Pure LatexBLISS leads the way - Sleep Retailer · Aireloom Mattress Combines Luxury with a Personalized Sleep System International Bedding Expands Foam Mattress Lines Pure LatexBLISS

www.bedroom-mag.com Fall 2010

sleep retailers’ magazine

Quality Products by South Bay InternationalAireloom Mattress Combines Luxury with a

Personalized Sleep SystemInternational Bedding Expands

Foam Mattress Lines

Pure LatexBLISS leads the way

H a n d m a d e l u x u r y f r o m u n d e r $ 1 0 0 0 t o o v e r $ 4 4 , 0 0 0 .

T H E R O YA L S TA N D A R D

®

The l i s t o f leading re ta i lers cont inues to grow. Contact Howard Galant a t 949-294-3595 or [email protected]. aireloom.com

E . S . K L U F T & C O M P A N Y

B l o o m i n g d a l e ’ s • M a c y ’ s • R o b b & S t u c k y • S i t ‘ n S l e e p • C . S . W o • H a y n e s M a n c i n i ’ s • R C W i l l e y • S l e e p E x p e r t s • W e i r ’ s • Y o u r N a m e

Earl Kluft,the Wizard

of Ahhhs.

Made exc lus ively for Bloomingdale’s .

(What can we do for you?)

Bui lding C, space 1524. Come see us .

ireloomATHE HAND MADE MATTRESS

®

21203_Aireloom:Layout 1 6/28/10 10:13 AM Page 1

4 Bedroom Fall 2010

1 Bedroom Summer 2010 MARKETGUIDE

A GUIDE TO MATTRESS, BEDDING, FUTON AND

TOP OF BED MANUFACTURERSHIGH POINT MARKET

Anatomic Global Inc

Building: IHFC

Space Number: M510

Ann Gish, Inc.

Building: IHFC

Space Number: G373

Arason Enterprises Inc.

Building: IHFC

Space Number: M335 Pavilions

Atlantic Furniture

Building: IHFC

Space Number: H721

Better Homes & Gardens

Mattress Collection

Building: IHFC

Space Number: H1141

Carolina Mattress Guild

Building: Furniture Plaza

Space Number: 100

Classic Brands

Building: IHFC

Space Number: M408

Coaster Company of America

Building: Coaster Wrencom Furn Bldg

Space Number: 111 E Commerce Ave

DownTown Company

Building: IHFC

Space Number: H429

EcoSleep

Building: IHFC

Space Number: M610

Five Star Mattress

Building: IHFC

Space Number: M530

Hallmart Collectibles, Inc.

Building: Showplace

Space Number: 3401

Hypnos Luxury Mattresses

Building: 242 N. Hamilton

Space Number: 242 N Hamilton St

IBC-International Bedding

Building: IHFC

Space Number: M528

Leggett & Platt Incorporated

Building: IHFC

Space Number: C603

Magniflex USA

Building: IHFC

Space Number: D843

Natura World Inc.

Building: IHFC

Space Number: C703

Otis Bed Manufacturing

Building: IHFC

Space Number: H743

SDH Enterprises, Inc.

Building: SDH Enterprises, Inc.

Space Number: 116 S Lindsay St

Sealy Inc

Building: Sealy Inc

Space Number: Trinity,NC

Serta Mattress

Building: IHFC

Space Number: H1141

Shifman Mattress Co

Building: 310 N. Hamilton

Space Number: 310 N Hmltn St. 301

SIScovers

Building: IHFC

Space Number: H310

Sleep Ezz

Building: 134 S Main St

Space Number: 134 S Main St

Spirit Sleep Products

Building: IHFC

Space Number: M514

Therapedic

Building: Plaza Suites

Space Number: 1-501

OCTOBER 16–21, 2010

ADVERTISERS

In ThIS ISSuEcover storyPure LatexBLISS Leads the Way

Departments6 Editors’ Picks

12 Mattress Update12 Global Expansion Continues at Spring Air

12 Leggett & Platt Launches The Virgin Mattress Contest and Social Media Campaign

13 International Bedding Expands Foam Mattress Lines

13 Aireloom Mattress Combines Luxury with a Personalized Sleep System

14 Hollandia & Therapedic’s Exciting Co-Branded Collection

15 Chili Technology Introduces Active Cooling and Heating with ChiliBed

16 Features16 Quality Products by South Bay International

18 Improve Profits with Adjustable Bases

19 It’s Time to Get Social: Social Media Can Drive Sales

20 Textiles Update20 Classic Brands’ Mattresses Combat Bed Bugs

21 Futon Covers for Less with Westwood Furtniture

22 Profiles F. Mark Hubbard, President, Mattress Gallery

Rick Robinson, President, Spring Air International

10 11

8

16 17 Aireloom/ES Kluft & Company 3www.kluftmattress.com/www.aireloom.com909.373.4211

International Bedding 21www.ibcgroup.com954.491.1002

Moonlight Slumber Inc 7www.moonlightslumber.com847.289.0101

Natura World Inc IBCwww.naturaworld.com800.215.3002

Pure LatexBLISS 5www.latexbliss.com404.260.7421

South Bay International IFCwww.southbayinternational.com800.723.0316

Spring Air Company BCwww.springair.com617.884.2300

World Market Center 11www.lasvegasmarket.com702.599.9621

ONLINE EXCLUSIVE! CATCH OUR HIGH POINT MARKET GUIDE AND “10 COMPANIES TO WATCH” COLUMN ON WWW.BEDROOM-MAG.COM

16

6 Bedroom Fall 2010

editors’picks

The T3 Recovery Mattress features cutting edge technology that is clinically proven to enhance your level of oxygen while you sleep, improve sleep quality and recovery to perform at your best each day.— dale, Senior Writer

no more hot sleep or back pain thanks to International Bedding’s Dr. Breus Bed™ and its TempSense™ material.—kate, editor

