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FABRICTECH INTERNATIONAL Changes the
sleep retailers’ magazine www.bedroom-mag.com Winter 2011 New Offerings Using Gel Technology Spring Air Continues to Succeed Cargill Explains Green Foam Fabrictech INTERNATIONAL Changes the Conversation Before the Wizard there were no Ahhhhs. Earl Kluft, the Wizard of Ahhhs. E. S. KLUFT & COMPANY Bloomingdale’s Mancini’s • • Macy’s RC Willey • • Robb & Stucky Sleep Experts • • Weir ’s Sit ‘n Sleep • • C. S. Wo • • Haynes Gallery Furniture The list of leading retailers continues to grow. Contact Howard Galant at 949-294-3595 or [email protected]. a i re l oom .com Building C, space 1524. Come see us. ® T H E R O YA L S TA N D A R D Aireloom ® T H E H A N D M A D E M AT T R E S S Hand made luxury from under $1000 to over $44,000. 8 AM Page 1 In This Issue 8 cover story Fabrictech International Changes the Conversation Departments 6 Editors’ Picks 12 Mattress Update 12 South Bay International: Customer Service Oriented; Product Focused 13 Pure LatexBLISS Teaches “Pressure Relief Technologies Selling” 14Success continues at Spring Air 24 16 E.S. Kluft Introduces the Madeleine Bed by Aireloom 18 Gold Bond Expands Nationwide Dealer Network 20 OMI Unveils Greenguard-Certified Youth Mattress 21 International Bedding’s New Airsprung® collection 22 Features 22 Up Close with LMG 24New Offerings Using Gel Technology 26 Textiles Update 26 Life Style Covers by Royal Heritage Home Grows Stronger 28 Materials Update 28 Cargill provides Insights on Marketing “Green” 29Celliant® Performance from Fabrictech 30 12 13 “Perfect Memory Foam Pillow” from Classic Brands 14 30 Classic Brands IBC Space: B-0970 www.classicmattress.com 877.707.7533 Fabrictech International 11 Space C-1532 www.fabrictech.com 800.785.8563 Natura World 27 Space A-946 www.naturaworld.com 800.215.3002 4 Bedroom Winter 2011 GUIDE.sP las Vegas market guide see page 15 ADVERTISERS Aireloom/Kluft 3 Space: C-1524 www.kluftmattress.com/ www.aireloom.com 909.373.4211 D.By oNsoRE 30 Accessories Update AS LAS VEG ON AND DING, FUT TURERS ESS, BED FAC TO MATTR OF BED MANU ry.24–28 TOP TER.Janua KET.CEN AR D.m WoRL A GUIDE ER 6 ......... B-132 .................... ......C-1350 .................... .......... .......... Platt CPG ......C-1350 .................... Leggett & Boo .................... ....A-946 wide .......... ..C-1524 .................... .......... LMP World R .................... C-1584 .................... .............................. ...........C-1515 .................... ......... Magniflex ld................. luft............... .............................. .................... C-1350 ...... A-716 fort Natura.Wor sses (OMI) .......... Aireloom/K ................... .................... 566 -1350 Global/ECom .................... Organic Mattre acturing .................... .............C-1 Anatomic ..................C 30 rises............. Manuf .................... ............ B-1105 .................... ............B-09 Otis Bed Arason Enterpts Sleep Systems .......... 6 Feather.......... .................... ........C-1350 .................... ........ B-082 Pacific Coast LIss..................... Ashley Rober .......... 6 ig Sleep .......... .............................. ......C-1350 atexB .................... ............. B-092 cts Pure.L Big Tree/B .......... 5 .................... ..B-0970 Sleep Produ lty Sleep .................... ..... B-092 Rest-Medic .................... .......... Boyd Specia .................... .................... ...C-1350 ology .......... .............................. ........ B-0901 Mattress .................... .......... Restonic Chili Techn Bed ers. .......... .......... ect-Ands.... .......... 1324 ife.style.Cov ...............C-0684 Reverie/Prot Classic.Bra .................... .........................C0 .......... age.Home/L Mattress ........C-1540 .................... ....................... B-080 .................... Royal.Herit Comfortaire .......... .......... .......... rises 536 .......... A-709 .......... .................... ............... SDH Enterp .............C-1 Corsicana .................... .................... 1350 .................... .. A-525 .................... e International .......... Sealy .......... Dreamfit ...............C- 415 .................... .............................. /Eclips .......... tional House ..B-0950 Beds .......... .......................C-1 Serta Interna Eastman .................... .................... -1350 60 Adjustable Company l................... ........C .................... ...........C-13 Simmons Electropedic 25 nternationa .............................. 32 .................... .............................. .B-11 .C-15 .Bay.I otion iation .......... south Ergom .......... .................... 6 Sleep Assoc Mattress .................... .....C-1529 .................... ........... B-132 Specialty Englander nternational......... .................... C-1512 ternational. .................... .......... C-1350 .......... .Air.In tech.I .......... .......... .......... spring Fabric .......... ss .......... 8 Group.......... .............................. ... B-0822 erica........... ......... B-090 cts Symbol Mattre Fashion Bed .................... C-1350 dic.North.Am .................... 1278 Sleep Produ .................... .......... Tempur-Pe Glideaway .................... .........................CInternational .............................. Mattress A-920 ..... A-836 Therapedic Gold Bond ed .............................. ........................ .......... .................... Systems ......... A-540 .................... .................... g Tyler Retail Gotcha Cover .......... .......... .......... s .......... .......... Bedleg .C-1350 ....C-1278 Manufacturin .................... Universal Green Sleep .................... .................... B-0946 Bed & Spring .................... .................... .................... Wallbeds Hollywood .................. A-546 .................... Inc .......... d .................... .......... Company, Xsensor....... und.in.bol Bedding .......... .............................. ....C-1532 s.can.be.fo ns International .................... B-0945 Advertiser omfort Solutio King Koil/C r Bed Company .......... ........................ Knickerbocketional/RejuveNite .......... Latex Interna TH.NUmB EXHIBITo Pure LatexBLISS 5 Space B-0930 www.latexbliss.com 404.260.7421 Spring Air International BC Space B-1125 www.springair.com 617.884.2300 Royal Heritage/ Life Style Covers 26 Space C-1350 www.lscovers.com 516.750.3028 Tempur-Pedic 19 Space C-1512 www.tempurpedic.com 866.368.1733 Sleep Innovations 17 www.sleepinnovations.com 888.999.0499 Southbay International IFC Space B-0950 www.southbayinternational.com 800.723.0316 GUIDE MARKET World Market Center 7 www.lasvegasmarket.com 702.599.9621 XSensor 29 Space C-1350 www.xsensor.com 866.927.5222 editors’ picks 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 With a 12.5 gauge tempered steel spring support system, the Paramount Heavy Duty Bed is built to last without forfeiting comfort or support. The Aireloom Vitagenic Classic mattress is a great way to achieve a luxurious feel at a lower price point. —dale, Senior Writer —christopher, Publisher Gold Bond’s Sacro Support mattress’ deep quilted top panel offers a luxurious feel and a great night’s sleep. —kyle, account manager Providing bedding retailers with information and insights on a variety of Mattress and Bedding products. Since 1995. BEDROOM is published quarterly by Blue House Design, LLC and The Marketing Arm Group, Inc. and is mailed to more than 18,000 mattress and home furnishings retailers nationwide. © Copyright 2010. All rights reserved. Address correspondence to: Editor c/o BEDROOM, Blue House, 2168 Wisconsin Ave, NW, Washington, DC 20007. Boyd Specialty Sleep has achieved Level 1 certification in the Sleep Specialty Association’s (SSA) safety and environmental program with their new natural Flex (R) Ultra mattress collection. The views expressed by the editorial staff of this publication are their own, and do not necessarily represent the views of the advertisers or their agents. BEDROOM is an independent trade publication. Advertising space is available. Please write for our rate card or get the information you —Aurelie, account manager need by calling us directly. Press releases or information about your company should be submitted to our editorial team for inclusion as space allows. CIRCULATION NOTICE: BEDROOM will print 23,500 6 Bedroom Winter 2011 copies of BEDROOM. It will be mailed to our current list Ensure your son or daughter get the quality sleep prescribed for their growing bodies! Plus, Glideaway’s Youth Memory Foam beds come with a choice of blue or pink velour covers. I’m excited to see the winners of Embody by Sealy’s video competition. With votes cast on Embody’s Facebook page, three lucky winners each won the mattress! tion auditing service but we are ready, willing and able —kate, Editor —alice, creative director www.facebook.com/bedroommagazine of