The January Las Vegas Market, where the bedding industry traditionally makes its major product launches, officially kicked off Sunday with high hopes for improved business conditions in 2026.
Overall, several bedding exhibitors said they were pleased with market turnout, but some expressed concerns that winter storm cancellations were cutting into retail turnout.
And, notably, a significant number of quality players came to the show earlier than usual. Exhibitors reported that Friday and Saturday were strong days at the market, and that may not have had anything to do with the weather.
“Everybody knew this was going to be a super-busy show, and then a 40-state storm is forecasted, and everybody’s like, ‘What’s happening?’” says JC Gebura, national sales manager for Naturepedic. “But I think a lot of people pivoted and came early. I think that’s why we’re so busy to start.”
Gebura says he started taking meetings as early as Friday, Jan. 23.
Lou Paige, CEO of Englander, said winter weather has had an impact on attendance, but those who are here are excited and looking for a product that will differentiate them.
“Overall, they are planning for a better year in 2026 than 2025,” he says.
Mark Quinn, senior vice president of sales and marketing for Shifman, says there are huge expectations for the market, and it’s the beginning of huge momentum for the industry.
“The industry has been lackluster for a while, but people are hopeful that 2026 will be a good year,” he says.
In the Shifman space, the company showcased its emotionally charged wall displays for its Timeless and 1893 collections, which feature heart-warming images of people using their beds in their everyday lives. Examples include a woman breastfeeding her child with the caption, “They won’t remember this, but you will,” and an old, nostalgic-looking photo of a father and daughter with a birthday cake with the caption, “Still here year after year”
Paramount Sleep President Richard Fleck shared a similar sentiment, saying that business was tough in the fourth quarter of 2025 until December. And because that was a better month, people who are at market are optimistic about 2026.
“I think the industry will improve in 2026, and people are hopeful for the beginning of a turnaround,” he says. “I also think some retailers are taking a wait-and-see attitude and proceeding cautiously.”
Fleck says he was excited to highlight Paramount’s Nature’s Spa collection, which includes four models priced from $2,499 to $5,000. The complex collection includes a hybrid model with latex and coils, as well as an 11-layer latex bed with features such as natural fabrics on the border and nontufted latex layers for support and pressure relief.
Chris Taheny looks at it like this: If you’re not coming to market trying to help retailers survive, no one will have a reason to be excited.
“The industry is cyclical and it will have an upswing, but we have to get out of the mindset of simply selling mattresses,” he says. “The retailers here want to make it work — foot traffic is down, but they’re not giving up. And these are the retailers who will still be around in 2030.”
Manufacturers are excited to help retailers this market, like 3Z Brands, who are leveraging existing success to help drive retail traffic. For example, 3Z Brands is capitalizing off the success of its Helix line with its new Brooklyn Bedding ThermoBalance line, priced at $2,000 and under.
“Market has been great so far,” said John Merwin, CEO of 3Z Brands. “We developed a couple of new beds for Helix, which is our big mover in the retail world. And with the success that we’ve had with Helix, we’re able to drive traffic for the retail and deliver margin. So we’ve revamped Brooklyn Bedding and have it do the same thing.”
Gerry Borreggine, CEO of Therapedic Worldwide, said he thinks that the company’s new Alternativ line “is going to be the big hit of the market.”
Borreggine said the collection, which ranges from $1,299 to $2,499, was “getting a nice reception” on day one of the market.
The Serta and Simmons showrooms were buzzing with activity Sunday as retailers saw a broad range of new models for both brands, including a new Simmons line retailing from $4,599 to $9,999 and a new Serta Masterpiece line retailing from $2,499 to $4,999.
“The marketplace is due for the energy we’ve created,” said Tim Oakhill, chief marketing officer for Serta Simmons Bedding. “Our job is not to go out and create the wheel; it is to identify where we have good solid wheels and fast forward those brands.”
There was also a noticeable buzz Sunday in the King Koil showroom, where lifestyle personality Jonathan Scott was in the house. He and his brother, Drew, have partnered with King Koil to unveil new mattresses in the Scott Living and Drew & Jonathan Home Mattress Collections by King Koil.
King Koil CEO David Binke described the mood in his showroom as “jubilant.” He added: “We’ve been absolutely slammed from early morning. We are very, very pleased with our attendance and with the professionalism of our organization. And having Jonathan Scott here today is very, very special.”
Canadian top-of-bed manufacturer HealthGuard, showing in the Specialty Sleep Association showroom, enjoyed a successful opening day, officials said.
“We’ve seen a lot of business from mom and pop retailers with decades of retail experience,” reported Matt Shrum, USA national account manager. “We’ve had more meaningful conversations with them compared to other first days of market. Our NuGlow collagen pillow introduction is catching retailers’ attention.”