Our Jacuzzi™ Sanctuary mattress is ideal with its JelSleep™ comfort layer that automatically adjusts to two different body shapes and body temperatures.—kyle, account manager

Comfort Solutions’ Sleep iD is now available! The touch-screen kiosk system allowed me to find the mattress that most suited my needs and comfort level. —chriS, PuBliSher

Publisher ..........................................................Christopher Schriever [email protected]

Senior Writer............................................................Dale T. Read [email protected]

Managing Editor........................................... Melanie Burk-Read [email protected]

Editor ....................................................................... Kate Vasko [email protected]

Account Managers ............................................. Kyle Harrington [email protected]

Aurelie Parisot [email protected]

Creative Director .........................................................Alice Ashe [email protected]

Design & Print Firm ................................................... Blue House www.bluehouse.us

Web Manager ............................................................Jay Begley

Providing bedding retailers with information and insights on a variety of mattress and Bedding products.

Since 1995.

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LLC and The Marketing Arm Group, Inc. and is mailed to

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Simmon’s new Quick Response (QR) Tag offers consumers a greater shopping experience. With smartphones, shoppers can scan the barcode tag and access additional information on the mattress.— aurelie, account

manager

The Fabrictech PureCare Cover is a great solution to dust mites and bedbugs! The premium protection lineup kills bacteria on contact and makes for a healthy sleeping environment.—alice, creative director

8 Bedroom Fall 2010

Pure LatexBLISS

leads the wayBy: Dale T. Read

coverstory

www.bedroom-mag.com 9

coverstory

p ure LatexBLISS recognized the opportu-nity. “As we researched the market with industry veterans, we were amazed at

the number of latex mattress fans,” said Kurt Ling, company CEO. In developing the brand they recognized that they had to correctly choose their target sleepers, both understand and employ selective distribution when se-lecting retail partnerships, and provide high profit margins (typically 68-72%) all in addi-tion to designing and manufacturing fantastic products with a very low return rate. These choices were critical to the company’s success and Pure LatexBLISS is now poised to lead the category as one of the fastest growing latex mattress brands in the world.

“The only way we could achieve brand momentum,” says Ling, “was make it our mission to build the best bed for the con-sumer—a bed that is healthy by design.”

By creating all-latex beds and by build-ing the beds with Talalay Latex Rubber, Pure LatexBLISS mattresses offer consis-tency, durability and performance. All of Pure LatexBLISS’s mattresses are flat tops without fiber quilting in the upholstery or

foam therefore allowing consumers direct contact with the bottomless pressure relief and uplifting support properties offered by latex rubber. The warranty reflects the Pure design at 20 years with a defect defined as a 3/4 inch body impression.

To achieve their goals and address the identified needs, wants and preferences of latex bed consumers worldwide, Pure Latex-BLISS created a simple program featuring three collections, Couture, Latex and Latex Light, of “pure” latex beds that “revitalize and beautify.”

Within the Couture collection, the 10, 11 and 12 inch mattresses feature a 5, 4 or 3 inches of pressure relief within the Talalay pressure relief layer that rests above 6 inches of supportive Talalay and a one-inch stabili-zation base.

The Latex Collection features one mattress aptly called Pamper. This 8 inch bed features an inch of Talalay pressure relief layer, the collection’s standard 6 inch Talalay core and the one-inch stabilization base.

Latex Light sets itself apart by including 6 inches of “latex light,” or Dunlop Latex, as

the core with the inch of Talalay providing pressure relief within the bed’s pressure re-lief layer. Latex Light also includes the line’s one inch stabilization base.

Each bed within Pure LatexBliss’s mattress program is sold with a 9 inch foundation. In addition to being warranted on this founda-tion, the warranty applies if the mattress is placed on adjustable foundations, slat foun-dations or platform beds.

During their initial market research, Pure LatexBLISS also discovered an opportunity with existing pillow top consumers. Many of whom had purchased pillow top mattresses in the 80s and 90s, but is looking beyond them for their next purchase because of body im-pressions. To address these consumers, Pure LatexBLISS developed a complete CustomFit PillowTop collection. The collection includes a 2 and 3 inch separate topper made of natu-ral Talalay latex rubber, with a 20 year war-ranty. This category is a business in and of itself and the company is finding that about half of Pure LatexBLISS beds are being sold with a CustomFit pillow top—an added rev-

By: Dale T. Read

In the 1990s, foam rubber beds made

up approximately 20% of european

mattresses and 80% of european pre-

mium/ultra-premium mattress market,

but were just beginning to be seen here

in the uS.

the introduction of latex beds can be

linked to and increasing consumer

desire for comfort. add to it, the new

research on the correlation between

adequate sleep and an individual’s

health and this global trend from coil

to non-coil preferences has allowed

latex bed manufacturers to make an

impact in the industry.

continued on page 10

10 Bedroom Fall 2010

coverstory

enue source for retailers. An equal number of the company’s CustomFit pillow toppers are being sold separately.

Pure LatexBLISS sees opportunity to become a retailers’ best partner, with their mattress program. While some manufacturers find bene-fit in having their products in as many stores as possible, Pure LatexBLISS is carefully selecting its retail partners as to not create unnecessary competition between their retailers.