more than 18,000 home furnishings retailers, buyers, owners and managers. We do not subscribe to a circula- to provide advertisers certification of mailing as reported by the US Postal Service. www.bedroom-mag.com Las Vegas Market January 24–28 cover story 8 Bedroom Winter 2011 cover story Changing the conversation: From day one Fabrictech International has taken a different approach—while most mattress protection systems were just that: protection for the mattress; Fabrictech Helps Retailers Succeed Fabrictech’s technology focused on better, healthier By: Dale T. Read and Kate Vasko have with their customers, Fabrictech helps retailers and more comfortable sleep. With a company message built on offering consumers healthy and protected sleep, Fabrictech prides itself on using the most advanced technologies, materials and quality of work to put forward products consumers want to take home. By changing the conversations retailers gain a more satisfied shopper all the while changing the culture of the sleep products protection industry. They do so by being the best partner to the retailer—providing innovative products—as well as the clear marketing elements to back them. A partnership is key to the shared success of Fab- rictech and the retailer. Sean Bergman, Vice President of Sales and Marketing, elaborates saying, “understanding that each retail floor and sales environment is unique, Fabrictech trains its representatives and adapts to the particular environment versus the retailer having to adapt to the manufacturer.” Fabrictech’s top management benefits from strong retail backgrounds that have allowed the company to create, manufacture and market various products to address the unique needs for both consumers and retailers. Their expertise is obvious in the clear packaging and marketing menu that effectively explains the consumer’s options and choices. With more retailers looking for one source, Fabrictech finds that 90% of their retailers are choosing one supplier for their stores; a decision based on quality, number of products under the brand and the cost of the products. In addition to private packaging, Fabrictech supplies individual menus modified specifically to explain the benefits of each product line. Based on what the retailer wishes to carry and the products they would like to promote, Fabrictech customizes the menus for each sales environment. The menus include clear, concise products and descriptions at different price points making it easy for retailers to change the topic from mattress protection to promoting a better, healthier sleep environment. It is easy to promote and sell better, healthier and more comfortable sleep, when a product has the technology to back it up. From the first merchandise introduction, Fabrictech has placed itself ahead of the curve by already offering products with superior technology that protect against pests and bugs. Fabrictech products include a “single micron” barrier with breathable holes to allow airflow and freshness while preventing liquids from penetrating the material. On top of protecting against bed bugs and dust mites, products are also allergen free. Tested exclusively by Dr. Philip M. Tierno Jr., Director of Clinical Microbiology & Immunology at New York University Langone Medical Center and author of the book, The Secret Life of Germs. Observations and Lessons from a Microbe Hunter, Fabrictech is a leader in healthy sleep. Dr. Tierno is not selling their products, but rather objectively producing the test results that allow him to recommend—as do 12,000 other clinical professionals—Fabrictech’s bedding products. Educating consumers on how mattresses impact health, Fabrictech has built a reputation as a highly regarded leader in healthy sleep. Similar to other mattress protector companies Fabrictech offers a full range of products including a starting level terry-cloth stain protection mattress protector. Bergman points out, “these terry-cloth protectors can be washed and dried at a warm setting, but cannot be dust mite or allergen proof and will not protect against mold and mildew.” These simple stain protection covers are not primarily Fabrictech’s focus. Instead the company has a full menu of enhanced products. Their advanced protection products include the 5-sided OmniGuard® Ultra protector that is dust www.bedroom-mag.com 9 cover story product Menu The “Total Allergy” Protection Package offers mite proof, mold and mildew proof, and allergen proof. As a leader in health technology, the OmniGuard™ fabric has two unique layers of PolyKnit™ outer layer and InnerShield membrane that works with the MiteTight™ seams to provide health and comfort to the sleeper. While the PolyKnit™ outer layer absorbs moisture and perspiration as it wicks it away from the body, the InnerShield then prevents the moisture from reaching the mattress. The MiteTight™ seams are rolled and stitched specifically to create a shield against allergens and moisture. In addition, the microdot technology and bound seams act as a waterproof protector completely encasing the mattress. Yet, the OmniGuard® protector does not take away from the mattress qualities and details the consumer ultimately purchased it for. The makeup of the mattress, be it memory foam or gel, is not altered by the protector and heat can transfer fully through the OmniGuard® Ultra protector. In addition, Fabrictech’s latest advanced products are all machine wash and dry hot allowing for any germs on the mattress and pillow protectors to be easily disinfected without taking away the mattress protector’s qualities. With the success of last year’s PureCare™ Antibacterial Silver line—OmniGuard® 5sided, total encasement and pillow proctectors infused with a liquid silver application that 10 Bedroom Winter 2011 effectively locate and deactivate bacteria— creating a bacteria free, fungi free and odor free mattress or pillow protector, Fabrictech is unveiling a new product at Las Vegas Market. Elaborating on PureCare™, Fabrictech’s January launch of their new PureCare™ Celliant® includes exclusive rights to mattress and pillow protectors, sheets, and pillowcases made with Celliant® performance fibers. As the first responsive textile ever developed, Celliant® is clinically proven to benefit the human body. Developed by Hologenix, Celliant® increases oxygen levels in the body, and improves circulation by absorbing and storing energy emissions from the body and releasing them back into the skin and deep muscle tissues. This oxygenation helps the body in minor reduction of pain, faster healing and a better, healthier night sleep. PureCare™ Celliant® balances body temperature, works through the layers of sheets and clothing and like all Fabrictech lines is waterproof, dust mite, and allergen free. Ever inspired and continuing to push the envelope of innovation, Bergman believes, “this is an exciting product launch we believe will prove quite successful for our retail partners.” With Fabrictech’s enthusiasm behind the brand, the company continues to develop products that are innovative and unique in the industry. To do so, they have gone steps further to ensure that the products and brand they deliver benefit not only their company but rather the industry as a whole. Realistic about fact that there is no “silver bullet” that creates a successful and profitable program; Fabrictech offers technologically advanced products and a price point that is affordable to the consumer. Their emphasis on a healthy sleep as well as the commitment to work with their retailers to ensure the marketing aspects are tailored to each specific retail environment ensures success for all. It is with this foresight that Fabrictech is changing the conversation with retailers and providing better, healthier and more comfortable sleep environments. Visit www.fabrictech.com. ✤ the OmniGuard® 5-sided Ultra Protector with 2 OmniGuard® Ultra Pillow Protectors. This package features dust mite proof, allergen proof and mold and mildew proof characteristics. The second package leverages the “bedbug” issue. Called the “Total Bedbug Protection Package,” it protects pillows, mattresses and the boxspring from bedbugs, dust mites, allergens and stains. The package upgrades the 5-sided OmniGuard® Ultra Protector cover with a Total Encasement OmniGuard® Ultra Protector, a Box Spring Protector and two OmniGuard® Ultra Pillow Protectors. This system adds total encasement protection, enclosing the mattress and box springs to prevent the infestation of bedbugs. The final package is called the “Total Health & Wellness Package.” This package allows the retailer to offer his customers a protection product that guards and protects overall health and comfort. Fabrictech markets this package as offering, “complete protection for your sleep environment.” It presents the consumer four elements to the overall package including both a Total Encasement and a 5-sided OmniGuard® Protector. By adding the 5-sided protector, the consumer can remove the top cover for frequent laundering while keeping the total encasement cover in place. All of Fabrictech’s OmniGuard® Ultra products are designed and approved for use with today’s specialty foam and latex mattresses. Neither temperature transfer nor comfort resilience is affected by the materials. Naturally they offer a waterproof barrier, protecting the mattress manufacturer’s warranty when purchased with a new mattress. Also, they come with a ten-year warranty and can be washed and machine dried at high heat temperatures. I N N O VAT I O N is at t h e he a r t o f w h at we do. INTRODUCING T H E WO R LD ’S O NLY MAT T RES S & P I L LOW P R OTE C TOR S F EATURING C EL LIA NT® P E RFO RMA NCE FIB E RS REDUCE PAIN. HEAL FASTER . SLEEP BETTER . TM For an overall improved sense of health. CELLIANT® TA K E B A C K YOUR BEDROOM PERFORMANCE FIBERS TM increase oxygen levels in the body. JANUARY 24-28, 2011 LAS VEGAS WORLD MARKET CENTER SHOWROOM C1532 Celliant® is a registered Trademark of Hologenix, LLC. mattress update Customer Service Oriented; Product Focused South Bay International is forging the way for the industry to reach consumers as more search, research, and purchase online. 