<strong>on</strong>ents<br />
are specially designed to work<br />
toge<strong>the</strong>r as a color-coordinated unit<br />
to enhance your brand recogniti<strong>on</strong> <strong>on</strong><br />
<strong>the</strong> retail floor.<br />
Ergomoti<strong>on</strong>*<br />
19 E. Ortega St.<br />
Santa Barbara, CA 93101<br />
United States<br />
Ph<strong>on</strong>e: 805-979-9400<br />
Fax: 805-979-9399<br />
www.ergomoti<strong>on</strong>.us<br />
gp@ergomoti<strong>on</strong>.us<br />
Gui Peres, director of internati<strong>on</strong>al<br />
sales & marketing<br />
Hall 10.2, Stand E060<br />
Products: Adjustable bases<br />
Ergomoti<strong>on</strong> is a California-based<br />
company that specializes in adjustable<br />
bed technology. As <strong>on</strong>e of <strong>the</strong> largest<br />
adjustable bed manufacturers in <strong>the</strong><br />
United States, Ergomoti<strong>on</strong> caters<br />
to <strong>the</strong> internati<strong>on</strong>al market and is<br />
present in more than 20 countries<br />
worldwide. In <strong>the</strong> growing sector of<br />
adjustable beds, Ergomoti<strong>on</strong> stands<br />
al<strong>on</strong>e in providing a quality product<br />
with innovative design and excellent<br />
customer service. The company’s<br />
design team includes Chief Executive<br />
Officer Alain Clenet, whose experience<br />
in automobile technology combines<br />
classic and reliable c<strong>on</strong>structi<strong>on</strong><br />
techniques with <strong>the</strong> innovati<strong>on</strong> and<br />
technological skill of Senior Product<br />
Designer Joe Ermalovich. The result is<br />
a top-of-<strong>the</strong>-line adjustable bed that<br />
fits your interior design as well as it<br />
fits your lifestyle.<br />
www.bedtimesmagazines.com
Foshan Ruixin N<strong>on</strong>woven<br />
Co. Ltd. (Rays<strong>on</strong> Global)*<br />
H<strong>on</strong>gxing Village, Guanyao Shishan<br />
Town<br />
Nanhai District<br />
Foshan City, Guangd<strong>on</strong>g 528237<br />
China<br />
Ph<strong>on</strong>e: 86-757-85806388<br />
Fax: 86-757-81192378<br />
www.rays<strong>on</strong>china.com<br />
deng@rays<strong>on</strong>china.com<br />
Deng H<strong>on</strong>gchang, manager<br />
Hall 10.2, Stand F063<br />
Products: N<strong>on</strong>woven fabrics, springs<br />
Foshan Ruixin N<strong>on</strong>woven Co.<br />
Ltd. (Rays<strong>on</strong> Global) is a leading<br />
manufacturer of n<strong>on</strong>woven fabric<br />
and spring units for <strong>the</strong> furniture and<br />
bedding industries. Established in 1985,<br />
we are able to supply approximately<br />
30 t<strong>on</strong>s of n<strong>on</strong>woven fabric and 3,000<br />
spring units each day at competitive<br />
prices and with high quality. We carry<br />
a wide range of n<strong>on</strong>wovens (including<br />
FR, printed n<strong>on</strong>woven and antislip)<br />
and springs (including B<strong>on</strong>nell,<br />
c<strong>on</strong>tinuous and pocket). We also extend<br />
our product line to finished mattresses.<br />
OEM accepted.<br />
Galkin Automated Products<br />
13800 N.W. Fourth St.<br />
Sunrise, FL 33325<br />
United States<br />
Ph<strong>on</strong>e: 800-326-4742<br />
Fax: 954-846-0381<br />
www.galkin.com<br />
gsginfo@gsgcompanies.com<br />
Russ Bowman, president of sales<br />
Hall 9.1, Stand C020<br />
Products: Engineering services/<br />
c<strong>on</strong>sultants; machinery & fixtures;<br />
parts, supplies & tools<br />
Galkin Automated Products has been<br />
providing labor-reducing sewing<br />
equipment for more than 100 years.<br />
Innovati<strong>on</strong> and ingenuity have lead<br />
Galkin to create a successful line<br />
www.bedtimesmagazines.com<br />
www.bedtimesmagazines.com<br />
of automated systems to increase<br />
mattress producti<strong>on</strong> while decreasing<br />
operator effort. Galkin, part of <strong>the</strong><br />
Global Systems Group, manufactures<br />
most mattress factory sewing<br />
equipment, such as binders, flangers,<br />
tape-edge machines and more. The<br />
unique designs of Galkin equipment<br />
provide GSG customers even more<br />
flexibility in deciding how to most<br />
profitably build <strong>the</strong>ir product.<br />
Gateway Systems<br />
Unit 3 Northgate Terrace<br />
Nor<strong>the</strong>rn Road, Industrial Estate<br />
Newark Notts<br />
NG24 2EU<br />
United Kingdom<br />
Ph<strong>on</strong>e: 44-1636-676194<br />
Fax: 44-636-611367<br />
www.gsgcompanies.com<br />
sales@gatewaysystems.co.uk<br />
David Elsd<strong>on</strong>, general manager<br />
Hall 9.1, Stand C020<br />
Products: Engineering services/<br />
c<strong>on</strong>sultants; machinery & fixtures;<br />
parts, supplies & tools<br />
Gateway<br />
Systems,<br />
based in<br />
<strong>the</strong> United<br />
Kingdom, is<br />
part of <strong>the</strong><br />
Global Systems Group. Specializing<br />
in mattress-making soluti<strong>on</strong>s for<br />
more than 20 years, Gateway Systems<br />
offers compressi<strong>on</strong> tufting machines,<br />
handle systems, sergers, automated<br />
tape-edge machines, panel cutters/<br />
slitting machines and border measure/<br />
cut machines. Gateway’s Mattress<br />
Master Elite is <strong>the</strong> latest generati<strong>on</strong><br />
of automated tape-edge machines.<br />
See <strong>the</strong> Mattress Master Elite’s unique<br />
radial turning arm in acti<strong>on</strong> at<br />
Interzum Cologne.<br />
* Exhibiting in ISPA Bedding Centre<br />
Interzum Preview<br />
Gel Soluti<strong>on</strong>s*<br />
8600 N. Central Freeway<br />
Wichita Falls, TX 76301<br />
United States<br />
Ph<strong>on</strong>e: 801-808-9595<br />
www.naturaworld.com<br />
david@gelsoluti<strong>on</strong>s.com<br />
David Malpas, executive vice<br />
president of sales<br />
Hall 10.2, Stand F061<br />
Products: Licensing opportunities, gel<br />
Pressure-relieving gel is <strong>the</strong> newest<br />
and most indestructible material in<br />
<strong>the</strong> mattress industry today. Come<br />
and see why!<br />
Global Systems Group<br />
13800 N.W. Fourth St.<br />
Sunrise, FL 33325<br />
United States<br />
Ph<strong>on</strong>e: 800-326-4742<br />
Fax: 954-846-0381<br />
www.gsgcompanies.com<br />
gsginfo@gsgcompanies.com<br />
Russ Bowman, president of sales<br />
Hall 9.1, Stand C020<br />
Products: Engineering services/<br />
c<strong>on</strong>sultants; machinery & fixtures;<br />
parts, supplies & tools<br />
Global Systems Group offers<br />
all <strong>the</strong> machinery required to<br />
assemble mattresses, box springs<br />
and o<strong>the</strong>r bedding-related<br />
products. The industry’s leading<br />
machinery manufacturers—Gribetz<br />
Internati<strong>on</strong>al, Porter Internati<strong>on</strong>al,<br />
Galkin Automated Products, Gateway<br />
Systems, Spuhl-Anders<strong>on</strong> and<br />
Nähtec—have been ga<strong>the</strong>red into a<br />
single resource for <strong>the</strong> c<strong>on</strong>venience<br />
<strong>BedTimes</strong> | April | April 2011 2011 | 53 | 3
Interzum Preview<br />
of <strong>the</strong> mattress producer. Mattress<br />
manufacturing methods have<br />
changed a lot in recent years. GSG has<br />
developed new, faster equipment in<br />
resp<strong>on</strong>se to <strong>the</strong>se changing needs. Our<br />
machines offer speed and versatility,<br />
but <strong>on</strong>e machine will set <strong>the</strong> pace<br />
for all. GSG’s newest innovati<strong>on</strong> will<br />
debut at Interzum Cologne.<br />
Gribetz Internati<strong>on</strong>al<br />
13800 N.W. Fourth St.<br />
Sunrise, FL 33325<br />
United States<br />
Ph<strong>on</strong>e: 800-326-4742<br />
Fax: 954-846-0381<br />
www.gsgcompanies.com<br />
gsginfo@gsgcompanies.com<br />
Russ Bowman, president of sales<br />
Hall 9.1, Stand C020<br />
Products: Engineering services/<br />
c<strong>on</strong>sultants; machinery & fixtures;<br />
parts, supplies & tools<br />
Gribetz Internati<strong>on</strong>al is <strong>the</strong> world’s<br />
leading manufacturer of quilting<br />
machines and o<strong>the</strong>r equipment for <strong>the</strong><br />