Through selective distribution, and the MAP policy, Pure LatexBLISS’s retail partners benefit from dealer exclusivity in addition to high margins. Ling adds, “We are the fast-est growing mattress brand in the word, sell-ing through the largest sleep shop chains in France and the US.”

Additionally, rather than target a cost conscious audience, those who do not sleep well or those interested in a luxury mat-tress, Pure LatexBLISS focuses on targeting “Bedding Enthusiasts” (defined as people who “love their bed”). Research shows bed-ding enthusiasts are comfort, health and fashion conscious and the Pure LatexBLISS mattress program—from product to mar-keting—address these interests.

The bedding enthusiast category is similar in size to the “poor sleepers” category, but has been mostly an underserved market. Pure La-texBLISS appeals to not only the experienced latex sleeper who love the resilient, soft, com-forting, supportive feel, but also those new to the latex experience shopping for a non-coil mattress. The amazingly comfortable and up-

lifting support with a sense of soft bottomless pressure relief often sells the mattress within seconds of lying on any one of the ten beds within Pure LatexBLISS’s collections.

Joe Hunt, company EVP of Sales, and Ling, the duo of long-time industry lead-ers behind Pure LatexBLISS recognized the opportunity of consumers who “simply love their beds” and would favorably respond to a latex mattress. “These bedding enthusi-asts,” says Ling, “are comfort, health and fashion conscious and we have built beds with them in mind. Our natural Talalay la-tex beds are healthy by design because the latex is on top with only a fire retardant layer and removable and washable cover be-tween the latex and the sleeper. The bene-fits of latex are real in our pure design. They are breathable; they are mold and mildew proof; they are dust mite resistant; they are anti-bacterial and anti-fungal; they are hy-poallergenic and they are constructed to of-fer bottomless pressure relief with uplifting support motion transfer isolation.”

With a complete latex rubber bedding program, valued retailers and happy con-sumers in place, Pure LatexBLISS contin-ues to grow, establishing itself as the latex brand. This line of natural Talalay latex rubber beds was created with “a focus on people,” Ling stresses, “We focus on the four ‘p’s’—that is, people, product, profit and product knowledge. People, because those at Pure LatexBLISS believe in rela-tionship business; product, because it’s king and profit because retailer satisfac-

tion is crucial.” Ling shares, “If the profit for the retailer is right, then the commis-sion is good and the retail sales associates are highly motivated.”

Pure LatexBLISS is an international brand. “We sell direct in the US, UK, France, Belgium, Netherlands, Switzerland and Germany and have learned from mattress professionals and consumers in the US and several countries in Europe.” In addition to selling through the largest retail sleep shop chain in France and in the US, Ling says their brand was also listed in the “Best of British” this year and was fea-tured in a Paris documentary highlighting in-novative new products.

The company has assembly facilities in California, Texas, Wisconsin, Connecticut and Harrogate, England. Each and every Pure La-texBLISS mattress sold domestically have been produced at one of the four US facilities. Pure LatexBLISS’s goal is to brand latex, define the feel and create a language for benefits and data to separate, or define itself, from other non-coil mattresses. The company’s encyclopedia on latex, viewable at www.blissipedia.com, is one of its greatest assets. To help and guide RSA’s, Pure LatexBLISS has a live, toll-free, RSA as-sistance line available 7 days a week.

Pure LatexBLISS has grown at a tremen-dous rate along with the entire latex rubber category. With retail opportunities available in just 35 states, Ling reminds retailers who may want to be part of this unique growth opportunity that now is the time. Visit www.latexbliss.com and www.blissipedia.com. ✤

continued from page 9

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mattressupdate

By: Dale T. ReadContinuing in its expansion, Spring Air Inter-national signed a license agreement with Chi-na’s Suibao Furniture Group, recently named by the country’s government as China’s “Top Brand” and “Most Valuable Mattress Brand.” Spring Air’s Back Supporter, Sleep Sense and branded latex lines are now available in more than 33 countries.

“This is one of the most meaningful inter-national partnerships we have ever formed,” commented Eric Spitzer, senior vice presi-dent of Spring Air. “The Suibao Group is not only a major force in China in terms of its size, reach, brand power and technologi-cal strength, but it’s also the first bedding manufacturer in China to introduce and dis-tribute to its own base of mattress stores.”

According to Spitzer, Suibao will leverage its significant resources in manufacturing-

glOBal expansiOn cOntinues at spring air

quality and efficiency to make and sell a full line of Spring Air products to its grow-ing base of more than 1,300 retail outlets throughout the eastern half of China.

“Our relationship with Spring Air will bring to our customers a new collection of innova-tive, quality mattress products from a well recognized and respected 82-year old brand,” said Madam Deng Zhi, CEO and chairwoman of Suibao. “We’re very excited to become a member of the Spring Air International fam-ily. It’s a milestone in our development.”

The nearly 40 year old Suibao Group grew significantly in the 1990s when the company took a leading role in adopting state-of-the-art manufacturing equipment and technologies, expanding its production facilities and introduced its mattress concept stores. Visit www.springair.com. ✤

“We’re very excited to become a member of the Spring Air International family.

up to win a VertiCoil® Edge™ innerspring mat-tress. VertiCoil Edge is the latest technology in innerspring and part of the VertiCoil fam-ily, which enjoyed the most successful sup-plier product launch in the history of Leggett & Platt’s Bedding Group.

