Some are targeting growth with high-profile national retailers, while others see independent retailers as offering significant growth opportunities. The Tempur Sealy/Mattress Firm partnership also presents opportunities for new retail alignments, some producers say.
The producers generally say they are leaning into successful products and programs as they seek to expand their distribution and forge key new retail partnerships.
While the mattress marketplace has been full of challenges in recent years — and now faces additional challenges with concerns about tariffs roiling the home furnishings industry — bedding producers remain focused on their own plans for growth.
Bedding News Now recently surveyed leading bedding producers to see what moves they will be making this year to grow their businesses. Here’s how the producers responded when we asked them to identify their key opportunities this year:
Nick Bates, president and chief executive officer, Spring Air
“The most significant opportunities for Spring Air this year are building on our new relationships with high-profile national retailers. We are capturing door counts and significant business thanks to our amazing network of licensees across the country and their ability to supply dealers with bestselling consumer-recognized brands like Chattam & Wells, Back Supporter and our runaway hit, Sleep Copper. These brands are also gaining great traction with international audiences, and we continue to expand our global presence worldwide with new and renewed licensing agreements.
“Along with the momentum we are generating with new collections like Fleur de Lis by Chattam & Wells, aimed at helping retailers broaden the audience for luxury mattresses with elegant looks at attainable price points, and the major brand refresh of our core Back Supporter line currently being rolled out, we’re focused on capitalizing on consumers’ interest in advanced health and wellness benefits. Products like our expanded Sleep Copper offerings and the new Cruise rocking adjustable bed base not only provide retailers with opportunities to enjoy higher margins, but they also provide dealers with fresh messaging that resonates with shoppers and helps them to stand out in their marketplaces.
“As we work to drive door swings for all of our customers, we also see expanding our digital marketing reach as another significant opportunity we are developing this year. There is no question that 2025 will be a bumpy ride for many in the industry, but we believe that there is business to be done, and we aren’t taking our foot off the gas for a minute.”
Gerry Borreggine, president and chief executive officer, Therapedic International
“The biggest opportunity in 2025 is leveraging the fallout from the Tempur Sealy consolidation with Mattress Firm. That new partnership provides all other brands the opportunity to engage with every non-Mattress Firm retailer as a partner, rather than a competitor.”
Phil Carlitz, chief operating officer, Bedding Industries of America
“Our greatest opportunity is to continue to grow market share with independent retailers across the country, both in full-line furniture stores and with mattress specialty shops. Despite difficult economic conditions, the continuing expansion of our ‘Fab 5’ merchandising program — which makes it easy for consumers to try out the same mattress at five different comfort levels — is leading to significant sales and helping us to dominate floors as dealers seek to expand their lineups with the successful concept. Indeed, many retailers are now offering multiple iterations of Fab 5 on their floors, enabling them to cover a broad spectrum of price points.
“As we seek to help independent retailers build their businesses, we are also positioning them as authorities in their marketplaces by providing them with expert guidance and resources to improve their digital presence. Our digital consulting program offers them SEO consulting aimed at optimizing their local search engine presence to ensure their stores make more of an impression in shoppers’ searches, and it continues to make a major positive impact in their businesses. In attending to the retailers’ individualized needs by providing them with expert consulting services, we are helping them to better understand consumers’ digital behaviors and act on the information. The program is an engine for sales and strengthens already strong relationships with our dealers, and we see it as a tremendous opportunity to create even more positive momentum as we move through this year.
“Of course, we’re continuing to drive innovation throughout our product collections, and we are placing even more emphasis on the split-head category this year. We believe split heads will only continue to increase in popularity among consumers, and we intend to continue leading the way with exciting introductions ahead.”
Bill Hammer, president, Shifman Mattresses
“In 2025, we are strategically expanding our distribution with retailers who are committed to growing their luxury business with products that justify premium pricing. Following strong feedback at the Las Vegas Market, where we introduced new product lines, marketing assets and display options, we are actively launching these initiatives in both existing and new retail stores. With ongoing consolidation in the industry, retailers are seeking dedicated partners they can grow with, and we are being highly intentional in selecting the right collaborations to drive sustainable, long-term success.”
Frank Hood, president and chief executive officer, Kingsdown
“Our industry faces both challenges and opportunities in the year ahead. While we all hoped that a quicker lowering of interest rates would jump-start housing and retail, persistent economic volatility continues to influence consumer confidence. Inflation, GDP growth, stagnant higher interest rates and shifting trade policies are now more critical than ever in determining the industry’s midterm prospects.
“For Kingsdown and our retailers, this climate presents a clear opportunity. Consumers may be more cautious with discretionary purchases, but people still want better sleep, improved health and lasting value. At the same time, retailers want to maximize their average ticket and increase their conversion rates and that’s where Kingsdown stands out.
“So, we will continue to lean into programs with proven success. Our BedMatch technology and data-driven merchandising tools help retailers build trust — giving shoppers the confidence to invest in the right mattress for their needs. Today’s consumers aren’t just buying a mattress, they are curating their homes, and our ‘Style & Substance’ merchandising strategy differentiates us in the marketplace. By delivering premium craftsmanship, sophisticated design and real sleep benefits, we help retailers turn consideration into conversion. Shoppers get a product that looks as incredible as it feels, reinforcing the value of their purchase.”
