Sleep Retailer—Spring 2022 by bluehousedc

Featuring The Latest In Bedding Products & Technologies

SPRING AIR’S RECIPE FOR SUCCESS

SHEET SETS TO COMPLETE THE SLEEP SYSTEM SOUTH BAY EXPANDS CAPACITY WITH NEW FACILITY Q&A: HOW TO SUCCESSFULLY PRESENT A TECH-DRIVEN BEDDING PROGRAM sleepretailer.com / Spring 2022

AMERICA’S #1 MATTRESS BRAND

Based on Sealy family of brand shipments, including Stearns & Foster

Meet the All-New Sealy

Posturepedic Plus

Introduce your customers to the new

Posturepedic® Plus collection—with more

support and more cooling than ever!

Now available in foam and hybrid options, to drive consumer demand.

Contact your Sealy® representative today to learn more.

*Sealy® ranked top U.S. bedding producer in 2020 by Furniture Today based on estimated wholesale shipments. Sealy® includes Sealy®- and Stearns & Foster®-branded shipments. Read more at https://www.furnituretoday.com/bedding-manufacturers/top-bedding-producers-sealy-regains-no-1-spot-on-list/. Copyright 2022 Sealy, Inc. All rights reserved.

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Contents COVER STORY 8

Spring Air’s Recipe For Success

FEATURES 6

Editors’ Picks

16 Product Focus 18 Q & A

ACCESSORIES

36 Standard Fiber Launches New Carbon Offset Initiative

21 LOGICDATA Highlights New Cosmo Line Of Customized Adjustable Bed Frames

37 Precision Textiles Develops First FR Barrier Designed For Four-Way Stretch Ticking

22 Classic Brands To Show Expanded Infinity Sleep Collection At Spring High Point Market

37 Latexco Enhances Sustainable Solutions With Eco-Friendly Components

MATTRESS

24 South Bay Expands Capacity With New Facility

MARKETING

12 Therapedic Launches Retailer-Focused ‘Inside Track’ Video Series 12 SimplyRFID Helps Small To Midsize Retailers Achieve Inventory Accuracy 13 Nationwide Marketing Group’s Winter PrimeTime Showcases Product Launches And Experiential Education 14 KERV Interactive Streamlines Automation Of Shoppable Products In TikTok Ads 14 Danican Celebrates 10 Years, Focuses On Private Label Growth 4

Sleep Retailer / Spring 2022

MATERIALS

20 Malouf Expands Shipping Capabilities For Salt Flat Furniture

38 From The Publisher

DEPARTMENTS

ADVERTISERS IN THIS ISSUE

26 MLILY Promotes Ready-To-Ship Products At Spring High Point Market 28 Magniflex Highlights Updated MagniCool Collection At High Point Market 28 Gold Bond Doubles Down On Durability Amidst A Growing Trend Of De-Specing 30 Shifman Meets The Demand For Quality, Luxury Sleep Products 32 Hästens Celebrates 170 Year Anniversary With The New drēm r Bed 34 Bedding Industries Of America To Spotlight Ernest Hemingway Brand At High Point Market

Colonial LLC colonialllc.com

Ergomotion ergomotion.com

International Market Centers imcenters.com

Kingsdown, Inc kingsdown.com

LOGICDATA logicdata.net

MLily mlilyusa.com/retailer Plaza Suites—1–542

Posh+Lavish poshandlavish.com

Sealy sealy.com

Snap Finance snapfinance.com

South Bay International southbayinternational.com

Spring Air International springair.com

Sustainable Furnishings Council sustainablefurnishings.org

Therapedic International therapedic.com IHFC–M607

*High Point Market Showroom Location

Delivering: C O M F O R T , Q U A L I T Y & M A R G I N S

At Kingsdown, we understand these key pillars are essential for our retail partners. On-time

delivery brings productive Kingsdown luxury sleep solutions to your retail floor.

INTRODUCING OVE R

25 NEW BEDS

Our advanced bedMATCH® process takes the guesswork out of mattress shopping and provides assurance for the best mattress fit for your customers.

kingsdown.com @lovemykingsdown

Editors’ Picks 1

Combining environmental responsibility with the comfort that consumers have come to expect, the new Sealy Naturals collection is a premium offering with a meaningful story. The lineup was designed around responsibly-sourced materials and high-end construction. It comes with a hybrid design, combining innersprings with 100% natural latex. Each mattress also features ethically harvested wool and a cover made from organic cotton and soft hemp. Hand-tufting not only gives the collection a high-end look, it ensures added durability. With pricing starting at $3,499 in queen, this collection is designed for consumers who are looking to invest in a quality mattress that is not only good for their own health—but the health of the planet as well.

The Look Company recently released its new Vivid backlit fabric for lightboxes. Helping manufacturers and retailers deliver visually striking displays, the new wrinkle-resistant fabric offers bolder printed colors. The latest tool in the company’s portfolio of showroom enhancing products, Vivid fabrics resist hot spots and shadowing from LED lights. Printed fabric graphics from The Look Company can be shipped in small parcels to reduce costs. Working with brands like Therapedic, MLILY and Emma, The Look Company delivers tools to light up and refresh the showrooms of manufacturers and retailers alike.

Sleep Retailer / Spring 2022

With health and wellness still top of mind for many consumers, Therapedic is helping retailers connect with shoppers through a relevant, copper-driven solution. The company’s new Immunity Collection is designed to deliver distinct health benefits through the inclusion of copper in both the fabric cover and infused in the mattress foam. Research has shown that copper can help reduce inflammation and increase circulation. Using NatuVerex Copper Technology, Therapedic has ensured that the copper content of the mattress is high enough to positively influence the health of the sleeper. The lineup also features CertiPUR US copperinfused gel memory foam for added air flow and natural temperature regulation.

Understanding how valuable an adjustable base can be to the aging demographic, Ergomotion developed a comprehensive sleep system geared specifically for its requirements. Dawn House leverages advanced technologies to deliver robust functionality and easy-to-understand health and lifestyle benefits. In addition to standard head and foot articulation, the base offers “high-low” adjustability—allowing the user to raise or lower the mattress to optimal height for getting in and out of bed. Dawn House also delivers powerful health monitoring capabilities through non-invasive sensors. Not only can this information automatically trigger personalized sleep solutions such as anti-snore positioning—but the user can also access all of their info via a Health Dashboard, giving them further insight into their own well-being.

Publisher...........................................Chris Schriever chris@sleepretailer.com Managing Editor................................Gretchen Kast gretchen@sleepretailer.com Marketing Manager......................... Elaina Hundley elaina@sleepretailer.com Design Firm.............................................Blue House bluehousedc.com

A dynamic industry resource that keeps retail store owners, buyers and managers up to date on the information they need to compete in today’s changing marketplace.

