BedTimes magazine September 2010

Transcription

BedTimes
SEPTEMBER 2010
THE BUSINESS JOURNAL FOR THE SLEEP PRODUCTS INDUSTRY
Good PR
Using the experts
to get your message out
Las Vegas Market:
Focus is on
helping retailers
Encouraging
your employees
to be healthier
Innovative Technology for
Mattress
1306
Roll-Pac
™
Workstation
Save storage space and shipping
cost of mattresses!
Before
Compression
After
Compression
The
•
•
•
•
•
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Wrapper - PE, PVC & PU
Compact design minimizes floor space
Patented Serial Bus Control System
Low and easy maintenance
Easy to operate
Automatically compress & pack one unit per
minute
Accepts finished mattress and soft cushions
made from foam (without border wire)
Sudden Service ™ Company
This equipment is protected by one or more of the following patents:
US patents: 4,280,421; 4,432,294; 4,466,367; 4,644,883; 5,134,947; 5,159,889; 5,203,270; 5,522,332; 5,524,563; 5,562,060; 5,634,418; 5,647,293;
5,657,711; 5,743,202; 5,865,135; 5,899,159; 5,915,319; 5,918,560; 5,979,345; 6,035,794; 6,055,921; 6,202,579; 6,279,869; 6,295,481; 6,494,255;
6,802,271; 6,574,815B2; 6,834,603B1; 6,968,794B1; 6,994,043B1; 7,100,525B1; 7,100,526B1; 7,210,181B1; 7,383,676 ; 7,383,780; 7,412,936;
7,543,364; 7,574,788; 7,647,876; 7,647,876. Foreign patents: 9-520,472; 0,537,323; 92,905,522.6; 96,936,922.2; 2,076,379; 2,084,055.
Other U.S. and Foreign Patents Pending. Copyright 2010 Atlanta Attachment Co.
10105073010
Atlanta Attachment Company
362 Industrial Park Drive
Lawrenceville, GA 30046
(770) 963-7369 • FAX (770) 963-7641
the Sewn Products Industry Worldwide!
Packaging
1390
Auto-Pac
™
Workstation
Automatic Mattress Packaging
•
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Splice film with NO WASTE!
Easy replacement of Teflon® tape
Upper and lower boot film holder
Double seals on four sides with
or without trim
Optional compression module
Optional multi-roll holder frees up storage
space on manufacturing floor
Website:
www.atlatt.com
email:
[email protected]
POWERSTACK
™
CLASSIC AND HIGH PROFILE UNITS
High Profile
Standard
he PowerStack is now available in a High Profile unit to meet the demands of todays taller boxspring configurations.
T
Hickory Springs patented PowerStack zero deflection box spring is engineered for extreme stability. A series of cupshaped internal supports are welded to the box springs’ border wire and cross-support grid, then secured at the base
on two axes. This unique construction prevents head-to-foot and side-to-side sway and reduces pocketing as well.
Assembly is quick and simple — just staple it in place and move it on down the line.
B
O X S P R I N G
F
E AT U R E S
POW
E R
S TAC
K
™
• Complete one-piece steel foundation
with no separate components.
• Welded steel construction, utilizing our own
drawn wire for greater stability.
• Proven durability during all performance tests,
including Cornell, rollator and impact tests.
• Designed for use with a cost-effective
5-slat frame.
• 10 gauge, extra-heavy grid wire for
maximum support and durability.
• Standard utilizes 10 gauge modules.
• Reinforced grid for greater surface coverage
and enhanced stability.
• High Profile uses 9 gauge modules.
• Heavy duty 3 gauge border rod, welded to grid
for maximum edge firmness.
• Nests easily for convenient storage.
Tradition. Innovation. Performance.
W O R L D W I D E
Holland Wire Products
(616) 392-8505
Fax (616) 392-6105
Patent number: 5,967,499
Micaville
(828) 675-4101
(800) 256-3422
Fax (828) 675-9008
Spiller Spring Company
(920) 457-3649
(800) 747-1707
Fax (920) 457-0559
©2009 Hickory Springs Mfg. Co.
SEPT 2010
InSide
Features
24 Getting good PR
You’ve got a marketing plan, a brand strategy and an advertising campaign. But
what are you doing in terms of public relations? Two experts explain why effective
PR is as important as those other efforts.
36 Moving workers toward wellness
If you’re considering starting a program to improve employee health and reduce
insurance costs, wait a moment. Such efforts can be successful, but only if planned
and implemented carefully.
Departments
7 Front Matter
Advertisers have long been obsessed
with younger consumers, thinking
they have money to spend—and are
still open-minded enough to consider
new brands and products. Recent
research from the Nielsen Co. shows
the fallacies behind that conventional
wisdom and explains why companies
shouldn’t ignore older consumers.
9 Company Profile
In recent months, century-old Pennsylvania Bedding has been rewriting
its business plan, moving into new
sales territories, improving its production facilities and hiring staff—all
because of two new licensing deals.
13 Market Report
5 Editor’s Note
43 Industry News
56 Newsmakers
58 Calendar
60 ISPA News
61 ISPA Advocacy
62 Advertisers Index
63 Classifieds
64 Last Word
Some nifty technologies and a few
major product launches drew the
spotlight during the Las Vegas Market.
But, overall, mattress manufacturers
bet that line extensions, contests, social media promotions and revamped
point-of-purchase materials would get
retailers to lay their money down.
www.sleepproducts.org/bedtimes
BedTimes | September 2010 |
3
{access}
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EDITOR IN CHIEF
Julie A. Palm
336-727-1889
[email protected]
SENIOR WRITER
Barbara Nelles
336-856-8973
[email protected]
CONTRIBUTORS
Susan Ebaugh
Lin Grensing-Pophal
Helen Sullivan
Dorothy Whitcomb
ART DIRECTOR
Stephanie Belcher
336-201-7475
[email protected]
Vice President of Sales
Kerri Bellias
336-945-0265
[email protected]
Ad Production &
CIRCULATION manager
Debbie Robbins
336-342-4217
[email protected]
COPY EDITOR
Margaret Talley-Seijn
BedTimes deadlines
Editorial deadlines for the Industry
News and Newsmakers sections
of the November issue of BedTimes are
Friday, Oct. 1.
Volume 138 Number 9
BedTimes (ISSN 0893-5556) is published
monthly by the International Sleep Products
Association. Periodicals postage paid at
Alexandria, Va., and additional mailing offices.
Editorial and advertising offices
126 Parkview Lane, Reidsville, NC 27320
Phone 703-683-8371; Fax 703-683-4503
Administrative and ISPA offices
501 Wythe St., Alexandria, Va. 22314-1917
Phone 703-683-8371; Fax 703-683-4503
Postmaster Send address changes to
BedTimes, 501 Wythe St., Alexandria, Va.
22314-1917
Contents © 2010 by the
International Sleep Products
Association. Reprint permission
obtainable through BedTimes.
Editor’sNote
Selling ourselves on
the idea of simplicity
“There is nothing so simple it cannot
be made difficult.”— Merle P. Martin
I
doubt Merle P. Martin was talking
about mattresses, but he might as
well have been.
By their very nature, mattresses
aren’t overly complicated. Not when
compared to so many items we use
daily. They involve a relatively limited
number of components and are constructed largely with techniques that
have been around for awhile. From
the outside, they look simpler still:
On a showroom floor, they’re a bunch
of fabric-covered rectangles, many of
them white.
(This isn’t to say that there aren’t
significant, meaningful differences in
the way mattress brands are constructed, or that various components
don’t offer specific advantages in
terms of comfort, support and durability, or that the industry isn’t quick
to embrace technological advances.
I’m just saying…)
Simplicity is a selling point for
many consumer goods. You can read a
novel, watch a movie, send a message
to your daughter in college or look up
sports scores on the new Apple iPad—
all with one hand and a single touch
screen. Cars like the Toyota Prius no
longer require a key to start the ignition: Just push a button and go. How
cool is that?
Obviously, the iPad and Prius are
complicated products. They require an
enormous amount of engineering, computer programming and who knows
what else to make them work. But as a
user, I don’t care. To me, they are simple.
And simple is good.
Too often, it seems, our industry
purposely tries to take relatively simple
products and make them complicated.
We bombard consumers with talk of
coil counts and ILDs and then bring out
the “bun,” showing them all those foam/
fiber/spring layers we just bored them to
death talking about.
So, it was refreshing at the summer
Las Vegas Market to see a move by many
manufacturers—aided by many suppliers—toward simplicity. Throughout the
World Market Center, we saw efforts to
educate the consumer without confusing her.
Some mattress makers are reworking
their lines, reducing SKUs and creating
easy-to-understand, visually appealing
ways for consumers to choose the right
mattress for them. Others are revamping their point-of-purchase materials,
eliminating tedious product specifications and focusing on a few key points
that truly matter to the consumer. (See
story on Page 13.)
All the details about what’s inside
our rectangles may matter enormously
to us. But what matters to the consumer
is how a mattress feels and how it will
make her feel the next morning.
Remember, at an Apple store, no
one rips open all the rectangles—
iPods, iPhones, iPads—to show you
the insides. And they seem to be selling just fine. BT
Julie A. Palm
5
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Bois Le Roux Inc. Tel: 819-877-2092 • Toll Free from USA: 888-877-2098 • E-Mail: [email protected] • www.blrlumber.com
FrontMatter
Youth obsession costs companies money
Baby boomers willing to try new products, spend freely
M
arketers are obsessed with
youth. If you’re in the
highly valued 18-34 age
group, they want to know what
you’re watching, texting, reading,
Googling, eating, buying. And they’ll
spend a pretty penny trying to get
you to watch, text, read, Google, eat
and buy the products and services
they’re selling.
“But by solely focusing on these
groups, advertisers and consumer
goods manufacturers are overlooking
a group that has tremendous buying
power: the 78 million baby boomers
in the U.S. today,” according to the
Nielsen Co., a New York-based firm
that measures and analyzes media
viewership and consumer trends.
Boomers, born between 1946 and
1964, are just beginning to retire.
“But today’s middle-aged and
older consumers are different than
their predecessors,” Nielsen says.
“The conventional wisdom that they
spend little, resist technology and are
slow to adopt new products needs
to be re-assessed. Boomers are an
affluent group who adopt technology
with enthusiasm. Think about the
number of parents or grandparents
who regularly send emails or upload
photos to Facebook and other sites.
They have also shown a willingness
to try new brands and products.”
Nielsen estimates that spending
by baby boomers accounts for 38.5%
of all money spent on consumer
products. But, amazingly, only 5%
of advertising dollars are directed
toward adults 35-64 years old, which
includes the second half of Generation X, in addition to the boomers.
The bulk of marketing money is
aimed at the favored 18-34 demographic, sometimes those 18-49.
“Boomers should be as desirable
for marketers as Millennials and Gen
Xers for years to come. They are the
largest single group of consumers
and a valuable target audience. As the
U.S. continues to age, reaching this
group will continue to be critical for
advertisers,” says Pat McDonough,
Nielsen senior vice president of in-
sights, analysis and policy.
According to Nielsen, boomers:
➤ Dominate 1,023 out of 1,083 consumer packaged goods categories
➤ Watch the most video (TV, movies,
etc.)—more than 9 hours a day
➤ Make up one-third of all TV viewers, online users and social media
users
➤“Time shift” TV more than 18-24
year olds
➤ Are significantly more likely to
own a DVD player
➤ Are more likely to have broadband
Internet access at home.
And if you think that the Web
sites boomers visit are entirely different from those visited by younger
adults (18-34), you’re mistaken.
Eight of the top 10 Web sites favored
by the different age groups are the
same, according to Nielsen.
“At a time when most analysts
are predicting much slower growth
in consumer spending, manufacturers and marketers need to look at
every opportunity to grow market
share,” Nielsen concludes. “Boomers
can represent tremendous potential
to those who know how to reach
them.” BT
Web-surfing habits similar, no matter what age
Top sites among boomers
Top sites among 18-34 year olds
1. Google
2. Yahoo
3. Bing
4. Facebook
5. Microsoft
6. AOL
7. YouTube
8. Wikipedia
9. Ask
10. Amazon
1. Google
2. Yahoo
3. Facebook
4. Bing
5. YouTube
6. Microsoft
7. AOL
8. Fox Interactive Media
9. Apple
10. Wikipedia
7
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CompanyProfile
Pennsylvania Bedding ties itself to new brands
Company is restructuring after signing deals with Therapedic, Spring Air
By Dorothy Whitcomb
W
ith two new licensing partners, Pennsylvania Bedding
is significantly expanding its
sales territory, revising its business plan,
ramping up manufacturing capabilities
and hiring additional sales staff.
The 103-year-old privately held
company began much of its multipronged transition as it came to the end
of a 20-year licensing deal with Comfort
Solutions and inked new contracts with
Spring Air International and Therapedic
Sleep Products.
The decision didn’t come easily for
Pennsylvania Bedding, says Bill Spudis,
president and chief executive officer of
the company, which has headquarters in
Old Forge, Pa.
The bedding maker knows that
change can be difficult and that leaving
a comfortable, decades-long relationship in a down economy involved
additional risk.
Still, Spudis says, “We believe that it
was the right move at the right time.”
The opportunity to vastly expand
its sales territory was central to the
company’s decision to sign new licensing deals. Through its arrangement
with Comfort Solutions, Pennsylvania
Bedding was limited to selling in upstate
New York and part of Pennsylvania and
couldn’t sign licensing deals with other
brands, Spudis says.
Its combined territory with Spring
Air and Therapedic includes all of
Delaware, New York, Pennsylvania and
Washington, D.C., as well as parts of
Virginia and West Virginia.
New infrastructure
To take advantage of its new opportunities, Pennsylvania Bedding had to
restructure its manufacturing facilities.
