As an editor, one of my favorite things about trade shows is their intangible aspect. That is, reading between the lines of the product launches and collection expansions, to deduce what’s trending, why and what it means for the year ahead.
The January Las Vegas Market is always an important bellwether for the bedding industry, but especially these days, when things feel so in flux. Ahead of the market, which officially kicks off Sunday, Jan. 25, I interviewed industry thought leaders about what they’re paying attention to. From their comments, five trends stand out.
Sleep becomes a bigger consumer priority
Consumers are increasingly turning their attention to sleep and its importance in overall health. And manufacturers are taking notice.
“I think we will continue to see awareness around health and wellness, with a growing focus on sleep as a foundation of overall health,” said John Merwin, founder of 3Z Brands, which is based in Glendale, Arizona. “Consumers are paying closer attention to how sleep impacts energy and recovery, in addition to comfort. That is pushing the industry to move toward real, measurable health benefits.”
The demand for customized comfort
As consumers pay more attention to quality sleep, they are seeking custom solutions, and personalization will become key for retailers.
“At Las Vegas Market, you’ll see a clear shift away from one-size-fits-all thinking and toward smarter, more intentional sleep solutions,” said Eugene Alletto, founder and CEO of Bedgear. “Retailers and consumers are demanding differentiated products that deliver personalized comfort, better airflow and solutions that work with the body — not against it.”
Richard Fleck, president of Norfolk, Virginia-based Paramount Sleep Co., agrees. “I think the trend to watch for is that there is a greater focus by retailers and suppliers on how their brand and products can be perceived by the end-consumer as innovative and differentiated to stand out in the crowded and confusing marketplace. As a supplier and partner, it is our job to identify ‘the why’ for retailers so that they can attract and make the sale. More important than ever is developing and executing a strong merchandising strategy to elevate their business and support overall profitability. The sea of sameness is over.”
The rise of beauty-focused sleep
That “sea of sameness” is being put to bed (pun intended) with the introduction of more niche products. One example is the burgeoning beauty sleep market, which I covered in December 2025.
In 2025, Farmingdale, New York-based Bedgear launched its five-piece Beauty Sleep collection, which will be on view at Las Vegas Market. Also on display will be HealthGuard’s entry into the segment. The Concord, Ontario-based company will introduce its NuGlow collagen pillows to the North American market.
“The bedding industry is evolving beyond just sleep — it’s becoming a space where rest, recovery and healthy lifestyles intersect,” said Ryan Cleary, vice president of sales at HealthGuard. “As consumers seek products that support overall wellness, we see sleep accessories playing a critical role in that shift. This kind of innovation is key to what we do at HealthGuard because consumers respond to what enhances their lives in new and different ways.”
I predict that soon, more companies will release beauty-focused products, toying with different materials and infusions to stand out. For those looking to elevate themselves, like Fleck mentioned, the beauty sleep segment could prove to be an important point of differentiation as the segment is not yet saturated.
The premium bedding category continues to thrive
Perhaps the most consistent trend over the past several years is that luxury and premium lines continue to perform well. This shows no sign of slowing down.
“The premium category in bedding has been consistently strong through a challenging economy and volatile market forces, so we’re expecting to see more premium goods introduced in Las Vegas,” said Gerry Borreggine, CEO of Princeton, New Jersey-based Therapedic Worldwide. The company, formed from a merger between Therapedic International and Sleep International, will debut new products and product lines in its showroom.
“At Therapedic Worldwide, we will offer the totally refreshed Tommy Bahama collection with multiple new models full of features and materials that appeal to the consumer in the premium category. We are also unveiling an ultra-premium collection called Lloyd & Penfield featuring luxury-class components.”
Designing bedding for retail success
The long-standing symbiotic relationship between retailers and manufacturers and suppliers is leveling up, in a way. Merwin said another trend he expects to see this market is retailers looking for partners who can drive traffic.
“Specifically, brands that can create demand, support retail teams and give shoppers clear reasons to come in,” Merwin said. “We have seen how effective that approach has been with Helix, and we are expecting to see more growth with this strategy.”
3Z Brands’ strategy for this market “reflects both of those shifts,” according to Merwin, who says the company is “doubling down” on its Helix retail program and launching an all-new Brooklyn Bedding retail assortment built to drive traffic and improve conversion.
Bedding company Puffy recently hired a director of retail, Brad Harrelson. The Los Angeles-based company also stated that driving foot traffic to retailers will continue to be one of its priorities in 2026.
Heading into the market, the above five trends paint a broad picture of what to expect. But, as always, more insights into the industry will be revealed throughout the show.
With the bedding industry experiencing ups and downs during the past several years, this market feels like a turning point, and I’m excited to see what’s next. The Bedding News Now team will be on the ground in Las Vegas, so stay tuned for in-depth coverage next week.