Sleep Retailer is published quarterly by Blue House Sales Group, LLC and is mailed to more than 13,280 subscribers nationwide. © Copyright 2022. All rights reserved. Address correspondence to: Editor c/o Sleep Retailer, Blue House Sales Group, LLC, 1835 7th Street NW, #210, Washington, DC 20001. The views expressed by the editorial staff of this publication are their own, and do not necessarily represent the views of the advertisers or their agents. Sleep Retailer is

Serving the bedding industry for over 30 years now, STORIS offers integrated technology solutions that enable retailers to gain control over their stock. From tracking the performance of each piece of inventory, streamlining warehouse processes to actively expanding product offerings, STORIS supports successful product management from point of purchase through delivery. With offerings like multi-store management capabilities, barcode technology that helps retailers accurately transmit information through one central database and details like product families to help keep mattress SKUs straight, STORIS stays a step ahead of its partners’, needs.

Firing on all cylinders these days, Naturepedic has not only gained impressive retail store placements, but it’s reaffirmied its commitment to sustainability with clear initiatives like joining the Health Product Declaration Collaborative and earning its SFC Green Ribbon. Now selling through westelm. com, Naturepedic has found strong brand alignment with the retailer, which has long demonstrated its own dedication to sustainability. In addition to selling Naturepedic’s organic crib mattresses, the retailer offers its exclusive line of kids mattresses, designed to support specific developmental needs.

an independent trade publication. Sleep Retailer neither takes sides nor declares a preference for any one manufacturer, supplier, technology, process or solution. Instead, we try to provide neutral information concerning mattresses and related products. Advertising space is available. Press releases or information about your company should be submitted to our editorial team for inclusion as space allows at gretchen@sleepretailer.com. CIRCULATION NOTICE: Sleep Retailer will print 15,500 copies of Sleep Retailer. It will be mailed to our current list of more than 13,280 home furnishings retailers, buyers, owners and managers. We do not subscribe to a circulation auditing service but we are ready, willing and able to provide advertisers certification of mailing as reported by the US Postal Service. Sleep Retailer: ISSN 2163-7571

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Shipping out of: Virginia, NC Rancho Cucamonga, CA Santa Teresa, NM (Coming Soon)

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Sleep Retailer / Spring 2022

Cover Story

Spring Air’s Recipe For Success By Gretchen Kast

Walking into the Spring Air showroom at the winter Las Vegas Market, it may have taken you a moment to realize where you were. The 9,000-plus-square-foot location is considerably bigger than the company’s previous location. The new showroom is a tangible demonstration of Spring Air’s rapid growth over the past few years. Today, the company offers a myriad of mattress options all along the price spectrum, offering relevant features and robust branding stories. But Spring Air’s product portfolio is not the only thing that has evolved; the company has also been steadily building its licensee network. With an organizational structure that prioritizes collaboration, support and attention to detail, Spring Air has leveraged the expert insights from across its network to drive meaningful product innovation—equipping its retail partners with more dynamic collections that resonate with today’s consumers. This approach has proven successful; Spring Air hit a 15-year company record in 2021 by bringing in over $118 million in sales. The company has no plans to slow down anytime soon.

ollowing its record-breaking year, Spring Air has again set ambitious goals moving forward—and is confident that it has a solid plan in place for how to get there. “We want to provide an amazing product experience and an outstanding value, while taking care of customers big or small,” explains Nick Bates, president of Spring Air. “So whether you have one sleep shop or 2,500, we want to make sure you feel the same love.” The company is committed to upholding those standards even amidst supply chain disruption. Now, with new permanent strategies in place to keep warehouses stocked and lead times down, Spring Air has been able to focus on bolstering additional growth strategies for itself and its retail partners. From addressing the consumer demand for high-end bedding to implementing more sustainable practices and delivering a consistently well-rounded product assortment with strong margins, Spring Air is equipping retailers with the programs and support they need to compete in today’s market.

Luxury When Spring Air first re-introduced the Chattam & Wells brand back in 2016, there was nothing quite like it in the market. From upholstery-grade fabrics to self-welted tape edges and a C&W emblem mimicking a luxury handbag, the collection delivered true luxury detailing for mass-market distribution. Taking care to think holistically about the luxury experience, the company delivers each mattress in an elegantly branded cloth bag. Now, at a time when demand for premium bedding is higher than ever before, Spring Air is able to offer a proven solution in the category with a fully refreshed Chattam & Wells lineup. Not only has the company built up positive brand recognition over the past six years—it was able to use real world insights to refine the collection to best suit the needs and interests of today. “We got to take a step back and see what actually mattered to the end consumer,”

Bates explains. “What was important to the consumer and retail sales associate on this bed? Did the bag help them sell the bed? Was it the height, the price point, all of the tufting, or the eye-catching bronze label that elevates the aesthetic?” Spring Air took the time to dig into who the Chattam & Wells customer was and what they were looking for. As it began exploring a new look for the line-up, the company turned to current home fashions trends for inspiration—Restoration Hardware in particular, with the goal of visually connecting the collection to other high-end interior design. This led the team to the Chesterfield pattern, which can be found across a number of Restoration Hardware’s furniture options, including headboards and love seats. Spring Air incorporated the same upholstery fabric into the quilted borders of Chattam & Wells, helping to further position the collection as another elegant piece of furniture the consumer is investing in.

sleepretailer.com 9

COVER STORY

Sustainability Luxury isn’t the only trend defining the bedding industry today. Today’s consumers are increasingly seeking out more sustainable options— and they have become even more discerning about where those products come from. Spring Air has incorporated more eco-friendly options into its product portfolio in a number of ways. The company uses spring units made from 93% recycled steel across all of its mattress collections. Additionally, its Nature’s Rest collection offers a wholly natural selling story. Constructed using all-natural Talalay latex cores and covers made from linen—a natural, biodegradable resource, mattresses in the Nature’s Rest collection offer conforming comfort and can also be easily recycled at the end of their lives. When it comes to sustainability, Spring Air’s efforts extend beyond its products. The company’s West Coast licensee, Pleasant Mattress, is the first U.S.-based manufacturer to receive the Sleep Products Sustainability Program (SP2) certification from the Mattress Recycling Council. This voluntary program was designed to empower mattress manufacturers to systemically reduce the negative environ10

Sleep Retailer / Spring 2022

mental impacts of their operations and supply chain. Since starting the program, the facility has already verified a 10% reduction in energy used and waste generated. With this achievement as a catalyst, Spring Air is working to find the best ways to incorporate these practices throughout its wider network. “It’s a path forward to embracing sustainability,” Bates explains. “Is it going to happen tomorrow? No. But when we look at our tenyear objectives, we are definitely working towards being more sustainable.” Spring Air is preparing for a future where sustainability practices are the norm—and is working to help its licensees transition to more sustainable practices in ways that work for everyone.

