I discovered something important during the recent Las Vegas Market: The power of discovery.
The Andmore team has been talking about the process of discovery that plays out at markets, and that process played out for me in significant ways in Las Vegas. Here are seven mattress discoveries I made at the market:
1. Stearns & Foster makes a luxury statement. We know the luxury category continues to be a strong performer on retail floors, and more growth in that segment looks to be in the cards, based on the strong debut of four new Stearns & Foster lines. The new lines represent an expansion of the S&F lineup, offer new cooling and aesthetic features, and include more hybrids. And I love the classy demo box that highlights key features of the line.
2. Skechers line debuts in cozy setting. Serta Simmons Bedding made big news with the launch of Serta’s new Skechers Collection, a “powerful intersection of two category leaders,” said Dominick Azevedo, SSB’s chief sales officer. The showroom featured an eye-catching CozyFit display in a nod to one of the shoe brand’s hallmark features. This is a smart co-branded collection that leverages high consumer recognition of the Skechers brand.
3. The Spring Air bears are back. With a boost from AI, the bears return to life in a fun, creative new campaign, one that was highlighted in the company’s showroom. “Our new Spring Air Bears campaign allows us to tell an entirely new story about our Back Supporter line of mattresses, while also unlocking a nostalgic memory for many of our longtime customers, reinforcing what makes Spring Air truly special,” said Nick Bates, Spring Air’s CEO. He’s right about that. Welcome back, bears!
4. Kingsdown makes a fashion statement in white. The producer debuted an upgraded white cover on its new Natural Fusion line, one that Mike James, Kingsdown’s chairman, described as a softer, lighter and more elegant look for upper-end buyers. “So many of our competitors feature either very blue or very black looks, and we believe discerning consumers are ready for something that isn’t quite so brash in appearance,” he said. Good point.
5. King Koil gives bestsellers a boost. The company spotlighted its luxury Xtended Life and PureBliss lines with enhanced cooling technologies, new comfort features and updated aesthetics. “These refreshed collections elevate two of our strongest performers with enhanced styling and modern new materials that offer an even better sleep experience while staying true to what has made them so successful,” noted David Binke, King Koil’s CEO. The moves are designed to reinforce King Koil’s commitment to the luxury bedding segment.
6. Symphony Sleep hits a hot dog home run. The adjustable bed base supplier was talking about its science-based retail education program, focusing on health and wellness benefits. “Retailers who understand the ‘why’ behind adjustable sleep positions are not just selling a product – they are solving a problem,” said John Schulte, president. The company solved something else— the all-important question of what to eat for lunch—with a hot dog stand set up in its showroom. I hope the hot dogs will be back in January.
7. Bedgear aims to delight consumers. I had an interesting discussion with Bedgear’s Jonah Nelson about the importance of discovery, both at markets and on retail floors. Just as retailers enjoy surprising product finds at markets, consumers find joy when their shopping experiences yield delight with unexpected products on retail floors. “We understand how important it is to surprise and delight consumers,” he said. “We put a lot of effort into that. The industry puts a lot of focus around practical products, but not on products that resonate with consumers on an emotional level.”
Nelson offers an insightful analysis of what retailers should be thinking about as they aim to grow their businesses in these challenging times.
What business-building insights have you discovered lately?