It reconfigured its 87,000-square-foot
factory to make room for $1 million
Plant upgrade Frank Grillo (left) and Tom
Umile show off a quilter in Pennsylvania
Bedding’s plant, which includes $1 million
worth of new equipment.
worth of new equipment. With no
room left for storage, the company
moved components and raw materials
to a rented 30,000-square-foot warehouse across from the plant.
Once the infrastructure was in place,
developing a strategy to maximize sales
in the new territories fell to sales manager Scott Wallis.
Spudis says: “With both of the new
companies, we have the autonomy to do
what we need to do in our market and
the flexibility to produce the kind of
product that will sell. Scott’s experience
was key in deciding what products to
produce and how to merchandise them.
It was no easy trick.”
The Spring Air license brings Pennsylvania Bedding its own advantages,
says David Adler, principal owner of the
company and chairman of its board.
“Retailers know that the Spring Air
name is strong with consumers and we
now have one of the largest Spring Air
licenses in the country,” Adler says.
Adler and Spudis cite Spring Air’s
Brand management Pennsylvania Bedding
no longer produces private-label mattresses,
manufacturing only beds with Spring Air and
Therapedic labels.
commitment to innovative product
development as one reason for signing with the brand. Sleep Sense, one
of Spring Air’s latest offerings, draws
particular praise from the pair.
“In all the years I’ve been doing this,
you can count pure innovations in the
mattress business on one hand. Sleep
Sense is one of them,” Spudis says.
“Sleep Sense gives us a patented,
encased coil unit that can’t be knocked
off,” Wallis adds. “It has a fantastic look
and feel and is tremendous value for the
money. It is probably the most exciting
product I have seen in a long, long time
and it’s flying off retail floors.”
Sleep Sense queen-size sets have
suggested retail prices from $1,200 to
$2,000, but Pennsylvania Bedding offers
mattresses from both the Therapedic
and Spring Air brands across all price
points.
Brands change; values don’t
The company has made one other significant change in its product lineup: It
no longer produces its own private-label
product.
“Once we signed with Therapedic
and Spring Air, we put all our loyalty to
them,” Spudis says.
Loyalty was very much on the minds
of company executives as they considered how best to present the brand
changes to their customers.
“I wanted them to know that just
because the brands we were producing
were changing, Pennsylvania Bedding
was not,” Spudis says. “King Koil recognized us multiple times as a top-quality
plant. I didn’t want customers to think
that any of that was going away.” (King
Koil is Comfort Solutions’ previous
corporate name and still a major brand
for the company.)
Letters to current and prospective
customers stressed the company’s core
9
CompanyProfile
values of consistent quality, product
innovation, reliable service and a stable,
experienced staff. At the same time, the
company’s sales staff emphasized new
operational and marketing opportunities Pennsylvania Bedding would bring
to retailers.
“In our new world, retailers can be
exclusive customers of Pennsylvania Bedding and have two brands,” Wallis says.
“We can make it a lot easier for them and
that’s what gets their attention.”
Wallis has been helping retailers
focus on ways to get more customers
into their stores. A major advertising
program that includes direct mail and
newspaper inserts is in the offing. His
chief goal, however, is finding ways to
help retailers become more sophisticated in their own marketing efforts.
“For the most part, our retail base is
mom-and-pop independents,” he says.
“They need to look quickly into Web
‘Without a doubt,
our biggest
challenge is
developing our
new territories.
We need to get our
name out there and
show product.’
technology, update their customer lists
and begin running private sales to bring
old customers back.”
What’s ahead
Pennsylvania Bedding’s most significant challenges, however, lie in what
company officials frequently call their
“new world.”
“Without a doubt, our biggest
challenge is in developing our new territories,” Spudis says. “We need to get
our name out there and show product.
We’re working hard to hire and train the
staff to do just that.”
So far, the company has hired six
new sales representatives and is planning to add more. This fall, management expects to start running a second
shift at the factory.
Although no one at Pennsylvania
Bedding dismisses the possible negative
effects of a still-sluggish economy on
their plans, they remain optimistic.
“We’re setting our table. There’s a
lot of pent-up demand out there and
people will come back. If we have our
table set correctly with product and
distribution, we should get more than
our share,” Wallis says. “The opportunities seem endless.” BT
A. Lava & Son Co.
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10 | BedTimes | September 2010
A. Lava & Son Co.
Sewing Threads and Bedding Textiles
www.alavason.com
[email protected]
Ph: (800) 777-5282
Fax: (773) 254-0800
Lenzing AG, A-4860 Lenzing, Austria
BOTANIC BED
TENCEL®
The New Age Fiber
Lenzing Fibers, Inc.
530 Seventh Avenue, Suite 808
New York, NY 10018-3508
Phone: 212 944-7898
E-Mail: [email protected]
Botanic Bed System
TENCEL® fiber comes from Nature. It is of botanic origin because it is extracted from
the raw material, wood. The applications for TENCEL® are exceptionally versatile.
The fiber can be used in every aspect of sleeping – beginning with mattresses and
mattress pads to bed covers and linens, all the way to lingerie.
TENCEL®’s universality makes it possible to enjoy a completely botanic bed from
nature. Perfect moisture management guarantees a pleasantly dry sleeping climate.
Nothing is dreamier than that when you go to sleep in a botanic TENCEL® bed.
Lenzing is world market leader among cellulose fiber manufacturers and produces TENCEL®, Lenzing
Modal®, Lenzing FR® and Lenzing Viscose®.
www.lenzing.com
Leading Fiber Innovation
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MarketReport
Cool technologies, contests hot in Las Vegas
Vendors seek to make sales easier, more exciting for retailers
By Barbara Nelles
V
endors at the August Las Vegas
Market generally agreed that foot
traffic was slower than at the February show—everything seems to slow
when the mercury soars to 105 degrees
and the market seems to be settling into
a pattern of more bustling shows in
winter and quieter markets in summer.
In the halls of the World Market
Center—where temperatures stayed
cool, indeed—there were a lot of new
offerings at mattress showrooms. Many
were of the line-extension variety, but
there were shop-stoppers too, some hidden away in private viewing rooms.
Contests and promotions targeting
both retailers and consumers were plentiful at the show, offering lucky winners
everything from pillows to bed sets to
iPads—even a trip to Las Vegas.
Change in the air
Simmons Bedding Co. introduced new
Chief Executive Officer Gary Fazio,
who said people have asked him why
he joined the company after years
with Mattress Firm, most recently as
chairman: “Because of the tradition
of the company and quality of the
products like Simmons Beautyrest. We
make a much better product. How do
you measure quality? By the number
of returns—I learned that at Mattress
Firm. And with the new ownership, this
is a very exciting time for us. You can see
it throughout the showroom. There’s
lots new here and lots in the pipeline.
But innovation is easy; what’s not easy
is to make it relevant. We’re going to
change the conversation with retailers.
It’s about working together and figuring
this out together.”
The company offered a number of
enhancements to its ComforPedic and
(photos clockwise, from top left)
Leader debuts Simmons Bedding Co. Chief
Executive Officer Gary Fazio, who joined the
company just before market, helped introduce
the new Beautyrest Black Beyond beds.
Playing with pillows Dave Young of Durable
Products Co. offered retailers a pillow-making
kiosk to add ‘an element of retail theater’ to the
store.
New deal Eastman House’s Stuart Carlitz (left)
and Matt Connolly rolled out the first beds in
the company’s Ernest Hemingway Fine
Bedding collection.
Beautyrest Black collections. Most notable were three Beautyrest Black Beyond
beds, luxury priced at $3,499 to $4,999
in queen.* Components include a cooling GelTouch comfort layer, as well as
specialty foams and Variform Advanced
Pocketed Coil springs. Mattresses are
foam-encased, have patented Transflexion Comfort Technology, luxurious
* All prices are suggested retail for queen-size sets unless otherwise noted.
fabrics and bejeweled borders.
At the Leggett & Platt Consumer
Products Group showroom, new consumer messaging and a rebranding campaign were a central focus. The recently
renamed Leggett & Platt Fashion Bed
brand, formerly the Fashion Bed Group,
displayed 19 new frame models, priced
between $299 and $599. A new Web site
for the Whittier, Calif.-based division
went live during the show.
All are part of a rebranding campaign to leverage the equity in the
Leggett & Platt name, a process that
will take six to 12 months to complete,
13
MarketReport
said Herman Tam, Consumer
maker and division of Chinese
Products Group vice president
producer Zinus based in Hayof marketing.
ward, Calif., launched its Vivon
Spring Air International
Life Positional Mattress—an
President Rick Robinson said
imported line of adjustable
he “crisscrossed the country
beds with no outer frame. All
prior to the market, meeting
moving parts of the patentwith major accounts and clospending bed are built into the
ing significant business.”
mattress core. It’s available in
“Market should be a celebra11-inch, 12-inch and 13.5tion of the work you’ve done
inch mattress heights. Retail
leading up to it,” he explained.
prices are $1,800, $2,200 and
The Boston-based licens$2,600 in twin XL, platform
ing group has retooled its
High-tech partnership Natura World’s Scott Miller (left) and inventor Gino foundation not included. The
Giori demonstrate the licensed Sharper Image Personal Touch bed,
collections and cut extranetop two beds have massage
featuring ‘modulating foam technology’ invented by Gioir.
ous SKUs, Robinson said. It
features. All have a proprietary
added four specialty beds to
polyurethane foam core made
Sleep Sense, a Back SupNew directions
with part plant-based content,
porter collection introduced at the last
A handful of significant new brand
activated charcoal and green tea. Special
market. The beds have eco-friendly
and technology introductions stood
“loop and toggle” Stay Fit sheets come
features, including a foam core made
out at the market. In the Natura World
with the bed.
with a portion of plant-based conshowroom, selected dealers could see
“There was a tremendous need for
tent, natural latex layers, a sustainable
the licensed Sharper Image bed with
a breakthrough idea in a product catwood foundation and fabrics with
“modulating foam technology.” Invenegory (adjustables) that even 65-yearnatural fibers. The Sleep Sense line
tor Gino Giori was on hand to demolds say is ‘for older people’,” said
now includes eight beds, priced from
onstrate the patented Personal Touch
Dennis Sones, chief marketing officer.
$999 to $1,999.
bed. The five-bed line adjusts to the
“Our research and development took
Spring Air has streamlined its
sleeper via vacuum technology, providfour years. The bed is all about people
Comfort Silhouette Imaging software
ing a visco-elastic feel on a traditional
who use technology to embrace a cerinto a simpler, more intuitive format
polyurethane foam core. The foam
tain lifestyle. Our target is sleep shops
called Passport. CSI helps determine
has a portion of plant-based content.
and furniture stores.”
what level of support and comfort is
Beds retail for approximately $2,499 to
As part of a new partnership with liappropriate for a consumer. While
$4,999. Comfort layers include latex,
censing group Therapedic International,
using it on the retail floor, consumers
visco-elastic and gel.
mattress maker Hollandia International,
receive a passport-like booklet that
Vivon Life LLC, an adjustable bed
which has headquarters in Sderot,
explains different types of
Israel, launched the iCon
specialty materials in matBed at Princeton, N.J.-based
tresses and leaves room for
Therapedic’s show space. The
note-taking while shopping.
headboard has an iPad docking
Anatomic Global, a foam
station; the foundation is an
bed manufacturer based in
adjustable Trio base operated
Corona, Calif., has redesigned
with two digital remotes. The
its showroom, its branded
bed’s core is Talalay latex covproduct line and point-ofered with Hollandia’s signature
purchase materials. The new
3-D Active Ventilation fabric. It
Sleep By Design concept
retails for $20,000.
makes it easier for consum“In my long experience
ers to find their comfort and
selling beds, there are so many
support level by dividing the
people who come in to shop
company’s EcoMemoryFoam
for a $2,000 or $3,000 bed, but
beds into three color-coded
are actually willing and able to
Tied to a new TV Comfort Solutions launched a contest for its King Koil
brand that runs through January. The campaign is backed by a national
series with graduated feels.
spend much more,” said Avi
multichannel marketing effort.
Prices range from $799 to
Barssessat, Hollandia chief
$2,999.
executive officer.
MarketReport
At the Eclipse and Eastman House
showroom, the sun also rose on the
Ernest Hemingway Fine Bedding line.
Light glinted off the bed’s ornate border
fabric, brown velvet bed streamers and
high-end damask and knit covers. The
license for Ernest Hemingway home
furnishings is owned by furniture
producer Thomasville. The three-bed
inner-tufted group has specialty foam
comfort layers and rich detailing. Beds
retail for $1,299, $1,999 and $3,499.
“Thomasville came to us and asked
us to produce this line,” said Stuart
Carlitz, president of the mattress brands
and licensing group headquartered in
North Brunswick, N.J. “They’ve done
an excellent job of promoting the brand
through the years. It’s their No. 1 case
goods collection and has sold over $650
million in the last 11 years.”
Retailers got a sneak preview of
Simmons’ prototype bed for its new
Beautyrest Haute Couture collection,
which will retail at $10,000 and above.
The bed’s components remain a secret,
but the mix of upholstery fabrics it was
dressed with were fashion-inspired and
feminine.
Many mattress makers added to
their pillow offerings at market, but Fort
Atkinson, Wis.-based Durable Products
Co. took a step in a different direction
with its introduction of a pillow-making
kiosk for retail stores.
The Dream Machine adds “an
element of retail theater to your store,
drawing new and repeat customers,”
said Dave Young, Durable Products
owner.
The swirling pillow fill behind
the machine’s glass windows is an
80/20 blend of Everlon fiber and duck
down. Electronic controls allow the
sales associate to fill each pillow to the
customer’s specifications and create
monogrammed messages on each pillow’s zippered, washable cover. Prices
range from $45 to $150 for travel sizes
to European squares.