Approachable Comfort + Strong Margins Of course, not every consumer is in the market for a premium or specialty mattress. Many shoppers remain price-conscious—but that doesn’t mean they’re willing to buy just anything. That’s where Back Supporter comes in with one of the strongest names in the industry. Touted as Spring Air’s ‘bread and butter collection,’ Back Supporter is a solid, straight-forward offering consumers understand right

away. With prices starting at $599, the new Back Supporter gives the retailer more pricing flexibility—while still securing the right margin. In order for a velocity-priced collection to stand out amongst all of the competition, it has to deliver the right look and the right value. With the goal of upping the collection’s curb appeal, Spring Air recently refreshed the line with more luxurious looking covers that immediately signal quality to the consumer. “Do we have to pay more for those fabrics? Definitely,” Bates says. “Do we think it’s worth it? Definitely.”

Building New Products Together Spring Air is doing things a little differently these days. The company moved away from a traditional product release schedule, opting instead to introduce new collections and program upgrades when it sees a true market need. This has helped Spring Air bolster its product portfolio in a way that feels measured and meaningful. The company looks to a variety of different metrics to inform this decision making. Sales numbers and volume outputs play a key role, but it’s the feedback from people all along

COVER STORY

the production and sales process that really shapes the strategy. “This isn’t a place where we just develop a product, give it to our licensees and they have to sell it,” says Bates. “We spend a year to 18 months developing products, listening to feedback, working with licensees and asking what can we do better?” This not only helps the company “perfect the recipe” of each collection, he explains—it means that all of its licensees have a sense of ownership over the products they’re making. This has transformed the licensee network into a “family of facilities” that all work together towards common goals. With this mindset, the company is able to evaluate the whole process from start to finish, getting an idea of what the pain points are at every level—from the sales reps to the buyers to the retail owners and the RSAs. When you look at things comprehensively like that, it’s easier to spot synergies, Bates explains. And, from there, the Spring Air team can identify the most relevant products and begin to shape their ideas of how to change or upgrade them to better support their needs. Take Chattam & Wells as an example. In addition to freshening the look of the collection, Spring Air also updated the interior construction as well—replacing the double foam encasements with single foam encasements and a nested coil unit. This design delivers the same comfort feels and a higher coil-count while simplifying the process of building the bed on the factory floor. Not only does this upgrade enhance the company’s quality control capabilities, it also allows for greater efficiencies in manufacturing—helping Spring Air to continue to grow the brand. Retailers can feel confident that they are selling a collection that feels great and will be available when they need it. What makes this product development process so effective is, in part, that Spring Air has been strategic about the network of licensees it has put together. “There’s not one ounce of private equity in Spring Air today. Every single piece is privately held, whether it’s a factory or Spring Air International,” Bates explains. “One of the benefits of being a group of privately-held companies is that our owners are able to go into their factories and talk to their people who have worked there for many years and find out where their pain

points are, so they can find ways to make their jobs easier and more efficient.” In addition to creating a more relevant mattress collection and more efficient production processes, this approach has helped Spring Air retain its employees—something that has been a major difficulty for a lot of other bedding manufacturers over the past year.

“The culture of our company isn’t something we’re going to compromise for any amount of money.” —Nick Bates, president

Growing The Family Of Facilities This has been front of mind as the company set out to expand its licensee network. Today, Spring Air includes 11 licensees across the US. But even as the company’s network has broadened, it has taken care to retain the small business mentality that has been so integral to its growth. “We wanted to grow our licensee base with strong facilities that share the same principles as our core pillars,” Bates explains. “The culture of our company isn’t something we’re going to compromise for any amount of money. We want to make sure that you fit our culture, that you have the same vision.” As such, Spring Air has been able to retain its small business sensibilities while still benefiting from the increased capabilities

and resources of a larger corporation. This positioning allows the company to be more nimble and ensures that it can provide personalized support. “Today, if one of our retailers or consumers has a problem, they know exactly who to call,” Bates says. “They’re going to get a person on the phone and we’re going to fix it.” Looking ahead, Spring Air isn’t chasing shortterm gains—it is building a durable strategy that will propel it and its partners into the future. “We’re not that little ‘Spring Air Company That Could’ anymore,” Bates explains. “We’re chewing up sales, chewing up retail slots. There’s no end in sight for us; we’re just going to keep growing and growing and growing.”

Visit springair.com

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Marketing

Therapedic Launches Retailer-Focused ‘Inside Track’ Video Series By Elaina Hundley Therapedic International is launching a new video series aimed at helping mattress retailers enhance and grow their business. Titled “Inside Track with Gerry Borreggine,” the series premiered on LinkedIn in March. Hosted by Therapedic CEO and president, Gerry Borreggine, the series delivers valuable content addressing topics such as sales training, merchandising and marketing. The content is all based on Borreggine’s early experiences as a retailer and complemented by his manufacturer’s perspective. “It’s an increasingly competitive marketplace and every bit of help, tips and shared knowledge and experiences can make a positive difference,” Borreggine explained. “That’s the idea behind ‘Inside Track.’ We are committed to supporting your success.” Each episode is designed to be an “easily-consumable nugget,” running less than three minutes in length—with a new episode releasing every two weeks on LinkedIn. Retail partners will also have access to all ‘Inside Track’ episodes after they air through email newsletter

distribution, in addition to a private video channel that enables them to use the series as a training tool for retail sales associates. With four episodes produced, Borreggine said new ones are already in development.

He welcomes constructive feedback and content ideas from the audience that can make ‘Inside Track’ more interactive and valuable to the industry.

Visit therapedic.com

SimplyRFID Helps Small To Midsize Retailers Achieve Inventory Accuracy By Chris Schriever SimplyRFID is empowering businesses to effortlessly navigate the omnichannel environment by providing them with precise inventory accuracy. In an era in which retailers face challenges such as increased overstocking, inaccurate forecasting capabilities and unpleasant customer experiences, inventory accuracy is an essential component of business operations that retailers need in order to survive. If a small or midsize retailer wants to compete with “big-box” stores such as Amazon and Walmart, the retailer must be able to make products available to ship to customers as fast as possible. An omnichannel environment is necessary to achieve this objective. 12

Sleep Retailer / Spring 2022

Through SimplyRFID, users can leverage the platform’s comprehensive tagging system to effectively monitor inventory items. With a wide range of tag types available, users can select their desired tag and immediately begin tracking the on-site location of items, set item pictures for visual catalog enhancements, locate missing items and leverage GPS technology to accurately display inventory layout. Users can also add additional asset ID fields to their system to encompass all aspects of their inventories necessary to accurately project trends and prevent overstocking. SimplyRFID’s omnichannel support also allows for integrations with systems such as Shopify and Quickbooks, allowing

businesses to reliably manage transactions that occur on company websites and in-person at physical store locations. “Inventory management has evolved in many ways in just the last few months. Platforms need to be able to offer environments that address all of the needs of a modern retailer and solve related problems,” said Carl Brown, CEO of SimplyRFID. “In many ways, inventory management platforms need to double as time management and revenue solutions. They must save retailers time, drive cost efficiency and prevent inventory issues before they arise to maximize revenue generation potential. Wasting time on preventable issues is simply not realistic in 2022.”

