Heritage Sleep Concepts is returning to the High Point Market this week in an expanded space in FD Home’s showroom in Centers of High Point on Centennial. This will be the company’s second time showing at the market, and Andrew Burt, VP of sales, says the company is building momentum.
“A majority of our partners are family-owned retailers of 50 years or more,” he explains. “And when we started to digest all of the Labor Day traffic and fulfillment, we found that most of our dealers have 5-10% increases year over year. Some of our retailers says they haven’t seen traffic like that since Covid.”
Today, the company puts a significant focus on its generational leadership. Fourth-generation family members Kristi Spears Beck and Frankie Beck lead the company.
Jordan Beck, the company’s chief operating officer, and Burt have been on the road in a sprinter van and have traveled to over 10 different states in the last few months.
Heritage has invested in motors and in trailers, and according to Burt, they are doing a lot of our own logistics now.
“It speaks to the attention to detail and quality that we expect at Heritage,” he says. “That final touch is extremely important, and we weren’t getting that same service from third-party delivery drivers. We’ve improved that over four different channels to benefit our dealers. We’re able to track shipments better and offer incentives like $500 off a delivery. When times are challenging, the companies that dig deep and invest back into the company are the ones who will make it through.”
Burt says retailers are in a position where they can’t leave their businesses right now, so Heritage makes it easy by coming to them. He also connects this to what it means for people to see Heritage’s product in-person in High Point.
“With our expanded space in High Point, we are getting back to our roots and being present in the front of not only our retailers, but also new prospects,” Burt says. “Jordan and I are trying to find out more about our customers and their business and we’re trying to find new potential buyers that kind of fit our DNA. It’s been really refreshing.”
In High Point, the company will showcase its Essentials line, covering a value price point of $999 and below, and the Autograph Collection, Burt says offers retailers the best value in terms of margins and profitability.
It features cooling graphite memory foam and latex, and a three-zone pocketed coil that he says offers 25% more support in the inner third of the mattress. The collection includes seven beds ranging from extra firm to ultra plush.
Finally, the high-end Siloutte collection features three beds made with natural materials like latex, New Zealand wool, and natural cotton. It also has graphite-infused latex and a three-zone pocketed coil.
The Essentials program comes in at $999 and below, Autograph goes from about $1,299-$2,499, and Silhouette ranges from $2,199-$2,999.