The Virgin Mattress Contest is part of a social media campaign Leggett & Platt cre-ated to engage and connect with consumers. To participate in the contest, visitors must upload a video and share why they deserve a new mattress. Coinciding with Leggett & Platt’s recent launch of VertiCoil Edge, the company is airing a series of comedic webi-sodes that follow a couple in their quest to fight off an arch nemesis and save the family mattress store from financial ruin.

“We want to be the first to bring this kind of media to the mattress industry.” said Mark Quinn, Segment Vice President of Marketing for the residential furnishings segment of Leggett & Platt. “The Virgin Mattress campaign

leggett & platt launches the Virgin mattress cOntest and sOcial media campaign

is back, this time with new characters and new videos that take a fun look at a couple’s ef-forts to redeem their family mattress business. Humorous customers, sleazy salespeople and crazy bedroom stories are all incorporated into a tale that will make consumers think twice about their current mattress.”

Entries were judged on creativity and the consumers’ legitimate need for a new mat-tress. The winners will each receive a new mattress made with VertiCoil Edge inner-spring, valued at approximately $1,300.

“We’re happy to award three deserving consumers with their own new virgin mat-tress,” said Quinn. “Consumers already know that a good night’s sleep can improve their quality of life. We want them to also under-stand the role the mattress plays in their sleep, and thus their life. Life happens in the bedroom, and consumers often don’t replace their mattress as frequently as they should.”Visit www.thevirginmattress.com. ✤

By: Kate VaskoTo coincide with the introduction of its new-est innerspring, VertiCoil® Edge™, Leggett & Platt is launching a national contest and so-cial media campaign. The 127-year-old sup-plier and leader in the bedding industry is awarding new mattresses to three consumers as part of The Virgin Mattress Contest. The contest leads up to the re-launch of the com-pany’s related webisode campaign.

Visitors to Leggett & Platt’s The Virgin Mattress YouTube Channel were able to sign



mattressupdate

By: Dale T. ReadKnown for offering the highest level of comfort, quality and luxury, Earl Kluft has taken his genius for creating luxury sleep systems and combined it with the growing awareness of individualized comfort and support needs resulting in a new line of personalized mattresses.

“Couples shopping for mattresses face comfort challenges. No two people are alike,” said President and CEO, Kluft. “In 2005 we introduced a now patented ‘adapt and react’ technology to luxury consum-ers, designed to adjust to everyone’s body shape and size, minimize motion trans-fer, reduce pressure areas, nurture spinal support, and give both sleep partners a healthier night’s sleep. With the Aireloom Comfort Zone sleep system, we’re taking it to the next level by allowing each person to select a personalized feel for their side of the bed eliminating the need to sacrifice luxury for individual comfort.”

The Aireloom Comfort Zone can be re-configured 40 different ways to create a well-appointed, custom-tailored sleep fit. Starting with four color-coded “personal

airelOOm mattress cOmBines luxury with a persOnalized sleep system

comfort zones” that can be interchanged to meet comfort needs, these three-inch toppers are placed on ten-inch bases. The bases are made of either 830 individually wrapped coils or a latex/biofoam. With the choice of base and personal comfort zones, this customized sleep system offers multiple firmness options in one bed. The color of the topper’s ticking represents the mattress’s firmness—plush, medium, firm or extra firm.

Understanding the need to provide re-tailers with mattresses that will draw a larger demographic to stores, Kluft elabo-rates, “Retail floor space is valuable. The Aireloom Comfort Zone program helps the customer achieve personalized comfort while providing retailers the opportunity to display two mattresses on retail floor that satisfy 40 different comfort feels.” Suggested retail price for a queen mattress ranges from $1,999–$2,999.

Aireloom® designs offer artisanal quality and legacy features such as hand-tied coils and hand side-stitching. The lines feature the most advanced materials, patented de-signs, and technologies available in the

world, including the highest quality Belgian jersey knits and damask fabrics, English nested coils, New Zealand Joma wool, natural Talalay latex, bio-based foams, and natural and eco-friendly fibers. Visit www.kluftmattress.com and www.aireloom.com. ✤

By: Christopher SchrieverInternational Bedding is introducing ex-panded Origins and new Easy Rest lines at the High Point market. The expanded of-ferings will include five new vico-elastic foam-based models designed to deliver ex-ceptional contouring support and pressure relief for the body.

Origins beds, are expected to retail from $899 to $1,299 in queen. Featuring a dou-ble-stack core of high density, soy-based convoluted foams, topped with increasing layers of HD poly and visco foams with an open-cell structure that promotes healthy air flow and a cooler sleep.

internatiOnal Bedding expands FOam mattress lines

The beds will be presented primarily in plush, pillowtop and jumbo pillowtop with quilted and smooth-top cover treatments providing a diversity in looks and feels at compelling values.

The new Easy Rest line offers retailers “bed-in-a-box” options. These models provide options at value price points. Both beds incorporate domestically-sourced foam cores and visco layers, intended for use on the company’s standard high-grade wood base. Available in twin through king sizes, the Easy Rest Deluxe and Supreme models are priced at $599 and $799 in queen. Visit www.ibcgroup.com. ✤

IB’s Easy Rest line offers retailers “bed-in-a-box” at value price points.

mattressupdate

By: Christopher SchrieverIn the last issue we featured the iCon™ Bed within our Editors’ Picks section, but after ex-periencing this collecting at the Las Vegas mar-ket, we decided it needs a more attention.