Visit simplyrfid.com

MARKETING

Nationwide Marketing Group’s Winter PrimeTime Showcases Product Launches And Experiential Education By Elaina Hundley Taking place in the desert of Phoenix, Arizona, Nationwide’s winter PrimeTime featured a number of product launches and new program announcements, innovative educational experiences and an inspirational keynote. “There was a lot of camaraderie, a lot of energy here in Phoenix. It’s a pretty good time to be an independent retailer right now,” said Tom Hickman, president and chief member advocate of Nationwide. “Business is brisk, though it’s not without its challenges. But we spent these past few days helping our members address those challenges, whether that’s supply chain, pricing or finding and keeping talent. From the expo to the education, PrimeTime provided the answers to the questions our members were asking.” In Phoenix, Nationwide members had the opportunity to take part in several experiential expo areas and events that could easily be replicated in an in-store environment. The PrimeTime Backyard provided outdoor vendors with the chance to hit nearly every sense, while Luxury University displayed innovative ways to hold in-store events that could attract and educate high-touch clientele. The education carried over into more than a dozen tracks in the Nationwide Learning Academy. Members were able to “Experience the Journey” through several spotlight sessions focused specifically on succeeding at various points of the ever-evolving customer decision journey. From there, members could dive deeper into courses on the in-store experience, improving their website experience, human resources and team building and data and analytics, among others. Business was also booming at PrimeTime. Despite ongoing challenges with inventory, vendor partners showed a tremendous amount of support for Nationwide’s network of independent retailers, bringing plenty of product to Phoenix. During the 90-minute Palooza buying frenzy, retailers placed over

$4.15 million in orders through the Palooza app—up over 67% from Nationwide’s August 2021 PrimeTime in Nashville. The PrimeTime expo also featured a number of new product introductions, world premieres and new program announcements. Among them, Serta Simmons Bedding rolled out its Beautyrest Black collection, while Tempur + Sealy showed off its new private-label Encore lineup, which is exclusive to Nationwide mattress retailers. The PrimeTime experience continued even after the in-person event came to a close, with Virtual PrimeTime opening in late February. This option gives dealers who attended the show the opportunity to rewatch some of the best education that was offered, while also giving those dealers who were unable to make the trip a taste of what’s offered in person.

The PrimeTime Backyard provided outdoor vendors with the chance to hit nearly every sense, while Luxury University displayed innovative ways to hold in-store events that could attract and educate high-touch clientele.

Visit nationwideprimetime.com and nationwidegroup.org

sleepretailer.com 13

MARKETING

KERV Interactive Streamlines Automation Of Shoppable Products In TikTok Ads By Gretchen Kast KERV Interactive unveiled a new integration with TikTok’s Commerce Suite and a partnership with digital company PMG to roll out the new opportunity to retail brands. This integration is the first of its kind to seamlessly leverage KERV’s patented AI and machine learning technology to streamline and automate the creation and optimization of TikTok ads within its Commerce Suite. Through this integration, KERV and TikTok aim to empower retail brands and agencies to enhance ad performance through a simple and scalable solution. “Our clients look to us for perpetual innovation, and to help them find audiences, advantages and reach in emerging spaces like TikTok and social commerce, which are both ripe with opportunities for brand engage-

ment,” said Natalee Geldert, Senior Director, Brand Media at PMG. “This new partnership allows us to not only streamline video to product correlation, but to also drive better performance and deeper impact for our brand partners.” KERV’s technology has shown early success on TikTok. In one recent activation, PMG worked with a leading consumer retail brand, leveraging the KERV and TikTok integration for its TikTok Collection Ads—a type of in-feed video ad that sends users to browse a gallery of products. With updates unique to this integration, PMG and KERV were able to drive a 136% increase in clicks, with the most popular product receiving an outstanding 1,073% increase in clicks compared to the Collection Ads not using the KERV integration.

This integration is built off the KERV Radius Platform, which collects and stores product and user data. The unique data collection—ranging from user engagements to product catalogs and even unique retailer performance—is auto-synced from the KERV Radius Platform to TikTok, allowing retail brands and agencies to dynamically update live ad units in a way that was not possible before. In addition to the powerful automation and optimization, the KERV Radius platform engages users based on their active interest in specific products, which can then be used for sequentially messaging across any device or channel, enabling brands to create a cohesive strategy for moving users down the purchase funnel—utilizing unique product data.

Visit kervit.com

Danican Celebrates 10 Years, Focuses On Private Label Growth By Gretchen Kast Danican is kicking off its 10th anniversary in the U.S. with a growth plan focused on the power of private label for a wider range of customers. Founded by Danish husband and wife team, Thomas and Naomi Frismodt, the company set its U.S. headquarters in California and launched its own brand of bedding products in 2012. In 2019, Danican transitioned to be a private label supplier because of the opportunities for itself and its growing customer base. “We’re grateful to all our customers and those who’ve trusted us to provide quality products that they’re proud to put their name on,” said Thomas Frismodt, CEO and owner of Danican. “Private label business has good momentum for us and our customers because it helps to differentiate brands in a very

Sleep Retailer / Spring 2022

competitive market while also providing more flexibility and better margins.” To mark Danican’s decade of building its U.S. business, the company announced three key initiatives in its growth plan for private label. The first is the expansion and diversification of domestic and foreign factory partners to provide a wider assortment of products and pricing options. The second initiative includes positioning Danican to successfully navigate global shipping challenges now and in the future. And finally, the company will be focusing on establishing a strong physical presence in Europe as well as the U.S. “In Danican’s first 10 years in the U.S., we’ve established a reputation for providing truly tailored solutions free of some of the limitations that frustrate customers,” said Frismodt. “Our approach is for unencumbered

creativity to develop products and programs that set brands apart, and that’s what makes the difference for successful private label.”

Visit danican.com

Product Focus

Sheet Sets To Complete The Sleep System By Elaina Hundley

While there are many different ways for a retailer to offer a complete sleep experience, sheets are one of the most important pieces of that puzzle. For this Product Focus, we are putting the spotlight on the sheet set. In particular, we are exploring sheets with unique value propositions within the market.

1 Malouf Malouf Home’s latest sheet product, the Linen-Weave Cotton Sheet Set, is available in four classic colors. Featuring a natural look and feel that is similar to the popular texture of linen, the new sheets are made of pure cotton. This fabric choice gives retailers a sheet with a designer appearance at a much lower price point. With the unique challenges presented from the COVID-19 pandemic, particularly decreased door swings, Malouf Home representatives recommend utilizing sheets as a jumping off point to pitch complete sleep

1 16

Sleep Retailer / Spring 2022

solutions including protectors, sheets and pillows. Retailers can also match features with fabrics. For example, a mattress with cooling technology pairs well with Tencel or Supima sheets due to the moisture wicking capability of the fabric. Meeting consumer demand for sustainable practices, Malouf recently implemented new sheet packaging that uses 66% less plastic and gives customers the chance to feel the texture and softness of these sheets in store—without relying on a swatch book. This not only reduces environmental impact but also streamlines the in-store experience for RSAs and consumers alike.