bedding and home textile industries.<br />
Gribetz offers a complete range of<br />
products designed to modernize<br />
and automate <strong>the</strong> handling, sewing,<br />
quilting and cutting processes. Gribetz<br />
has been a leading innovator in <strong>the</strong><br />
mattress industry for 70 years and<br />
offers <strong>the</strong> most complete lineup of<br />
quilting machines around <strong>the</strong> world.<br />
Revoluti<strong>on</strong>ary quilting patterns<br />
and processes have been shaped by<br />
technology developed at Gribetz.<br />
Gribetz will dem<strong>on</strong>strate <strong>the</strong> most<br />
diverse lineup of quilters ever shown<br />
in <strong>on</strong>e place at Interzum Cologne.<br />
54 | <strong>BedTimes</strong> | April 2011<br />
Lava Textiles<br />
55 Sleepy Time Drive<br />
Waterloo, SC 29384-5137<br />
United States<br />
Ph<strong>on</strong>e: 864-998-4899<br />
Ann Weaver, vice president<br />
Hall 10.2, Stand F010<br />
Products: Knit fabrics, ticking<br />
Lava Textiles is a third-generati<strong>on</strong>,<br />
family-owned circular knitting<br />
company with producti<strong>on</strong> facilities<br />
in Wielsbeke, Belgium, and York,<br />
S.C. We specialize in knitted mattress<br />
fabrics in three-dimensi<strong>on</strong>al, four-way<br />
stretch and double knits in jacquard<br />
c<strong>on</strong>structi<strong>on</strong>s. Through product<br />
development and our highly qualified<br />
team of designers, we strive to offer<br />
<strong>the</strong> leading edge in quality, innovati<strong>on</strong><br />
and design. Customers are serviced<br />
worldwide with strategically placed<br />
sales associates or through our sales<br />
offices. Lava will be introducing<br />
exciting novelties at Interzum Cologne<br />
(Hall 10.2, Stand F010), for which it<br />
has (<strong>on</strong>ce again) revoluti<strong>on</strong>ary new<br />
knitting machines developed by <strong>on</strong>e<br />
of <strong>the</strong> leading circular knitting<br />
machine c<strong>on</strong>structors, as well as new<br />
yarns and new finishings.<br />
Leggett & Platt<br />
No. 1 Leggett Road<br />
Carthage, MO 64836<br />
United States<br />
Ph<strong>on</strong>e: 417-358-8131<br />
www.leggett.com<br />
mark.quinn@leggett.com<br />
Mark Quinn, vice president of<br />
marketing for residential furniture<br />
Hall 9.1, Stands C010, C060, D010,<br />
D019, D069 (also Halls 5.2, 7.1)<br />
Products: Machinery & fixtures;<br />
parts, supplies & tools<br />
Leggett & Platt, which pi<strong>on</strong>eered sleep<br />
* Exhibiting in ISPA Bedding Centre<br />
technology when it introduced its<br />
bedspring more than 125 years ago, is<br />
an S&P 500 diversified manufacturer.<br />
Serving a broad suite of customers<br />
that comprise a “Who’s Who” of<br />
internati<strong>on</strong>al companies, Leggett &<br />
Platt c<strong>on</strong>ceives, designs and produces<br />
a diverse array of products that can<br />
be found in most homes, offices and<br />
vehicles. Founded in 1883, <strong>the</strong> company<br />
is made up of 19 business units, 20,000<br />
employee-partners and more than<br />
140 facilities in 18 countries. Leggett &<br />
Platt c<strong>on</strong>tinues to infuse its products<br />
with its trademark innovati<strong>on</strong>, helping<br />
customers enjoy more comfortable lives.<br />
Nähtec<br />
Carl-Zeiss-Str. 18<br />
74321 Bietigheim-Bissingen<br />
Germany<br />
Ph<strong>on</strong>e: 49-7142-90410<br />
Fax: 49-7142-904110<br />
www.gsgcompanies.com<br />
v.wissing@nahtec.de<br />
Volker Wissing, president<br />
Hall 9.1, Stand C020<br />
Products: Engineering services/<br />
c<strong>on</strong>sultants; machinery & fixtures;<br />
parts, supplies & tools<br />
Nähtec is <strong>on</strong>e<br />
of Europe’s<br />
innovative<br />
technology<br />
leaders in<br />
bedding<br />
sewing<br />
applicati<strong>on</strong>s.<br />
This Germany-based company is part<br />
of <strong>the</strong> Global Systems Group. Nähtec’s<br />
innovative mattress handle machines,<br />
zipper machines and o<strong>the</strong>r automated<br />
mattress sewing equipment are<br />
gaining popularity am<strong>on</strong>g GSG’s<br />
customers around <strong>the</strong> world. The<br />
creative engineers of Nähtec also<br />
can provide customized soluti<strong>on</strong>s<br />
to customers in need of specialized<br />
products. See Nähtec’s latest machines<br />
www.bedtimesmagazines.com
omposite
Interzum Preview<br />
at Interzum Cologne in Hall 9.1,<br />
Stand C020.<br />
Porter Internati<strong>on</strong>al<br />
13800 N.W. Fourth St.<br />
Sunrise, FL 33325<br />
United States<br />
Ph<strong>on</strong>e: 800-326-4742<br />
Fax: 954-846-0381<br />
www.gsgcompanies.com<br />
gsginfo@gsgcompanies.com<br />
Russ Bowman, president of sales<br />
Hall 9.1, Stand C020<br />
Products: Engineering services/<br />
c<strong>on</strong>sultants; machinery & fixtures;<br />
parts, supplies & tools<br />
Porter Internati<strong>on</strong>al, part of <strong>the</strong><br />
Global Systems Group, builds,<br />
sells and services sewing machines<br />
for <strong>the</strong> bedding and home textile<br />
industries. Specializing in sewingroom<br />
operati<strong>on</strong>s, Porter is <strong>the</strong><br />
industry leader with more than 65<br />
years of experience. Porter supplies<br />
<strong>the</strong> bedding industry with superior<br />
machines for flanging panels,<br />
border systems and multitasking<br />
assembly systems, such as <strong>the</strong><br />
GPT-1000AP Ruffler. We fulfill our<br />
commitment to <strong>the</strong> modern factory<br />
through new product research,<br />
advanced technology developments,<br />
erg<strong>on</strong>omic designs and new ways to<br />
streamline <strong>the</strong> flow of goods through<br />
automati<strong>on</strong>.<br />
SABA<br />
5420 Lapeer Road<br />
Kimball, MI 48074-1427<br />
United States<br />
Ph<strong>on</strong>e: 810-824-4964<br />
Fax: 810-824-4986<br />
www.saba-adhesives.com<br />
sales@saba-adhesives.com<br />
Jim Turner, president<br />
Hall 10.1, Stand D073<br />
Products: Adhesives<br />
56 | <strong>BedTimes</strong> | April 2011<br />
Dedicated to foam b<strong>on</strong>ding, SABA’s<br />
water-based adhesives are sec<strong>on</strong>d to<br />
n<strong>on</strong>e. SABA has <strong>the</strong> right product to<br />
match your foam-b<strong>on</strong>ding producti<strong>on</strong><br />
process. Whe<strong>the</strong>r manual spray, roll<br />
coat or automatic spray, SABA has <strong>the</strong><br />
soluti<strong>on</strong>. With <strong>the</strong> Access Adhesive<br />
Delivery and M<strong>on</strong>itoring System,<br />
SABA customers will experience <strong>the</strong><br />
highest level of efficiency and c<strong>on</strong>trol<br />
resulting in cost savings, better<br />
product quality, and a cleaner and<br />
safer plant. Only SABA provides its<br />
customers with <strong>the</strong> latest and most<br />
efficient applicati<strong>on</strong> technologies,<br />
ensuring <strong>the</strong> lowest possible adhesive<br />
cost per unit produced. You do have<br />
access to SABA adhesives, right?<br />
Sunds Velour A/S<br />
Navervej 3-5<br />
DK-7451 Sunds<br />
Denmark<br />
Ph<strong>on</strong>e: 45-97141322<br />
Fax: 45-97142827<br />
www.sunds.com<br />
mail@sunds.com<br />
Steffen Romer, vice president of sales<br />
Hall 10.2, Stand C029<br />
Products: Knit fabrics, FR<br />
comp<strong>on</strong>ents, ticking<br />
Sunds Velour A/S could be your future<br />
partner for mattress ticking, knitted<br />
textiles, ready-made zippered mattress<br />
covers and stretch sheets. Our knowhow<br />
and expertise with circular knitted<br />
tricot, double-jersey and velour fabrics<br />
dates to 1972 and covers all producti<strong>on</strong><br />
processes, from knitting to dyeing to<br />
printing to finishing. The head of our<br />
* Exhibiting in ISPA Bedding Centre<br />
operati<strong>on</strong> is based in Denmark and all<br />
producti<strong>on</strong> takes place in Ukraine at our<br />
20,000-square-meter producti<strong>on</strong> plant<br />
that employs 650 people. Let Sunds<br />
