The bedding category has grown at High Point Market, with over 30 exhibitors carrying mattresses or bedding accessories. Because of the timing of the market, bedding exhibitors don’t always have new products, but it does allow them to focus more on retail strategy and helping their partners thrive in challenging times.
According to Vice President of Product Brady Rice, Legends Furniture is one of the largest manufacturers of mattresses that you’ve never heard of. Yet, walking the showroom at High Point, there was not a mattress to be seen on the floor.
A plain white door at the back of one corner of the showroom led into a room so top secret we can’t legally publish images of it in this publication. What we can say is that there were mattresses in there that the company private-labeled for several Top 100 retailers.
“We’re focusing on private label and catering to each of our customers individually,” Rice said. “We have everything in a back room because we are only showing these products to partners we feel are the right fit for our mattress program.”
Tucked away on the top floor of Showplace in the Copeland Furniture showroom, an innovation in mattresses quietly debuted its sixth-generation model and introduced a new sales director for the U.S.
Literie Laurier, a luxury bedding company, has created Harlequin, “the world’s first adjustable mattress.” The patented adjustable mechanisms are built into the mattress rather than the base, so it can be used with any headboard. It is controlled by a remote, the same way an adjustable base is, and at the market, the company unveiled a new voice-control feature.
Right before High Point Market, it was announced that Ronnie Bergh has been brought on to expand the line in the U.S. Bergh brings more than a decade of experience and previously held a role at Hästens, where he worked with retail partners on customer experience, brand positioning and in-store profitability.
“We really have something unique here,” Bergh said about Literie Laurier. “It’s the only mattress in the Americas that doesn’t need a power base to move. The adjustable technology is closer to the body in the Harlequin, which allows it to better adapt to the body. We use a medical-grade actuator, so moving into each position is seamless and quiet.”
Bedding Industries of America continues to succeed with its Fab 5 lineup. Steve Karns, vice president of sales, said the line is easy to understand for both retailers and consumers, and several Top 100 companies have been big fans of the Fab 5.
He feels there is ample opportunity in the bedding industry this year if retailers embrace digital strategies.
“I’ve spoken with several people in this market about their market share in their area,” he said. “If they know, it’s usually between 10% and 15%. That means you’re not selling 85% of people in your marketplace.”
In the spirit of optimism and pushing forward despite industry challenges, two companies focused on in-store displays that they can provide to retailers to help them create an experience in their stores.
Symphony Sleep is one, and the company showed for the first time this market in the Center of High Point building on Hamilton. While it didn’t bring new product, it shared new ideas in the form of an in-store pillow display that the company is working on.
With a sleek look and fresh packaging for its Melody, Harmony and Symphony pillows, the displays offer a sophisticated simplicity. Collecting feedback from retailers this market, the company plans to make a few small cosmetic changes and unveil the final product in Las Vegas in July.
Bedgear also had an eye-catching refrigerator display in between its two showrooms that had Bedgear pillows on one side and energy drinks, soda and other sugary drinks on the other. The message is that you can prop yourself up with caffeine and sugar all day, but nothing beats a great night’s sleep.
The company said it has a few retailers who have floored this display and that it’s working well for them.