The collection includes a variety of options from twin to king and from adjustable to the impressive iCon with it’s adjustable 3D mattress and custom headboard which includes night-stands, an iPad docking station and complete speaker system. The iCon is the first design from the Hollandia Collection for Therapedic and it has us excited about what’s to come!

The companies announced their joint ven-ture earlier this year and began developing a collection that leverage Hollandia’s innovation and Therapedic’s successful international op-erations. While the collection is already avail-able here in the states, it will be sold around the world with Hollandia scheduled to open Therapedic stores in Israel early next year.

“The iCon brings a fresh, new look, which we believe will attract a new type of custom-er to the Therapedic brand,” said Gerry Bor-reggine, Therapedic president and CEO. “That is exactly why we are so excited about our

hOllandia & therapedic’s exciting cO-Branded cOllectiOn

association with Hollandia. We look forward to learning from one another and helping our brands continue to grow.”

The signature of the Hollandia Collec-tion for Therapedic, the iCon was developed to maximize comfort. At the base, the new Dual Tech 3D technology that allows sleep-ers to independently customize their side of the bed to meet their comfort needs. Hidden under a removable, washable zippered cover, the mattress is made of naturally ventilated Vita Talalay Latex. The two-sided mattresses offer both a soft and firm side again allowing sleeping partners to select the side that best fits them. The cover’s 3D fabric features Ac-tive Ventilation to regulate temperature and provide a breathable layer between the mat-tress and the consumer. While the 3D materi-al remains soft to the touch, its strong fibers provide the durability for it to be washed.

These features are completed by the iCon’s sleek and modern upholstered headboard and arched steel legs. Hidden within the head-board are four speakers, a 250-watt amplifier and docking stations for iPods or iPads. It is available in more than 200 colors and fab-rics to complement any decor. The Trio base’s arched legs offer a solid foundation and new flexibility for allowing the bed to adjust the head and/or feet lower than the flat position for a great back stretch.

“Like the iPad, the iCon Bed is more about a lifestyle choice than it is about a product. It caters to consumers who know how to bal-ance work, rest and play,” said Hollandia CEO Avi Barssessat. “We design products, offering functionality, versatility, relaxation and com-fort so that consumers can be more productive. Whether you want to read, work or fall asleep to relaxing music, this bed truly lets you have it all, then recharges your iPad as you sleep.”

Experience the Hollandia Collection for Ther-apedic, including the iCon, at the High Point Furniture Market this October and consider what the collection could do for your store. Visit www.hollandiainternational.com. ✤


The hollandia Collection for Therapedic includes a variety of options from twin to king and from adjustable to the impressive iCon with it’s adjustable 3D mattress and custom headboard.


mattressupdate

By: Dale T. ReadChili Technology is excited that they have done it first—this innovative product development and marketing company has successfully cre-ated and is now marketing the ChiliBed line of mattresses with active cooling and heating!

ChiliBed’s convenient, active cooling and heating system provides comfort and ben-efits to consumers while enhancing retail sales. The company’s patented solution, found in the successful ChiliPad, has been incorporated directly into the mattress. The micro-climate thermostat allows for precise temperature adjustment. Better yet, with the dual-zone control, available in queen and king, each sleep partner can maintain her/his ideal sleeping temperature.

ChiliBed offers a complete line of distin-guished beds using specially formulated TempXL memory foam. This unique Visco memory foam maintains its firmness and feel across a broad temperature range; a quality important to these beds since the tempera-ture can be adjusted between 46o and 118o Fahrenheit.

As Chili Technology’s focus extends beyond the sleep environment, all ChiliBeds contain soy and/or other natural oil-based foams, resulting in a greener product. Additionally, the foams are treated to provide anti-micro-bial and anti-fungal benefits and, for energy efficiency, each controller averages only 80 watts of usage.

The ChiliBed line includes three mattress-es, Horizon, Cirrus and Dorado.

Horizon is the most affordable, yet highly valued ChiliBed. Constructed with premium-quality materials, Horizon includes a full inch of TempXL, high performance Visco memory foam, to complete the luxurious feel of the 8 inch mattress.

Cirrus is the company’s most preferred ver-sion as consumers can easily compare the feel and comfort of this premium mattress with the

chili technOlOgy intrOduces actiVe cOOling and heating with chiliBed

most popular and highly valued mattresses on the market. Utilizing premium construction, Cirrus is a 10 inch mattress with two inches of TempXL Visco, thereby providing excellent sleep support and comfort.

For the ultimate sleep experience, the ChiliBed Dorado presents 12 inches of com-fort. Dorado is designed and constructed with a larger core and topped with a layer of TempXL Visco and a final layer of coconut foam. This unique top layer utilizes 38% less petroleum-based oils and provides a much ‘greener’ bed.

The value of the Chilibed collection far ex-ceeds others in its class, as it includes the temperature adjustable sleep system by Chili Technology. The cooling and heating circula-tion coils rest in compression cuts within the top layer of each mattress to form a truly unique and comfortable sleep system.Visit www.chilitechnology.com. ✤

ChiliBed’s convenient, active cooling and heating system provides comfort and benefits to consumers while enhancing retail sales.