Derek Leishman, national sales director, Mlily
“Our biggest opportunities in 2025 center around executing on initiatives that position Mlily as a one-stop shop. We’re off to a strong start with the overwhelmingly positive response to our revamped mattress line for its innovative design and merchandising strategy. It is exceeding expectations and reinforcing our commitment to high-performance sleep solutions. We’re also continuing to expand and refine our sleep accessories collection with new releases throughout the year, giving our retail partners even more ways to enhance their product offerings.
“Another key opportunity for Mlily is how we are strengthening our relationships with retailers by making it easier to do business with us. Our DP2K price structure, introduced last summer, has been well received by retailers. It offers a consistent landed price regardless of order size. This gives retailers the confidence to stock and price our products without uncertainty. By combining innovative products with simplified processes, we’re focused on helping our partners grow their business while delivering better sleep solutions to more customers.”
Chealen Martin, president, DreamFit
“First and foremost for DreamFit is the expansion of our core business — our sheets, protectors and pillows — in a very significant way. This is a huge focus for us this year in tandem with the strategic rollout of our first mattress program, the Grounding Sleep System. Along with the launch of our new product packaging this spring, we continue to look at pricing, margins and support for our dealers, and elevated training for RSAs. We see tremendous opportunity to expand our portfolio and fully complete the DreamFit sleep system with products like protectors with many customers who already sell our sheets.
“Over the past few months, we have elevated the messaging, packaging and even the product mix of our brand. There will be more to come throughout the year as we work with our dealers to help them drive traffic and increase tickets.
“Messaging is key, and we believe our focus on the ‘luxury of rest’ is central to our appeal to retailers and consumers. Everything we do speaks to that message, from manufacturing to customer service. In a time of change and economic uncertainty, we’re focused on providing solutions for retailers that want to evolve their strategies and figure out new ways to help their customers connect their sleep as being vital to their health, wellness and beauty.”
Bob Naboicheck, chief executive officer, Gold Bond
“Gold Bond is in a very strong position right now because of two major factors — we use 100% American-made raw materials, and we are laser focused on independent dealers and mom-and-pop retailers. So, all the tariff chaos is actually helping to grow our business because our customers can rely on us to deliver and to keep our pricing stable. With a completely domestic supply chain featuring Leggett & Platt and Carpenter, durable, value-added product and personalized customer service, our message is resonating extremely well in the marketplace.”
Tim Oakhill, chief marketing officer, Serta Simmons Bedding
“Across our brands, SSB has introduced full product platforms designed to seat a consumer into our portfolio based on the value proposition they are seeking — and the lines are designed with clear step-ups and help drive AUSP and gross margins for our retail partners. From entry level to luxury, Beautyrest, Serta and Tuft & Needle offer the right products for every price point — and our biggest opportunity in 2025 is to lean into those platforms and continue to partner closely with retailers, broadening our reach and supporting our customers.”
Lou Paige, president and chief executive officer, Englander
“Expect a lot of growth at Englander this year. With a new and expanding national assortment, we have an opportunity to grow our footprint with regional retail chains while continuing to expand our business with independent dealers. We are also expanding our international license network where there is significant growth opportunity for us.
“As part of our efforts, we’re refreshing a brand that has been trusted for 131 years, and in many ways starting fresh, with new vision driving the energy that is permeating the company now. There’s a lot of excitement and buzz around Englander, and we’re reinforcing the messaging with a new website in the works that includes a dealer locator to help drive shoppers into the stores, as well as a social media launch to engage consumers and the industry alike, giving the brand a new look, vibrancy and relevance.
“All of these moves are vital given the difficult economic conditions that are directly affecting the industry. But even with the challenges, there is ample opportunity because everyone is searching for unique lines and products and manufacturers who support them. Englander has successful licensees who invest in their businesses and are passionate about our brand, and with 14 factories around the country, we can effectively and efficiently service retailers of all sizes, anywhere.”
Brent Pfister, senior vice president, brand management and new product development, Tempur Sealy International
“This summer, we are reigniting the middle. The big story is the new Sealy Posturepedic 2025 collection shipping to showrooms.
“Building on a 75-year legacy, we redesigned Posturepedic from the ground up for superior support so customers can say goodbye to nagging bed aches. Every new Posturepedic features PrecisionFit Coils, our exclusive, patent-pending coils that uniquely adapt to help maintain natural body alignment and provide customers the long-lasting support they need.
“To promote the new Posturepedic, we have developed a breakthrough campaign with heavy national TV advertising starting in May. This investment marks three years straight where TSI has increased our year-over-year media buy to lift awareness and drive traffic to retail.”
John Schulte, president, Symphony Sleep
“Our biggest opportunity in 2025 is partnering with Samsung SmartThings. As people incorporate more and more technology in their lives and homes, Symphony Sleep is excited to be a part of that story as well as part of the central hub of over 60 million homes in the U.S.
Leading with our core competency in engineering, our products are a natural fit to integrate into the Samsung technology. Customers already familiar with the SmartThings app know how their lives are changed and improved by having more control over their environment. We want consumers to enjoy similar benefit and control over the way they sleep. Through our collaboration with Samsung, Symphony Sleep will have a big impact on the way people think and interact with adjustable beds, thereby having a positive impact on their daily lives.”