help you turn your foam mattresses or<br />
pillows into an attractive commercial<br />
end-product. Meet us at Interzum<br />
Cologne Hall 10.2, Stand C029.<br />
Therapedic Internati<strong>on</strong>al*<br />
103 College Road E.<br />
Princet<strong>on</strong>, NJ 08540-6611<br />
United States<br />
Ph<strong>on</strong>e: 609-720-0700<br />
Fax: 609-720-0797<br />
www.<strong>the</strong>rapedic.com<br />
gb@<strong>the</strong>rapedic.com<br />
Susan Ma<strong>the</strong>s, executive<br />
administrator<br />
Hall 10.2, Stand F065<br />
Products: Licensing opportunities,<br />
mattress materials<br />
Therapedic Internati<strong>on</strong>al is a licensing<br />
organizati<strong>on</strong> with manufacturing<br />
partners in <strong>the</strong> United States and<br />
more than 20 internati<strong>on</strong>al locati<strong>on</strong>s.<br />
We are a global brand partner<br />
with c<strong>on</strong>sumer products designer<br />
Kathy Ireland Home®. Our o<strong>the</strong>r<br />
brands target various segments<br />
of <strong>the</strong> bedding market, including:<br />
Memory Touch®, our visco foam line;<br />
PureTouch®, our latex brand; and<br />
BackSense with HourGlass Support®,<br />
our chiropractic series providing<br />
additi<strong>on</strong>al support in <strong>the</strong> shoulder,<br />
lumbar and hip areas. Therapedic<br />
expanded its product reach into<br />
<strong>the</strong> soft goods category, branding<br />
<strong>the</strong> Therapedic name for nati<strong>on</strong>al<br />
specialty stores to include mattress<br />
pads, pillows, sheet sets, heated<br />
blankets and mattress pads.<br />
www.bedtimesmagazines.com
SLEEP<br />
SCIENCE<br />
COME SEE US AT<br />
INTERZUM 2011<br />
Cologne<br />
Hall 10.2<br />
Booth E020-F021<br />
W W W . B E K A E R T T E X T I L E S . C O M
Interzum Preview<br />
Tietex Internati<strong>on</strong>al Ltd.*<br />
3010 N. Blackstock Road<br />
Spartanburg, SC 29301-5500<br />
United States<br />
Ph<strong>on</strong>e: 864-595-7778<br />
Fax: 864-574-9440<br />
www.tietex.com<br />
wwallace@tietex.com<br />
Wade Wallace, vice president of<br />
Mattress Soluti<strong>on</strong>s Group<br />
Hall 10.2, Stand E068<br />
Products: Knit fabrics, woven<br />
fabrics, n<strong>on</strong>woven fabrics, FR<br />
comp<strong>on</strong>ents, ticking<br />
Tietex Internati<strong>on</strong>al Ltd. is a global<br />
manufacturer and marketer of<br />
n<strong>on</strong>woven and traditi<strong>on</strong>al textiles.<br />
Our technologies in fiber and fabric<br />
forming enable us to develop unique<br />
58 | <strong>BedTimes</strong> | April 2011<br />
soluti<strong>on</strong>s for <strong>the</strong> bedding industry.<br />
Our Mattress Soluti<strong>on</strong>s Group is <strong>the</strong><br />
leader in FR performance fabrics<br />
and c<strong>on</strong>sulting for 16 CFR Part<br />
1633 compliance. Our SleepFree<br />
family of FR soluti<strong>on</strong>s includes<br />
filler cloths, prints, knit socks and<br />
comprehensive c<strong>on</strong>sulting and<br />
quality assurance assistance. In<br />
additi<strong>on</strong> to <strong>the</strong> bedding industry,<br />
our advanced fabric products are<br />
used in athletic footwear, roofing,<br />
home furnishings and various<br />
technical end-uses.<br />
* Exhibiting in ISPA Bedding Centre<br />
2010 mattress industry<br />
Annual Cost Survey<br />
for U.S. & Canadian Producers<br />
Make <strong>the</strong> most of your ISPA Membership…<br />
Participate in <strong>the</strong> Cost Survey!<br />
Benchmark your company’s operating expenses against your peers by participating in<br />
ISPA’s Annual Cost Survey. Participati<strong>on</strong> is free and is a key ISPA member benet<br />
funded by your annual dues.<br />
Your report is a valuable tool that will provide<br />
informati<strong>on</strong> to help you identify weaknesses, c<strong>on</strong>trol<br />
costs, and improve nancial performance.<br />
Find out what it takes to be c<strong>on</strong>sidered a "high<br />
prot" rm, and whe<strong>the</strong>r your company falls in<br />
that category.<br />
Tuodao Str<strong>on</strong>g Nails Mfg.<br />
Co. Ltd.*<br />
Z<strong>on</strong>e B, Shatou Industrial Area<br />
Shatou, Jiujiang Town, Nanhai<br />
District<br />
Foshan City, Guangd<strong>on</strong>g 528208<br />
China<br />
Ph<strong>on</strong>e: 86-757-86906799<br />
Fax: 86-757-86906802<br />
www.tuodaostr<strong>on</strong>g.com<br />
viptuodao@vip.163.com<br />
Susan Guo, sales manager<br />
Hall 10.2, Stand F069A<br />
Products: Accessories, mattress<br />
materials<br />
Tuodao Str<strong>on</strong>g Nails Mfg. Co.<br />
Ltd., established in 1990, is an<br />
excellent enterprise that specializes<br />
in <strong>the</strong> producti<strong>on</strong> of nails, staples<br />
The survey closes <strong>on</strong><br />
April 30th and results<br />
will be available in<br />
early July, so act now!<br />
If you are a U.S. or Canadian manufacturer member and you have not received your<br />
questi<strong>on</strong>naire, please c<strong>on</strong>tact us right away.<br />
Call Jane Oseth at 571-482-5434 or email joseth@sleepproducts.org.<br />
www.bedtimesmagazines.com
and o<strong>the</strong>r furniture fittings. We<br />
insist <strong>on</strong> h<strong>on</strong>esty and quality<br />
and seek c<strong>on</strong>tinual innovati<strong>on</strong><br />
and improvement. Our company<br />
has become <strong>on</strong>e of <strong>the</strong> leaders in<br />
this industry worldwide and we<br />
commit ourselves to making <strong>the</strong><br />
industry develop faster. We are<br />
<strong>the</strong> best in setting standards for<br />
high-quality finished products that<br />
meet internati<strong>on</strong>al standards. Our<br />
company offers favorable prices. We<br />
surely must be your best choice.<br />
www.bedtimesmagazines.com<br />
www.bedtimesmagazines.com<br />
Wright of Thomasville*<br />
5115 Prospect St. Ext.<br />
Thomasville, NC 27360<br />
United States<br />
Ph<strong>on</strong>e: 336-472-4200<br />
Fax: 336-476-8544<br />
www.wrightlabels.com<br />
salesinfo@wrightlabels.com<br />
Hall 10.2, Stand F069<br />
Products: Accessories, labels,<br />
mattress materials<br />
We are a global, full-service<br />
graphics soluti<strong>on</strong>s provider. For 50<br />
innovative years, we have partnered<br />
with our customers to develop<br />
award-winning results for <strong>the</strong>ir<br />
most difficult assignments. We<br />
c<strong>on</strong>tinue that traditi<strong>on</strong> by offering<br />
you a <strong>on</strong>e-stop, turnkey soluti<strong>on</strong><br />
to any print challenge. We provide<br />
* Exhibiting in ISPA Bedding Centre<br />
NOBODY TAKES<br />
“SLEEP TIGHT AND DON’T<br />
LET THE BED BUGS BITE”<br />
MORE SERIOUSLY.<br />
Interzum Preview<br />
<strong>the</strong> capabilities you are looking for,<br />
produced using <strong>the</strong> most advanced<br />
print technologies available.<br />
Standing behind <strong>the</strong>se capabilities<br />
is our highly skilled staff, who are<br />
eager to get to know you, your needs<br />
and goals. That is how we have<br />
remained industry leaders and that<br />
is how we deliver high-end soluti<strong>on</strong>s<br />
that exceed your expectati<strong>on</strong>s.<br />
It’s likely you haven’t thought about that<br />
phrase since you were a kid. However, it’s<br />
shaping <strong>the</strong> way Pristine® manufactures<br />
bedding fabrics. Now that bed bugs are<br />
becoming a nati<strong>on</strong>al epidemic, we’ve<br />
developed barrier fabrics used for mattress<br />
encasements and pillow covers that have<br />
been proven to effectively block bed<br />
bug bites. Pristine’s <strong>on</strong>e-of-a-kind n<strong>on</strong>laminated<br />
fabrics allow air and moisture<br />
vapor to pass through while also creating a<br />
barrier to bed bugs and irritating allergens.<br />
pristinefabrics.com<br />
Pristine is a registered trademark of Precisi<strong>on</strong> Fabrics Group, Inc.<br />
To learn more about how Pristine® Bedding Fabrics can protect your bottom line, simply c<strong>on</strong>tact<br />