12 Bedroom Winter 2011 By: Christopher Schriever South Bay International is forging the way for the industry to reach consumers as more search, research, and purchase online. With online purchases based not on the physical touch of the mattress, but rather on detailed descriptions, South Bay International understands that the product they give retailers must match the description found online. Setting itself apart from the competition, South Bay pairs quality mattresses and a keen understanding for customer service with their retailers’ online and in-store purchasing options to provide the retailer a new, different approach to the sell and consumers a better shopping experience. To bridge the gap between online and instore purchases, strong customer relations is key. By developing a relationship with their retailers, South Bay ensures the consumer is satisfied. South Bay offers private labeling to retailers allowing for a product tailored to their store and clientele. Additionally, South Bay boasts a strong customer service department with employees, Vice President of Sales, Bob Dupre included, personally calling customers to make certain the satisfaction with their new mattress. “Retailers benefit from our open relationship with the consumer, as the feedback we receive allows for a better understanding of what the consumer wants. This helps us provide retailers the most desired products,” Dani Serven, Product Development Manager at South Bay International explains. In addition to feedback from consumers, South Bay openly provides information about all materials in and technology used to create their mattresses. South Bay finds that by explaining all materials used, versus hiding details, the consumer has a clearer knowledge of their purchase and can make a more educated decision. This information, translates into a more active consumer and better conversation for South Bay’s retailers as there is a clearer knowledge of the product before the purchase. “We believe this translates to lower dissatisfaction and returns,” says Serven. By providing retailers with comprehensive product descriptions, South Bay makes shopping easier for consumers—whether they choose to buy their new mattress online or in the store. Many of South Bay’s retail partners find their customers informed and ready to purchase. The accuracy of these descriptions helps build consumer confidence in the brand. South Bay’s patented support system, the Wedge, is a top feature of the Sleep Science line. Constructed with high density HR polyurethane foam, the Wedge includes support to the outer edge, sitting surface of the mattress. Increasing the sleep surface by 20%, the memory foam mattress has edge-to-edge sleep capabilities. The Wedge adds durability, supporting and reinforcing the structure of the mattress. In addition to the Wedge, South Bay’s air channel base increases air flow throughout the mattress creating a cooler, temperature neutral environment. The air channel base has vertical and horizontal crisscross construction in the HR polyurethane base that creates 3-inch squares of circulation. The mattress base absorbs the force of the body from the upper layers of the mattress’s core and sleep surface, responding like individual foam springs. Ideal for the adjustable bed, the foam is flexible, yet a stable base for visco memory foam. It reduces friction between the base and upper mattress layers and therefore allows the mattress to conform to the contours of the body. Lastly, South Bay manufactures their products at their own factory in China. As the owner and manager of this plant, South Bay offers retailers and consumers domestic quality products at an import price. South Bay helps retailers by making product information easily accessible and pairing them with high quality products available instore or online. By working with retailers to ensure the consumer is most satisfied, and continuing to further their brand, South Bay is helping to create a new market in the bedding industry ensuring success for the manufacturer, retailer and customer. Visit www.southbayinternational.com. ✤ mattress update Pure LatexBLISS teaches “Pressure Relief Technologies Selling” By: Kate Vasko Known for making mattresses of all latex rubber that revitalize, Pure LatexBLISS takes it further showing their understanding of the industry by offering retailers a new way to sell present mattresses to raise the average ticket. The “Pressure Relief Technologies Selling” process assists retailers to educate consumers on the different types of pressure relieving technology and materials that are available in mattresses, even before they are asked to select a comfort preference. Unlike the traditional “Comfort Selling” that relies on customer subjectivity, the results of Pure LatexBLISS’ Pressure Relief Technologies Selling include part experience and part knowledge. As elaborated on by Steve Lytell of Mattress Xpress in Florida, “When we allow consumers to understand pressure relief and compare different technologies that deliver it, they buy better beds and toppers to go on top of mattresses as well. Our average ticket increases significantly and our accessory business takes on a whole new level of importance.” The “Pressure Relief Technologies Selling” process consists of three steps that allow retailers to sell using the Pressure Relief Technology. First, with the Pressure Relief Display, retailers perform a “sit demonstration” with the consumer. Retailers’ experience is that it is easy to ask anyone to sit down early in the sales process, much easier than asking them to lie down. Comprised of a 5 foot bench with three 6 x 6-inch cushions—made of poly foam, memory foam, Talalay Latex— the consumer can feel the differences as the retailer explains the distinctions between the materials. With these lines of conversation open, retailers can further explain the difference between support and pressure relief. More specifically, how proper support is positive for your back, neck, and spine versus proper pressure points which benefit the consumer’s muscles and circulation. Once the initial step is taken, customers are directed to the Pure LatexBLISS “Beautiful” model mattress to experience the pressure-less sensation of a 12-inch Talalay Latex Mattress. Lying on their backs and then sides (where they are likely to experience 7-10 times more pressure than on their back), this specific mattress acts as the basis point for pressure relief under the shoulders and hips. After, when the associate asks about the pressure they felt, under their shoulders or hips shoppers almost always respond with “none.” This same line of questioning continues as sleepers try other Pure LatexBLISS models or other brands. With knowledge of the types of mattresses and the technology behind pressure points, the ultimate test of pressure relief depends on the customer. “Feeling is believing,” states Kurt Ling. “We can talk about pressure relief, we can demonstrate pressure relief but the real litmus test is to let customers lay down and feel the absence of pressure themselves. That sells better mattresses; both Pure LatexBLISS mattresses and other brands as well.” More effective than the traditional Comfort Test, Pressure Relief Technologies Selling takes the subjectivity behind comfort and makes it more specific and measurable by asking a consumer exactly what they feel on specific parts of their body. By doing so the consumer makes a better mattress purchase and understands what they are feeling and how it affects their sleep. It also helps reduce comfort returns by the retailer. The final step of Pressure Relief Technologies Selling comes once any brand of mattress has been sold. After the consumer has chosen a mattress that most fits their liking, retailers can recommend sleepers also buy an additional pressure relieving topper or removable pillow top. With these addons, retailers can increase sales while offering consumers the pressure relief they need and extra comfort. Joe Hunt, EVP of