In addition to promoting to retailers its new Comfort Solutions license,
Greenville, S.C.-based manufacturer
Park Place Corp. rolled out the T3
Anniversary specials Rick Robinson and Spring
Air are celebrating the 84th anniversary of
the brand with special promotions.
Recovery Mattress with Ironman Sleep
Technology. Suggested retail prices for
the three T3 beds range from $1,499 to
$2,499.
Park Place recently signed the
licensing deal with Seattle-based T3
Recovery Products, which holds the
official license for sleep products associated with the worldwide Ironman
triathlon series.
Extensive line extensions
At many showrooms, the focus was on
filling in price points and augmenting
collections.
Englander, a mattress licensing
group with headquarters in Olive
Branch, Miss., enlarged its collection
of two-sided mattresses, adding Lifestyle 2, a three-bed group made with
up to 6 inches of 100% natural latex.
The beds have 8-inch, 10-inch and
12-inch profiles and retail for $999 to
$1,999.
Gold Bond officially launched
a plush new futon that combines
visco-elastic with coils. The Visco Coil
retails for $349 in full size. It has an
innerspring wrapped in cotton batting
and 2.5 inches of visco-elastic foam.
The soft cotton twill cover is available
in seven color choices. The Hartford,
Conn.-based manufacturer added
three models to its Sacro Support collection, priced at $599 to $799.
“These are two-sided beds with
an edge-to-edge innerspring and a
real box spring,” said President Bob
Naboicheck. “They are more durable
and give retailers something that the
competition just doesn’t have.”
Licensing group Restonic continues to “drill down on its growing
reputation as a real value line,” said
President Ron Passaglia. It unveiled
two promotional pillow-top models
priced at $399 and $499 and added
two HealthRest beds with Marshall
coils and 3 inches of specialty foams.
They retail for $1,499. The company
has worked to offer a consistent array
of marketing promotions all year,
including a new “Hot Buys” program
that includes mailers, advertising art,
point-of-sale materials and a TV spot.
Tempur-Pedic put the focus on the
high end with a redesigned GrandBed,
which will ship in November and is
priced at $6,999. The company added
a top bed to the plush Cloud collection. The Tempur-Cloud Luxe begins
shipping to retailers this month.
Retailing for $3,999, it has a thicker
layer of Tempur-ES foam, a knit cover
with silk and bamboo viscose fibers
and microsuede borders.
“The (three-bed) Cloud collection is designed to compete with
pillow-tops. It’s a soft bed that is still
very supportive,” said Mike Mason,
director of brand development and
integration for the Lexington, Ky.based company.
Classic Brands added three higher
priced beds to its re-introduced allfoam Dormia brand. The imported
beds have zip-off knit covers, as well
as memory foam and latex comfort
layers. The newest models are priced
from $1,299 to $1,499.
Home furnishings and electronics buying group MEGA Group USA,
which has headquarters in Germantown, Tenn., put lots of mattresses on
display at its first Las Vegas show. It
focused on the official launch of its
exclusive Paula Deen Home by Serta
MarketReport
line. The five-model collection retails for between $799
and $1,999 and has foamencased wrapped coils, in addition to comfort layers made
of latex and specialty foam
with plant-based content.
Five Star Mattress, based in
Hoffman Estates, Ill., focused
on its rich-looking Esteemed
Collection, seven foamencased innerspring models
priced from $399 to $999.
The top bed has several layers
of specialty foams and a box
pillow-top.
sociates. Two consumer video
loops focus on power foundations and sleep accessories. The
RSA video offers sales training.
All are available online.
Sleep products manufacturer Natura World based in
Cambridge, Ontario, kicked
off a year-long contest with a
strong social media component to raise awareness
of Sleep Envelope, a natural
wool-filled cotton comforter
and mattress pad set with
Adding adjustables Hollandia International’s Avi Barssessat (left) and
Therapedic International’s Gerry Borreggine show off the features of the
Natural Silver Technology.
iCon Bed, which includes an iPad docking station and an adjustable base
The contest grand prize is two
operated with two remotes.
trips to New Zealand. A queen
Mass customization
Sleep Envelope set retails for $399. Its
Prices range from $2,500 to $5,000.
Customization was king at some
wool fill is temperature regulating,
showrooms. Licensing group Comfort
helping keep sleeping partners with
Helping retailers sell
Solutions, with headquarters in WilNew sales tools, marketing promotions
different needs comfortable.
lowbrook, Ill., showed new beds and
and contests proliferated at this Las VeComfort Solutions launched a
styling in its dual-sided Sleep iD colgas Market—and many manufacturers
“Where’s My New TV?” King Koil
lection, introduced in February. The
made use of new media, whether it was
promotion that runs through Janunew top-of-the-line Delta Series is
an iPhone app, social media or streamary. Consumers can receive a 32-inch,
even more customizable. It has highing Web video.
high-definition television with the
density visco-elastic foam and Talalay
Restonic made an array of new
purchase of a $999 foam-encased King
latex in reversible layers, as well as an
video footage available to its vendors
Koil Grand Luxe bed. The campaign
optional zippered-access top.
is backed by a national multichannel
for use online and in advertising spots.
Organic Mattresses Inc., based in
marketing campaign.
It also unveiled a social media-based
Yuba City, Calif., offers consumers
The company also has fine-tuned its
communications strategy to reach key
another customization choice in the
Sleep iD BodyMatch technology. The
audiences: licensees, retailers and their
DUO bed. It zips open to reveal four
comfort assessment application has a
employees. It includes using LinkedIn
100% natural latex “plates,” two on
new look, is easier to use and is now
to connect licensees, creating a private
each side. The two plates have four
Web-based. Dealers can post it to their
Twitter feed for retailers and encourfirmnesses and can be rearranged to
Web sites, as well as offer it in-store.
aging employees to create and share
suit each sleeper’s comfort preference.
At the International Bedding Corp.
videos.
Suggested retail is $3,995.
showroom, Dr. Michael Breus, “The
Simmons held an iSpy scavenger
“Customers want comfort and flexSleep Doctor,” was on hand to explain
hunt and gave away nine iPads as a
ibility,” said Walt Bader, president and
his new House Call Program. It’s
way to educate dealers about its new
CEO. “These mattresses allow you to
designed to assist consumers after their
QR Tag technology. QR tags are small
adjust your comfort level as needed—
purchase of the Dr. Breus Bed, which
barcode-like visuals that consumers
and prevent the headache of comfort
was introduced by IBC at the February
can scan in-store with their smart
exchanges.”
show. Consumers can receive ongoing
phones to obtain all types of product
E.S. Kluft & Co., with headquarsleep, health and wellness information
information.
ters in Rancho Cucamonga, Calif.,
online from Breus, who is an author,
Spring Air dealers were treated to
launched the Comfort Zone collecspeaker and practicing clinical psycash prizes and special deals on Back
tion. Dealers can showcase multiple
chologist specializing in sleep disorders.
Supporter models as part of the 84th
anniversary celebration of the Spring
comfort levels using just two display
Purchasers of the bed also receive a
Air brand and the first anniversary of
First Night Kit with sleep diary, night
models. Four color-coded and removSpring Air International.
light and a thank-you note from the
able 3-inch foam toppers provide
L&P’s Consumer Products Group
doctor. The six-model foam and Celdifferent feels. The bed cores are either
released three new educational videos
sion latex collection retails for $1,499 to
individually wrapped coils or latex,
targeting consumers and retail sales as$2,999.
visco-elastic and polyurethane foams.
MarketReport
The top beds in the line have no
fewer than 11 support and comfort
layers, but sleep benefits—not construction—ought to be the main focus of the
sales process, Breus said.
“These beds have the key elements
you need to get a good night’s sleep:
a feeling of zero-gravity, temperature
control and support,” he said.
Jamie Piper, director of marketing
communications for Trinity, N.C.-based
Sealy, said a social media campaign
launched for the specialty sleep Embody
by Sealy line is part of an overall strategy
to differentiate all Sealy brands in the
social media space. Consumers are encouraged to connect with the Embody
brand via Facebook, Twitter, blogs and
traditional advertising in order to be
among the first to hear about a host of
upcoming contests and sweepstakes.
On Facebook and Twitter and in a
comical Web series, Serta is drawing
public attention to its Trump Home
collection and the Serta brand, just in
time for Labor Day mattress sales events.
A central focus is “Counting Sheep for
Hire,” a contest in which the public is
invited to try and convince real estate
mogul and TV personality Donald
Trump to hire the currently unemployed
“Counting Sheep” herd. The Hoffman
Estates, Ill.-based mattress maker is offering a grand prize vacation getaway at
Trump property in Las Vegas.
Englander is running a “What’s Your
Bedtime Story” video contest through
September. Consumers are urged to
upload a video of their bedtime ritual to
the contest Web site and encourage their
friends to view and vote on the entries.
The winner receives an ultra-premium
mattress set.
Foam bed maker EcoSleep, which is
based in Fort Atkinson, Wis., displayed
the CertiPUR-US seal on all its offer-
ings. CertiPUR-US is a voluntary certification program of polyurethane foams
that tests for physical performance,
indoor emissions and environmental
stewardship.
“This is one more point of differentiation from our competitors and builds
on our communication of an eco-story,”
said Mike Schweiger, vice president.
A peek at new accessories
Mattress makers are piling on the pillow
choices. Luxury Italian brand Magniflex,
with headquarters in Prato, Italy, also
offered a new accessories rack. Vendors
receive one rack free with a $2,000 accessories purchase and two racks with a
$3,000 purchase. Signage and banners can be customized to the retailer.
The unit can be filled with seven new
ergonomic pillows that provide support
for neck, lower back and other areas. All
have Magniflex’s trademarked open-
cell, visco-elastic foam. The new pillows
retail for $89 to $159.
Mattress and sleep accessories importer Reverie, with headquarters in
Silver Creek, N.Y., offered a new Sweet
Slumber pillow with shredded latex
fill and the feel of down. It retails for
$100 to $150 in standard, queen and
king sizes.
Protect-A-Bed, which is based in
Northbrook, Ill., offered a back-toschool Student Bedding Protection
Kit that retails for $99 in twin XL.
It includes a bedbug proof mattress
and pillow encasement, along with a
mattress protector that goes atop the
encasement. The company also introduced the Luxury Sleep Story, a sheet
set made with Tencel fiber. The fitted
bottom sheet has the company’s Miracle
Membrane, which protects the sleeper
and the mattress from moisture and allergens. The queen size retails for $189.
Sleep Harmony, an imported mattress and pillow line by Glideaway
Sleep Products, added latex to its pillow
line-up. Three new pillows retailing for
$59 and $69 from the St. Louis-based
company have Talalay latex or a combination of latex and visco-elastic. The
company also rolled out three mattress
models with synthetic latex layered with
memory foam. They retail for $1,299 to
$1,499.
Sean Bergman, vice president of sales
and marketing for mattress protection
supplier FabricTech International, headquartered in Cedar Grove, N.J., said the
company’s strong emphasis on consumer health is behind its rebranding of the
PureCare mattress and pillow protection collection. The premium protectors
contain anti-bacterial silver ions said to
kill 99.9% of bacteria. Pillow covers retail for $39; mattress protection is $119
to $169 in queen sizes. BT
New name, new looks Herman Tam of the
newly renamed Leggett & Platt Fashion Bed
brand shows one of the 19 frame models the
company introduced in Las Vegas.
21
Best biomechanical lying comfort
Excellent bielastic behaviour
High restoring force
Impressive body-conformance

Good PR
Why you need it & who can help you get it
I
By Susan Ebaugh
magine that you’re a mattress producer with
the opportunity to stand before retailers and
consumers to tell them about your company,
its philosophies, what sets you apart and why
they should buy from you.
Now imagine that your competitors were given
that same chance. In fact, many of them already
have taken the stage and spoken credibly about
the strengths of their businesses, their products
and the opportunities they bring to current and
potential customers.
Now it’s your turn. The room is hushed, the
stage is lit and the microphone awaits. But you
don’t appear—because you didn’t show up.
Maybe you or your company’s management felt
it wasn’t worth the time, effort or expense to be
seen and heard by those who most impact your
business. Regardless of your reasons, the fallout
was the same: Your story was never told. And by
being out of sight, you effectively put yourself out
of mind.
The power of presence
That simple analogy points up the importance of
having a presence, especially in this highly competitive industry. And one of the best ways for
companies to do that is through public relations.
PR has many facets, but for our purposes, it
can be defined simply as this: The practice of
maintaining visibility among a target audience to
achieve and hold a position in their minds.
PR is never communication for its own sake,
but communication for the sake of your business.
Here’s another way to look at it: The more
presence or visibility your company has, the
more awareness you generate with customers. If
your presence is reasonably consistent, awareness
becomes familiarity. And over time, familiarity
translates to credibility.
How does that work? Experts in human behavior tell us there’s a strong and positive correlation
between how familiar we are with something and
how much we tend to like it or trust it.
So it follows, then, that the companies customers are more inclined to buy from are those
they’re familiar with or believe they have reason
to trust—not the ones that “don’t show up.”
Maybe the most compelling case for the power
of presence was made years ago by publishing
giant McGraw-Hill. In a now-famous appeal
to attract business-to-business advertisers, the
company effectively offered this argument for the
value of visibility:
● I don’t know who you are.
● I don’t know your company.
● I don’t know your company’s product.
● I don’t know what your company stands for.
● I don’t know your company’s customers.
● I don’t know your company’s record.
● I don’t know your company’s reputation.
Now—what was it you wanted to sell me?
PR is never communication
for its own sake, but
communication for the sake
of your business.