As more mAnufActurers And retAilers begin

selling products online across all industries from

retail to furniture, food, and automobiles, the ques-

tion arise how the success of online stores translates

in the mattress industry. With products whose sale is

based just as much on quality of materials and price

points as it is on consumer preference and sleep

habits, certain selling techniques are necessary to

achieve triumph. a company which has had success

with this translation to online sales, South Bay In-

ternational, relies on their ever-impressive network

of online retail clients to effectively sell their Sleep

Science, ViscoKidz and Motiontrend brands. ➥


from the editorsfeatures


featuresfrom the editors

successfully marketed and sold online

founded in 1993, South Bay International is both a trusted strategic business part-

ner to quality bedding retailers, and an OEM manufacturer for some of the world’s largest mattress manufacturers. South Bay is also the only American based company with its own 700,000 square foot foam factory in Jiaxing, China. South Bay prides itself on its ability to partner with their customers to create customized products in order to meet specific market needs. Their 100% pure visco-memory foam mattresses, toppers and pillows are used in some of the most recog-nizable brands in the industry.

With this in mind, we asked Dani Serven, company Product Development Manager, to share insight on the differences and similari-ties between selling a specialty mattress on-line versus in a retail store. As Serven points out, the key to success is a blend of the two.

Similar to in-store purchases, product de-scription and accurate details remain essen-tial to online sales. While in-store shoppers have the benefit of the store’s RSA and can rely on testing the mattress, online shoppers base much of their purchase on the product description. The difference between online success and failure is in the description as purchasing a mattress is historically a physi-

cal sensory process. The customer wants to touch it, sit on it and most importantly lay on it. A clear, accurate and detailed descrip-tion becomes paramount to the customer’s ultimate satisfaction when the first time they lay on the mattress is in their own bedroom. Winning descriptions must include features and benefits of the mattress and comfort level, as well as the detailed specifications.

Serven elaborates, “Online shoppers not only expect to be provided detailed product specifications, they are more likely to engage in comparison shopping thus the information an e-retailer provides must allow the con-sumer to feel more confident in her decision. For example, in the visco memory foam cat-egory, customers want to know the density and the hardness of the foam.”

In addition to product details, marketing information remains key in both online and brick-and-mortar retail settings. “While cus-tomers will also compare warranties and return policies as part of their research, they’re also looking to videos and online product dem-onstrations,” adds Serven. Product pictures, YouTube style demonstrations, social media campaigns are key to raising awareness of the mattress and key to any sale. In addition, on-line shoppers rely on other consumers when

considering a product. Readily available con-sumer reviews and comment sections can be a positive enhancement to selling. By allowing the shopper to gain access to others opinions and reviews of the product before they make such a large purchase allows them some addi-tional sense on the details prior to the first test in the bedroom.

However, while online stores place the shop-per in a more independent position, this does not mean they do not want the personal touch that comes with buying at the retail store and communicating with the product experts. To achieve the online sale, the knowledgeable telephone salespersons become indispensable to the process. If the customer is considering two comparable mattresses and they contact the e-retailer, the sale can be sealed by excel-lent customer service and straight forward an-swers to consumer questions.

By utilizing online descriptions with product reviews and demonstrations as well as easy ac-cess to a salesperson, the combination can re-sult in high sales volume through e-commerce even for such a personal purchase as bedding.

South Bay’s products are made of the high-est quality materials and can be branded spe-cifically for your retail store. Visit www.southbayinternational.com. ✤

By: Christopher Schriever

QuAlity products


Adjustable Bed Sleep Systems with Visco or Natural Latex mattresses and pillows.

MOTIONTREND2665 Pomona Blvd. Pomona, CA 91768

(800) 723-0316www.SouthBayInternational.com

Las Vegas WMC B-0860

The Perfect Sleep SystemAdjustable beds are redefining how all ages relax and rejuvenate.

Luxury Comfort Lifestyle

MOTIONTREND

By: Kate VaskoAs a growing number of consumers look to maximize comfort solutions tailored to their individual preferences, many are turning to their mattresses and bedroom for lifestyle improvements. Taking note of this change, mattress manufacturers, from TempurPedic to Hastens and Hollandia to Vivon, are offering solutions in the form of adjustable bed bases. Adjustable bases, while priced higher than a standard base, are not only catching on, but also offer re-tailers the opportunity to improve profits.

While the mattress industry saw an overall decrease of sales last year, adjustable base sales gained. More customers are installing televisions in their bedrooms and spending time reading, working and relaxing from the comfort of their beds. Adjustable bases of-fer different settings including a variety of positions for the upper and lower portion of the bed. Some even include massage and heat settings.

“Jorbi’s BetterRest Adjustable Bed includes separate head and foot massage, and memory functions allowing the sleeper to easily recall

imprOVe prOFits with adjustaBle Bases

their most comfortable position,” says Brian Gourley, company CEO.

In addition to offering customers greater luxuries, adjustable beds have added health benefits. Adjustable bases take pressure off the entire body and offer relief for back, hip or shoulder pain as well as improved circula-tion and relief from tension, anxiety, gastric reflux, insomnia and breathing problems.

The ease to which a consumer can switch to an adjustable base draws in consumers helping retailers close the sale. Many of to-day’s mattresses are compatible and most of the adjustable base options are similar in size to a standard non-adjustable base.

Avi Barssessat, CEO at Hollandia, says ad-justable beds are “a lifestyle choice offering versatility, relaxation and comfort.”

Adjustable bases are mutually beneficial to retailers too. First they occupy generally the same amount of retail floor space and since adjustable bases retail from $800 on up, sales mean greater profit over non-adjustable bases.

