Mattress vendors showcase wide range of new product

While the summer Las Vegas Market tends to trail behind the traditional winter edition in regard to bedding introductions and brisk business, this week’s event is shaping up to be somewhat different with top bedding producers bringing in new products to capture the attention of West Coast retailers they haven’t seen in more than a year.

Sleep manufacturers are ready for showroom meetings with buyers, and although supply chain issues remain in the light of high consumer demand, the market looks like another step toward normalcy.

Adjustable bed bases, quality beds at strong, competitive price points and new technologies remain at the top of the introduction list from bedding producers. In addition, new sleep accessories — pillows, sheets and mattress protectors — are getting significant play this week.

High-style, strong values

Building on its philosophy of using proven components and expert craftsmanship, Englander is coming to market armed with its Supreme collection featuring 14 new mattresses priced to retail from $799 to $3,999 in queen.

The collection is designed with fabric-wrapped coil support units, layers of copper-infused latex, copper-infused visco foam, 3-inch Open Air micro-coils and cool touch top panels.

“We encourage retailers to do a deep dive and compare our new national line products to other top brands,” said Mark Kinsley, Englander president and CEO. “Our mattresses offer a staggering amount of value at better prices, allowing our dealers to compete and win by partnering with a national brand trusted by consumers since 1894.”

In addition to the Supreme lineup, Englander is showcasing the eight-model latex hybrid and all-latex Dreamer collection.

Spring Air International is adding a six-model mattress collection to its portfolio, called Nature’s Choice. The new line complements the sister brand: Nature’s Rest, an all-natural Talalay latex lineup with linen fabrics that has been designed with a hybrid construction replicating the feel of latex at a more attainable price point.

Nature’s Choice is designed with foam cores and encased coils instead of latex to hit more value-driven price points of $1,599 to $2,599 in queen.

The newest Aireloom, Kluft and Marshall Mattress lines include more than 50 models in four distinct collections between the three brands. New marketing collateral is available to retailers to support the launch of these new products, including brochures, commercials, POP, digital assets and other retail tools.

“The demand is super strong, and we couldn’t be happier with the initial response,´ said Magali Castillo, vice president of marketing for E.S. Kluft & Co. “We also look forward to seeing some of our retail partners in August who weren’t able to attend market or our open house events earlier this year.”

Aireloom’s Preferred collection features three distinctive lines — with 10 models each — to appeal to a range of consumers. Available in all levels of firmness available, the collection is priced at retail from $2,999 to $5,999.

The Kluft offering features nine models with the company’s Standard construction designed with natural materials like cashmere, horsehair and organic cotton, individually inserted hand tufts and nested pocket coil systems. The line is priced at retail from $5,999 to $19,499.

Nine beds make up the Marshall Mattress collection available in tight-top and Euro-top constructions with a choice of comfort levels. The new mattresses offer natural materials and original patented Marshall pocket coil system.

Relaunched brands

A number of bedding producers are redesigning or bringing back retail favorites with enhanced features. Southerland and Spring Air are among them.

Southerland’s American Sleep line has been redesigned to include hybrid and two-sided mattresses. Designed as a complementary collection to the company’s Signature collection, the new designs offer perimeter-edge support, a new ticking design with cooling technology, cooling memory foams and latex. The American Sleep line is priced to retail from $699 to $1,999 in queen.

“Through the years, American Sleep has been one of our most successful brands, gaining placement at specialty sleep shops and national retailers alike,” said Bryan Smith, president and CEO of Southerland. “This relaunch allows us to further extend our placements with retailers within the same geographic area that already carry our Signature collection, offering them an alternative brand that maintains the quality, customer service and value that Southerland is so well known for.”

The ComfortFlex by Spring Air collection, priced to retail from $399 to $699, offers an aggressively priced selection with its two models designed with ultra-comfort foam and gel memory foam, a high-density comfort foam and a coil innerspring layer.

“Our new ComfortFlex collection provides our retail partners with a mattress lineup at value price points, a segment that has become increasingly important in today’s market, as raw material price hikes continue to change the landscape of retail price points for mattresses,” said Nick Bates, president of Spring Air International. “ComfortFlex is a well-known Spring Air sub-brand that provides our retail partners with an entry-level offering for value-conscious consumers looking for mattresses priced below $799.”

Bases in motion

Adjustable bed bases remain a growing, bright spot in the bedding category, and several companies are expanding offerings with new features and enhanced technology for additional creature comforts.

Diamond Mattress has developed a three-model adjustable base program to offer retailers a good-better-best merchandising strategy.

The top of the line model, priced to retail at $1,199 in queen, offers massage, head/foot adjustability, a no-snore position, lighting, USB ports and Bluetooth-enabled touch screen remote with memory settings, flashlight and a TV position button.

The mid-range model at $899 features head/foot adjustment and three pre-set positions, 12-inch adjustable height legs, split sync capability, and the Bluetooth-enabled wireless remote. The collection’s entry level model at of $699 has head adjustment and a wired remote. All of the models are UPS shippable and have 850-pound capacity.

Adjustable bed specialist and sleep products supplier Customatic Technologies is introducing a proprietary voice control system that operates platform independent of Amazon’s Alexa or Google Home.

Through a partnership with a national health care company, Customatic’s Voice Command Module works syncs directly with the bed for operation allowing for a more private interaction.

“Our technology continues to develop as we have observed what is being done by our competition who have constantly had to shift gears based on poor performing voice systems,” said Sheila Luciano, vice president of business development. “We are taking our time to not only ensure we bring something unique to our customers but also to ensure we provide something that will perform great.”

Sleep health

With consumers continuing to prioritize sleep hygiene, companies like Malouf and Therapedic International have zeroed in on the benefits of CBD to help create a calming sleep environment.

“The role of sleep for health and wellness has never been more important to people than it is now,” said Gerry Borreggine, president of Therapedic. “Retailers can support that heightened awareness with these mattresses that are specifically designed and made with materials such as CBD that promotes relaxation, copper that is antimicrobial and antibacterial and latex that naturally offers better pressure relief and airflow throughout the night.”

Therapedic’s B-Calm mattress line starts at $999 retail in queen and includes an all-foam and two hybrid models, each featuring the Innergetic CBD-infused graphite latex with a CBD-infused cover. It is available to retailers flat-packed or roll-packed, determined by the factory.

Like others, the company is also addressing the antimicrobial aspect of sleep with its Memory Touch copper hybrid collection offers multiple copper-infused components in each of the three models, ranging from $799 to $1,299 retail in queen. The mattresses include a copper-infused fabric cover, copper gel memory foam, Quantum coil steel edge support and an extra foam support layer. Some models include copper-infused latex, Hyper-FLO quilted foam and a plush BioCrystal.