25
Trade & consumer PR
If you’re a producer in the mattress
industry, the two most common ways
to create presence among retailers are
through advertising and PR (news
coverage). Both practices will put
you in front of customers, but only
PR gives your message the credibility of news that’s been reviewed and
reported by a third party.
Despite beliefs that journalism isn’t
what it used to be, the reality remains
that on most people’s “credibility meters,” a news story that’s run in print,
on TV or online by a reputable news
source still beats an ad on the same
topic run by the same news source.
The use of advertorials–a paid
advertisement disguised as a news
story—is evidence of the believability gap that exists between news and
advertising.
Consumer PR carries essentially
the same objectives as trade PR—
positioning, visibility, awareness
and accrued credibility—but takes
a company’s message directly to the
end-users of a product or service.
Years ago, video game pioneer Nintendo developed a new generation
of interactive entertainment that
proved newsworthy enough to
earn hundreds of millions of
consumer exposures on news
programs alone. Many other
companies have built their
names and reputations
using PR before they ever
spent a nickel on advertising.
That’s an added benefit
of PR: Unlike advertising,
there’s typically no media
cost involved. There may be the
cost of a good PR specialist who,
ideally, knows your industry
and the media that serve your
target audience. But the services
of a talented PR or communications specialist often cost less
than those of an equally talented
advertising agency.
One caveat about PR is worth
noting. While paid advertising guarantees exposure
for your message on your
terms, the publication
of a news story is rarely
guaranteed and your article may not
appear exactly as you structured it.
What’s considered newsworthy is
the purview of the news outlet and
that fact alone suggests the importance of retaining an experienced,
industry-wise PR specialist who can
significantly increase your odds of
not just getting coverage, but gaining
positive and ongoing presence.
Who needs it?
The global answer is that many companies need PR and benefit greatly
from it. Virtually every business—
whether because of increased competition, a major achievement or a
company crisis—needs PR at various
times.
But the simplest answer is that
any business that wants to build and
protect its name, reputation and customer base needs PR.
In the mattress industry, virtually
every top 15 manufacturer regularly
employs trade PR to announce new
products or programs, executive hires,
business initiatives, etc. Many use consumer PR, as well.
Any business that
wants to build
and protect its
name, reputation
and customer
base needs PR.
But many small and mid-size
producers with valuable, newsworthy
products and programs have little
trade presence or visibility. Those
are the companies that most need
positioning and exposure to attract
customers and fuel growth.
Working with a PR specialist
Good public relations requires earnest
collaboration between a company and
a specialist. Here are several steps to
consider:
1
If possible, hire both industry
experience & PR expertise
Typically, a PR agency understands myriad businesses and industries,
but not necessarily yours. Finding a specialist who’s worked inside the mattress
or furniture industry or an agency with
experience in your specific category is
ideal. You’ll spend less time having to
explain the industry, how it operates
and the media that report on it.
Still, PR firms are expected to assimilate the business of their clients. If
you’re considering either a solo specialist or an agency with no mattress or
furniture industry experience, look for a
performance record that demonstrates
ability and efficiency in serving new
industries.
2
Determine what you
need & want When
it comes to PR, your
options are fairly straightforward: Employ an in-house PR
manager, or hire an outside
specialist on either an asneeded or retained basis.
An as-needed arrangement typically means you
contact your PR consultant
or agency only when you
have news to report. Payment
is per project. This may seem
economical, but like many a la
carte services, it can cost more
over time and may deliver less.
If your PR specialist is “on
call,” you’ll receive periodic
visibility based on what you
determine is news. The onus
is on you to think ahead and
to know trade or consumer
media deadlines—especially
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important when your story is urgent or
tied to industry events such as furniture
markets. In an as-needed arrangement,
the ball is in your court because your
consultant serves mainly as a conduit.
Retained relationships, however,
put the onus on the PR specialist
and can deliver far more value to a
company in the long run. Here’s why:
A retained arrangement creates a
partnership in which your business
goals become the PR specialist’s focus.
The consultant’s job is to execute a
communication plan that supports
and propels your business strategies.
When it comes to PR, few companies have the time or expertise to
think “forward,” identify and create
news opportunities, know the media
landscape, foster good press relations,
deal with media crises or arrange
media interviews and visits.
How a retained consultant is compensated can be flexible and affordable. Some specialists and agencies are
contracted annually; others may be
paid monthly or for a set period.
The best retainer arrangements are
clearly spelled out, reflect the needs
of both parties and involve a “no
surprises” flat fee that can be budgeted
across the year.
By far, the most meaningful advantage of a retainer situation is its concentration on building and protecting
your firm’s image and reputation
consistently over time.
3
Plan for a mutual discovery
process Even if you hire a practitioner with industry expertise,
both you and your PR provider need
an orientation.
Generally, consultants are only as
good as what they know about their
clients. The more background you
provide about your company and its
objectives, the more effectively PR
agencies or specialists can represent
you. As with legal counsel, it’s essential to the integrity and productivity
of your relationship to know that the
business information you share will
be held in confidence.
In turn, your PR specialist should
discuss her working methods and practices, even if your company has hired
agencies or consultants in the past.
The goal is to arrive at a mutual
understanding of your PR specialist’s job, your responsibilities as the
client and how you will collaborate to
achieve agreed-upon goals.
4
Designate a PR point person
Every successful PR collaboration involves a company executive who serves as the primary contact
for your provider. Ideally, the same
executive serves as the spokesman for
your company.
The responsibility for managing a
PR effort is too important to leave to
any executive who’s available at the
time. If it’s anyone’s job, it’s no one’s
job. And when it’s no one’s job, the job
doesn’t get done or is done poorly.
The best point person is knowledgeable about your company’s
business goals and developments. The
size and operating style of a company
often will determine whether the
PR contact is a marketing executive,
president or chief executive officer.
In any case, the person should have
the authority to:
●D
etermine what company developments should be made public
●P
rovide detailed information and
direct quotations to support media
releases and news stories
●R
eview and approve news for
release (or have access to others
whose approval is required)
●D
ecide when to release news to the
media.
5
Learn the rules of the road
Many companies think they
don’t need to know much
about how trade and consumer media function—that’s the job of the
PR specialist.
That thinking suggests companies
don’t need to understand why portions
of their news are edited or deleted from
the published story, why a reporter
may add new information to an article
based on additional research, why
some stories are never published, how
media outlets differ in what they report
and how they report it, etc.
It’s your PR consultant’s job to
know those answers. But your company should seek from your specialist
an understanding of some basic media
guidelines for two important reasons.
First, shared knowledge directly impacts the quality of the collaboration
with your consultant. Second, you—as
the client—can avoid the confusion or
disappointment that can occur over
how the media handles your news
versus how you perceived it would or
should be handled.
The media is hardly infallible, but
neither is it particularly malleable. In
the end, it’s far smarter to understand
it than to dismiss it.
6
Keep communicating Few
things are as integral to collaboration as communication. The
success of a PR program—especially
one involving an outside specialist—
depends on regular contact between
the parties.
The specialist needs to be familiar
with your business and products, but
also must stay on top of company
developments to identify and leverage
PR opportunities. Consultants can’t
write about what they don’t know.
For your part, you need to provide
timely updates on company activities,
as well as facts, figures and opinion
for use in story development.
Is PR worth doing?
Today, public relations remains one of
the most cost-effective ways to get in
front of customers and consumers to
build your name and image.
If you’re a small or mid-size company with little or no visibility, ask
yourself why so many of the industry’s largest and best-known brands
continue to leverage PR to promote
themselves. Then consider why these
companies, which seemingly need it
the least, use it the most. BT
Susan Ebaugh is a co-founder of
Lilly Management Group, a full-service
consulting firm to mattress producers,
suppliers and retailers. She has 27 years of
experience in the bedding industry, having
served in executive marketing posts at
Serta and Sealy. Ebaugh specializes in PR
and strategic communications, marketing, branding and research services. Email
[email protected],
call 800-409-0976 or check
www.lillymanagementgroup.com.
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Finding the right PR provider
Your step-by-step
guide to the search
and hiring process
By Helen Sullivan
W
hether you’re a small factory direct or a major bedding producer, public relations efforts can have a huge impact
on your company’s success. Finding
the right communications partner
may be one of the most important
decisions you make.
Here’s a step-by-step plan to help
you do just that. Depending on your
needs and the size of your company,
you might not need to follow the
entire formal search process. But the
plan gives you an idea of the many
factors you need to consider when
seeking an outside PR provider—
and puts you on your way to a successful partnership.
Initial considerations
1
What do we need?
Before you look for external support, do an internal,
companywide audit to determine
what services you need. Outline
your company’s mission, target
audiences and current marketing
approach. Make note of where you
are—in terms of reputation, sales,
market share, etc.—and where you
want to be. Which strategies are
working? Which ones aren’t? If you
already have a relationship with an
outside PR, marketing or advertising
agency and aren’t happy with them,
could the situation be fixed through
a heart-to-heart talk with the firm’s
management or a change in staffing?
2
Do you want an agency or
an independent specialist?
There are advantages to using
A preliminary screening questionnaire
The search process will be more efficient if you prescreen agencies with a first
round of questions.
Typical screening questions include:
●H
ow much time does your firm spend on various activities? (i.e. 20% on
strategic planning, 50% on media relations, 10% on social media, 15% on
special events, etc.)
● What is your agency’s size in terms of gross billings and staff?
Where would an account with our budget rank in your client
mix?
● What are your areas of expertise? What makes your firm
unique?
● What’s your general philosophy and approach to media and
public relations?
● What are the best “big idea” strategies you’ve developed on behalf of a client and how did they make a
difference to the client’s bottom line?
● Who are your current clients?
● What is your preferred method of billing staff
time and why?
● What are the top three media placements you’ve
generated for a client this year? Last year?
● What is the single most successful result that
one of your programs has generated for a client
this year? Last year?
● Who would be our day-to-day contact?
● How do you prefer to work with clients?
● What haven’t we asked that we should?
a large, well-established PR firm.
Most offer broad-based expertise
and deep staffing. As a result, they
can provide everything from highlevel strategic advice to a small army
of junior staffers to carry the workload: You’ll have a team of working
on your behalf.
Or you may be better served
by a small firm or an independent
PR practitioner. Your budget may
stretch farther and you’ll be a big
fish in a smaller pond. Working with
an independent practitioner also can
insulate you from the disruptions of
team turnover at a large agency.
3
How will you manage the
search process?
You need to identify someone
within your company to oversee the
search process and decide who will
make the final decision. If you form
a search team, consider giving an extra vote to the staff person who will
work most closely with the agency.
Recognize the significant number of
hours that a proper search will take.
Companies with larger budgets often hire professional agency-search
firms, reducing the burden on staff,
among other advantages.
If it turns out that one PR firm
is a strong contender from the start,
you may not need a formal search
process. There’s nothing wrong with
contacting a highly recommended
PR provider and starting your
relationship without any bidding
process at all. If you currently have
an agency, you’ll need to determine
when to tell them you’re considering a change (make sure
you get all your files, media
lists, password information,
etc.) and whether they will
be invited to bid.
4
What are reasonable search
criteria?
At the onset, you can narrow the field based on:
● Size Do you prefer an independent practitioner or an agency? If
you want an agency, how large?
● Services These could include
traditional public relations efforts,
marketing and crisis communication. Many specialists and firms also
provide social media, advertising,
graphic design, Web development,
government relations and special
events management. Which do you
need?
● Specialty Ask yourself if it’s
important for the provider to have
experience with the mattress or
furniture industry. Many companies find it advantageous, but some
benefit from an outsider’s fresh
approach.
● Location Is geographic proximity
important to you?
Starting the search
1
Prescreen to streamline
the process
Draw up a preliminary list
of PR providers to consider. Good
sources include companies or colleagues you trust and admire, area
business journals, industry trade
publications, local chapters of the
Public Relations Society of America
(www.prsa.org), O’Dwyer’s Directory of PR Firms and PR Week
magazine. Some regions have PRSAaffiliated groups of independent
public relations practitioners, such
as the Independent Public Relations
Alliance in the Washington, D.C.
area (www.ipralliance.com).
2
Develop a preliminary
screening questionnaire
A well-thought-out questionnaire will help you come up with a
good list of semifinalists. (See story
on Page 30.) The questionnaire
should include a few requests that
let firms differentiate themselves
and be creative, but most questions
should be easy for them to answer
by drawing on existing company
literature or previous new-business
efforts. Your goal is not to make
extra work for the contenders, but
to gather information. Start out
right by contacting each by phone to
introduce yourself, assess their inter-
est, establish the right contact
person and alert them that the
questionnaire is coming. Insist
that each agency respond in the
format you provide.
3
Begin your analysis
Once the questionnaires
go out, you’ll start to hear
from firms. This is an important
opportunity for evaluation. How
do they respond? Do you like
interacting with them? Are their
emails well written or typo-laden? Take notes.
4
Come up with a short list
The questionnaires should
help you screen out several
firms. Set up a phone meeting
with your top choices. If they
are nearby, schedule an informal
meeting or lunch to see if the
chemistry is right. Following these
meetings, you can probably narrow your list further.
The main event
1
Develop a request for
proposal
A request for proposal is the
heart of your search. It’s generally
between two and six pages long,
plus samples of your current PR and
marketing materials. Don’t disclose
highly sensitive information in the
RFP, but be forthright about the
marketing challenges you face.
Generally, RFPs include:
● An invitation to respond
●A
n overview of why you’re seeking proposals, expected outcomes
and an explanation of your selection process
● The scope of the work and your
budget—many firms won’t
respond to an RFP without a
budget
● Background on your company
(history, description of past marketing efforts, samples of current
ads and promotional materials,
etc.).