Traci Brought<strong>on</strong>, Pristine Product Manager at 1-888-733-5759 or email traci.brought<strong>on</strong>@precisi<strong>on</strong>fabrics.com.<br />
<strong>BedTimes</strong> | April 2011 | 59
NewsMakers<br />
Englander h<strong>on</strong>ors factories at cerem<strong>on</strong>y<br />
Kudos At an annual awards cerem<strong>on</strong>y during <strong>the</strong> winter Las Vegas Market, mattress licensing group Englander h<strong>on</strong>ored two plants for <strong>the</strong>ir<br />
achievements. Kevin Toman, (first photo, right) president of <strong>the</strong> Olive Branch, Miss.-based company, presented John Hagglund, president of Englander<br />
Northwest in Tualatin, Ore., with <strong>the</strong> Manufacturing Excellence Award. President Terry Spears and Vice President Bob Ashburn of Englander Sou<strong>the</strong>ast<br />
in Rome, Ga., accepted <strong>the</strong> Outstanding Sales Achievement Award from Toman.<br />
Wick joins IB as sales VP<br />
InternatI<strong>on</strong>al BeddIng, with headquarters in<br />
Fort Lauderdale, Fla., has hired industry<br />
veteran Jeffrey Wick as nor<strong>the</strong>rn regi<strong>on</strong>al<br />
vice president of sales, a newly<br />
created positi<strong>on</strong>.<br />
He is resp<strong>on</strong>sible for leading sales<br />
development efforts and managing<br />
Jeffrey Wick<br />
retail relati<strong>on</strong>ships for IB in more than<br />
20 states. He is based in Summerfield, N.C., and reports<br />
to Dennis Straily, vice president of sales.<br />
Wick has an extensive background in mattress manufacturing<br />
and retailing. Most recently, he was principal<br />
60 | <strong>BedTimes</strong> | April 2011<br />
of <strong>the</strong> c<strong>on</strong>sulting firm Innovative Bedding Products, as<br />
well as vice president of nati<strong>on</strong>al accounts for bed frame<br />
supplier Mantua Mfg. Prior to that, he spent 11 years with<br />
Sealy in a variety of sales and sales management posts,<br />
rising to vice president of department stores/nati<strong>on</strong>al<br />
accounts. He began his career as a market representative<br />
for mattresses at May Department Stores Co., now part of<br />
Macy’s.<br />
“Jeff is ano<strong>the</strong>r great additi<strong>on</strong> to <strong>the</strong> talented team<br />
of sales professi<strong>on</strong>als that we’ve been building,” Straily<br />
said. “His wide-ranging expertise includes sales, account<br />
management, market development and team leadership,<br />
am<strong>on</strong>g many o<strong>the</strong>r key industry skills. We look forward<br />
to cultivating Jeff’s talent and experience.”<br />
Great Rates • Cranst<strong>on</strong> Trucking Company • Great Service<br />
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80% LTL Discounts for Bedding Manufacturers Moving<br />
Ticking Fabrics from <strong>the</strong> Carolinas. Call Today! 877-282-5282<br />
(Applies <strong>on</strong> those shipments moving to Cranst<strong>on</strong> Direct Delivery Areas.)<br />
AZ • CA • CT • RI • MA • NC • SC<br />
Cranst<strong>on</strong> Logistics and C<strong>on</strong>solidati<strong>on</strong> Services Available<br />
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www.bedtimesmagazine.com
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ISPANews<br />
Better Sleep Council takes <strong>on</strong> ‘zombieitis’<br />
62 | <strong>BedTimes</strong> | April 2011<br />
A<br />
t<strong>on</strong>gue-in-cheek nati<strong>on</strong>al campaign<br />
to “Stop Zombieitis!” kicks<br />
off May 1 as part of <strong>the</strong> Better Sleep<br />
Council’s annual Better Sleep M<strong>on</strong>th.<br />
“Zombieitis is an insidious plague<br />
that threatens <strong>the</strong> very fabric of our<br />
society,” said Mark Quinn, BSC chairman<br />
and vice president of marketing<br />
for Leggett & Platt’s Residential Furnishings<br />
Segment. “It’s <strong>the</strong> root cause<br />
of decreased worker productivity,<br />
rising health care costs and strained<br />
interpers<strong>on</strong>al relati<strong>on</strong>ships.”<br />
According to sleep disorder experts,<br />
physical manifestati<strong>on</strong>s of zombieitis<br />
include irritability, depressi<strong>on</strong>, high<br />
ISPA welcomes more than 80 members in 2010-11<br />
The InTernaTI<strong>on</strong>al Sleep producTS aSSocIaTI<strong>on</strong> reports that more than 80 companies<br />
in <strong>the</strong> mattress industry joined <strong>the</strong> associati<strong>on</strong> as members in 2010 and <strong>the</strong><br />
first part of 2011.<br />
“We would not be where we are today without <strong>the</strong> dedicati<strong>on</strong> and trust of<br />
both our l<strong>on</strong>g-standing and new members,” said ISPA President Ryan Trainer.<br />
“Thank you for your loyal support and also to <strong>the</strong> many industry members<br />
who participate and support our programs.”<br />
Advanced Urethane<br />
Technologies<br />
Adfast Corp.<br />
Alhouda<br />
Alliant Insurance Services Inc.<br />
American Niagara<br />
American Plant & Equipment Inc.<br />
Apropa Machinery Ltd.<br />
Asheboro Elastics Corp.<br />
Automated Tag & Label<br />
B&C Internati<strong>on</strong>al/OS Depot -<br />
Z.L. Latex Products<br />
Banks Machine & Tool<br />
Bavaria Wolltex/Carico<br />
Internati<strong>on</strong>al<br />
Bo Mei<br />
Bob Barker Co. Inc.<br />
Clearwater Fabrics<br />
Cornerst<strong>on</strong>e Instituti<strong>on</strong>al (dba<br />
C3 Soluti<strong>on</strong>s)<br />
Cott<strong>on</strong> Clouds Fut<strong>on</strong>s<br />
Credo O.O.O.<br />
Demand Foam Cutting<br />
Domtar Inc.<br />
Earnhardt Mfg.<br />
P.T. Eternal Panelindo Persada<br />
Fine Cott<strong>on</strong> Factory Inc.<br />
Flexitex - Fabrica de Tecidos<br />
S.A.<br />
Foshan Quan Li Spring<br />
Hardware Factory<br />
Foshan Yuantian Mattress<br />
Machinery Co. Ltd.<br />
Four Seas<strong>on</strong>s Stitching<br />
Furnistem Co. Ltd.<br />
Global Procurement Services<br />
Hot Melt Technologies Inc.<br />
Imperial Bedding Co.<br />
Industrias Marves S.A. de C.V.<br />
Info Retail Joao Oliveira Lda.<br />
JSP New Market<br />
Development Group<br />
Kayfoam Woolfs<strong>on</strong> Ltd./<br />
Kaygel<br />
King-Hughes Fasteners<br />
Latex Systems Co. Ltd.<br />
Lien A Co. Ltd.<br />
Mexican Manufacturers Inc.<br />
MicroClimate Soluti<strong>on</strong>s<br />
NVC Logistics Group<br />
OHCO Inc.<br />
Otto Bock Polyurethanes<br />
Pacific Spring Inc.<br />
Precisi<strong>on</strong> Blades Inc.<br />
Priotex<br />
Quilting Inc.<br />
Remex AG<br />
Residue Regency Pad Corp.<br />
Rock Island Industries<br />
S. Kaplan Sewing Machine<br />
Co.<br />
SC Invest Management SRL<br />
Sel<strong>the</strong>r Mfg. S.A. de C.V<br />
Shand<strong>on</strong>g Hel<strong>on</strong> Textile<br />
Science & Tech. Co. Ltd.<br />
Shenzhen Vico Furniture<br />
Co. Ltd.<br />
Sleep Studio LLC<br />
SMI-ITS<br />
Spring Into Acti<strong>on</strong><br />
SpringCo Inc.<br />
Squire Sleep Systems LLC<br />
Stein Fibers Ltd.<br />
Stepan Co.<br />
Superior Packaging Products<br />
Inc.<br />
Suzuran Bed (HK) Ltd.<br />
T.J. Beall Co.<br />
Technogel U.S.<br />
Thoms<strong>on</strong> Research Associates<br />
Inc.<br />
Toyo Cushi<strong>on</strong> Lanka (Pvt.)<br />
Ltd.<br />
Toyota Tsusho America Inc.<br />
Triskel C<strong>on</strong>sulting<br />
Tuodao Str<strong>on</strong>g Nails<br />
Manufacturing Co. Ltd.<br />
Unifi Inc.<br />
Uretek Inc.<br />
Vintex Inc.<br />
W. Silver Products<br />
Wenzhou Jiatai Latex<br />
Product Co. Ltd.<br />
World Wide Mattress<br />
Machinery<br />
Xsensor Technology Corp.<br />
Yekaterinoslavskie Mebelnie<br />
Masterskie<br />
blood pressure, anxiety, malaise or apathy,<br />
weight gain, headaches, decreased<br />
brain functi<strong>on</strong> and circles or bags under<br />
<strong>the</strong> eyes. Zombies also can be identified<br />
by <strong>the</strong>ir unkempt appearance, unsightly<br />
drooling, frequent mumbling or moaning<br />
and a lumbering gait.<br />
While <strong>the</strong> pressures of modern society<br />
certainly c<strong>on</strong>tribute to zombieitis,<br />
poor quality bedding is a primary cause.<br />