2 2 BEDGEAR Engineered to wick moisture from the body, BEDGEAR’s Dri-Tec Performance Sheet Set offers a unique construction that keeps the body dry by absorbing sweat away from the skin and dispersing it evenly throughout the fabric for quick evaporation of moisture and excess warmth. The fabric is high-efficiency machine washable, using less water, detergent and energy to keep clean, while also being wrinkle and shrink resistant. BEDGEAR’s performance sheet approach uses fabrics featured in everyday athleisure apparel. With a core belief of One Size Does Not Fit All, BEDGEAR aims to redefine the way people view sleep by developing interactive in-store experiences and breathable bedding products that are personally fit to a consumer based on specific factors, including body type, sleep position and temperature. The brand’s tailored approach also supports its environmental responsibility aims by reducing the amount of returned goods being sent to landfills.

PRODUCT FOCUS

3 Lifeloom

Manufactured using DermaTherapy fabric technology—an FDA 510k cleared medical device that can help to soothe skin conditions like eczema, psoriasis, dermatitis and acne—Lifeloom’s frictionless sleep solution offers a unique value proposition within the market. Providing antibacterial and moisture-wicking properties, Lifeloom sheet sets include one flat sheet, one deep pocket fitted sheet and two pillowcases. A possible alternative to topical solutions for treating skin conditions, Lifeloom provides a cool and comfortable sleeping experience and does not use harsh chemicals to do so. Designed to feel softer than standard cotton bedding by using continuous filament yarn with no protruding fibers or lint, Lifeloom’s unique microfiber blend has two to three times the lifetime of regular cotton sheets and is machine washable on low-to-medium heat. While the cost of this product is higher, it also yields strong customer satisfaction and gives retailers a truly differentiated wellness value proposition to offer consumers.

4 Blu Sleep Blu Sleep’s Ostuni percale sheets are made from high caliber cotton. Characterized by its matte finish and crisp hand, this percale sheet is made to improve with age. Incorporating a weave aimed at keeping the sleeper cool and dry all night, these sheets pair well with the brand’s Conforma mattresses, allowing the consumer to benefit from a comprehensive sleep system. Available in three colors—White, Ocean Blue and Sea Shell—the Ostuni sheets come with a suggested retail price of $350. Blu Sleep’s complete sleep systems are designed to deliver a personalized, pampering sleep experience. Each product features unique technologies and construction to provide a refreshing and soothing experience.

5 Parachute Part of Parachute’s first organic collection, the Organic Cotton Venice Sheet Set delivers premium quality and utilizes GOTS certified cotton for a natural story. Crafted with a crisp, clean weave, the product is also garment washed for a super-soft, lived-in feel. The set includes one fitted sheet, one duvet cover and one set of pillowcases available in multiple sizes in muted, dusty hues inspired by nature. Another brand smartly identifying and responding to increased consumer interest in transparency and sustainability, Parachute recently announced new commitments to people and the planet at the beginning of 2022. An extension of the brand’s dedication to making timeless, durable products that encourage conscious consumption, the new commitments embody crucial values for today’s shopper. By showcasing sheet sets as an important part of building a comfortable sleeping environment, rather than an afterthought, retailers have an opportunity to increase the sales ticket with these fun and practical accessories.

6 SHEEX Boasting thousands of 5-star reviews, SHEEX Performance Sheet sets are well-received by consumers. Designed specifically to alleviate overheating and other sleep-disrupting temperature fluctuations, SHEEX sheets provide a more comfortable night’s sleep. SHEEX team members offer two specific strategies to boost the sales ticket using a sheets. First, when customers finance a high priced mattress or bed, adding on a luxury sheet set to complete the purchase can be sold as only a minor add-on to their monthly payment. Secondly, the brand reports that its partners’ customers enjoy being able to walk out of the store with a tangible item while they wait for the major purchase to be delivered. Providing customers with a free or discounted sheet set when they purchase a new mattress is a lowcost incentive to help drive conversion. Women-founded and led, SHEEX is an originator of the performance bedding category.

Visit / maloufhome.com, bedgear.com, lifeloom.com, myblusleep.com, parachutehome.com, sheex.com

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Q&A

From feature-rich adjustable bases to completely personalized smart beds and everything in between, today’s bedding category has become much more tech-forward than ever before. Innovation has driven these types of products to new heights, delivering more meaningful benefits and comprehensive support. But it’s not just the technology itself that has evolved, consumers have too. Today’s shoppers are more comfortable with integrating data trackers, voice activation and smart tech into their everyday lives—and that includes their nighttime routines as well. Yet, despite all these advances, there remains plenty of opportunity to introduce new customers to the tech-bed category. Any retailer can put a smart bed or power base program on their showroom floor—but how can they make sure it’s going to make an impact on their sales?

What are the keys to successfully presenting a tech-driven bedding program at retail? MARY VAN ORMAN DIRECTOR OF PRODUCT STRATEGY, ERGOMOTION WELLNESS DIVISION

KEVIN SPENCER VICE PRESIDENT OF MARKETING AND BRANDING OF KINGSDOWN

With the Dawn House bed we designed a sleep system that incorporates both meaningful sleep design innovation as well as incorporating exciting new technology. The key message for the retailer and therefore the customer is an integrated product that performs on all levels. The lead message cannot be new technology alone, it needs to be how does new technology help the customer get a better night’s sleep. How does new technology allow the consumer to analyze and improve their sleep performance. We agree that the consumer is more open to the tech-bed category, but they still need to understand the value of the technology offered versus just offering new “tech”. The product also needs to be easy and intuitive to use, both for the retailer’s sales team to explain and the customer to understand and want to purchase. These are exciting times to be developing new technology in the bedding category, and at Dawn House we feel the innovations are just starting.

Kingsdown has always been at the forefront of smart bed and power-base innovation. We have created products that provide pressure-relieving comfort and proper postural support that foster restorative sleep. Kingsdown Sleep Smart Adjustable Air debuted with enhanced technology featuring sleep diagnostics, an array of app-based adjustability and even sleep quality reporting capability. Our long history of sleep science and innovation naturally led us to tech-savvy sleep solutions. However, we also strongly believe a critical element of good “sleep hygiene” is simplification. Generation 2.0 of our smart bed, Sleep Smart by Kingsdown, is greatly streamlined with a focus on adjustability—the number one consumer desire in the smart bed category. The market-leading six air chambers in the unique 3 x 2 zone configuration, offers the ultimate in comfort control. Kingsdown’s tech-driven bedding program is constantly evolving as we continue to enhance our consumers’ overall sleep experience.