2
Give guidelines for responding
Explain the format you expect
for written proposals. Insist
on an electronic version, in addi-
tion to several hard copies. Outline
what materials you require, where
they should be sent, deadlines (three
to four weeks is reasonable, longer
depending on the budget and scope
of work) and details on the timing
and format of oral presentations
that will be held later.
3
List essentials that must
be included
You may want bios of the
account team, sample contracts, billing policies, etc.
4
Ask specific questions
A specialist or agency
shouldn’t have to guess what
you most want to know. Ask for
their honest assessment of your
current approach. You can ask for
an overview of a plan or keep the
focus of your RFP narrow. However,
it’s unfair to ask a PR provider to do
large-scale speculative work; that’s
like asking a restaurant to serve the
banquet for a special event before
you choose the facility. The selection
process shouldn’t be a way for you
to get free ideas.
The final round
1
See presentations
Allow the firms you like
best (no more than four
or five) to make a presentation. Allocate 90 minutes to
two hours for each. Ask them to
introduce themselves, explain
their basic capabilities, present
an oral response to your RFP
and answer questions. Insist that
the person who will be your
day-to-day contact do the bulk
of the presentation. Chemistry
matters.
2
Make your choice
After the last presentation, set
aside time for reflection, but
ideally make a final decision within
a few days. Once you’ve made your
choice, call the winning firm as
soon as possible, nail down details
and sign a contract, with advice
from legal counsel. Also notify the
other contenders.
3
Set the stage for success
After you’ve awarded the contract, meet with the new firm
to discuss your reaction to its plan
and next steps. Treat your PR provider as a partner, not a vendor. Take
the time to educate them about your
company—and the industry, if they
don’t have that experience. Keep the
firm in the loop on everything, from
relevant staff meetings to problems
and opportunities that arise. BT
Helen Sullivan, APR, Fellow PRSA, is
president of the Washington, D.C. areabased public relations marketing firm
InHouse Communications LLC. Sullivan managed the Better Sleep Council
for the International Sleep Products
Association on the agency side from
1983 to 1993. In its early years, she
helped put the Better Sleep Council on
the map as a media resource and is the
creative force behind the establishment
of Better Sleep Month and many other
bedding industry initiatives. To contact
her, email [email protected].
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33
Making worker wellness
programs work
It takes more than cheap gym memberships
E
By Lin Grensing-Pophal
mployee wellness programs seem like a no-brainer.
They promise to improve employee well-being,
reduce health care costs, boost productivity and
decrease absenteeism.
But making wellness programs actually achieve results
is difficult. Experts say too many efforts are poorly designed, ineffectively implemented and rarely evaluated
in terms of bottom-line impacts.
Kimberly Roberts is health management director with
the Exigence Group, a national health care management
organization based in Amherst, N.Y.
“I can say that even the most passionate wellness advocates have struggled with proving that the traditional
work-site wellness programs have been linked to any
large savings—other than feeling good,” Roberts says.
The problem is three-fold:
1. F
rom the start, programs aren’t designed to achieve
specific results
2. E
mployee participation falls short of expectations
3. Without specific objectives, program effectiveness
can’t be measured.
37
By example
Still, staunch supporters of wellness programs insist that they can
achieve results and point to companies that manage to do so as models
for others.
Take Intel and IBM, for example.
Intel saw a 0% increase in health
care costs from 2008 to 2009 and expects to see the same in 2010. Zero
percent! Intel credits the results, in
part, to employee participation in
a wellness program. About 37% of
Intel employees have participated
in the 3-Step Wellness Check and
25% of those have seen significant
improvements to their health, according to the company.
At IBM, wellness programs have
become a business imperative, says
spokeswoman Laurie Friedman.
“Healthier employees have fewer
absences and are more productive,”
she says. “Not to mention the cost
benefits: Healthy employees see less
out-of-pocket health care expense.”
According to Friedman, IBM has
saved $190 million in health care costs
because employees took responsibility
and adopted healthier behaviors.
Broad-based is better
But, Rosie Ward, health management services manager for RJF
Agencies in Minneapolis, says that
Intel and IBM are among the few
companies that can make—and support—such claims. Ward specializes
in assessing wellness programs for
companies across the country.
She says most wellness programs
are incorrectly designed and too
narrowly focused.
“The way that we typically go
about designing wellness programs
doesn’t work,” Ward says.
For starters, too many efforts try
to segregate health issues into dis-
‘This has been one of the biggest problems with
traditional wellness programs—they place too
much emphasis on individual change and too
little emphasis on cultural change.’
Making wellness pay
Companies with effective wellness programs are more financially successful than
other companies, according to the 2009-2010 Staying@Work report.
Organizations with the most effective health and wellness programs had
total returns to shareholders of 14.8%, compared to companies with less
effective programs, where returns reportedly declined 10.1%. In addition to
better returns for shareholders, the companies recorded higher rates of employee productivity, lower rates of work loss and lower health care costs.
The research was jointly sponsored by global consulting firm Watson
Wyatt (now Towers Watson) and the National Business Group on Health.
The study focused on identifying the programs that are most effective and
essential to improving employee health and productivity—and increasing
corporate profitability.
One of the key findings of the study was that companies with the most effective programs had a strong commitment from
senior managers who regularly communicated
the importance of a healthy lifestyle, volunteered to be health “champions” and provided
adequate financial resources to support wellness efforts.
In addition, the more successful companies approached health and wellness from a
business perspective, creating a balanced set
of practices and monitoring the effectiveness of
their approach.
crete programs—one for smokers,
another for people who are overweight, a third for people who have
high blood pressure, etc. Instead,
companies should take a holistic
approach to employees and their
health.
Ward points to the book, Well-being by Tom Rath and Jim Harter, as
a guide to creating more integrated
programs. Based on years of Gallup
workplace research, the book lays
out five essential and interconnected
elements of well-being: career wellbeing, social well-being, financial
well-being, physical well-being and
community well-being.
When designing an employee
wellness program, Ward says compa-
nies need first to focus on those elements of the organization’s culture
that can negatively impact its workers’ well-being.
“How do your leaders treat your
people? What kind of relationships
do they have at work? What are you
going to do to retain top talent?
What are you going to do to have
employees be engaged, committed and productive?” Ward asks. “If
you have employees who don’t like
management and feel frustrated—or
whatever it might be—you can get
them to go through the motions, but
at what cost?”
Ward says companies that
implement programs in this type of
environment will find that “between
years two and five they peter out
because they’ve gone about it with
too narrow a focus.”
Bradley Warrick, managing partner of consulting firm Warrick LLC
in Charlottesville, Va., agrees that
“silo” programs create the wrong
focus for companies and fail to produce results.
“Without creating and mainwww.sleepproducts.org/bedtimes
taining a strong, health-promotion
culture, every stand-alone wellness
program will have limited success,”
he says. “This has been one of the
biggest problems with traditional
wellness programs. They place
too much emphasis on individual
change and too little emphasis on
cultural change.”
A financial incentive can help
people move from considering
change to actually making changes
to benefit their health and wellbeing.
“But without continual support
and motivation thereafter, they will
typically go back to their old ways,”
Warrick says. “Creating and maintaining a strong health-promotion
culture is the best way to prevent
this from occurring.”
Simma Lieberman agrees that
companies need to take a broader
approach—and wellness programs
and institutional practices need to
be aligned. Lieberman is an organizational development consultant
in Albany, Calif., who has coached
people and organizations on wellness for more than 25 years.
One common problem, Lieberman says, is that companies will put
programs in place and then discover
that employees’ schedules and workloads don’t allow them to take full
advantage.
“If you’re not going to tell your
managers to give employees time to
participate then, of course, you’re
going to say, ‘We tried it and it didn’t
work.’ Of course not. If they’re
working from 7 a.m. to 8 p.m., no,
they’re not going to use it (the fitness center, etc.),” she says.
Are you promoting wellness but
stocking the vending machines with
fatty, salty snacks? Do you encourage hourly workers to participate in
wellness programs but the management team is nowhere to be found?
All of these “little things” can
make a difference.
Steps to success
To make your wellness program
effective, you need to take key steps,
the experts say.
Simply defining what
you mean by
‘wellness’ can be a
key. Is wellness lower
health insurance
rates? Reduced
absenteeism?
Lower blood pressure?
Less depression?
Step 1 Get employees
involved Workers should
be involved in both planning and implementing
any wellness program,
Ward says.
“If employees are part of
creating it, they don’t need to have
all of those heavy incentives to get
them to do things,” she says. Start
by determining employee needs and
interests with a culture assessment.
“You need to have discussions
about ‘What do we want life at this
company to look like three years
from now?’,” Ward says. Employees
will likely envision a place where
they are engaged, healthy, safe and
where they want to come to work
every day.
Lieberman agrees.
“You need to find out what
people want,” she says. “You need to
look at the demographics in your
organization.”
In addition to asking employees
for their input, companies should
examine their current rates of absenteeism, workers’ compensation
claims and recurring health problems among their work force.
“Why are people out a lot? What
are the reasons that people miss
work?” Liberman asks.
Based on this input and research,
companies can decide where they
want to focus their efforts. Simply
defining what you mean by “wellness” can be a key. Is wellness lower
health insurance rates? Reduced
absenteeism? Lower blood pressure?
Less depression?
Wellness can mean many different things to many people. Clarifying intent and identifying areas of
focus can help ensure that everybody is on the same page.
The U.S. Department of Health
& Human Services’ Healthy People
2020 guidelines (www.healthy
people.gov/hp2020/comments/
default.asp) can help you target
specific areas for improvement.
Step 2 Measure success As
the experts noted, a key
problem with
many wellness
programs is
an inability
to determine
their effectiveness. Keep
in mind the
adage, “You can’t
manage what you can’t measure.”
Companies need to put metrics
in place to track, first, whether employees are using the programs and,
second, whether the use is generating results, Lieberman says.
Edward Trieber is managing director of Harris Rothenberg International Inc., a provider of employee
assistance programs in New York.
“Encouraging people to join
gyms does not ensure that they will
use them or use them effectively,”
Trieber says. “Measuring how many
times they go or having them download heart rate data may make for a
more compelling case.”
Step 3 Ensure accessibility Once
a program is in place, make sure the
details are effectively and clearly
communicated to employees—and
make sure its components and benefits are accessible to them.
Commit to creating a positive,
supportive environment for workers,
ensuring management is involved
and focusing on measurable outcomes. If you do, your wellness
program can deliver on its promise—healthier, happier workers and
an improved bottom line. BT
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IndustryNews
Comfort Solutions, Park Place ink licensing deal
Licensing group Comfort Solutions and mattress maker Park
Place Corp. have signed a licensing agreement that
covers eight states and part of a ninth.
Initially, Park Place is producing Comfort Solutions
products for Alabama, the Florida Panhandle, Georgia,
Mississippi, South Carolina and Tennessee. On Nov. 1,
it will cover North Carolina, Maryland and Virginia, as
well. The company has manufacturing facilities at its
headquarters in Greenville, S.C., and in Denver, Pa.
“We’re extremely pleased to welcome Park Place—a
business begun in 1931 and representing three generations of the Orders family—to the Comfort Solutions
group,” said Dave Roberts, president of the company,
which is headquartered in Willowbrook, Ill. “Both
Comfort Solutions and Park Place share many of the
same business philosophies, including an emphasis on
product quality and customer service and a commitment to delivering value to the consumer.”
“This business is still very much a people business
and Comfort Solutions has some of the best in the
industry,” said Jimmy Orders, Park Place president.
“The company’s commitment to innovation through a
strong research and development effort has resulted
in products and brands that are leading-edge, exciting
and retailing well. Supporting those great products are
well-executed programs and support materials—a winning formula. We look forward to many years of mutual success through this important new partnership.”
Comfort Solutions has 10 domestic and 31 international licensees. Its brands include King Koil, Laura
Ashley Home, Perfect Contour and Natural Response.
Shoppers make own beds
at Create-A-Mattress site
Retailing veteran Evan Saks has launched Create-A-Mattress, an e-commerce site that
allows consumers to build a mattress to order. Shoppers can choose the size,
comfort level and components, including latex, memory foam and traditional or
wrapped-coil innersprings. The site, www.create-a-mattress.com, launched in
June.
“We recognize that traditional mattress shopping often leaves consumers
confused and frustrated,” said Saks, founder and chief executive officer of the
Boston-based company. “By offering shoppers the opportunity to configure their
beds—along with the information they need to make the right choices—we are
making both the buying and sleeping experiences more comfortable.” Saks has
more than 22 years of experience in the mattress industry and e-commerce and
previously was vice president of marketing for 1800mattress.com.
According to the company, Create-A-Mattress is staffed by a team of professionals with decades of combined experience in mattress manufacturing, retail,
e-commerce and customer service.
Mattresses are available in standard sizes (twin, full, queen, king), as well as
in custom shapes and sizes. The beds are manufactured by a major mattress producer, but prices are 20% to 40% lower than comparable brands in major chain
sleep stores, Saks said.
For customers who prefer a more traditional shopping experience, there are
“prebuilt” mattress configurations. For instance, a Bad Back Package combines
more supportive construction and components.
The site also sells bed frames, pillows, mattress pads and sheets. Fourteen-day,
white-glove delivery is available throughout the continental United States.
Park Place,
T3 partner
G
reenville, S.C.-based bedding producer Park Place Corp., has signed
a deal with Seattle-based T3 Recovery
Products to produce and distribute the
T3 Recovery Mattress.
Marketed as “the Mattress for the
Human Race,” the T3 Recovery Mattress
is the official bed of the Ironman series
of triathlons worldwide.
“We at T3 are very excited to welcome Park Place to the T3 Recovery
Products group of licensees. Combining
the rich history of Park Place and the
Orders family with the worldwide recognition of T3 Recovery Products and
Ironman brings complementary values
and technology together,” said Richard
Brass, T3 Recovery Products president.