Sales at Pure LatexBLISS explains, “Not every consumer will buy a removable pillow top after they have already selected a mattress, but we have retail sales associates that regularly sell $400–500 pillow tops on top of $500 to $1,500 mattresses to 2 out of 10 mattress buyers and one that holds the record for selling 5 out of 10.” By taking the time to educate consumers on the different types of pressure relieving technologies, and how mattresses impact support and pressure relief, consumers can make educated decisions on the product they choose. Pure LatexBLISS is making its Pressure Relief Technologies Selling program available to all of its retail partners. Pure LatexBLISS will be offering demonstrations of their Pressure Relief Technologies Selling techniques in the World Market Center Courtyard during the upcoming Las Vegas Market. Visit www.latexbliss.com and www.blissipedia.com. ✤ www.bedroom-mag.com 13 mattress update :Layout 1 12/19/10 1:28 AM Page 1 Success continues at Spring Air The new Total Balance models will feature for the first time a foam-encased wrapped coil construction for a plusher feel. Other models in the line will continue to use an LFK unit for a firmer feel, bringing a firm-plush choice into the collection. Designed exclusively to relieve pressure on the body, the Total Balance beds feature various memory foam and latex applications and expect to retail in queen-size from $599 to $999. On the value side, three new Back Supporter models with perimeter foam encasements and other improvements that add firmness, stability and durability to the beds will retail from $399 to $599 in queen. With these mattresses, “we can now offer both quality and affordabile world keeps changing but people still prefer to buy products they know and trust. ® name has stood for innovation, quality, and ityreliability across the entire line,” added Robinson. ore than 80By: years, the S PRING A IR Christopher Schriever sleep products to millions the world over. Today, we’re stronger than ever but just as In addition to product adjustments, Spring In addition to product changes to the Sleep ed to earning every day the most valuable asset a brand can have: the consumer’s trust. TM Air is dedicating a prominent area of its priSense It’s line, Air and is also introducing bothSpring our heritage our future . mary showroom to introduce the new iden™ ™ the company’s atWELLS Janu• CHATTAM & SENSE position • SLEEPbrand SUPPORTER™ new BACK tity and position the company has developed ary’s Las Vegas Market. Building on the sucfor its parent brand. cess of the 84-year old brand name, Spring Trusted by millions 1926 “Over the last 25 years, Spring Air promotAir is starting 2011 since with a solid plan to inLas Vegas Market ed itself using a number of slogans, graphic crease product visibility and leverage their January 24-28, 2011, Showroom B-1125 & 1126 symbols and celebrity spokespersons, includvalue of the quality brand. Visit us during the show and discover why so many successful retailers made ® ing Vanna White from TV’s ‘Wheel of Fortune’ president Rick Robinson elabohe SPRING AIR Company brand an integral part of their premium mattress programs in 2010. game show,” Robinson explains. rates, “This is www.springair.com the year we will ‘close the ©2010 Spring Air , International “The world has changed significantly. We’re loop’ on our Back Supporter line, reposition a very different company today in terms of our company and substantially increase our who we are, how we operate, what we value brand exposure to the trade and to consumand what we want to represent to retailers ers. More consumers will begin seeing Spring and consumers across the globe.” Air again as we tighten our message and According to Robinson, market research many of our new accounts promote our brand repeatedly shows that the universal reason on their store floors and in local advertising.” a consumer decides to purchase a product— To start, for the Back Supporter line, Spring especially when a high-ticket, long-term Air has made perimeter foam encasements availpurchase—is and always has been based able across the entire collection, added new mod® on trust. The same holds true for what els to its Back Supporter Total Balance line and motivates retailers to include a brand in developed several new promotional beds aimed at their store offerings. “making a major value statement with our flagship “When it comes to decision-making about product,” says Robinson. which brand to floor or to purchase, trust “Taken together with our Sleep Sense plays the most critical role.” Robinson conline, quality Back Supporter products will be tinues, “It embodies the answer to every esavailable in 2011 from $399 at the value end, sential question that leads to acceptance: Do all the way up to $1,999 for our ‘Ultimate I know this name? Will this product meet my Back Supporters.’” ® 14 Bedroom Winter 2011 expectations? Will I have made a good decision if I place my trust in this brand?” Given that trust is the keystone to “permission to buy,” Spring Air has taken a more serious approach in its new brand position by building on the bedrock of trust the company has established over its life span. “We’ve been known, trusted and purchased by millions of consumers since our founding in 1926 and the equity in the Spring Air name that we’ve amassed over that time is exactly what we want to leverage and communicate,” Robinson said. Working with brand experts throughout 2010, the company evolved the statement “Trusted by millions since 1926,” to become Spring Air’s new brand position and slogan going forward. The statement will be used consistently with the company logo in all Spring Air internal and external communications including product labels, point-of-sale materials, retail advertising, retailer/product presentations and company identity materials—both in the U.S. and overseas. “This identity speaks not only to who we’ve been as a nearly 85-year old mattress brand icon, but to how we want to be perceived,” Robinson noted. “It’s about our past as much as it’s about the company we are today and the new future we see for Spring Air. “We’re not only extremely proud to say it, but we believe in the value and power of trust and we know we’re capable of living up to the high standards it suggests.” At Las Vegas Market, Spring Air has created a “brand support area” near the entrance to its main space to introduce and expose retailers, licensees and the media to its new message about brand heritage and trust. The company will use multi-media— including a display of new in-store support materials and a continuous-play slide presentation—to demonstrate its brand direction for 2011 and beyond. Visit www.springair.com. ✤ guide sponsored by LAS VEGAS A GUIDE TO MATTRESS, BEDDING, FUTON AND TOP OF BED MANUFACTURERS WORLD MARKET CENTER January 24–28 Exhibitor Booth number Aireloom/Kluft.........................................................C-1524 Anatomic Global/EComfort........................................C-1584 Arason Enterprises....................................................C-1350 Ashley Roberts Sleep Systems..................................C-1566 Big Tree/Big Sleep..................................................... B-1105 Boyd Specialty Sleep................................................. B-0826 Chili Technology.........................................................C-1350 Classic Brands........................................................B-0970 Comfortaire Mattress................................................. B-0901 Corsicana..................................................................C-1324 Dreamfit.....................................................................C-1540 Eastman House/Eclipse International........................C-1536 Electropedic Adjustable Beds....................................C-1350 Ergomotion................................................................C-1415 Englander Mattress....................................................C-1360 Fabrictech International........................................C-1532 Fashion Bed Group................................................... B-1326 Glideaway Sleep Products.........................................C-1350 Gold Bond Mattress.................................................. B-0908 Gotcha Covered........................................................C-1278 Green Sleep................................................................. A-920 Hollywood Bed & Spring Manufacturing Company, Inc.......................................................C-1278 International Bedding................................................. B-0946 King Koil/Comfort Solutions......................................... A-546 Knickerbocker Bed Company...................................C-1532 Latex International/RejuveNite................................... B-0945 Leggett & Platt CPG.................................................. B-1326 LMP Worldwide.........................................................C-1350 Magniflex...................................................................C-1350 Natura World.............................................................A-946 Organic Mattresses (OMI)..........................................C-1515 Otis Bed Manufacturing............................................... A-716 Pacific Coast Feather.................................................C-1350 Pure LatexBliss.....................................................B-0930 Rest-Medic Sleep Products.......................................C-1350 Restonic Mattress...................................................... B-0926 Reverie/Protect-A-Bed.............................................. B-0925 Royal Heritage Home/Life Style Covers..............C-1350 SDH Enterprises........................................................C-0684 Sealy.......................................................................... B-0800 Serta International........................................................ A-709 Simmons Company..................................................... A-525 South Bay International.........................................B-0950 Specialty Sleep Association.......................................C-1350 Spring Air International..........................................B-1125 Symbol Mattress........................................................C-1529 Tempur-Pedic North America...............................C-1512 Therapedic International............................................ B-0822 Tyler Retail Systems...................................................C-1350 Universal Bedlegs........................................................ A-836 Wallbeds...................................................................... A-540 Xsensor....................................................................C-1350 Advertisers can be found in bold mattress update E.S. Kluft Introduces the Madeleine Bed by Aireloom The Madeleine Bed features unique colors, designs, and petite cotton plaid upholstery-grade fabrics in its border design to offer consumers a more elegant mattress. 16 Bedroom Winter 2011 By: Kate Vasko E.S. Kluft & Co. introduce the latest Aireloom offering at the Las Vegas Market. In addition to the artisan handiwork and superb materials for which the company brands are known, the Madeleine Bed features additional colors, designs, and petite cotton plaid upholsterygrade fabrics in its border offering consumers a more elegant mattress. “This new trademark Madeleine Bed has been received favorably by our customers,” said President and CEO Earl Kluft. “We imported these truly stunning fabrics from Portugal. These fabrics will once again separate us from our competition. This quality material is generally utilized by high-end decorators to make upholstered sofas and fine draperies. Use of these rare designs is unheard of in the bedding industry.” Kluft first introduced select key retailers to prototypes of the collection at the last market, where he received such enthusiastic response that he decided to broaden the pallet of fabrics with additional colors and designs. These improvements, such as the new material’s soft blue hues, will add to the collection’s distinctive design and appearance. Thus, making it stands out from other mattresses on the market as it gives retailers greater choices to offer consumers and in turn more opportunities to increase profits. Incorporating the new plaid fabric into the border design of the Madeleine Bed, the 54-inch upholstery fabrics are narrower than standard 90-inch mattress material, so the collection cannot be woven on any current mattress ticking looms and must be quilted on specialized equipment exclusive to E.S. Kluft & Co. “We believe the beauty of these fabrics is worth the cost as well as the time to hand quilt and specially cut them. They give an exceptional look to the mattresses that will instantly draw the eye of the discerning customer in a showroom,” said Kluft. Along with its unique design, the trade dress of the Madeleine Bed features the same unparalleled quality of hand-stitched side panels and inner tufting and other qualities of the line, such as 40 pounds of cotton layering, enhanced reflex foam and latex, a sturdy center, European top and bottom and eight-way hand-tied box spring construction. The high end line will bring specific shoppers seeking out such luxury to the retail store. The Madeleine Bed retails from $2,000 to $6,000 in queen. In 2004, third-generation mattress maker Earl Kluft founded E.S. Kluft & Co. and created the next hallmark of luxury bedding. Kluft’s Aireloom® designs offer artisanal quality and legacy features such as hand-tied coils and hand side-stitching as well as the most advanced materials, patented designs, and technologies available in the world. It is this luxury and attention to detail that consumers seek when Kluft is available in more than 350 select retailers domestically and a growing number internationally. Visit www.kluftmattress.com and www.aireloom.com. ✤ mattress update GOLD BOND EXPANDS NATIONWIDE DEALER NETWORK Gold Bond will unveil its newest two-sided collections, including the new Sacro-Support Encased Coil line, at the upcoming Las Vegas Market. 18 Bedroom Winter 2011 By: Christopher Schriever Independent mattress manufacturer, Gold Bond, is expanding their dealer network due to the success in their two-sided mattress collections priced under $1,000. Gold Bond will unveil its newest two-sided collections, including the new Sacro-Support Encased Coil line, at the upcoming Las Vegas Market. The two-sided collections provide retailers with quality, valueadded products perfect for today’s market. “While the economy is still in recovery mode, we are experiencing growth in our twosided offerings because they deliver the kind of value that resonates with consumers,” said Gold Bond President Robert Naboicheck, “we are adding salespeople and expanding distribution in certain regions because of the increased demand for differentiating, valueoriented products with strong margins.” “Retailers should look for high quality raw materials when choosing two-sided mattresses to add to their showroom floors. Of the few two-sided mattresses available today, even fewer are encased coil versions because the cost of adding these components has pushed it out of reach for many manufacturers. We took extra steps in the way we incorporated our encased coil system to bring a new level of comfort and even greater value to the consumer,” said Naboicheck. The Sacro-Support Encased Coil line builds on Gold Bond’s offerings which bring ingredients typically found in higher end bedding into the under-$1,000 category. Three models in the line—Buckingham, Westminster and Camelot—range from $799 to $999 and feature a new, soft and luxurious rayon knit fabric accented by elegant medallions in rich gold and dark chocolate tones. Super soft, high resiliency foam and plush fiber is quilted to the fabric, with additional super soft foam layered underneath to bring resilient support. Durable full-body support comes from 804 individually wrapped, encased coils. Designed to move independently, the encased coils not only conform to every curve and contour of the body but also help to eliminate partner disturbance and motion transfer. Each coil is made of 14-gauge tempered steel for exceptional resilience. The line is built to last with steel edge supports and an all-steel foundation which is used in all Gold Bond collections. All models are available in plush and pillow top. Gold Bond products are handcrafted in Connecticut with the majority of the raw material made in America. They incorporate the latest comfort technologies in their futons and mattresses, such as Talalay Latex, encased coils and visco-elastic memory foam. Founded in 1899, Gold Bond is one of the nation’s largest family-operated independent mattress, specialty sleep and futon manufacturers. The company is a leader in mattress manufacturing techniques and more than a century of experience bring product innovations, high manufacturing standards and executive leadership to the industry. Gold Bond currently ships to 40 states and five countries, and its products are available at more than 500 retail showrooms. Visit www.goldbondmattress.com. ✤ mattress update OMI UNVEILS GREENGUARD-CERTIFIED YOUTH MATTRESS OMI partnership with the nonprofit organization Healthy Child Healthy World hopes to help create cleaner, greener, healthier environments for children and their families. 