Retailers seeking to offer more choices while adding incremental sales dollars and greater margins should consider offering an adjustable base, or two, on your retail floor. ✤

Adjustable bases offer retailers another opportunity to increase profit.




it’s time tO get sOcial: sOcial media can driVe sales

By: Christopher SchrieverThanks in part to social media’s increasing popularity, vast reach and potential to di-rectly communicate with customers, busi-nesses in nearly every industry have incor-porated it into their marketing strategies. Mattress manufacturers have even started using it to introduce new products and build or maintain their company’s reputation. Re-tailers are using it to announce sales, provide shopping tips and engage their community. Sites such as Facebook and Twitter have be-come the “new tool” for efficient, engaging and cost effective marketing. Having an on-line presence not only provides a face and brings personality to a brand, but it also al-lows an interactive experience between the business and the consumer.

Why utilize Social media?Social media allows retailers the opportunity to engage with consumers in a way that edu-cates and interests them, as well as simplifies the mattress buying process. It also allows you to connect with consumers in places where they are already seeking informa-tion. Consumer research, conducted by Sealy, shows that more than 80 percent of consum-ers research online before making a mattress purchase and are more likely to make buying decisions based on what they read and see in social platforms. As a result, leveraging social media networks and online tools can poten-tially drive consumer traffic into retail stores and lead to increased sales.

Mattress retailers, in particular, can benefit by setting up social media pages and leverag-ing their brands with online tools to create a new direct-to-consumer communication plat-form. Utilizing online functions and digital technology can help you speak to consumers in a way that is easy to understand and useful for the mattress buying process.

hoW to create Brand Buzz and Build aWareneSS? Implementing social media programs pro-vides a tremendous opportunity for growth. Networking platforms such as Facebook and Twitter allow consumers to directly interact and become informed. Developing a Face-

book page and Twitter feed are two ways to keep your consumers up-to-date on news, sales and new products while developing an online community. These communities work as a host for giveaways, conversations, cus-tomer service and product buzz. They can also serve to generate a large fan base, dou-bling as your online mailing list. A typical Facebook page consists of a number of dif-ferent sections, including:

■■■■ News Feed—informational highlights in-cluding profile changes, upcoming events and status updates

■■■■ The Wall—a space on every user’s or com-pany’s profile page that allows friends and fans to post messages

■■■■ Fans—network users who “like” a particu-lar brand page and choose to receive status updates and event information from the page administrator

■■■■ Friends—network users that you are con-nected with through shared information

■■■■ Status—an information update to friends and fans of the user or company’s where-abouts and actions

■■■■ Photos—a place to upload albums and photos to share

■■■■ Groups—organized groups of people around specific topics to show interestFacebook’s features and tools are highly

appealing because they can allow your fans to network with each other, and with you, sharing opinions and shopping tips.

Twitter allows for the same type of inter-action, yet works in a more immediate way. Retailers can engage with followers more uniquely, as twitter allows for Q&A sessions, direct conversations with consumers and “Tweetups”—an opportunity to meet with consumers in a designated place, such as your store, to share incentives and informa-tion. This is a great opportunity for promo-tion/sales launches, coupons or even new product introductions.

Several manufacturers and retailers are already succeeding with their social media campaigns. Many of these companies can be found within our own “favorite pages” on the BEDROOM Magazine Facebook page (facebook.com/bedroommagazine).

In fact, Sealy recently announced the launch of an exciting new social media campaign for its Embody™ memory foam and latex line of mat-tresses. The campaign began with a Facebook page and Twitter feed to get consumers excited and talking about the new line. The social me-dia platform allows Embody™ to run a variety of consumer contests and promotions throughout the year. Not only will this help drive traffic to retailers who carry the line, but it will also al-low for direct conversation with consumers on the topics of sleep and health.

The promotion featured an Embody™ by Sealy giveaway and created a lot of brand at-tention while adding hundreds of Embody™ by Sealy fans and followers to their Facebook and Twitter pages. Many of you may have felt this buzz surrounding their promotion, which launched during the Vegas Market. Sealy re-ports that it drove many retailers to their showroom to learn more about the mattress, the giveaway and the brand.

“Sealy continues to develop strategic social media programs to drive awareness and excite-ment for our brands across the portfolio,” said Jamie Piper, Sealy Director of Marketing Com-munications. “We are excited to share key in-sights with our retail partners to ensure their success in this new medium as well, while en-hancing their overall presence online.”

As a retailer your online presence should help solve the consumers’ greatest frustration—de-termining which mattress is most right for them. It should provide tips on how to improve their overall lifestyle, such as providing sleep tips or perhaps “how to’s” for bedroom make-overs. Your social media strategy should be an extension of your online efforts as well as an engagement strategy to build relationships with consumers and increase overall awareness of your business and the brands and products you offer. Successfully executed, these efforts can translate into in-store traffic and sales. ✤


textilesupdate

By: Christopher SchrieverOffering consumers an option to help protect them from, what some are calling, “the pest of the century” is easy when you direct them to one of the Classic Brand mattresses made with removable, washable covers.

“We know from research that bed bugs do not burrow deep within a mattress un-less there are holes in it; they are nesting insects that prefer the crevices and tufts of the mattress ticking, under your linens,” explains Classic Brands CEO Mike Zippelli. “Years ago we started featuring mattresses with zippered, removable covers for our Dormia memory foam and latex mattresses as an added benefit for hygiene. Due to the recent heightened awareness, consumers are looking for better options. We’re now experiencing a high volume of calls regard-ing this feature.”

classic Brands’ mattresses cOmBat Bed Bugs

Classic Brands sells its bedding products and accessories under the Dormia, Space Age and Natural Expressions brands, using the finest materials from around the world including all-natural and high-performance covers, lamb’s wool, Talalay and Dunlop la-tex, and visco-elastic memory foam.