“Park Place is really looking forward
to offering our retailers the combined
strength of T3 Recovery Products technology and the power of the Ironman
brand,” said Jimmy Orders, Park Place
president.
43
IndustryNews
L&P sales continue upward trend
L
eggett & Platt, a components
supplier headquartered in Carthage, Mo., generated $874 million
in sales from continuing operations
during the second quarter of 2010, a
15% increase over the same period
in 2009. Second-quarter earnings
AT THE BED SHOW
were $0.34 per share. Unit volumes
increased approximately 14%.
“We are encouraged to see continued sales growth,” said David
Haffner, L&P president and chief
executive officer. “Our cash flow
remains strong and debt levels
remain low. We acknowledge the recent weakness in both investor and
consumer sentiment, but remain
guardedly optimistic.”
In the second quarter, the company repurchased 2.3 million shares
of its stock at an average price of
$23.17 per share. Outstanding
shares declined to 146.6 million. Net debt to net capital was
27.3%—below the company’s 30%
to 40% target range.
Total sales from continuing
operations in the residential furnishings division, which includes
domestic bedding products, increased $37 million, or 9%, during
the second quarter over the same
period last year. Total sales from
continuing operations in the specialized products division, which
includes the Global Systems Group
machinery division, increased $36
million, or 30%.
“Near term, growth should
significantly exceed our 4% to 5%
long-term goal as the economy
recovers,” Haffner said. “Long
term, we believe that modest
sales growth, continued margin
improvement, our dividend yield
and stock buybacks will enable us
to achieve our goal of generating
total shareholder return that ranks
within the top one-third of the
S&P 500.”
U.K.
Sh
Mattress sales, dollars up
Unit mattress sales in the United
States rose 12.6% in June over
the same period in 2009 and the
wholesale dollar value of those
units increased 13%, according to the Bedding Barometer, a
monthly report from the International Sleep Products Association. The average unit selling
Tempur-Pedic sales soar in second quarter
B
edding maker Tempur-Pedic reported a 42% increase in net sales,
to $263 million, in the second quarter
of 2010, compared to the same period a
year ago.
On a constant-currency basis, global
net sales for the quarter increased 44%.
North American net sales increased
58%; international net sales increased
10%. On a constant-currency basis, the
international segment grew 14%.
Net income for the Lexington, Ky.based company was $33.5 million in
the second quarter, compared to $16.9
million in second-quarter 2009.
Tempur-Pedic’s pillow sales rose
16% globally—27% domestically and
7% internationally. On a constant-currency basis, international pillow sales
increased 10%.
Gross profit margin for the period
was 48.7%, compared to 46.6% in the
second quarter of 2009.
The company said the increase
was the result of reduced fixed costs
attributable to higher production
volumes and increased manufacturing
efficiencies.
Tempur-Pedic’s operating profit
margin was 20.5%, up from 15.7% in
the second quarter of 2009. Operating cash flow totaled $44.5 million, an
increase from $39.5 million during the
same period in 2009. The company recorded earnings
of $0.46 per diluted share, compared
with $0.22 in the prior-year period.
During the second quarter of this
year, Tempur-Pedic purchased 3 million shares of its common stock at an
average price of $33.42 for a total cost
of $100 million.
“We are very pleased with the continued substantial growth in our North
American business and with the im-
proved performance of our international business,” said Mark Sarvary, TempurPedic chief executive officer. “Although
the macroeconomic environment is still
uncertain, we remain confident of the
potential to significantly grow sales and
earnings over the coming years.”
SAVES
LIVES
hort
price inched up 0.4% in June
2010 over June 2009. The June
numbers cap six months of
gains in the U.S. bedding market. During the first half of the
year, unit sales rose 11.3% and
dollar values increased 10.7%.
The AUSP dipped a slight 0.5%
during the first six months of
2010, when compared to 2009.
A&E Flame-Out® has been engineered to save lives and
money for 16 CFR 1633 compliance, so buyers can rest
easier. And, because Flame-Out provides more yards per
pound, each mattress costs less to manufacture. So you
can protect families and your bottom line. For more
information call 1-800-861-3256 or www.amefird.com.
1281AEIN FireExtinguisher(BedT).1 1
2/5/10 9:59:49 AM
45
IndustryNews
PFA amends platform to include human rights
T
he Polyurethane Foam Association
has added a human rights clause
to its Platform on Sustainability. The
platform guides members’ continuing
efforts to be responsible stewards of
the environment and human health
and safety, according to the association.
The clause reads: “Evaluate envi-
ronmental and sustainability benefits
in relation to human rights issues.
Before supporting or adopting new
manufacturing practices, consider the
impact on human rights issues, such
as exploitation of workers and child
labor.”
“A sustainability program is a process and not an endpoint,” said Robert
Tomorrow’s innovations.
today’s Marketplace.
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EW!
Enjoy increased comfort and extended restful sleep
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Luedeka, executive director of the
association, which has headquarters in
Loudon, Tenn. “These principles provide guidance for our group’s current
activities and future programs. Our
goal in publishing and continuing to
re-evaluate the PFA Platform on Sustainability is to create a springboard
for ongoing discussion, education and
growth in this area.”
The entire eight-point platform
is available at the association’s Web
site, www.pfa.org.
Shorts
Sealy wins Polartec award
Mattress major Sealy was selected
as a Polartec APEX Award winner
for 2010. Winning products display superior function, design and
aesthetics in their use of Polartec
fabric. Sealy, which has headquarters in Trinity, N.C., incorporates Polartec into its Embody
by Sealy mattress to improve air
circulation in the foam beds, the
company said. Polartec is a knit
fabric made from synthetic fiber
designed to mimic the temperateregulating properties of natural
wool. It’s manufactured by textile
supplier Polartec LLC in Lawrence, Mass.
Magniflex adds NYC office
Contact Scott Frisch, Vice President
704-516-2500
[email protected]
Mattress maker Magniflex has
opened a separate sales and
customer service center in New
York, not far from its Soho retail
showroom. Previously, the offices
were part of the showroom. The
additional space was needed
in order to support the Prato,
Italy-based company’s growing
U.S. operations. “The new facility
enables us to add more staff so
we can be more responsive to
the needs of our dealers and their
customers,” said Marco Magni,
Magniflex USA president.
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Email: [email protected]
IndustryNews
Korean manufacturer signs with Silentnight
M
attress manufacturer
Furnistem Inc., based in
Hwaseong, South Korea, has become
a licensee of Silentnight, a major
mattress maker and licensing group
with headquarters in Barnoldswick,
England.
The Silentnight beds will fill out
Furnistem’s high-end offerings, said
In-Suk Jung, Furnistem purchasing
manager.
Furnistem is the primary mattress supplier to Korea’s largest
furniture retailer and manufacturer,
Hanssem Co. Ltd., based in Shihung,
South Korea. The entire Silentnight
line, including mattresses, divans,
adjustables and other items, will be
sold exclusively through Hanssem
stores in Korea.
Celebrating the deal In-Suk Jung, (left) Furnistem purchasing manager; Joung-Jae Park, Furnistem
president; Neal Mernock, Silentnight chief executive officer; and James Conway, Silentnight
managing director; gather to sign the licensing papers.
One-Stop Shop
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has recently purchased the inventory of a major parts supplier and
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A few of the product lines we handle:
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• Groz-Beckert
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• SunStar
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Contact a sales representative to negotiate a special discount
when signing your annual expendable parts agreement.
As the leading supplier of automated sewing workstations, we are proud to offer a 72 hours or FREE policy.
AAC pledges unequaled service and support to our valued customers. We pledge to maintain inventories of the
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Contact sales for the recommended spare parts list and the model workstations covered.
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Lawrenceville, GA 30046
1-866-885-5100
IndustryNews
Bill would combat evasion of anti-dumping laws
T
wo senators have introduced
legislation to combat evasion of
existing federal anti-dumping and
countervailing duty orders by importers and their foreign suppliers.
Ron Wyden (D-Ore.) and Olympia Snowe (R-Maine) introduced
the Enforcing Orders and Reducing
Circumvention and Evasion Act on
Aug. 5 to give the U.S. Commerce
Department and U.S. Customs and
Border Protection new tools to
quash attempts to evade special duties imposed after formal determinations of unfair trade practices. Existing laws allow U.S. manufacturers to ask the Commerce Department and the U.S. International
www.starsprings.com
Innovations and technology for the future
Trade Commission to investigate
imports that are unfairly priced or
subsidized, injuring U.S. industries. If the government finds that
imports are dumped or subsidized
and cause harm to U.S. industries,
the Commerce Department issues a
formal order that requires Customs
and Border Protection to collect
special duties to negate the unfair
prices or subsidies.
However, some importers and
foreign suppliers attempt to evade
these duties by shipping products to the United States via third
countries, repackaging products in
a third country, falsely identifying
the country of origin or falsifying
documents.
Key provisions of the bill
include:
➤ Increasing the Commerce Department’s ability to investigate
duty evasion
➤ Establishing a rapid-response
timeline for the Commerce
Department and Customs and
Border Protection to respond to
allegations of evasion
➤ I mproving the safety of imports.
Short
Call for new products
SWEDEN
BRASIL
POLAND
USA
If you are a supplier with new
products for use in mattress
manufacturing, we want to hear
from you. BedTimes will feature
a showcase of new machinery,
equipment, supplies and components in the November issue. The
deadline for inclusion is Friday,
Sept. 24. Email the following
information to
[email protected]:
Company name, new product description (100-word maximum),
company Web address, company
phone number, company email
address and contact person’s
name.
Magniflex responds to trademark lawsuit
M
attress producer Magniflex has
responded to a trademarkinfringement lawsuit filed by a Las
Vegas hotel.
The Las Vegas Sun reported in early
August that MGM Resorts International, which owns the Bellagio in
Las Vegas, is suing Prato, Italy-based
Magniflex, which produces a mattress it calls the Bellagio Lavender.
Beds at the Bellagio resort hotel and
casino are manufactured by Serta
and guests can purchase a Bellagiobranded mattress at a store in the
hotel or through its Web site.
In a statement, Marco Magni,
Magniflex USA president, said the
suit was being reviewed by the company’s attorneys, but that he believed
it “was largely without merit.”
“We named our aromatherapy
mattress the Bellagio Lavender after
the city in the Lake Como region of
northern Italy,” Magni said. “We are
proud of our Italian heritage, and
as a result, many of our mattresses
are branded to pay homage to major
cities and cultural centers in our
country. This branding strategy is
not unlike the marketing approaches
taken by hundreds of global products, services and real estate properties that carry the name of famous
international cities.”
Short
Protect-A-Bed has contest
In honor of its 30th anniversary, mattress protection supplier
Protect-A-Bed, with headquarters in Northbrook, Ill., will give
$30,000 to a lucky winner in its
Long Live Your Mattress Sweepstakes. The grand prize winner
also will receive a $500 bedding
protection kit, as will 10 additional winners. The sweepstakes
began Aug. 10 and runs through
Oct. 31.
Magniflex said it believes that its
Bellagio Lavender mattress, which has
unique features such as the infusion
of pure lavender, can’t be confused
with a “dramatically different product
that happens to be named” after the
hotel-casino property.
The Bellagio Lavender mattress
was launched in Europe in 2009 and
introduced in the United States this
year. Magni said that, when naming the Bellagio Lavender mattress,
Magniflex was unaware of the hotel’s
line of home products or the pending trademark of Bellagio as a brand
name.
CONCEPTS BEYOND DESIGN
At Ideal we put design and innovation first. We
offer the most unique and innovative styles
available to the market and will wrap your
mattress with custom-designed mattress
covers and specialty-quilted products.
Ideal embraces the latest technology. We
create Axiom class custom centered panel
designs, custom embroidered borders and
custom vertical handles.
We offer exceptional value and will work with
you to create that exclusive product that stands
out on the retail floor.
Contact us toll-free at 1.877.748.8402 or email us at [email protected]
51
IndustryNews
Sealy moving more into social media
M
attress major Sealy has launched
a social media campaign to
promote its Embody line of memory
foam and latex beds. The campaign
began with an Embody by Sealy Facebook page and Twitter feed.
The social media campaign will
include a variety of consumer contests
and promotions throughout the year
and encourage conversation with consumers on topics of sleep and health.
“This will be the first step in a
much larger strategy to drive leadership in the digital medium,” said Jodi
Allen, chief marketing officer of the
Trinity, N.C.-based company. “Beginning with Embody, you will see from
Sealy new and innovative approaches
to marketing our entire portfolio
from a digital perspective. We’ve al-
ready received such positive feedback
from consumers about the Embody
by Sealy line and wanted to create an
innovative and exciting platform to
drive awareness about the new brand.”
Embody by Sealy The mattress maker is
starting its new social media marketing
efforts by promoting its specialty sleep line
of foam mattresses.
Introducing!
BEST IN CLASS LABELING JUST GOT BETTER!
JUST SNAP IT!
To find out more
Tel (800) 678-9019
www.wrightlabels.com
To download the free app
visit www.2dscan.com
on your mobile browser
WRIGHT of Thomasville, Inc.
[email protected]
WRIGHT of Hong Kong, LLC
[email protected]
Play It Safe
Attach the SPSC Safety Hangtag to
every mattress you produce
Although all mattresses made in or imported
into the United States must comply with Part
1633 and Part 1632, they are not fireproof.
Attaching an SPSC safety hangtag to your
mattresses helps protect against product liability
and is a responsible and visible way to
demonstrate your company's commitment to
product safety. Nearly 220 million mattresses
have carried the Sleep Products Safety Council's
safety hangtags during the past 20 years.