“A majority of us are sleeping <strong>on</strong> old,<br />
lumpy mattresses that make it virtually<br />
impossible to get a good night’s sleep,”<br />
Quinn said. “Instead of investing in<br />
better beds, many people choose to rely<br />
<strong>on</strong> everything from prescripti<strong>on</strong> sleep<br />
aids to white noise machines and antisnoring<br />
devices. Unfortunately, <strong>the</strong>se<br />
products fail to address <strong>the</strong> underlying<br />
problem.”<br />
The recent recessi<strong>on</strong> also has c<strong>on</strong>tributed<br />
to <strong>the</strong> increase in zombieitis.<br />
“Many c<strong>on</strong>sumers have postp<strong>on</strong>ed<br />
buying new mattresses because of<br />
uncertainties about <strong>the</strong> ec<strong>on</strong>omy. But<br />
when you stop to think about it, sleep<br />
deprivati<strong>on</strong> can lead to poor job performance<br />
and an increased risk of terminati<strong>on</strong>.<br />
So a new mattress might be <strong>on</strong>e of<br />
<strong>the</strong> best investments a pers<strong>on</strong> can make<br />
in l<strong>on</strong>g-term job security,” said Ryan<br />
Trainer, president of <strong>the</strong> Internati<strong>on</strong>al<br />
Sleep Products Associati<strong>on</strong>. The BSC is<br />
ISPA’s c<strong>on</strong>sumer educati<strong>on</strong> arm.<br />
The highlight of Better Sleep M<strong>on</strong>th<br />
will be “Stop Zombieitis! Day” <strong>on</strong><br />
Friday, May 20. Special events will take<br />
place nati<strong>on</strong>wide to raise awareness of<br />
zombieitis and how it can be cured with<br />
better beds.<br />
A c<strong>on</strong>sumer-oriented website,<br />
www.stop<strong>the</strong>zombies.com, has been set<br />
up for <strong>the</strong> campaign.<br />
Mattress manufacturers and retailers<br />
who would like to do tie-in campaigns<br />
can find toolkits <strong>on</strong> <strong>the</strong> websites<br />
www.bedtimesmagazine.com and<br />
www.sleepsavvymagazine.com beginning<br />
April 20.<br />
www.sleepproducts.org/bedtimes
ISPAAdvocacy<br />
ISPA calls <strong>on</strong> state lawmakers to protect c<strong>on</strong>sumers<br />
The Internati<strong>on</strong>al Sleep Products<br />
Associati<strong>on</strong> has begun a new<br />
campaign to protect c<strong>on</strong>sumers<br />
from unnecessary health and safety<br />
risks.<br />
Specifically, ISPA is leading<br />
efforts in several states to enact<br />
tougher laws to address <strong>the</strong> spread<br />
of bedbugs in used mattresses.<br />
The Florida Legislature is c<strong>on</strong>sidering<br />
an ISPA-supported bill that<br />
will add new tools to combat <strong>the</strong><br />
spread of bedbugs. The legislati<strong>on</strong><br />
would require renovators of used<br />
mattresses to sanitize <strong>the</strong>ir products<br />
prior to resale. Currently, no such<br />
requirement exists in <strong>the</strong> state.<br />
Legislati<strong>on</strong> has been introduced<br />
in C<strong>on</strong>necticut that would require<br />
state regulators to inspect renovated<br />
mattresses for bedbugs prior<br />
to resale. Chris Hudgins, ISPA vice<br />
Bedbug summit focuses <strong>on</strong> nati<strong>on</strong>al plan<br />
The U.S. Envir<strong>on</strong>mental Protecti<strong>on</strong><br />
Agency held its sec<strong>on</strong>d Bedbug<br />
Summit Feb. 1-2. The first day of<br />
<strong>the</strong> meeting focused <strong>on</strong> new approaches<br />
to combating bedbugs.<br />
The sec<strong>on</strong>d day laid <strong>the</strong> groundwork<br />
for creating a nati<strong>on</strong>al bedbug<br />
strategy that will be developed in <strong>the</strong> coming m<strong>on</strong>ths by<br />
EPA and a federal interagency working group. The working<br />
group is expected to hold meetings for stakeholders. To<br />
view presentati<strong>on</strong>s made at <strong>the</strong> summit or for o<strong>the</strong>r informati<strong>on</strong>,<br />
check www.epa.gov/oppfead1/cb/ppdc/bedbugsummit/2011/2nd-bedbug-summit.html.<br />
CPSC extends stay of enforcement for lead<br />
The U.S. C<strong>on</strong>sumer Product Safety Commissi<strong>on</strong> has extended<br />
<strong>the</strong> stay of enforcement of <strong>the</strong> third-party lead testing requirement<br />
for children’s products until Dec. 31. The notice announcing<br />
<strong>the</strong> stay was published in <strong>the</strong> Federal Register <strong>on</strong> Feb. 8<br />
(http://edocket.access.gpo.gov/2011/2011-2704.htm). The<br />
stay applies <strong>on</strong>ly to lead testing and does not affect o<strong>the</strong>r<br />
CPSC requirements. The CPSC defines children’s products<br />
www.sleepproducts.org/bedtimes<br />
president of government relati<strong>on</strong>s,<br />
testified at a recent hearing, expressing<br />
support for <strong>the</strong> bill and<br />
requesting that <strong>the</strong> state provide<br />
additi<strong>on</strong>al enforcement resources<br />
and safeguards to address renovated<br />
mattresses as a source of bedbugs.<br />
In Tennessee, Senate Bill 1073 would<br />
Shorts<br />
require mattress renovators to register<br />
with <strong>the</strong> state, label <strong>the</strong>ir products<br />
and sanitize <strong>the</strong>m prior to sale.<br />
ISPA also is leading and supporting<br />
efforts in New York and o<strong>the</strong>r<br />
states to enact tougher safeguards.<br />
Though bedbugs are <strong>the</strong> most<br />
recognizable threat from used<br />
mattresses, bedding may c<strong>on</strong>tain<br />
o<strong>the</strong>r hidden risks. Too often <strong>the</strong>se<br />
mattresses d<strong>on</strong>’t meet federal flammability<br />
requirements, meaning<br />
that families sleeping <strong>on</strong> unscrupulously<br />
renovated beds are needlessly<br />
exposed to fire risk.<br />
For more informati<strong>on</strong> about ISPA’s<br />
advocacy efforts <strong>on</strong> this issue, check<br />
www.sleepproducts.org/advocacy. If<br />
you live or have facilities in <strong>the</strong>se states<br />
and are interested in supporting ISPA’s<br />
efforts, c<strong>on</strong>tact Hudgins at 703-683-<br />
8371 or chudgins@sleepproducts.org.<br />
as those products intended primarily for children 12 and<br />
under. At ISPA’s request, CPSC previously ruled that <strong>the</strong><br />
internal comp<strong>on</strong>ents of all children’s mattresses are exempt<br />
from <strong>the</strong> lead testing requirements, as are most outer coverings<br />
of children’s mattresses.<br />
OSHA withdraws musculoskeletal proposal<br />
Following oppositi<strong>on</strong> from manufacturers, <strong>the</strong> U.S.<br />
Occupati<strong>on</strong>al Safety and Health Administrati<strong>on</strong> has<br />
withdrawn its proposal to require <strong>the</strong> reporting of musculoskeletal<br />
disorders. The proposed<br />
regulati<strong>on</strong>, announced in March<br />
2010, would have required manufacturers<br />
to report “disorders of <strong>the</strong><br />
muscles, nerves, tend<strong>on</strong>s, ligaments,<br />
joints, cartilage and spinal discs”<br />
am<strong>on</strong>g workers. The requirement was<br />
seen as a possible precursor to <strong>the</strong> development<br />
of a nati<strong>on</strong>al erg<strong>on</strong>omics<br />
standard. The move follows OSHA’s<br />
recent reversal of a proposed workplace noise exposure<br />
rule, which <strong>the</strong> Internati<strong>on</strong>al Sleep Products Associati<strong>on</strong><br />
and o<strong>the</strong>r groups had opposed.<br />
<strong>BedTimes</strong> | April 2011 | 63
UpClose<br />
Industry veteran Lilly still going <strong>the</strong> distance<br />
Former CEO of Serta finds new challenges in c<strong>on</strong>sulting firm<br />
By Dorothy Whitcomb<br />
Ed Lilly has been running—literally<br />
and figuratively—for most<br />
of his life. As a track star in<br />
high school and college, he piled up<br />
an impressive string of victories. As<br />
a corporate executive charged with<br />
leading whole teams to victory, his eye<br />