GLENN KOBYLARCZYK EXECUTIVE VICE PRESIDENT, MLILY USA MLILY USA was an early adopter of smart bed and power-base innovation. We believe it’s not just about how much sleep you get, but also about the quality of sleep, in terms of it being restorative for the mind and body. At the same time, we recognized that the key to assure the program would make an impact on sales at retail would be through training and education and by merchandising both components together. With an attachment rate of 20–30% depending on the retailer, our adjustable bases continue to make an impact on sales as an add-on item to mattress purchases. The base itself is best utilized in the retail setting as it would be at home, which allows the consumer to try the mattress and the base together and test drive the convenience that it will add to their daily life. This method also doesn’t require extra floor space and, in general, is even more successful for retailers that specialize in mattresses. The attractiveness of not only having a premium mattress but also a premium base, continues to rise as more innovation and automation improves consumers’ sleep and lives. The list of adjustable base features and benefits keeps growing because we are working to enhance not only the sleep experience by introducing new technology but also looking at ways to benefit the pre-sleep and post-sleep activities in a consumers’ day.

Sleep Retailer / Spring 2022

Q&A

DAVID BINKE CEO OF KING KOIL The key to making sure that smart bed or power-base programs make an impact on retail sales is the manufacturer needs to provide world-class support and training for RSAs and consumers, so they have a full understanding of the technology behind the system to enable them to better communicate and understand the products benefits. King Koil provides these services as well as an in-store point-of-purchase system with a high-definition screen mounted above the bed to help consumers understand the technology built into the mattress during rest tests for our Smartlife Mattress by King Koil. The video that loops on the screen explains the Smartlife technology in a user-friendly manner to describe how the mattress helps deliver supportive sleep. The display adds one more tool to the RSAs toolbox for selling better sleep. In addition, King Koil offers an adjustable base under the iMotion by King Koil brand that is designed specifically to be merchandised with the Smartlife split-head mattress. It provides retailers with a luxury sleep solution that includes the functional benefits consumers are looking for in an adjustable base—such as one partner laying down resting while the other sits upright to read. RSAs can talk about technology and at the same time talk about the convenience and functionality of having one side up and one side down. Displaying them together also opens the door to the possibility of increased sales tickets. Smart beds and power-base programs are one of the growing segments of our industry. Retailers who embrace these programs and support them are seeing tremendous bottom-line results.

Three Keys To A Successful Technology-Driven Retail Program 1. Educated Retail Sales Associates: It is critical to have a confident sales team. If they understand the benefits of adding technology to the bedroom and how it will improve daily routines, they will be more inclined to offer the technology solution to customers. Retail Sales Associates need to be well educated and fluent on how to use the technology. If they can confidently answer your customers’ questions, you will see great success with the program. This is why education on all products and services is a primary focus for us at Ergomotion. 2. In-Store Visual Aids: Having in-store visual aids will allow customers to learn about the technology and its benefits. The use of visual aids will support the RSA in communicating with the customer or allow a customer who prefers to shop on their own, to make an educated buying decision. Customers want to see how the solution fits in their daily lives, the simplicity of the technology and the benefits the technology offers. Visual aids will enhance your customer’s experience.

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3. Simple and Intuitive Technology: Offering technology solutions that are easy for the user to understand and navigate. The best technology solutions are intuitive, easy to setup and easy to use. At Ergomotion, we keep this as a north star in the development of new technology.

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Incorporating these three strategies will set you up for a successful, technology inspired program.

DAVID ARAICA DIRECTOR OF SALES TRAINING AND DEVELOPMENT, ERGOMOTION

Visit / ergomotion.com, kingsdown.com, mlilyusa.com, kingkoil.com

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Accessories

Malouf Expands Shipping Capabilities For Salt Flat Furniture By Chris Schriever Malouf Home is making its Salt Flat furniture offerings more accessible to retailers across the United States. The company partnered with multiple regional and national freight carriers to offer less-than-truckload (LTL) shipping for Salt Flat products. “We’re thrilled to provide LTL shipping to our retail partners. They can now order key Salt Flat items without having to purchase a full truckload of product,” said Jesse Gibbs, VP of national sales for Malouf. “With an increased demand for home furnishings, we’ve

Sleep Retailer / Spring 2022

seen a lot of excitement from retailers who are eager to bring Salt Flat to their stores.” Salt Flat products are available across several categories, including bedroom, dining room, living room, storage and office. Popular items include the Heath Bed and Bowe Sectional. Each piece of Salt Flat furniture is carefully crafted and thoughtfully made, making it a special furniture offering for customers. The feedback from retailers has already been strong. Haven’s Furniture of South Carolina shared in a statement, “We love the easy and seamless process of ordering and receiv-

ing Salt Flat furniture. The turnaround time is unbelievable. Never have we been able to place an order on a Monday and receive it that Friday. We finally have a great solution for our customers.” “The Salt Flat line is a great product that has been very well received by our customers,” shared Furniture Outlet of Bluffton, South Carolina. “We have now ordered Salt Flat several times and experienced fast LTL delivery and have been making great margins selling the product.”

Visit maloufhome.com

ACCESSORIES

LOGICDATA Highlights New Cosmo Line Of Customized Adjustable Bed Frames By Gretchen Kast LOGICDATA is underscoring its commitment to innovative motion-based solutions with the launch of its new COSMO line of adjustable bed frames. Inspired by a flexible, cosmopolitan lifestyle, this collection delivers superior design and convenience for today’s modern consumer. “With a renewed focus on the evolving bedroom environment, we know people view the bedroom as a sanctuary—a thoughtfully curated space,” said Dexter Weber, LOGICDATA president, North America. “LOGICDATA understands that a bed is no longer simply a bed. Instead, it’s an integral multi-purpose piece of furniture, and we aim to provide sophisticated, customizable products that meet individuals’ needs, all at the push of a button.” Inspired by the area voted “most-livable US City” for three years in a row, COSMO Austin offers an expanded feature set that marries comfort with convenience. Currently available with head-up and foot-up features, near-future integration includes easily-accessible USB ports, an underbed light and wireless connection to a specially-developed app for various sleep enhancements. While maintaining a streamlined design, this stately frame offers best-in-class stability. The COSMO Austin is available to ship now. Reflective of the vibrant city, COSMO Sydney was designed for young, urban households with a keen eye for stylish ergonomic design. This entry-level offering provides an optimized core feature set, pairing maximum flexibility with minimum cost and space. The ergonomic, low-profile design ships in a single box and assembles easily, providing added flexibility in moving from space to space. The line’s flagship product is the full-featured COSMO Vienna, which was designed to reflect the timeless elegance and sophistication of its namesake. Prioritizing enhanced, customized comfort, this model features a multi-setting massage function and the convenient wall-hugging “nightstand reach.”

All three models are available in TwinXL, Queen, King and California King sizes. “The COSMO Line provides numerous modularity and customization options in both design and functionality,” said Thomas Loibner, LOGICDATA head of product management. “This flexibility helps furniture retailers and OEMs tailor their range to meet the individual needs of their customers.” LOGICDATA offers its retail and ecommerce retail partners convenient, efficient and low-cost distribution with streamlined packaging and optimized shipping. The company facilitates pallet shipments and drop shipments directly from its Grand Rapids, MIbased warehouse, and also offers full containers direct from Asia.