20 Bedroom Winter 2011 By: Kate Vasko Organic Mattresses, Inc (OMI), the company that continues to set the standard for certified purity, is introducing a 100% natural latex youth mattress at Las Vegas Market. This newest model in the OrganicPedic by OMI® collection offers healthful, supportive sleep from the toddler stage through college years. “Children are particularly vulnerable to the environmental hazards of sleeping on petroleum-based mattresses because their respiratory and immune systems are still developing,” said OMI CEO and President Walt Bader, author of Toxic Bedrooms: Your Guide to a Safe Night’s Sleep and Sleep Safe in a Toxic World. OMI’s new youth bed is made with 100% USDA-certified latex sap, 100% certified organic cotton and 100% Eco-wool™. “It makes sense to avoid exposure to products with harmful VOC’s that have been linked to trigger chronic diseases such as cancer, au- tism, asthma, ADHD and developmental disabilities,” said Bader. OMI partnership with the nonprofit organization Healthy Child Healthy World hopes to help create cleaner, greener, healthier environments for children and their families and mattresses are one of the most dramatic improvements that can be made. Together, they are effectively advocating for awareness of third-party certified products to parents of young children. The OrganicPedic® by OMI youth mattress features a 4” medium-firm natural latex core (no synthetic blends) covered in an OMI signature quilted cover of organic cotton and wool (no chemical fire retardants). It can be paired with an exclusive latex topper for extra comfort. The mattress and topper exemplify the same purity standards and benchmark quality that has allowed OMI to quickly emerge as the nation’s leading producer of authentic organic mattresses and bedding. The suggested retail price for the twin mattress starts at $995. The first mattress factory in the North America to receive the GOTS (Global Organic Textile Standard) certification, OMI is a fullcircle environmental company dedicated to supporting America’s organic and sustainable farmers. OMI’s handmade, custom organic mattresses (available in crib through king sizes) are manufactured in Northern California in the only Eco-Factory™ in North America built solely to manufacture organic products. OMI mattresses are GREENGUARD certified for Children and Schools and qualify under the U.S. Environmental Protection Agency’s LEED indoor air-quality program. Visit www.omimattress.com. ✤ mattress update International Bedding’s new Airsprung® collection By: Christopher Schriever International Bedding (IB) introduces an expansive new Airsprung® collection as well as redesigns of their already successful core lines. These new offerings will provide retailers significantly upgraded looks and feels in the same price ranges. Developed with the venerable, 139 year old, UK based Airsprung Beds, IB’s new Airsprung collection is intended for selected national distribution and incorporates three different foam-encased spring units. All available on European-design platform bases, the three spring units include an Airsprung-branded coil-on-coil design at the top, an individually wrapped coil unit, and an exclusive Airsprung open-offset construction called Duraspring™. All of the beds feature high quality visco and latex foams, plus high density bio-based foam applications in the upholstery and quilt, covered by stretch knit fabrics. They are expected to retail from $499 to $2,999 in Queen. Dan Hige, IB president and COO, noted that while the new collection will be made in the US, “we will be honoring and emphasizing the same unique brand attributes and valued heritage that have made Airsprung one of the most notable and successful bedding producers in the UK for well over a century.” Founded in 1871 Airsprung Beds is known for its superior knowledge and expertise in mattress manufacturing and product development. Having nurtured the Airsprung name in the UK, “our mission is to remain synonymous with honest, affordable quality,” Airsprung Beds president Tony Lisanti explained. Lisanti will be in the IB showroom during market on Wednesday, Jan. 26, to meet with retailers and discuss the new Airsprung line. In addition, IB redesigned the two, broadly distributed mattress lines that have played a significant role in the company’s growth and will be showcasing them at market. “Retailers will find meaningful changes in our American Pedic and Classic collection products in both construction and appearance, without changing the tremendous value story that these parallel lines are known for,” IB president and COO, Dan Hige said. The 16-model collections with retails from $299 to $999 in queen feature VertiCoil and individually wrapped coil units that are both foam-encased. The beds include quality visco and Talalay latex foams, plus other upholstery foams and new quilting fibers designed to noticeably enhance the beds’ support, comfort and luxury. Visit www.ibcgroup.com. International Bedding (IB) introduces an expansive new Airsprung® collection as well as redesigns of their already successful core lines. www.bedroom-mag.com 21 features from the editors Up Close with LMG A few years ago Lilly Management Group (LMG) opened its doors to the mattress industry and today the five-member consulting firm staffed by longtime bedding execs is heading strongly and squarely into its sixth year in business. By: Christopher Schriever W e decided to ask LMG—perhaps the only firm of its kind ever to serve the industry exclusively—several pointed questions about its unique practice, what it is up to and how it sees the future. What were your expectations when you opened and are they the same today? Initially we had no expectations! As far as we knew, we were the first broad-based practice to devote itself solely to the mattress industry, so there were no precedents or competitors to study. What we did know is that our intentions were reasonable and good, and that we brought decades of direct experience to the table. We also knew we wanted to be understood more as “problem solvers” than as “consultants.” In fact, one of our founding goals was to leave every customer in a far better position to succeed than they were in before they hired us. That’s remains an important tenet of our business today and it’s served us well over the years. What was it like to shift your focus from that of a single mattress company to a field of producers and suppliers? Great question. Since we’d all come directly from Serta and had spent anywhere from 10 to 17 years there, every one of us had to transition our thinking. And that required looking at every assignment in the context of that client’s business and objectives, not as just the next step in evolving the same business whose strategies you already understood. Our experience today could be compared to working on many different and complex 22 Bedroom Winter 2011 jigsaw puzzles for different reasons, but all at the same time. The first real “test” on a major scale came with the compliance program we developed in 2006 to help mattress producers meet the 1633 federal FR standard. Ultimately we worked with more than 300 manufacturers, the majority of which made different products, perceived their needs differently and had varying degrees of knowledge about the regulation—both before and after it went into effect. Looking back, that experience taught us that we could provide meaningful services— whether to a cross-section of the industry or to one company at a time—and that our “reason for being” was both viable and sustainable. In what ways are you working within the industry today? Over the years, the services we provide have expanded to include business strategy, targeted problem-solving, market research, product evaluation and planning, operations efficiency, quality assurance and marketing. Since 2008 our biggest growth has come in the marketing and communications arena. We help producers and suppliers of varying sizes with brand education and development, company positioning, trade advertising, PR or other communication goals they want to achieve. Depending on our customers, we work on either an ongoing or “as needed” basis. Either way, we’ve developed a lot of good relationships and the work remains varied, challenging but extremely rewarding. It’s great to make a positive difference in the businesses of others! features from the editors Is the FR portion of your practice still active? Many people ask us that, and the answer is “absolutely.” FR suppliers in our program continue to innovate better, more cost-effective solutions that they want to have qualified. At the same time, manufacturers in the program are automatically exposed to these new solutions and may decide to change out what they’ve been using. Even today, there are suppliers and manufacturers that are joining the program for the first time. And there are also licensing groups or single producers that want FR audits on an annual basis to check their compliance. So, it’s an ongoing process—as the number of program participants grows, so does the breadth and validity of our burn test and prototyping data. As a result, it becomes increasingly less expensive to qualify or change out solutions, which ultimately benefits everyone in the program. What was your greatest concern in starting LMG… and was it ever realized? We were never concerned about our industry knowledge or expertise. But having transitioned directly from a major mattress manufacturer, we did wonder about trust and whether industry producers would come to view us as an objective third-party that could help them solve problems or improve their businesses on a confidential basis. That was how we wanted to be understood, and while it