was seldom off <strong>the</strong> finish line.<br />
In business as in track, agility, <strong>the</strong><br />
ability to act strategically and endurance<br />
over <strong>the</strong> l<strong>on</strong>g haul lead to success.<br />
A look back at Lilly’s l<strong>on</strong>g career<br />
in <strong>the</strong> bedding and furniture industries<br />
proves <strong>the</strong> point.<br />
After leaving <strong>the</strong> Army and working<br />
at Philadelphia department store<br />
Strawbridge & Clothier for nine years,<br />
Lilly joined mattress maker Sealy in<br />
1978. He worked <strong>the</strong>re for 11 years in<br />
senior corporate and sales management<br />
positi<strong>on</strong>s. Landing <strong>the</strong> Sears<br />
account was a highlight of his time<br />
with <strong>the</strong> company.<br />
“I was a good salesman and I was<br />
able to c<strong>on</strong>vince <strong>the</strong>m that we could,<br />
as a single mattress supplier, provide<br />
all of <strong>the</strong> services that three suppliers<br />
could,” Lilly says. “The next year, Sealy<br />
was chosen as Sears’ Vendor of <strong>the</strong><br />
Year out of 12,000 vendors.”<br />
Lilly worked his way up to senior<br />
vice president of nati<strong>on</strong>al account<br />
sales for both Sealy and its Stearns &<br />
Foster brand.<br />
But when <strong>the</strong> company asked<br />
him to move to Cleveland in 1989,<br />
he declined and joined Townhouse<br />
Penthouse Industries, a Northbrook,<br />
Ill.-based manufacturer of privatelabel<br />
upholstered furniture.<br />
“TPI had 14 plants and, in 1989, a<br />
volume of about $350 milli<strong>on</strong> a year,”<br />
Lilly says. “Being <strong>the</strong> vice president of<br />
marketing was a great opportunity.”<br />
Lilly sees all of those positi<strong>on</strong>s<br />
as preparati<strong>on</strong> for <strong>the</strong> career<br />
64 | <strong>BedTimes</strong> | April 2011<br />
Garden getaway Ed Lilly enjoys both working<br />
in and just enjoying <strong>the</strong> garden he tends with<br />
his wife, Nancy. ‘It gives you time to yourself<br />
and allows you to see things in new ways<br />
while accomplishing something very<br />
satisfying,’ he says.<br />
challenges that lay ahead.<br />
“I learned <strong>the</strong> business from <strong>the</strong><br />
bottom up,” he says. “There’s a real<br />
advantage to knowing something<br />
inside out. It helps you create strategies<br />
that actually work. You grow into<br />
resp<strong>on</strong>sibility.”<br />
In 1990, Lilly was appointed<br />
president and chief executive officer of<br />
Serta and, in 2001, was named chairman<br />
of <strong>the</strong> board. When he joined<br />
<strong>the</strong> company, Serta’s sales volume<br />
was about $240 milli<strong>on</strong> annually. Ten<br />
years later, U.S. sales had tripled and<br />
Serta was <strong>the</strong> sec<strong>on</strong>d-largest mattress<br />
producer in <strong>the</strong> country.<br />
“Being president and CEO for 14<br />
years was <strong>the</strong> greatest accomplishment<br />
of my life,” he says. “Staying that l<strong>on</strong>g<br />
doesn’t happen <strong>the</strong>se days and was a<br />
reflecti<strong>on</strong> of what we accomplished. It<br />
was very satisfying.”<br />
Lilly left Serta when Nati<strong>on</strong>al Bedding<br />
Co.—<strong>the</strong> largest Serta licensee—<br />
acquired c<strong>on</strong>trol of <strong>the</strong> corporate<br />
entity in 2004.<br />
“I wasn’t ready to retire. The offense<br />
and defense of business was still<br />
in my blood, but I had no interest in<br />
ever working for ano<strong>the</strong>r corporati<strong>on</strong>,”<br />
Lilly says.<br />
In 2005, he founded Lilly Management<br />
Group, a c<strong>on</strong>sulting firm that<br />
provides management and development<br />
services to <strong>the</strong> bedding industry.<br />
Staffed by former Serta executives,<br />
LMG leverages <strong>the</strong> talent and experience<br />
<strong>the</strong>y <strong>on</strong>ce used to triple Serta’s<br />
business to help o<strong>the</strong>r mattress companies<br />
grow <strong>the</strong>irs.<br />
Although LMG has evolved in a<br />
different directi<strong>on</strong> than Lilly originally<br />
imagined, he is pleased with what his<br />
team has accomplished.<br />
“We have worked with about 350<br />
clients over five years,” he says. “The<br />
bulk of our business comes from suppliers<br />
and smaller manufacturers. We<br />
really duplicate what larger manufacturers<br />
do for <strong>the</strong>mselves.”<br />
The bulk of LMG’s business comes<br />
from corporate communicati<strong>on</strong>s,<br />
branding and FR programs, but it<br />
offers a broad range of c<strong>on</strong>sulting<br />
services, including strategic planning,<br />
procurement, best practices and crisis<br />
communicati<strong>on</strong>s.<br />
In <strong>the</strong> garden Lilly’s wife, Nancy, is a<br />
master gardener and he is her willing<br />
apprentice. “Gardening is good for<br />
you,” he says. “It gives you time to<br />
yourself and allows you to see things<br />
in new ways while accomplishing<br />
something very satisfying. We go out<br />
in <strong>the</strong> morning with coffee or at night<br />
with wine and just look at <strong>the</strong> garden.<br />
It changes all <strong>the</strong> time.”<br />
www.bedtimesmagazine.com
Going <strong>the</strong> distance “I ran five days<br />
a week for 40 years—11 miles in a<br />
Philadelphia snowstorm <strong>on</strong>ce,” Lilly<br />
says. Although he stopped for a while<br />
in his 50s, Lilly has returned to <strong>the</strong><br />
sport and finds it a great way to c<strong>on</strong>trol<br />
stress and stay healthy.<br />
Home away from home The Lillys<br />
travel to <strong>the</strong>ir sec<strong>on</strong>d home in Santa<br />
Fe, N.M., frequently. They love <strong>the</strong><br />
mountains, <strong>the</strong> city’s vibrant art scene<br />
and attending producti<strong>on</strong>s of <strong>the</strong><br />
world-famous Santa Fe Opera. “We<br />
go to <strong>the</strong> opera as many as five times<br />
a seas<strong>on</strong>,” he says. “One of my favorite<br />
memories is of taking my 14-year-old<br />
granddaughter to see backstage at <strong>the</strong><br />
Santa Fe Opera House.”<br />
www.bedtimesmagazine.com<br />
Out of necessity… It was need that<br />
drew Lilly to woodworking; it’s passi<strong>on</strong><br />
that keeps him interested. “When you’re<br />
in retail, you d<strong>on</strong>’t make a lot of m<strong>on</strong>ey,<br />
so you make what you need,” he says.<br />
“I’ve been woodworking since early<br />
in our marriage and still find making<br />
something beautiful and functi<strong>on</strong>al out<br />
of nothing very pleasing.”<br />
Outlook Although <strong>the</strong> recessi<strong>on</strong> has<br />
made growing his firm more challenging,<br />
Lilly is a realist. “You have to<br />
live in <strong>the</strong> envir<strong>on</strong>ment that you live<br />
in. I’m <strong>on</strong>e of <strong>the</strong> fortunate few who<br />
have had <strong>the</strong> opportunity to c<strong>on</strong>trol<br />
my own destiny,” he says. “I d<strong>on</strong>’t need<br />
business for fulfillment as much as I<br />
used to. I’m much more driven by <strong>the</strong><br />
process than <strong>the</strong> end result.” BT<br />
➤ Bio in brief<br />
Name Ed Lilly<br />
Company Lilly Management<br />
Group<br />
Title Founder and partner<br />
Locati<strong>on</strong> St. Charles, Ill.<br />
Educati<strong>on</strong> Lilly earned a bachelor’s<br />
degree in business administrati<strong>on</strong><br />
from St. John’s University<br />
in New York<br />
Age 67<br />
Family Lilly and his wife, Nancy,<br />
have been married for 42 years.<br />
They have three children and five<br />
grandchildren.<br />
<strong>BedTimes</strong> | April 2011 | 65
Going <strong>the</strong> distance “I ran five days<br />
a week for 40 years—11 miles in a<br />
Philadelphia snowstorm <strong>on</strong>ce,” Lilly<br />
says. Although he stopped for a while<br />
in his 50s, Lilly has returned to <strong>the</strong><br />