“LOGICDATA understands that a bed is no longer simply a bed. Instead, it’s an integral multi-purpose piece of furniture.” —Dexter Weber, president

Visit logicdata.net

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ACCESSORIES

Classic Brands To Show Expanded Infinity Sleep Collection At Spring High Point Market By Elaina Hundley Classic Brands is showcasing its expanded Infinity Sleep Collection at the spring High Point Market. The company will be spotlighting new additions to the portfolio, including five new product lines encompassing mattress frames, platforms and headboards. Classic will be highlighting an array of new bed options at market. First is the Pismo; it includes five SKUs and features modern metal, wood and upholstered frames. The Catalina comes with eight SKUs, fea-

Sleep Retailer / Spring 2022

turing contemporary platforms, frames and headboards. With four SKUs each, both the Laguna and the Hermosa offer larger side headboards with frames capable of accepting adjustable bases both inside and atop the platform. And finally, Classic will showcase the Del Mar, which comes with six SKUs and features both upholstered and wood headboards in addition to frames in walnut and aged white finishes. The company will also spotlight its new Liberty bed at the High Point Market. The

company developed this no tool assembly, all-American-made platform in partnership with United Finisher. It features sustainable hardwoods and maple and walnut veneers, water-based finishes, and has low VOCs (Volatile Organic Compounds). Additionally, attendees at the High Point Market will be able to see Classic’s new zero clearance adjustable base and the re-introduction of its popular gel mattress, which has been enhanced for even greater comfort.

Visit classicbrands.com

Mattress

South Bay Expands Capacity With New Facility By Elaina Hundley Always anticipating the future needs of its partners, South Bay International is taking a long-term approach to addressing supply chain issues and rising container costs. Dedicated to creating the best experience possible for its customers, the move to build a new facility in Juarez, Mexico will allow the company to increase its capabilities and pour its own foam. About midway to completion, the new facility will offer space for innerspring and pocketed coil spring creation and foam pouring. It will also produce completed mattresses as well. Aimed at combating rising container costs, this move also supports the company’s seamless drop-shipping capabilities. South Bay was already unique with its vertically integrated approach and this most recent development further solidifies the company’s positioning.

Sleep Retailer / Spring 2022

Toby Konetzny, the senior vice president of business development at South Bay International explains, “We’ve kind of always prided ourselves on being vertically integrated. We’ve never relied on other manufacturing for our adjustable beds, mattresses and pillows and so forth. We’ve always been handson in that aspect. With an evolving political climate and fluctuating freight costs, it just makes more sense to be a little bit closer to home. That’s really why we felt that being [in Mexico] would make more sense long term.” Addressing the continued consumer demand for wellness-oriented bedding and mattress products in both the brick-and-mortar and ecommerce sectors, South Bay offers a varied portfolio of latex foam to hybrid models, all of which include patented edge support in the actual comfort layers. By using air channels, foam bases and articulating cuts,

MAT TRESS

the construction allows the beds to work with adjustable bases. Through its new Allerknit consumer product line, South Bay is even more directly tackling consumer health concerns. According to the myriad lab tests conducted by the company, Allerknit repels 99% of dust mites; the functional agent includes a combination of highly active mite killing powder, bactericidal molecules and natural plant extracts. Allerknit technology laminates the formula into a single silk fiber, allowing each fiber to slowly release this combination to dust mites. All elements of Allerknit are widely used and well-known to be safe for bedding and human contact and it is easy to clean. From the unique Allerknit product, mattresses, pillows and adjustable bases to toppers, protectors, upholstery barrels and foundations, South Bay can help retailers thoroughly stock their showroom floor quickly and efficiently. The company embodies customer convenience, offering domestic and factory direct competitive pricing as

well as domestic warehousing with nationwide direct-to-consumer drop-ship capabilities. Its latest expansion can accommodate companies in rapid growth mode—providing high-quality products seamlessly. Konetzny continued, “Having the additional facility in Juarez as well as making significant expansions here in Rancho Cucamonga will build capacity and allow us to continue creating great custom programs for numerous retailers.”

Visit southbayinternational.com

“With an evolving political climate and fluctuating freight costs, it just makes more sense to be a little bit closer to home.” —Toby Konetzny, senior vice president of business development

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MAT TRESS

MLILY Promotes Ready-To-Ship Products At Spring High Point Market By Gretchen Kast To better serve its retail partners, MLILY USA will focus its spring High Point Market line-up on its in-stock and ready-to-ship bestsellers, which has given the manufacturer a major competitive advantage. The collections showcased at market include: PowerCool, the fan-cooled line of mattresses; Fusion Luxe and Fusion Supreme hybrid models, with cooling foams and pocketed coils; and the Harmony Chill mattress, with phase-changing material that absorbs and releases body heat throughout the night.

Sleep Retailer / Spring 2022

“With retailers on the hunt for in-stock, ready-to-ship products, we are uniquely positioned to provide them with a broad selection of mattresses that are available and ready to ship immediately to help them meet the demand they continue to see from consumers,” said Glenn Kobylarczyk, executive vice president of MLILY USA. “MLILY is fortunate because we are vertically integrated and make our own coils, pour our own foam and sew our own covers, which gives us a tremendous advantage during these uncertain times. It allows us to leverage our capabilities so we can continue to be a reliable resource not only for

our existing retail partners but for retailers who have been unable to fulfill orders because their existing suppliers simply can’t deliver.” MLILY USA maintains a strong in-stock position to support quick delivery. The company’s five domestic warehouses are strategically located across the country and are all fully stocked to accommodate the growing needs of its customers. In addition, the company’s Glendale, Arizona plant is adding 684,000 square feet in a second phase of construction this year that will provide additional warehouse space.

Visit mlilyusa.com

Dream in Bliss Consumer demand is up for bedding products that support a good night’s sleep.

Bedgear

Classic Brands

Don’t miss the opportunity to boost your bedding sales this fall. See key bedding resources in IHFC, Furniture Plaza, Plaza Suites, and National Furniture Mart.

Visit our Exhibitor Directory at www.imchighpointmarket.com/exhibitor-directory and Search by Category “Mattress” for All Resources.

April 2-6 2022

#DesignOnHPMkt IMCHighPointMarket.com

MAT TRESS

Magniflex Highlights Updated MagniCool Collection At High Point Market By Chris Schriever Magniflex is highlighting its refreshed MagniCool collection at the spring High Point Market. The line, which addresses the issue of sleeping hot, features three new models as well as a cooling pillow and mattress topper—all of which are made with a cool-tothe-touch cover designed with the latest in phase-changing materials. “We saw tremendous success with MagniCool at the Las Vegas Market due to its cutting-edge design, innovation and industry-leading technology,” said Billy Curtright, national sales manager for Magniflex USA. “The feedback from our partners has encouraged us to continue to innovate and update the line, and we are confident that we will see success in High Point as well.” Made in Italy, each bed in the three-model collection includes a layer of phase-change material that works to provide a dynamic response to temperature. This combination of advanced technologies releases energy that

creates a cooling sensation when the body hits the mattress. The collection ranges from $1,699 to $1,899 in queen. The renewed line also includes a MagniCool pillow and topper. The pillow, which

is made with memory foam and a removable cover, retails at $189, while the twoinch, medium-soft mattress topper retails at $449 in queen.

