As holiday sales swing into high gear across the country, mattress retailers are missing most of the excitement, says Bedgear CEO Eugene Alletto. He’s got a solution for that problem: Promote the sale of sleep accessories.
Bedgear’s recently launched Beauty Collection can help mattress retailers get in on the holiday shopping that dominates much of the retail marketplace this month, Alletto says.
“Sleep accessories are the untapped win for the holidays,” he told Bedding News Now. “Shoppers want gifts that feel personal and have real value — and the Bedgear Beauty Collection does both. Beauty has become a lifestyle, and consumers across generations are constantly ‘snacking’ on products that help them look and feel better. With millions of daily searches for ‘beauty sleep,’ our industry has never shown up in that conversation — until now.”
The offerings in the Beauty Collection, which include a pillow, pillowcase, sleep mask, turban and scrunchies, feature the company’s new Hyper-Silk technology, a vegan, 100% cruelty-free alternative to traditional silk. The smooth fabric glides across skin and hair, reducing sleep lines, frizz, tangles and hair breakage by eliminating friction and maximizing comfort, the company says.
“We engineered our Hyper-Silk fabric to feel luxuriously smooth while still breathing,” Alletto says. “Traditional silk traps moisture and gets sticky; ours stays cool, dry and smooth all night to support both hair and skin. It’s the first time a true Performance collection has entered the beauty space, and that gives retailers a premium, giftable product that aligns perfectly with holiday shopping behavior. It’s an easy entry point to bring new customers into the category and a powerful way to maintain momentum during a traditionally slow mattress season.”
Alletto observes that mattress retailers typically miss out on holiday shopping because mattresses are not often a holiday gift.
“The holiday season has always been a blind spot for mattress retailers because mattresses are not a traditional gift,” he notes. “Traffic comes in for everything except the core sleep product. Retailers end up watching the season pass by without much activity and that is a missed opportunity no one talks about.”
Bedgear’s Beauty Collection aims to change that — and to give mattress retailers new selling opportunities throughout the year by tapping into the huge market for beauty products.
The collection features the Beauty Performance Pillow, retailing for $219.99, which is built with an ergonomic shape that cradles the face and provides a comfortable sleep surface for the head and shoulders. The pillow reduces pressure to help prevent sleep lines, wrinkles and morning puffiness. The pillow features a Hyper-Silk cover that is cool to the touch, removable and washable for easy care. Designed to reduce overheating, its breathable construction features Air-X mesh and air vents to direct heat away from the body.
The Hyper-Silk Performance Pillowcase retails at $69.99 in queen and $79.99 in king, while the Hyper-Silk Performance Sleep Mask, retailing at $69.99, features double-padded eye cups that protect delicate skin and lashes and is available in White, Black and Misty Blue. The Hyper-Silk Performance Turban, retailing at $69.99, is available in Black and Misty Blue and is designed to reduce frizz, preserve style and prevent hair breakage. The scrunchies retail at $39.99 and are also made from the vegan hyper-silk.