The company offers enhanced features such as a quilted mattress tops and deluxe combination models that are comprised of memory and latex foam, as well as adjust-able beds that allow each person to maximize their own sleep comfort. Classic’s line of vis-co-elastic memory foam and latex mattress-es, with various luxurious constructions, rep-resents the fastest growing segment of the bedding market. The mattresses are designed to help customers get the maximum benefit out of each and every night’s sleep. Visit www.classicmattress.com. ✤

Years ago we started featuring mattresses with zippered, removable covers as an added benefit for hygiene.


textilesupdate


By: Dale T. ReadDerek Nazzal, owner of Westwood Furniture, is reaching out to futon store owners with an al-ternative source for “promotional” futon covers.

“These are the covers that futon stores of-ten give away with the sale of a complete futon and frame ensemble,” says Nazzal. These covers are Westwood’s specialty. “We have built a solid business around promotional cotton twill covers, available in ten different colors, each priced at $17,” adds Nazzal. For the retailer looking to pro-vide something more, Westwood offers a micro-fiber option, available in eight colors, for $27.

FutOn cOVers FOr less with westwOOd Furtniture

With years of experience in the futon in-dustry, Westwood thrives by providing qual-ity products, great customer service and af-fordable pricing. In fact, their philosophy is to offer retailers’ services that are of the highest standard at extremely competi-tive rates with orders are shipped within 48 hours. Even more impressive, orders aren’t subject minimum requirements and they drop ship for a $3 fee.

Westwood Furniture plans to introduce a click clack futon line this fall. Call Derek Nazzal at 925-788-0941. ✤


rick robinson, president spring air international

f. mark hubbard, president mattress gallery

1 How did you get involved in the

industry? I sold mattresses to put myself

through college. I was fortunate enough to

win several sales contests and land a meeting

in 1982 with Roy Unger, president of Serta.

He created the first national sales training

position in the industry and sent me to learn while doing. Even as

Spring Air’s president, I’m still most comfortable talking product

with RSAs and interacting with consumers.2 What is the most challenging aspect of your job? Managing

expectations. The makeup of Spring Air is just what I wanted:

Multi-generational entrepreneurs proud of what they make. But

being in a mature market in tough economic times makes the

buying decisions of retailers far more complicated. Even with a

great product, a myriad of factors drive those final decisions. 3 What are the most recurring comments you hear from

customers? They value the “services” that seem to have

disappeared in this economy. As companies are forced to get

lean to survive, the quality of the buying experience is impacted.

Sales training is more about price, product thickness and brand

than about the finished product’s quality. Bedding reps have

larger territories and are pressured to make sales numbers. In

all of this, consumers are losing out. The other comment I hear

frequently has to do with “the race to the bottom.” To generate

sales, companies are now leveraging decades of brand investment

to gain market share at $399 or less. This past Labor Day, it wasn’t

unusual to see national brands advertised at $299 in queen. 4 What is the one thing you wish your retail customers

knew? Just how well Spring Air is really doing. Since our rebirth

18 months ago, hundreds of jobs have been saved or created,

licensees have committed for the long term and we’re seeing

double-digit increases—even if that’s off a low base. We’re

managing our growth and products with a clear strategy, seeing

our way through a rough period and doing it in the right way. 5 Where do you see the bedding industry in the next five

years? People will always need sleep products. The industry will

continue to consolidate at retail and wholesale levels, but it will

stabilize and experience modest growth in the coming years. Also,

brands names will become even more important to consumers.

1 How did you get involved in the

industry? After the oil company I was a chief

pilot for went bankrupt in 1982, I went to

plan “b” and talked the bank into loaning me

money to buy a small year-old furniture store.

(I did not know anything about the industry

other than I had furniture/bedding in my home). About 15 years

ago I sold all the furniture and kept the mattresses.2 What is the most challenging aspect of your job? Deciding

where to spend our advertising dollars. The market changes daily

and we must make advertising changes often.3 Where do you see the bedding industry in the next five

years? It is Up-Up and Up ... Americans are in need of better

sleep and are demanding the most comfortable rest they can

achieve for a healthy lifestyle. The daily “Bed Bugs” news has

made customers aware of how important it is to change their

bedding on a more regular basis.4 What do you think the most popular bedding product has

been this year? Tempur-pedic Tempur foam with the Lifestyle

ergo system is a very popular choice for our customers. They love

the ergo system.

5 What new industry technology or material has caught

your attention? Tempur Foam has changed the way we sleep.

The man-made material offers support for the life of the mattress

without showing impressions.6 What are the most reoccurring comments you hear

from customers? Their old mattress has body impressions

and is uncomfortable way before the warranty has expired.7 How do you keep customers coming in? After 28 years of

being a Sealy/Stearns and Foster Dealer, we continue to strive

to be the best we can and better serve our customers we now

sell Tempurpedic and Serta. We take care of our staff and they

in turn take care of our customers. The knowledgeable, friendly,

staff combined with our cleanness in the showroom, warehouse

and company vehicles is second to none. Mattresses are cleaned

and vacuumed once a day and company trucks are washed at least

twice a week. When folks are spending their hard earned money

they demand the best and they want to have fun spending it.

Simply put, I make sure they do! That is my Job.

Is there someone in your company with a great story? Email your story to [email protected] and you could be the next profile.

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