At the recent High Point Market, Ashley Furniture Industries took its bedding category to the next level with two significant developments.
The first was the announcement of Ashley’s exclusive partnership with SleepEngine Pod, a small device created by Cambridge Sleep Sciences that works by delivering a scientifically developed sequence of sound waves designed to guide the brain through the full cycles of healthy sleep.
Trials and years of real-world evidence show that when one of the sleep programs is used, people fall asleep faster, stay asleep for longer and wake up feeling refreshed and energized. After continued use, the technology can train your brain, as stated in the company’s clever tagline, “Train Your Brain to Sleep Again,” which sounds even better when you read it with a British accent like Cambridge’s exectuvies.)
Julian Stone, president of Cambridge Sleep Sciences, told Bedding News Now that the industry didn’t understand this technology for a few years, and that Ashley’s investment helps show its significance and relevance to the sleep industry.
“The SleepEngine Pod will be available to all Ashley retailers, both HomeStore and independent retailers,” Stone said. “According to our research, 94% of people’s sleep improved by using our SleepEngine, and the sleep pods have a 60% attachment rate.”
The miniature device—which looks like an external hard drive wrapped in a cloth case, giving it the appearence of a small mattress or pillow—is placed under a sleeper’s pillow or mattress and plays the sounds through the bed. It plugs into a phone, connects to an app, and is retail-ready for retail sales associates (RSA) when it arrives at their stores. A 2-minute explainer video helps the RSA guide the customer through the process and how it works.
Brad Rogers, senior VP of Ashley Bedding, not only promotes the technology, but also uses it himself. That is what first triggered the conversations between Ashley and Cambridge.
“The SleepEngine Pod gives retailers more to talk about besides mattresses, and it works,” said Rogers. “It creates excitement, as well as another revenue stream for retailers. We’re at the front end of sleep wellness in this industry with this partnership.”
Ashley Sleep has also taken a step into the luxury bedding category with its new line of Ashley Sleep Luxe mattresses. The move is particularly notable given that Ashley has long focused on the sub $1,000 mattress category.
With four models ranging from $2,999 to $2,499, Rogers said the company is getting into the upper price point arena because retailers need a good luxury value. The bed features Ashley’s patented Gel Grid pods that are engineered to flex and cradle heavy pressure points like shoulders and hips. The line also includes 5,000 dual nano coils.
Rogers said he believes the $2,000+ category will grow in 2027, but for now the $1,000-$2,000 range is winning.
“There will be more growth in the $1,000-$2,000 category, but we still have to serve that sub-$1,000 customer so that customers can compete with e-commerce brands,” Rogers said. “We will be attacking things from all sides and will have an answer for every price point ”