sport and finds it a great way to c<strong>on</strong>trol<br />
stress and stay healthy.<br />
Home away from home The Lillys<br />
travel to <strong>the</strong>ir sec<strong>on</strong>d home in Santa<br />
Fe, N.M., frequently. They love <strong>the</strong><br />
mountains, <strong>the</strong> city’s vibrant art scene<br />
and attending producti<strong>on</strong>s of <strong>the</strong><br />
world-famous Santa Fe Opera. “We<br />
go to <strong>the</strong> opera as many as five times<br />
a seas<strong>on</strong>,” he says. “One of my favorite<br />
memories is of taking my 14-year-old<br />
granddaughter to see backstage at <strong>the</strong><br />
Santa Fe Opera House.”<br />
www.bedtimesmagazine.com<br />
Out of necessity… It was need that<br />
drew Lilly to woodworking; it’s passi<strong>on</strong><br />
that keeps him interested. “When you’re<br />
in retail, you d<strong>on</strong>’t make a lot of m<strong>on</strong>ey,<br />
so you make what you need,” he says.<br />
“I’ve been woodworking since early<br />
in our marriage and still find making<br />
something beautiful and functi<strong>on</strong>al out<br />
of nothing very pleasing.”<br />
Outlook Although <strong>the</strong> recessi<strong>on</strong> has<br />
made growing his firm more challenging,<br />
Lilly is a realist. “You have to<br />
live in <strong>the</strong> envir<strong>on</strong>ment that you live<br />
in. I’m <strong>on</strong>e of <strong>the</strong> fortunate few who<br />
have had <strong>the</strong> opportunity to c<strong>on</strong>trol<br />
my own destiny,” he says. “I d<strong>on</strong>’t need<br />
business for fulfillment as much as I<br />
used to. I’m much more driven by <strong>the</strong><br />
process than <strong>the</strong> end result.” BT<br />
➤ Bio in brief<br />
Name Ed Lilly<br />
Company Lilly Management<br />
Group<br />
Title Founder and partner<br />
Locati<strong>on</strong> St. Charles, Ill.<br />
Educati<strong>on</strong> Lilly earned a bachelor’s<br />
degree in business administrati<strong>on</strong><br />
from St. John’s University<br />
in New York<br />
Age 67<br />
Family Lilly and his wife, Nancy,<br />
have been married for 42 years.<br />
They have three children and five<br />
grandchildren.<br />
<strong>BedTimes</strong> | April 2011 | 65
ManagementIssues<br />
Does your c<strong>on</strong>versati<strong>on</strong>al style need a c<strong>on</strong>versi<strong>on</strong>?<br />
Why you should try<br />
interacting instead<br />
of just transacting<br />
By Marty Stanley<br />
When you talk to people face to<br />
face are you focused <strong>on</strong> <strong>the</strong><br />
transacti<strong>on</strong> or your interacti<strong>on</strong>?<br />
There’s a difference.<br />
In a transacti<strong>on</strong>al encounter, you<br />
go through <strong>the</strong> moti<strong>on</strong>s to get <strong>the</strong><br />
discourse d<strong>on</strong>e. Maybe you’re daydreaming,<br />
texting at <strong>the</strong> same time or<br />
even talking <strong>on</strong> <strong>the</strong> ph<strong>on</strong>e to some<strong>on</strong>e<br />
else. The bottom line is that you’re<br />
not engaged in <strong>the</strong> process or with <strong>the</strong><br />
o<strong>the</strong>r pers<strong>on</strong>. In c<strong>on</strong>trast, interacti<strong>on</strong><br />
occurs when two people are engaged in<br />
a dialogue and actively participating in<br />
<strong>the</strong> exchange.<br />
Think about <strong>the</strong> last time you went<br />
out to eat. When you ordered, was <strong>the</strong><br />
waiter friendly, knowledgeable and<br />
quick? Did he show au<strong>the</strong>ntic interest<br />
and offer assistance in assuring that you<br />
had a good dining experience? Will you<br />
go back? Will you tell your friends?<br />
Real interacti<strong>on</strong> is noticeably different<br />
from a typical transacti<strong>on</strong> and today,<br />
it’s rare.<br />
Ask yourself: When you’re talking to<br />
people, are you clear about <strong>the</strong> purpose<br />
of <strong>the</strong> c<strong>on</strong>versati<strong>on</strong>? Are your thoughts,<br />
words and acti<strong>on</strong>s aligned with that<br />
purpose and <strong>the</strong> outcomes you seek?<br />
If you’re focused <strong>on</strong> <strong>the</strong> transacti<strong>on</strong>,<br />
<strong>the</strong>re can be a tendency to treat <strong>the</strong> c<strong>on</strong>versati<strong>on</strong><br />
in a matter-of-fact way—cover<br />
all <strong>the</strong> bases and move <strong>on</strong> to <strong>the</strong> next<br />
topic, pers<strong>on</strong> or activity. Your attitude<br />
can be interpreted as, “I d<strong>on</strong>’t have time<br />
for you or what is important to you.”<br />
During <strong>the</strong>se challenging ec<strong>on</strong>omic<br />
times, when companies are doing more<br />
with less, employees can suffer fatigue,<br />
increased absenteeism, low morale and<br />
diminished productivity or quality of<br />
work. All of <strong>the</strong>se impact <strong>the</strong> end-<br />
www.bedtimesmagazine.com<br />
user or c<strong>on</strong>sumer of your products or<br />
services.<br />
There is a lot of talk about “employee<br />
engagement.” If you want to foster<br />
employee engagement, take a look at <strong>the</strong><br />
quality of c<strong>on</strong>versati<strong>on</strong>s you’re having<br />
with <strong>the</strong>m. Are <strong>the</strong>y transacti<strong>on</strong>al or are<br />
you really interacting?<br />
How do you move from transacti<strong>on</strong><br />
to interacti<strong>on</strong>?<br />
It’s all about <strong>the</strong> level of participati<strong>on</strong><br />
in a c<strong>on</strong>versati<strong>on</strong>. Are you actively<br />
listening? Or are you thinking about<br />
what you’re going to say next or, worse,<br />
editorializing in your mind about what<br />
<strong>the</strong> o<strong>the</strong>r pers<strong>on</strong> just said?<br />
Good managers and leaders understand<br />
that c<strong>on</strong>versati<strong>on</strong>s require participati<strong>on</strong>—it’s<br />
more than exchanging facts.<br />
If you’re looking for improved<br />
employee engagement or increased<br />
customer retenti<strong>on</strong>, an easy and cost-<br />
effective place to start is by examining<br />
your c<strong>on</strong>versati<strong>on</strong>s. Are you talking<br />
about things that are relevant and important<br />
to <strong>the</strong> o<strong>the</strong>r pers<strong>on</strong>?<br />
Chatting about <strong>the</strong> wea<strong>the</strong>r or<br />
sports scores is OK, but unless you’re<br />
a meteorologist or coach, you’ll get<br />
more mileage with an interacti<strong>on</strong> that<br />
is focused <strong>on</strong> <strong>the</strong> pers<strong>on</strong>, her work or<br />
her purchase.<br />
A good interacti<strong>on</strong> is heartfelt.<br />
There is a lot of<br />
talk about ‘employee<br />
engagement.’ If you<br />
want to foster<br />
employee engagement,<br />
take a look at <strong>the</strong><br />
quality of c<strong>on</strong>versati<strong>on</strong>s<br />
you’re having with <strong>the</strong>m.<br />
It comes from a place of caring and<br />
wanting to be of service or making a<br />
difference. It’s about leaving <strong>the</strong> o<strong>the</strong>r<br />
pers<strong>on</strong> feeling glad he had <strong>the</strong> interacti<strong>on</strong><br />
with you. Even difficult c<strong>on</strong>versati<strong>on</strong>s<br />
can be au<strong>the</strong>ntic and leave a<br />
pers<strong>on</strong> feeling respected. How do you<br />
start? One c<strong>on</strong>versati<strong>on</strong> at a time.<br />
Begin by really listening to <strong>the</strong><br />
c<strong>on</strong>versati<strong>on</strong>s that you’re having with<br />
people. Are you approaching it like<br />
a transacti<strong>on</strong> or an opportunity for<br />
interacti<strong>on</strong>? Do you care enough<br />
about yourself, your company and<br />
<strong>the</strong> people with whom you interact to<br />
have au<strong>the</strong>ntic c<strong>on</strong>versati<strong>on</strong>s?<br />
