Product introductions are abundant at the winter Las Vegas Market, but that’s not the only thing on people’s minds. Many will discuss the state of the industry and what the market will be like this year.
No one has a crystal ball, but I’ve spoken with many in the industry and have gathered a few predictions.
- Luxury sells. More retailers are turning to luxury products as a way to make higher sales while not having to sell as many products. Shifman, Posh+Lavish, Paramount, E.S. Kluft and more will showcase luxury options and help retailers create strategies for selling them. For example, Paramount’s Hypnos Whole Sleep Wool Series features ethically sourced and traceable materials such as 100% Woolkeepers sourced wool, GOLS-certified organic latex, horsetail, and micro-coils, among other things. If you missed it, check out my conversation with Kurt Ling of Posh+Lavish about the growth of the luxury bedding category.
- Sleep necessities. Sheets, pillows, protectors — multiple exhibitors will have new offerings in these categories as they help reshape the conversation around how important sleep accessories are to the full sleep system and for building a sale. Retailers want options and need to understand each product’s value. For instance, Dreamfit’s clever corner bands are extremely functional and the brand is on a mission to stop sheets from falling off of adjustable bases. Others like Bedgear will have a wall of sheets set up in attractive vignettes that retailers can bring right into their store. Magniflex is releasing its Classico pillow, featuring the company’s signature Memoform with a natural viscose cover.
- Adjustable base boom. Consumers may not yet understand the importance of an adjustable base to the whole sleep system, but retailers know it well Manufacturers have answered the call for high-tech adjustable bases — like Symphony Sleep’s SonicSleep Estate Series base with sonic massage. Others like Ergomotion and its Dawnhouse brand for seniors innovate the adjustable base with health-related technology that addresses the aging population. Spring Air will also introduce adjustable bases for the first time at the winter market.
- Cooling is still in, but the story has changed. At first, the cooling trend took off with no real direction except to offer the bed that sleeps the coolest. Now, with more experience under their belts, manufacturers offer cooling options that go beyond the fad and have true cooling abilities through innovative techniques. Bedding Industries of America, for example, will display its new Eclipse Ice bed with copper-infused gel memory foam. Spring Air’s Sleep Copper program has been popular since its inception and will feature updated designs this market, as well as split queen and split king options.
- DTC brands have found a home in the industry. Some were wary of the entrance of direct-to-consumer brands into the trade side of the industry, but the brands have settled in nicely and proven they can help drive traffic and sales for retailers. 3Z Brands is one example, as it has been building its brand portfolio by acquiring online brands like Nolah Sleep, Leesa and most recently Southerland. This market should be interesting for 3Z as it continues to show the value of its brands and the success of its acquisitions. Casper, now owned by Carpenter, will likely have a few new tricks up their sleeve, and it will be interesting to find out what, if anything, has changed since the acquisition.
- Business as usual … for now. The Tempur Sealy/Mattress Firm deal is still a hot topic in the industry, as no one knows how it is going to play out. With all of the back and forth between the companies and the FTC, we may not get an answer until the end of this year. Many I’ve spoken with believe the deal will go through eventually. Depending on how generous Tempur is with its concessions — and if the new head of the FTC fights for Tempur — the deal may go through sooner rather than later. But despite Tempur’s apparent plan for mattress world domination, retailers are carrying on and have thankfully had time to prepare for the potential effect.
There will be plenty to see and talk about at the Las Vegas Market this winter. And as the industry continues in a cautiously optimistic manner, the mood of the market should be positive and upbeat.
