Building on its partnership with the International Chiropractic Association, Mlily USA is working with the organization to develop mattresses under the ChiroPro brand.
HIGH POINT — As the holiday sales season approaches, bedding suppliers at the High Point Market, which just closed this fall, were armed with new products designed to help retailers drive consumer traffic in the key $599-$999 price range.
As consumer traffic continues to slow amid inflation concerns and rising interest rates, mattress manufacturers have come out with options for buyers looking to bridge the gap in the over-promotional price points and mid- to high-end: the sweet spot, to speak of, mattress speed .
Paramount Sleep Co. developed a Black Friday promotion for retailers shopping at High Point Market. The promotion included value-priced products like Onyx and the Paramount Legacy line honoring the company’s late president and chairman. Both collections are designed to retail in the $899-$999 range and the discounts were available for shoppers who came and ordered products.
“Right now, retail traffic is halted, and when a consumer walks in the door, retailers need something on the floor to close the sale with,” said Richard Fleck, president of Paramount Sleep Co. “Otherwise they will.” go somewhere else. Retailers need some excitement on their floors.”
In addition to renaming Sierra Sleep along with its marketing materials for its independent retail partners to create excitement in the store, Ashley Furniture wanted to bridge the gap between its opening prices and its Millennium Sleep line, which retails between $1,200 and $1,900.
“There’s a gap in the middle range,” said Brad Rogers, senior vice president of Ashley Furniture’s sleep division. “Just like before, there was a gap in the promotional price points. We did a good job filling in the promotional items up to $499 and now we are filling the gap in the $599-$999 range.”
For Paul Kahl, vice president of sales at AW Inds., maker of the Serta, Sleepwell and Silentnight brands, the marketplace was about providing retailers with products that encourage consumers to buy in a down economy.
The company expanded its Silentnight Eco Comfort collection of mattresses made with recycled fabrics and a comfort layer made from recycled plastic bottles with its first $999 model. Kahl said it was designed to give an option to budget-conscious consumers interested in buying an eco-friendly mattress.
In addition to the Eco Comfort range, AW Inds. also did a major 19-bed launch of the Serta mattress, which retails at $999 or less.
For Enso Sleep Systems, the sweet spot of the company’s mattress lineup is in the $599 to $999 range. With a choice of foam and hybrid models available, Mark Akerman, division president of Klaussner Furniture Inds., said the strategy is to “get the units moving again. It’s important that we play in those key price points.”
Yatas Bedding, a relative newcomer to the North American market, made its fifth appearance at the High Point Market, and Jason Kennedy, the Turkish company’s brand manager, said the mid-range continued to see the most activity.
The company’s line of rollpack mattresses includes seven hybrid and foam models in profiles ranging from 8 inches to 14 inches. The foam models range from $699 to $999 and the hybrid models range from $699 to $1,299.
“It’s still very hot in the middle lane,” he said. “I think a lot of manufacturers have gotten lost in the rush of business over the last few years, going too high or too low without being very effective. Our goal is to be a profit maker for retailers. We understand what is important to them and we understand why it is important.”