If not, you may be missing out <strong>on</strong><br />
an opportunity to make a difference<br />
in some<strong>on</strong>e else’s life. It’s a choice.<br />
And you can choose to change it with<br />
your next c<strong>on</strong>versati<strong>on</strong>. BT<br />
Marty Stanley, president of Dynamic<br />
Dialog Inc., is an author, speaker and<br />
facilitator who helps organizati<strong>on</strong>s create<br />
<strong>the</strong>ir “new normal.” C<strong>on</strong>tact Stanley to<br />
speak at your next meeting or to facilitate<br />
visi<strong>on</strong>ing, planning and teambuilding<br />
sessi<strong>on</strong>s at 816-822-4047 or<br />
martystanley@alteringoutcomes.com.<br />
For more informati<strong>on</strong>, check<br />
www.alteringoutcomes.com.<br />
<strong>BedTimes</strong> | April 2011 | 67
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68 | <strong>BedTimes</strong> | April 2011<br />
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July 21-24<br />
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Ph<strong>on</strong>e 613-9654-7773<br />
furnitex@aec.net.au<br />
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Aug. 1-5<br />
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Ph<strong>on</strong>e 888-416-8600<br />
info@lasvegasmarket.com<br />
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Shanghai New Internati<strong>on</strong>al<br />
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Ph<strong>on</strong>e 86-21-64371178<br />
furniture@ubmsinoexpo.com<br />
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Sept. 14-18<br />
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OctOber<br />
Oct. 22-27<br />
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Furnitex The show will be July 21-24<br />
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<strong>BedTimes</strong> | April 2011 | 69
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70 | <strong>BedTimes</strong> | April 2011<br />
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www.bedtimesmagazine.com <strong>BedTimes</strong> | April 2011 | 71
TheLastWord<br />
Clutter could doom career<br />
I f<br />
you have a messy workspace, you may be doing damage<br />
to your career, according to a recent survey c<strong>on</strong>ducted<br />
<strong>on</strong> behalf of OfficeMax, an office supply retailer<br />
based in Naperville, Ill.<br />
More than half (53%) of resp<strong>on</strong>dents say <strong>the</strong>y think<br />
negatively about co-workers who have cluttered desks.<br />
About 40% assume that <strong>the</strong>ir messy colleagues lack<br />
skills in o<strong>the</strong>r aspects of <strong>the</strong>ir job and 13% have a lower<br />
overall opini<strong>on</strong> of less-than-organized co-workers. More<br />
than <strong>on</strong>e-third (33%) are more charitable, believing <strong>the</strong>ir<br />
co-workers are simply overworked and d<strong>on</strong>’t have time<br />
to clean up.<br />
“The c<strong>on</strong>diti<strong>on</strong> of your desk can shape your boss’ and<br />
co-workers’ percepti<strong>on</strong> of you and your work habits,”<br />
says Peter Walsh, an organizati<strong>on</strong>al expert and creator<br />
of <strong>the</strong> Peter Walsh You•Organized line of organizati<strong>on</strong>al<br />
tools. “If <strong>the</strong>re’s no semblance of order and purpose, it’s<br />
easy for people—particularly your boss—to think that<br />
Startup less<strong>on</strong>s learned<br />
S mall<br />
business owners<br />
acknowledge<br />
making a number of<br />
mistakes when launching<br />
<strong>the</strong>ir ventures. The<br />
top missteps:<br />
➤ Underestimating<br />
m<strong>on</strong>thly expenses<br />
(32%)<br />
➤ Hiring <strong>the</strong> wr<strong>on</strong>g<br />
people (20%)<br />
➤ Not knowing how to market and sell <strong>the</strong> product (18%)<br />
➤ Not securing enough financing (18%).<br />
The results are part of a ph<strong>on</strong>e survey of 501 small business<br />
executives c<strong>on</strong>ducted in January by Hiscox, an internati<strong>on</strong>al<br />
insurer with headquarters in Bermuda.<br />
The research also highlights <strong>the</strong> gaps in knowledge small<br />
business owners face when starting out. These include not<br />
understanding enough about <strong>the</strong> impact of taxes (33%),<br />
financing and credit (26%), and hiring and firing (24%).<br />
“People who take <strong>the</strong> leap often have great energy and<br />
passi<strong>on</strong> for <strong>the</strong>ir area of expertise. They have a clear goal,<br />
but as <strong>the</strong>y embark <strong>on</strong> <strong>the</strong>ir journey <strong>the</strong>y may not foresee<br />
<strong>the</strong> bumps al<strong>on</strong>g <strong>the</strong> highway,” says Kevin Kerridge, a small<br />
business insurance expert at Hiscox USA. “Cash flow, human<br />
resources, marketing and insurance issues can seem<br />
boring, but are hugely important.”<br />
72 | <strong>BedTimes</strong> | April 2011<br />
you are not <strong>on</strong> top of projects and that you’re overwhelmed.”<br />
Those surveyed have good intenti<strong>on</strong>s of cleaning up:<br />
45% would like to tackle <strong>the</strong>ir workspace, 36% want to<br />
tidy <strong>the</strong>ir computer files and 28% need to organize <strong>the</strong>ir<br />
email. Kelt<strong>on</strong> Research c<strong>on</strong>ducted <strong>the</strong> <strong>on</strong>line OfficeMax<br />
survey.<br />
BIG number<br />
$6.4milli<strong>on</strong><br />
That’s <strong>the</strong> price of a<br />
new bed being offered<br />
by a British designer<br />
who might very well<br />
have secured <strong>the</strong><br />
title “world’s most<br />
expensive bed” with<br />
a canopy bed carved<br />
from ash, cherry<br />
and chestnut woods,<br />
festo<strong>on</strong>ed with Italian<br />
silk curtains and gilded with solid 24-carat gold leaf.<br />
If you buy <strong>on</strong>e of <strong>the</strong> two beds that Stuart Hughes<br />
plans to make with Italian producti<strong>on</strong> partner Heban<strong>on</strong><br />
by Fratelli Basile Interiors, you can add a little<br />
bling by incorporating diam<strong>on</strong>ds into <strong>the</strong> headboard.<br />
Each handcrafted bed is expected to take three<br />
m<strong>on</strong>ths to make, giving purchasers plenty of time to<br />
pick out <strong>the</strong> perfect—and presumably also pricey—<br />
mattress to go al<strong>on</strong>g with it.<br />
www.bedtimesmagazine.com
You’ve got to see “<strong>the</strong> V”<br />
Dubbed <strong>the</strong> “V16,” it’s <strong>the</strong> most radical machine we’ve introduced in nearly 10 years.<br />
It’s a “must see” for any<strong>on</strong>e in <strong>the</strong> mattress industry.<br />
You can <strong>on</strong>ly see “<strong>the</strong> V” in an enclosed, special-purpose room<br />
dem<strong>on</strong>strati<strong>on</strong> at Interzum, May 25-28, 2011, at <strong>the</strong><br />
GSG booth in Hall 9.1 Stand C-020.<br />
C<strong>on</strong>tact your local GSG representative to schedule<br />
your pers<strong>on</strong>al dem<strong>on</strong>strati<strong>on</strong>.<br />
800-326-4742 954-846-0300 www.GSGcompanies.com or www.GSGexpo.com
That’s <strong>the</strong> sound of your product snoozing <strong>on</strong> a c<strong>on</strong>tainer ship halfway around <strong>the</strong> world. Eventually – maybe in 8 weeks, or maybe<br />
10 weeks, or maybe 12 weeks, you’ll take delivery. Maybe you’ll get what you expect. Maybe <strong>the</strong> quality will be acceptable. Maybe<br />
<strong>the</strong> real cost is worth <strong>the</strong> wait. That’s a lot of maybes – enough to put your customers sound asleep and your sales in a coma.<br />
M A T T R E S S S O L U T I O N S<br />
I N N O V A T E<br />
E C o Fa B R I C S , C o T T o N S , P R I N T S , j a C q u a R d S , P o Ly E S T E R S , B L E N d S , S T I T C h B o N d S , wa R P k N I T S , F I L L E R C L o T h S .<br />
Tietex Internati<strong>on</strong>al Ltd., 3010 North Blackstock Rd., Spartanburg, SC 29301, Ph. 864.574.0500, Fax 864.574.9490, www.tietex.com