Hangtag sales also support SPSC's work as a
watchdog for the industry--educating consumers
about sleep product safety, building alliances
within the safety community, and conducting
product research.
Choose the safety hangtag option that’s right for you.
The safety hangtags are available three ways:
• as a flat hangtag to insert with product-related literature provided to the consumer, or attached,
• as a permanent, sewn-in Tyvek® label, or
• as a bi-lingual English/French tag for use in Canada.
Add your name to SPSC’s e-mailing list.
We’ll send you more information and an order form.
Contact Jane Oseth at [email protected], (703) 683-8371, ext 1124.
The hangtags provide your customers with valuable information on how to safeguard their
families. Using the hangtag offers no legal guarantees, but its consumer safety messages can be
helpful to both mattress manufacturers and retailers in defending product liability lawsuits.
SPSC: Watchdog for Safe Sleep
The SPSC is the safety arm of ISPA whose mission is to provide consumer
information, support research and promote activities that advance
the safety of sleep products.
For more information,visit www.safesleep.org
INTERNATIONAL
SLEEP
PRODUCTS
ASSOCIATION
IndustryNews
Gribetz International
achieves milestone
in quilting production
G
ribetz International, part of Leggett & Platt’s
machinery division Global Systems Group,
has achieved a production milestone. The company
built its 800th Paragon quilter and shipped it from
its plant in Sunrise, Fla., in May, making Paragon
quilters the most popular Gribetz quilt machine in
its class.
When Gribetz introduced Paragon more than a
decade ago, it included features such as an adjustable presser foot, high-speed operation and computer controls. Today, most of those first machines
are still in operation, according to the company.
More recent technological innovations to the
Paragon line include the Windows CE operating
system, AutoSchedule/BatchMode functions, PosiTrim tail control and PatternLink software.
Specialty Sleep As
The Specialty Sleep Association, based in Friant, Calif., has unveiled a two-tier label and seal program, aimed at educating
consumers about a bed’s health, safety and environmental
attributes.
Mattress manufacturers pay a fee to the association and
complete an application process with documentation in order
to use the label and seal on their beds. Consumers can obtain
more detailed information about a participating manufacturer
by contacting the association or visiting its Web site,
www.sleepinformation.org.
The Level I seal indicates that a manufacturer has met all
federal flammability requirements, warrantees its product,
meets applicable safety requirements for children’s products,
discloses material construction with a descriptive label, reports annually on its carbon footprint and meets standards set
by the Montreal Protocol Act for ozone-depleting substances.
The Level II seal designates that the manufacturer has met
ssociation creates product seals
all Level I requirements, has satisfied California Section
1350 standards for low-volatile organic compounds and
uses mattress fabrics free of harmful substances.
“Purchasing safe and environmentally friendly prod-
ucts is an overwhelming concern of consumers,” said
Dale Read, association president. “This first-of-its-kind
safety and environmental program for mattresses represents the best way to finally deliver a clear message that
the bedding industry is listening to that concern. The
program is all about transparency and education. It represents a unification of suppliers, manufacturers and retailers around a set of environmental terms and definitions
that will reduce confusion and bolster sales to consumers
eager to purchase environmentally friendly products.”
The program is the result of the association’s year-long
Green Initiative, which brought together 15 manufacturers, suppliers and retailers. The group surveyed consumers and retail sales associates, examined various other
certification programs and standards, and studied how
best to address consumers’ concerns about the safety and
sustainability of mattresses.
55
NewsMakers
Sealy hires R&D vice president
D
avid Moret has
delivery of innovative
joined mattress
consumer products.
major Sealy as vice
Moret’s background
president of research and
includes product develdevelopment. He replaces
opment positions at a
Alan Letton, who has left
variety of well-known
the Trinity, N.C.-based
consumer brands. Moret
company.
arrived at Sealy from
Moret is in charge of
Newell Rubbermaid.
Before that, he spent
all research, development,
five years at PepsiCo.
innovation, engineering
He began his career
and technical initiatives
David Moret
with Procter & Gamble,
at the company. The dumoving into roles of increasing
ties of the position also have shifted
responsibility and leading successful
to focus more on the creation and
Parrish joins
Springs Creative
Kenny Parrish has been named to a
newly created technical sales
post at Springs Creative Products
Group LLC. The textile supplier
is based in Rock Hill, S.C.
Parrish is responsible for sales
of specialty fabrics to the mattress industry and other markets.
The company created the new
position to support a joint venture between Springs Creative
and Devan Chemicals, a supplier of engineered fabrics with
headquarters in Ronse, Belgium.
Parrish has a background in
textile sales and most recently
was with Precision Textiles.
“Kenny Parrish is a great addition to our team and will bolster
our efforts to serve our customers. He combines technical and
market experience with years of
successful customer interface,”
said Scott Frisch, Springs Creative vice president of specialty
fabrics. Parrish reports to Frisch.
launches for the Charmin, Luvs and
Pampers brands.
“Dave has the know-how and the
proven track record to drive significant changes to our new product
development process,” said Mike Hofmann, Sealy executive vice president
of operations. “He will serve as the
critical link to our marketing group
by translating our voice of consumer
research into consumer-driven innovations that ultimately win in
the market.” Moret has bachelor’s
degree in chemical engineering from
Carnegie-Mellon University.
Henning moves to Comfort Solutions
M
attress industry veteran Chris Henning has
been named senior vice president of strategic
planning and business development for licensing
group Comfort Solutions. It’s a new position for
the company, which has headquarters in Willowbrook, Ill.
Henning’s primary focus is on business development with major national and regional accounts.
As part of the company’s executive team, he also is
involved in marketing, merchandising and strategic planning. He reports to David Binke, Comfort
Solutions executive vice president of sales.
Chris Henning
“Chris brings our company decades of valuable
industry experience and leadership, as well as an excellent reputation for his
accomplishments in marketing, merchandising, sales and strategy,” said Dave
Roberts, Comfort Solutions president. “As we strategically position Comfort
Solutions for the long term, we know
that Chris’ outstanding record of success in the mattress business will play
an integral role in our continued development and growth.”
BedTimes want to
Most recently, Henning was presiknow about it!
dent of North American sales at KingsEditorial deadlines for the
down. Prior to that, he spent five years
Industry News and
at Tempur-Pedic as vice president of
Newsmakers sections of the
sales for the western region and then
as president of Tempur-Pedic’s retail
November issue of
division. Earlier in his career, Henning
BedTimes are
held executive sales positions at InterFriday, Oct. 1.
national Bedding Corp. and Simmons
Bedding Co.
Got News?
Damewood takes top sales post at Kingsdown
T
op 10 bedding maker Kingsdown
has hired industry veteran Kevin
Damewood as senior vice president
of U.S. sales, a new position for the
Mebane, N.C.-based company.
Damewood is responsible for
overseeing domestic sales, including strategic sales initiatives to
grow market share for the bedding
producer.
“Kevin is respected and revered in
the bedding industry for his profi-
ciency in building novel and successful strategic sales platforms,” said
Eric Hinshaw, Kingsdown chairman
and chief executive officer. “We are
excited to add him to our experienced leadership team and have him
direct such an important division
within Kingsdown.”
Damewood, who has more than
25 years of industry experience, has
held sales and management positions
at Sealy and at Simmons Bedding
Kingsdown’s Sleep to Live promotes two
S
leep to Live, a division of Mebane, N.C.-based mattress producer Kingsdown, has promoted Suzette
Lapierre to director of national accounts and Solveiga
Adams to international licensing manager. Both are
newly created positions.
Lapierre is a mattress industry veteran with 15 years
of sales experience. She joined the company in 2008 and
served as the Sleepy’s account manager before her promotion. Previously, she was national account manager
for Tempur-Pedic and held sales management positions
at Simmons Bedding Co. and Sealy. Lapierre began her
Suzette Lapierre
career as a sales manager and trainer at Mattress Firm.
Lapierre’s responsibilities include overseeing national
accounts in the continental United States. She also
directs the sales team and merchandising efforts. She
reports to Kevin Damewood, the company’s new
senior vice president of U.S. sales.
“Sleep to Live prides itself on attracting strong and
innovative leaders, and Suzette represents the new
breed of strategic leaders who bring broad industry perspective to our business,” said Eric Hinshaw,
Kingsdown chairman and chief executive officer. “We
are changing the game, and I’m confident Suzette will
deliver results and lead teams that will take our busiSolveiga Adams
ness to the next level.”
Adams has more than 20 years of experience leading global accounts for major
retail brands. She has relocated from Australia where she had served as regional sales
manager for Kingsdown Australia since 2006. Kingsdown said Adams’ work in that
country was instrumental in providing a model for the successful launch of the Sleep
to Live brand internationally.
Previously, Adams served in a variety of sales management roles at cosmetics and
pharmaceutical companies, including Estee Lauder, Shiseido, Trimex and Sigma
Pharmaceuticals.
In addition to managing the development of new licensees internationally, Adams
oversees licensee training and coaching. She reports to Lee Hinshaw, Kingsdown
president of international sales.
“Solveiga’s global experience establishing a presence for leading brands is unparalleled,” Lee Hinshaw said. “As one of the sharpest women leading a department within
the international division of a major sleep products manufacturer, Solveiga is a rising
star within our industry.”
Co., where he served as senior vice
president of sales and established a
new strategy credited with increasing
the company’s sales and profitability.
“I am thrilled to be part of Kingsdown,” Damewood said. “Eric and his
talented team have built a legacy of
being innovators and producing topquality products and delivering firstrate service. Kingsdown possesses key
elements, which have led them to be
a leader in this industry.”
High Point
names new
marketing VP
The High Point
Market Authority in High
Point, N.C., has
hired home
furnishings
industry veteran Cheminne
Taylor-Smith as
vice president of
marketing. She Cheminne Taylor-Smith
replaces Kim
Wray. Taylor-Smith is responsible for
the strategic direction for all domestic and international marketing and
will oversee all public relations and
communications programs related to
the biannual High Point Market.
“I’m very excited to welcome
Cheminne,” said Brian Casey, High
Point Market Authority president and
chief executive officer. “She brings
with her a wealth of knowledge of
the home furnishings industry and
very strong skills in communications,
marketing, public relations and business management.”
Taylor-Smith has spent nearly 20
years in the home furnishings industry in trade media, PR and marketing. Most recently, she was public
relations director for Elle Decor. She
served as editor in chief of BedTimes
from October 2002 to March 2004.
57
Calendar
2010
September
Sept. 1-5
Habitare
Helsinki Exhibition &
Convention Centre
Helsinki, Finland
Phone 358-9-150-91
[email protected]
www.finnexpo.fi
Sept. 3-5
Perfect Home &
Interior
Warsaw Centre
EXPO XXI
Warsaw, Poland
Phone 48-22-649-76-69
[email protected]
www.perfecthome.pl
Sept. 3-6
China International
Furniture Fair
China Import &
Export Fair Complex
Guangzhou, China
Phone 86-20-2608-0427
[email protected]
www.ciff-gz.com
Sept. 16-19
ZOW Istanbul:
International
Exhibition of
Components &
Accessories for the
Furniture Industry
Instanbul Expo Center
Istanbul, Turkey
Phone 90-212-3249610
[email protected]
www.zow.com.tr
October
Oct. 16-21
High Point Market
International Home
Furnishings Center &
other locations
High Point, N.C., U.S.
Phone 336-869-1000
dawn@highpoint
market.org
www.highpoint
market.org
Oct. 25-28
MOBTEX
Tripoli International
Fairground
Tripoli, Libya
Phone 90-212-224-68-78
[email protected]
www.tripolimobtex.com
2011
January
Jan. 24-28
Las Vegas Market
World Market Center
Las Vegas, U.S.
Phone 888-416-8600
info@lasvegas
market.com
www.lasvegas
market.com
March
➤ March 16-18
ISPA Industry
Conference
& Exhibition
Vinoy Renaissance St.
Petersburg Resort &
Golf Club
St. Petersburg, Fla., U.S.
Phone 703-683-8371
clyons@sleep
products.org
www.sleepproducts.org
April
April 2-7
High Point Market
International Home
Furnishings Center &
other locations
High Point, N.C., U.S.
Phone 336-869-1000
dawn@highpoint
market.org
www.highpoint
market.org
High Point
The market
will be Oct.
16-21 at
the IHFC
& other
locations in
High Point,
N.C.
SUPPLIERS:
Reach key mattress industry buyers in the only directory
compiled specifically for the mattress industry!
ISPA’s online BedTimes Supplies Guide provides mattress industry professionals around the world with comprehensive
information about industry-specific products and services. Users can search by keyword or category to find the products
they need without the irrelevant clutter of general internet search engines.
The Supplies Guide will also be published in the December 2010 issue of BedTimes magazine. Companies that purchase a
complete listing by September 17th will also receive a free listing in the print version.
Complement your listing with a display ad in the December issue of BedTimes, insertion deadline October 25th. Contact Kerri
Bellias at [email protected] or 336-945-0265.
Contact Matt Kreuter, 972-402-7744, [email protected], for more information
ISPA: 703-683-8371 · www.sleepproducts.org
ISPANews
Hangtags let you communicate your safety message
S
leep Products Safety
Council hangtags are an
easy, highly visible way to
demonstrate—and document—your company’s
commitment to product
safety.
The bright yellow
tags have been carefully
designed to communicate
key safety messages and
provide safety tips to
consumers. Although using the hangtags provides no legal
guarantees, mattress manufacturers
and retailers can use the tags to defend
their interests in product liability
lawsuits. More than 220 million have
been sold during the past two decades.
Hangtags are available as flat tags
that can be attached or included with
other product-related information
you provide consumers or as permanent, sewn-in Tyvek labels. Proceeds
from their sale help fund vital SPSC
programs that benefit the entire
mattress industry. The SPSC is a unit
of the International Sleep Products
Association devoted to advancing the
safety of sleep products.