took some time to get the business rolling, we’re very grateful that we can look back and say that trust never became an issue for us. What’s in store for the mattress industry over the next five years? It is not really news that the industry is undergoing its toughest time in decades. And it seems that speculating about whether mattress units or dollars will be up or down (from year to year) is really missing the larger point. We think that learning to manage and exploit change IS the point. That’s what is in store for every industry—change and more change. There used to be a “business climate,” for example; now there’s a global economy to contend with. Mattress retail was always challenging; now it’s its own fluid force. Consumers are no longer predictable “end users”; they’re leading a market revolution. But some of the best tools for navigating this new world remain the same: Good people and good information. Intelligent analysis. Decisiveness. And knowing who you are as a company and where you want to go. There will never be a substitute for that. LMG Company Profile Founded in 2005, LMG is based in St. Charles, IL and maintains a satellite office in Houston. The firm is a member of ISPA, SSA, IMC (Institute of Management Consultants, SOL (Society of Industry Leaders) and the Round Table Group’s Scholar Network. Principals include: Ed Lilly, Partner Lilly is a 40-year veteran of the mattress industry and the former CEO and president of Serta for 14 years. Before that he served in numerous senior corporate and field sales management posts at Sealy. Early on, he worked in retail for nearly a decade as a bedding buyer for the former Strawbridge & Clothier department store. Susan Ebaugh, Partner The co-founder of LMG, Ebaugh is a former vice president and brand officer for Serta, having held multiple marketing, advertising and management posts over her 17 years with the company. Prior to that she directed corporate communications and PR for Sealy, Inc. and was an editor and journalist in the business and legal fields. We think that learning to manage and exploit change IS the point. That’s what is in store for every industry—change and more change. Bob Sabalaskey, VP Manufacturing and Product Engineering Sabalaskey has spent 26 years in the mattress and furniture industries. A former vice president of manufacturing and R&D at Serta, he has in-depth experience in plant efficiency, product design and value engineering. Recognized as an industry expert in fire science, Sabalaskey also holds several patents for mattress design. Deborah Smith, Director of Manufacturing and QA Smith has 30 years of manufacturing, R&D and business management experience across the mattress, upholstery and home products industries. A manager of R&D while at Serta, her expertise includes quality assurance, factory personnel/procedures training, manufacturing efficiency and flammability testing. Visit www.lillymanagementgroup.com. ✤ www.bedroom-mag.com 23 features from the editors New offerings using gel technology With the new and different types of materials used in mattresses and top of the bed accessories, the options continue to expand. One new technology continues to stand out—gel. Gel accessories and mattresses offer support and comfort while reducing sleep temperatures and rejuvenating the body. As companies use gel technology in different ways, the products featured here represent a few our favorites currently available for retailers today. By: Kate Vasko Sleep Innovations A leader in the design of memory foam products, Sleep Innovations infuses its premium memory foam with gel-beads to offer sleepers the perfect balance of comfort, support, and an optimal sleep temperature through their innovative products. Gel-infused Memory Foam Topper—The topper creates an ideal balance of comfort and support. Features include superior pressure point relief, promotes spinal alignment, and ‘just right’ cradling for less tossing and turning. Gel-infused Memory Foam Contour Pillow—Best for side and back sleepers, the pillow offers ergonomic support, cradling the head and neck for proper spinal alignment. Gel-infused Memory Foam Classic Pillow—This 2-in-1 reversible pillow boasts the right support, cushion, and temperature for any sleeper. Gel-infused Memory Foam Grande Pillow—Ideal for all sleep positions, the down-like feel provides cradling comfort and customized support for a comfortable night’s sleep. A 2-inch gusset around the pillow offers a supportive edge and even sleeping surface for improved support and neck alignment. 24 Bedroom Winter 2011 features from the editors Jacuzzi bed collection Known for providing relaxation and comfort, the company’s JelSleep mattress offers innovative, luxury for every sleeper. JelSleep—Automatically bio-adjusting to different body shapes and temperatures, the JelSleep layer is available over engineered foam, individually wrapped coil, latex core, or adjustable air core. JelSleep assists in temperature reduction by drawing excess heat from the body. In addition, the layer stretches in all directions to allow the material to conform to the body and distribute weight evenly. Simmons ComforPedic’s Fiji mattresses Featuring a GelTouch™ layer with its Advanced NxG memory foam, the Fiji mattress offers a cooling sensation and greater conformability. Fiji mattresses—The Fiji mattress includes a 13.5” profile height, 360 degree Gradient Edge Support System and Transflexion Comfort Technology to ensure the bed is consistently comfortable through the years. The inner layer of latex foam adds a perfect blend of comfort. Lastly, the Fiji has a stretch knit removable and dry cleanable cover. Natura World’s NexGel™ mattresses Furthering the company belief that superior night’s sleep should alleviate pain and better one’s overall health and well-being, NexGel mattresses do so through a unique honeycomb gel technology. OrthoGel™ Solutions—The honeycomb gel technology conforms to the sleeper’s individual shape as pressure point relief cushions support all parts of the body equally. OrthoGel™ Awakenings—Paired with a double layer of Talalay latex for comfortable sleep, the layer enhances the benefits of the gel and the mattress is completed with plush bamboo for added comfort. OrthoGel™ Sweet Mornings—Cradles the body with honeycomb gel technology and foam or latex atop tempered and precompressed coil system. For more relief, a soft stretch-knit finishes the mattress. ✤ www.bedroom-mag.com 25 textiles update Life Style Covers by Royal Heritage Home Grows Stronger With the recent bedbug epidemic, Life Style Covers’ BedGuard zippered mattress encasements allow ultimate protection at an unbeatable value. By: Kate Vasko Although the market has consolidated substantially, Life Style Covers continues to find futon cover sales going strong. Chiseling down their stylish collection of futon cover fabrics to just fewer than 150, Life Style Covers offers customers a wide variety without being overwhelming. With color, texture, weight, and weight choices and the ability for consumers to interchange their futon covers, means retailers have more flexibility and options to offer shoppers. “Factory Select” promotional fabrics continue to impress while allowing retailers the opportunity to maximize their retail profits. In addition, Life Style Covers’ BedGuard zippered mattress encasement allow ultimate protection at an unbeatable value. While fitted sheet protectors do not fully cover all sides of the mattress, bedbugs and dust mites can still make their way onto the mattress through the sides and underneath. The BedGuard zippered mattress prevents this by fully enclosing the mattress. Made of a silky stretch knit fabric, the BedGuard includes an impermeable membrane coating that is 100% waterproof. The unique membrane permits moisture to escape and the mattress to breathe without damaging the mattress. The BedGuard mattress protector is also machine washable in hot water which ensures it removes residual allergen buildup. Domestically made with a lifetime warranty, BedGuards are available in both standard and custom sizes as well as a pillow protector. Visit www.lscovers.com. ✤ 26 Bedroom Winter 2011 TM Naturally materials update Cargill provides Insights on Marketing “Green” The magic question comes from a young mother, “do you have a bed that is ‘environmentally friendly,’ ‘eco-friendly’ or ‘green’.” The sales associate directs her to a polyurethane foam mattress saying, “the memory foam in this bed is made from renewable bio-based, soy bean oil instead of petroleum.” By: Dale T. Read ”The numerous inaccurate claims around biobased foams used throughout the home furnishings and bedding industries are cause for concern” says Yusuf Wazirzada, Business Unit Leader at Cargill. To help the industry better understand the realities of ‘renewable,’ Cargill, a major agricultural products company which pioneered the early development of “bio-based” oils with soy-based BiOH® polyols, published a Resource Guide it hopes helps retailers and manufacturers alike better understand the complicated foam development