For more information, check
www.sleepproducts.org/spschangtags.
To order tags, email Jane Oseth, ISPA
member services manager, at
[email protected] or call
703-683-8371, Ext. 1124.
Coming up
ISPA board meeting
Sept. 22-23 • Charleston, S.C.
ISPA Industry Conference & Exhibition
March 16-18 • St. Petersburg, Fla.
Better Sleep Council meeting
Oct. 13-14 • Alexandria, Va.
For more information on any of these
events, call 703-683-8371 or check
www.sleepproducts.org.
Renaissance Vinoy Resort & Golf Club
St. Petersburg, Florida
March 16-18, 2011
The All-Industry Event for Mattress Manufacturers, Retailers, and Suppliers
Mark Your Calendar
for this Premier Mattress Industry Event!
• Hear expert speakers discuss timely topics
affecting the mattress industry
• Connect with customers, colleagues and
partners during relaxed social events
• Complimentary guest registration for evening
events at this exceptional resort
For more information visit www.sleepproducts.org/IndustryConference
ISPAAdvocacy
Shorts
ISPA asks for changes to consumer database
Industry speaks out on Calif. chemical regulations
The U.S. Consumer Product Safety Commission is creating a database that consumers can use to file and search
for product safety incident reports. As it stands, once
the CPSC receives a report and transmits it to a manufacturer, the manufacturer has only 10 business days to
review the report for accuracy and comment before it is
posted in the database. The International Sleep Products
Association, along with other manufacturer groups, has
asked that the CPSC limit the types of individuals who
may submit reports, establish minimum information
requirements for reports, require accuracy in filed reports
and permit manufacturers more time to respond. The
CPSC plans to establish the database by March. To read
the comments submitted by ISPA and the other groups,
check www.sleepproducts.org/docs/comments
coalitioncpscdatabase7-23-10.pdf.
The California Department of Toxic Substances Control
recently released draft regulations for the state’s Green
Chemistry Initiative. The initiative seeks to establish a
science-based program for developing a priority list of
chemicals used in consumer products that are of high
concern due to their possible environmental or public
health threats—and regulate the chemicals accordingly. The International Sleep Products Association is a
member of the Green Chemistry Alliance, a group of
trade associations and companies who seek to minimize
the costs and burdens that the Green Chemistry Initiative
will impose on businesses. The GCA recently submitted
comments outlining numerous concerns about the proposed regulations. To read the comments, check
www.sleepproducts.org/docs/gcasaferalternatives
regulation_7-22-10.pdf.
61
AdvertisersIndex
A. Lava & Son Co.
Steve Appelbaum
800-777-5282
(800-777-LAVA)
www.alavason.com
10
Amelco Industries Ltd.
Andreas Georgallis
357-22-484444
www.amelco.com
12
American & Efird Inc.
Sandra Reynolds
704-357-2378
www.amefird.com
45
Atlanta Attachment Co. Inc.
Hank Little 770-963-7369
www.atlatt.com
C2-1, 49
Bekaert Textiles USA Inc.
Brandon Wells
336-769-4300
www.bekaerttextiles.com
27
Bloomingburg Spring & Wire Form
Vickie Schwarm
740-437-7614
www.bloomingburgspring.com 55
BLR
Martin Leroux
819-877-2092
www.blrlumber.com
6
Bodet & Horst GmbH & Co. KG
Ute Schmiedel
49-37349-697-27
www.bodet-horst.de
22-23
Boyteks Tekstil AS M. Nebi Dogan
90-533-685-6041
www.boyteks.com 34-35
Diamond Needle Corp.
Abe Silberstein 800-221-5818
www.diamondneedle.com 6
MPT Group Ltd.
Andrew Trickett
44-1706-878558
www.mptgroup.com Dueffe SRL
Francesco Arcangeli
39-71-7926054
www.dueffe.com
17
New England Needles Inc.
Thomas Lees
800-243-3158
www.newenglandneedles.com 54
Edgewater Machine Co. Inc. Roy Schlegel
718-539-8200
www.edgewatermachine.com
29
Pacific Spring Inc.
Victor Nguyen
626-272-8882
63
Enriquez Materials & Quilting Inc.
Silvia Enriquez
323-725-4955
www.enriquezquilting.com
39
P.T. RubberFoam Indonesia
Andreas Janssen
62-21-53662190
www.rubberfoam.co.id 48
58
Global Systems Group
Russ Bowman
954-846-0300
www.gsgcompanies.com
C3
Quilting Inc.
Mark Gibney
800-358-0153
www.quiltinginc.com
Hengchang Machinery Factory
Ren Ying
86-769-83307931
www.hcjixie.com 21
Hickory Springs Mfg. Co.
Rick Anthony
828-328-2201
www.hickorysprings.com
2
Ideal Quilting Inc. Nick Rossini
416-748-8402
www.idealquilting.com 51
Innofa
Todd Hilliard
336-687-1006
www.innofa.com
42
31
SABA North America LLC
Jim Turner
810-824-4964
www.saba-adhesives.com
4
Simalfa Darren Gilmore
973-423-9266
www.simalfa.com 47
Springs Creative Products Group
George Booth
803-324-6505
www.springscreative.com 46
Starsprings International
Kai Christensen
46-513-17800
www.starsprings.com
50
Subiñas Confort S.L.
Javier Subiñas
34-94-416-04-40
www.subinas.es 44
Therapedic International
Gerry Borreggine
800-314-4433
www.therapedic.com
41
C4
52
BRK Group
Jeff Miller
562-949-4394
www.brk-group.com 20
John Marshall & Co. Ltd.
Peter Crone
64-3-341-2004
www.joma.co.nz 55
CertiPUR-US
Robert Luedeka
865-657-9840
www.certipur.us
19
Kenn Spinrad Inc.
Randy Weinstock
800-373-0944
www.spinrad.net
15
Costa International
Daniel Vazquez
305-885-9761
www.costa-international.com 61
Latex Systems
Kitti Charoenpornpanichkul
66-2-326-0886, Ext. 204
www.latexsystem.com
Tietex International Ltd.
Wade Wallace
800-843-8390
www.tietex.com
Leigh Fibers Inc.
Parris Hicks-Chernez
864-949-5615
www.leighfibers.com
33
Wright of Thomasville
Area Account Executive
800-678-9019
www.wrightlabels.com
Lenzing Fibers Inc. Nina Nadash
212-944-7898
www.lenzing.com
11
8
Classifieds
For Sale
TAPE-EDGE MACHINES, MULTINEEDLE AND SINGLENEEDLE QUILTERS, long-arm label machines, sergers, etc.
Contact Victor LeBron, American Plant and Equipment. Phone 864-574-0404; Fax 864-576-7204; Cell 864-590-1700; Email [email protected];
Web www.americanplantandequipment.com.
REBUILT AND RECONDITIONED MULTINEEDLE
QUILTING MACHINES. Specializing in PATHE precision
parts and service. Technical consultants. SEDCO. Phone 201-567-7141; Fax 201-567-5515.
TAPE-EDGE MACHINES, QUILTERS AND
MISCELLANEOUS SEWING MACHINES. Contact Frank
Carlino, U.S. Mattress Machinery. Phone 815-795-6942; Fax 815-795-2178; Email [email protected].
Business For Sale
FACTORY DIRECT FOR SALE IN SOUTH-CENTRAL U.S.
Well-established factory direct with a more than 50-year track
record for sale. Focus on handcrafting and custom bedding
for both wholesale and retail sales has resulted in 30% growth
this year over last—even with the tough economy. Asking
price of $450,000 includes all equipment for making a finished
mattress. Real estate and 12,000-square-foot factory showroom
with additional furniture showroom are owned and also
available for sale or lease. Seller financing available. Potential
growth for business is limited only by energy of owner. Possibilities include opening additional locations, increasing
wholesale business, increasing Web sales with e-commerce, etc. Owner wishes to protect privacy as this is a successful, ongoing
business. Serious inquiries only. For more information, email
[email protected] or call 202-681-1919.
Gribetz DG 5500 Lock-stitch QUILTER with panel cutter in excellent condition. Computerized settings, thread
rack, catwalk, tack and jump. Well-maintained. Contact Ali at
Dream Star Bedding. Phone 416-245-3226 or 416-523-1281.
MCO 90-INCH HIGH-SPEED QUILTING MACHINE.
Computerized 9000-plus series; 1994 model. For details, call
Thomas at 601-693-3875.
Business Opportunity
Pacific Spring Inc.
Novel Heating & Cooling Mattress with huge
potential market. Its simple design makes it low cost, while
providing high comfort. No hoses or hardware inside the
mattress. An efficient comfort zone is created without
compressor motors. Patent pending. Interested manufacturers
or investors may email Jacob at [email protected].
An American company
importing springs
from Cambodia
Place your classified ad today!
Reach mattress industry professionals around the
world with your advertising message through the
BedTimes Classifieds. Rates: $3 per word for the
first 100 words and $2.50 thereafter; minimum
charge of $75. “Blind” box number: $50 per
insertion. Ad copy and payment must be received
by the first of the month preceding publication.
Send ads and payment to BedTimes Classifieds,
501 Wythe St., Alexandria, VA 22314-1917.
Contact Debbie Robbins, advertising production
manager, for additional information.
Phone 336-342-4217; Fax 336-342-4116;
Email [email protected].
6.5” H 312 Bonnel units
7” H 336 Bonnel units
8” H pocket units
Pacific Spring Inc.
Victor Nguyen, VP of Marketing & Sales
6418 E. Washington Blvd.
Commerce Ca. 90040
Tel: (626) 272-8882 • Fax: (626) 226-4166
63
TheLastWord
vs.
N
Americans sleepier than Europeans
early one in five Americans (19.5%) experiences moderate or excessive sleepiness, according to new research.
And more than one in 10 (11%) reports severe sleepiness,
with women (13%) more tired than men (8.6%).
The research was presented in abstract at SLEEP 2010, a
meeting of the Associated Professional Sleep Societies held
in June in San Antonio.
“The prevalence of excessive daytime sleepiness is very
high in the American population, much higher than what
we observed in the European population,” principal investigator Dr. Maurice Ohayon told the Sleep Review journal
(www.sleepreviewmag.com/sleep_report/2010-07-28_07.asp).
In a study published in 2002, Ohayon found that about 15%
of the population in five European countries suffered exces-
N.Y. throws big bucks at bedbugs
N
ew York City has allocated $500,000 to combat growing
infestations of bedbugs.
The city promises better coordination of efforts between
agencies, a new health department task force and a Web site
that will show residents how to prevent and treat bedbug
infestations, provide tips for hiring an exterminator and
explain how to dispose of contaminated household items.
Bedbugs have been found throughout New York City—in
apartments, stores, schools and hospitals. According to an
Associated Press report, the city received 537 complaints
about bedbugs in fiscal 2004. In fiscal 2009,
that number rose to nearly 11,000.
Because of its dense population and robust tourism
industry, New York City may
be particularly susceptible to
bedbugs, but it is not alone.
The U.S. Environmental
Protection Agency says the
number of bedbug infestations throughout the country
tripled from 2005 to 2009.
sive daytime sleepiness, according to Sleep Review.
“The number of individuals sleepy or drowsy during
situations where they should be alert is disturbing,” Ohayon
told the journal. “Sleepiness is underestimated in its dailylife consequences for the general population, for the shift
workers and for the people reducing their amount of sleep
for any kind of good reason. It is always a mistake to curtail
your sleep.”
Ohayon is professor of psychiatry at Stanford University
and director of the Stanford Sleep Epidemiology Research
Center in Palo Alto, Calif. In the recent research, a representative sample of 8,937 adults living in California, New
York and Texas were interviewed over the phone about sleep
habits and health issues.
BIG number
56
%
That’s the number of
American workers who
admit to taking office
supplies home for their
personal use, according to
the OfficeMax Workplace
Undercover Survey conducted in May.
One-third say they’ve
“borrowed” items, with
plans to return them. Onequarter say they don’t
think their employers miss
what’s taken.
Not everything that’s
a hit overseas will be
one here, but Cold Seal
Technology will be.
The ME-104 wrapper, which already has
the seal of approval around the world,
is ready to score in the U.S. market.
GSG partner Merello has developed Cold Seal Technology
for the ME-104. That means no more premature melting
that ultimately compromises the plastic and results in bag
seams coming apart. For your customers, that means no
more soiled, damaged mattresses that usually end up in the
“cost of returns“ account on your books. The ME-104 is made
in Spain and backed by Gribetz service. Now it’s no longer
the best-kept secret in the U.S. market. Take advantage of
this hot-selling wrapper at current favorable dollar/euro
exchange rate savings that we are passing on to you.
More features:
• New optional mattress-stacking mechanism automatically loads finished product onto cart
• Self-adjusting system – accepts mixed product length, width, and thickness, in any sequence
• Smooth and fast movement – over 3 mattresses can be packaged in under a minute
• Side-compression system results in tight, secure film-encased mattresses
• All seals are formed at the base of the wrapped unit, allowing clear view
of your product within
Seal a bargain with the ME-104 wrapper from GSG.
800-326-4742 or 954-846-0300
www.GSGcompanies.com
Nobody
dreams in
black
and white.
MATTRESS SOLUTIONS
Why
sleep that
way?
ECo Fa B R I C S ,
CoT To N S ,
PRINTS,
jaCquaRdS,
P o Ly E S T E R S ,
BLENdS,
ST I TC h B o N d S ,
Wa R P k N I T S ,
FILLER CLoThS.
Tietex International Ltd., 3010 North Blackstock Rd., Spartanburg, SC 29301, Ph. 864.574.0500, Fax 864.574.9490, www.tietex.com