process. Wazirzada, who leads Cargill’s Bio-Based Polyurethane operation, says within the guide, Cargill defines the “renewable” or “bio-based” content as, “the percentage of a material in any product that is made from renewable (new and replaceable carbon) resources such as plants or animals. ‘Soy Foam’ is polyurethane foam that is made in part with soy-based ingredients that replace a portion of the non-renewable (old carbon) petroleum-based chemicals.” It is important for material suppliers, manufacturers and retailers to have a general understanding of how polyurethane foam is made. With this base, selling products made with “greener” foams becomes easier to explain on the retail floor. Basically, flexible polyurethane foam is made with two main ingredients: polyols and isocyanates. According to Wazizada, a twothirds polyol and one-third isocyanates is a “good rule” when discussing the overall 28 Bedroom Winter 2011 polyurethane flexible foam recipe. Historically these components chemicals were made form petroleum-based materials. After two years of extensive research, Cargill launched the company’s BIOH® polyol choosing to work in partnership with Pittsburgh State University in Kansas. “Working with a team of bio-based scientists and engineering experts, academia and major foam suppliers created a synergy allowing the company to accelerate the process,” says Wazirzada, “and by 2005 we took the first prototype product to market thus introducing BIOH® soy based polyol.” Wazirzada shares that, “we started by replacing up to 10 to 15 parts of petroleum-based polyol with our bio-based formulations. This was a very important moment for sustainability initiatives as 10% of the total foam content was made with renewable, bio-based foam. It was the first time that up to 15 parts of polyol was successfully replaced.” Now most petrochemical and polyol suppliers are working to increase the ratio. In fact, just this past year at least one manufacturer announced they had reached a formulation with between 50% and 55% of bio-based foam. From a green consumer’s viewpoint, they could soon purchase a soy-based bed made with 33% of renewable soy-based materials. However, that also means that two-thirds would remain composed of 33% petroleum-based polyol and another 33% isocyanates. Understanding that, isocyanates and other synthetic ingredients will make up at least one-third of all flexible polyurethane foam regardless of how much bio-based material is used in the polyol. Mattress foams are never going to be 100% “green” or made of renewable material. Yet, every step taken to replace petroleum-based materials with “new carbon” renewable materials is a step forward in this world of finite petroleum resources. It is important to focus on the positive aspects as Cargill and other suppliers make advancements increasing the ratio of biobased materials used in the polyols. There are many factors that go into building “green” mattress products and even when the finished product is not bio-degradable, does not mean that it has failed to embrace “green” features as a product or during its development. If a product can be made up of 30%, 40%, perhaps even someday as much as 50% of bio-based materials that cuts back the use of petroleum significantly. Every gain made increasing the percentage of bio-based materials is an environmental and economic victory. Cargill recognizes bio-polyols can range from low to very high renewable content, but proudly reports Cargill uses one of the highest levels of renewable content in the flexible foam industry. Wazirzada, adds confidently that “the ultimate goal is to offer a BiOH® polyol that can replace 100% of the petroleum polyols in the recipe— creating a flexible foam with more than 60% bio-based materials.” Thankfully, the foam industry has a verifiable ASTM method to confirm manufactures marketing or ratio claims. The testing method employs “the same technique used by archeologists to determine the age of a fossil; this process is called carbon dating,” says Wazirrzada. To obtain a copy of Cargill BiOH® Polyols Resource guide, visit the website below. Visit www.bioh.com. ✤ materials update Celliant® Performance from Fabrictech By: Christopher Schriever Fabrictech’s new line of mattress and pillow protectors offers Celliant® fibers proven to increase oxygen levels in skin and muscle tissue, aiding in faster recovery from muscle fatigue and a reduction of minor aches and pains. The new line, PureCare™ Celliant®, will be available at January’s Las Vegas Furniture Market. Jeff Bergman, Fabrictech’s President and COO, is proud of the new innovative product and expects it will be another success for their retailers. He goes on to say, “today’s customer places enormous importance on quality of sleep and overall well being, which is why we will continue to develop exclusive, innovative products that give retailers an edge.” Clinical trials have also proven Celliant® fibers balance body temperature, leading to a better night’s sleep and an overall improved sense of health. The fibers are unique because they provide benefits even through numerous layers of sheeting, laminated or waterproof fabrics. The PureCare™ Celliant® 5-sided mattress protectors will carry a suggested retail price of $119 in queen size, and the accompanying pillow protectors for $29. “This is another example of giving the customer the perfect combination of health and performance, surpassing their expectations, at an affordable price,” added Bergman. Visit www.fabrictech.com. ✤ www.bedroom-mag.com 29 accessories update “PERFECT MEMORY FOAM PILLOW” from Classic Brands By: Kate Vasko Debuting at the Las Vegas Market and designed for those who enjoy the comfort of a down pillow, the “Perfect Memory Foam Pillow” replicates the feel of down without any of the associated allergy issues. 30 Bedroom Winter 2011 Classic Brands, a leading innovator of specialty sleep products, expands its successful pillow sales program to retailers who want to improve incremental accessory sales. Debuting at the Las Vegas Market and designed for those who enjoy the comfort of a down pillow, the “Perfect Memory Foam Pillow” replicates the feel of down without any of the associated allergy issues. Comfort is enhanced by a pressure-relieving memory foam core that is covered in a moistureabsorbing tricot inner cover. The gusseted, white microfiber cover is filled with a downalternative for extra comfort, and is surrounded by a silky piping. Suggested retail for the Perfect Memory Foam Pillow is $69.99. “The Perfect Memory Foam Pillow is an exciting new addition to our successful pillow program,” said Classic Brands CEO Mike Zippelli. “The combination of materials in this pillow allow for the plush feeling of a down pillow, while providing the supportive qualities of memory foam.” Other memory foam pillows in the collection include the “Conforma” memory foam pillow, the Contour sculpted memory foam pillow and the “Contour Comfort” which provides contouring support on one side and flat support on the reverse. In addition, Classic offers The “Eco-Dreaming” latex pillow with a natural latex shell filled with feathered latex, the “Caress” plush and “Embrace” firm natural Talalay latex pillows. Retailers carrying the pillows have the option of choosing from one of Classic Brands Pillow Program two display units. First is an attractive laminate and chrome display unit with five angled shelves to feature each pillow individually without packaging. The second option is a wire rack that displays a larger selection of packaged pillows. “We are pleased to be able to offer retailers another display option for their sales floor,” added Zippelli. “The wire rack allows retailers to stock pillows in an organized way on the sales floor to take advantage of increased ticket sales.” Classic Brands uses the finest materials from around the world including allnatural and high-performance covers, Talalay and Dunlop latex, and visco-elastic memory foam. In addition to the Perfect Memory Foam Pillow, the company offers enhanced features such as quilted mattress tops and deluxe combination models that are comprised of memory and latex foam, as well as adjustable beds and viscoelastic memory foam and latex mattresses that allow each person to maximize their own sleep comfort. Visit www.classicmattress.com. ✤ The world keeps changing but people still prefer to buy products they know and trust. For more than 80 years, the SPRING AIR® name has stood for innovation, quality, and reliability in sleep products to millions the world over. Today, we’re stronger than ever but just as dedicated to earning every day the most valuable asset a brand can have: the consumer’s trust. It’s both our heritage and our future. BACK SUPPORTER™ • SLEEP SENSE™ • CHATTAM & WELLS™ Trusted by millions since 1926 Las Vegas Market January 24-28, 2011, Showroom B-1125 & 1126 Visit us during the show and discover why so many successful retailers made the SPRING AIR® brand an integral part of their premium mattress programs in 2010. www.springair.com ©2010 Spring Air®, International