Visit magniflex.com

Gold Bond Doubles Down On Durability Amidst A Growing Trend Of De-Specing By Gretchen Kast Gold Bond is doubling down on its commitment to delivering durable mattresses to counter what it sees as an industry trend of manufacturers de-specing product due to supply chain issues and increased cost of raw materials. “Consumers and retailers won’t tolerate returns from body impressions. They have become the bane of every retailer’s existence and they are flocking to more durable mattresses to counter the problem,” said Robert Naboicheck, president of Gold Bond. “We are seeing an uptick in sales of our two-sided beds and our premium mattress collections. Consumers want mattresses made to last, not products where

Sleep Retailer / Spring 2022

body impressions begin to emerge weeks or months after purchase.” In the durable mattress category, Gold Bond offers a range of options including the Venice, Smart Luxury Series and Buckingham collections—which are now joined by the new organic Magnolia line. All three are part of the Sacro line support collection and share the common core of Leggett & Platt’s 1057 coil Bolsa spring unit with quantum edge. Ranging in price from $1,199 to $3,499 in queen, the collections also come with a 15-year full warranty. These top selling mattresses are the heart of Gold Bond’s premium program for retailers as well as its successful hotel program.

Visit goldbondmattress.com

MAT TRESS

Shifman Meets The Demand For Quality, Luxury Sleep Systems By Elaina Hundley With the increasing awareness among consumers that sleep is a critical component of wellness, Shifman Mattresses has found the case for investing in heirloom-quality sleep products to be as strong as it’s ever been. At the spring High Point Market, the luxury mattress manufacturer will showcase what an investment in sleep looks and feels like with Shifman. In addition to extra design touches to its new showroom, the company will feature a visually engaging display of the finest, natural materials in its luxury beds and its top-selling Masters Collection. “The high demand for our hand-crafted mattresses supports the trend the industry has been seeing that consumers are willing to invest in getting the best sleep experience

Sleep Retailer / Spring 2022

they can because it equates to better health and wellness,” said Bill Hammer, president of Shifman. “With Shifman hand-tufted mattresses, that investment gives you 10 to 20 years of long-lasting comfort and durability versus the industry standard of five to seven years.” Shifman is one of the few mattress manufacturers in the U.S. that still makes two-sided mattresses, which can extend the life of the mattress. Hammer added that using sustainable materials such as cotton, wool, cashmere and natural latex also offer more long-lasting comfort, durability and naturally cooler sleep. To drive home the investment value to market buyers, Shifman will display a museum case with a cross-section of Shifman’s flagship Cezanne mattress. The cross-section

features an innerspring flanked with multiple comfort layers, such as natural cotton, naturally hypoallergenic cashmere and plush convoluted natural latex, all supported by an eight-way hand-tied boxspring for the ultimate comfort and support. Shifman will also feature its luxury pillow program in High Point, offering retailers another premium quality product to help their customers curate a luxury sleep experience. “We pride ourselves on our relationships with employees, customers and suppliers,” said Hammer. “We believe in investing in and carrying inventory, cultivating long-lasting relationships with suppliers, and spending more on material and logistics to ensure that we consistently meet customers’ needs.”

Visit shifman.com

Let’s Get Into Beds Together.

With the brand-new COSMO line, LOGICDATA brings more motion to your business than ever before. Have you seen our fresh lineup of adjustable bed bases yet? It offers your customers the chance to choose the bedroom product that is tailored precisely to their needs and budget. Discover our stunning range of adjustable frames and how it benefits both your business and your customers. Explore the COSMO Line now: logicdata.net

MAT TRESS

Hästens Celebrates 170 Year Anniversary With The New drēm r Bed By Elaina Hundley This year marks Hästens’ 170th anniversary and introduces the next chapter of the brand’s story. To commemorate the occasion, Hästens is launching the drēmər bed, designed by world-renowned interior designer Ferris Rafauli. In a class of its own, the drēmər bed embodies six generations of dreams, achievements, excellence, mission and mastery. “The drēmər bed is a physical manifestation of our mission to make our world a better place,” said Jan Ryde, chairman and CEO of Hästens. With this new offering, Hästens continues its collaboration with Ferris Rafauli, whose signature elegance is expertly crafted into every element of the drēmər bed and corresponding headboard. Meticulously hand built by Hästens master craftsmen in Köping, Sweden, the drēmər bed is upholstered with woven fabric designed by Ferris Rafauli and

Sleep Retailer / Spring 2022

based on the brand’s iconic horse insignia. It is the same fabric featured on the Grand Vividus, one of the world’s most exclusive and masterfully crafted beds—and there are four colors to choose from: Traditional Blue, Black Shadow, Natural Shale and Phantom Charcoal. Each check of the pattern is seamlessly aligned, a process that demands the utmost precision from the master craftsmen. At the foot of the bed is the uplifting phrase “drēmər, The Day Is Yours,” while the silver-plated brass nameplate on the bed base is etched with “drēmər” and the logos of Hästens and Ferris Rafauli. Hästens believes in the transformative power of extraordinary sleep and how it can help people create the life they dream of upon waking. That is why the company uses the finest wool, cotton, flax, premium Swedish pine and horsetail hair with absolute pre-

cision to provide a sense of weightlessness and extraordinary sleep all at once. The drēmər headboard was designed to make a statement in any bedroom. The velvet panels and side wings come in the same colors as the drēmər bed, are generously padded for exceptional comfort and finished with piping detailing that emphasizes the headboard’s alluring shape. The lacquered wood legs were designed exclusively for the drēmər bed and are available in black and blue hues. With prices starting at $35,790, the drēmər bed is a show-stopping addition to the ultra-luxury category—exuding uncompromising quality and design. An Augmented Reality feature will be available for people to digitally visualize the drēmər bed wherever and whenever they choose to do so. And, in the coming weeks, the brand will launch its drēmər campaign.

Visit hastens.com

MAT TRESS

Bedding Industries Of America To Spotlight Ernest Hemingway Brand At High Point Market By Gretchen Kast Bedding Industries of America (BIA) is showcasing its Ernest Hemingway brand at the spring High Point Market. The luxury brand has been growing in popularity, with strong participation from its domestic licensees which carry the mattresses from coast to coast. Following the success of the brand’s offerings at the winter Las Vegas Market, where six new models were introduced, BIA is showing its Inspired collection and Adventure series of Hemingway products at the forefront of its display at the spring High Point Market. The 11 mattress models from the Ernest Hemingway series draw inspiration from the literary legend’s adventurous lifestyle and larger-thanlife persona. Generating more than 65 million online searches annually, “Ernest Hemingway” is a name that is recognized at first glance by eight out of every 10 Americans.

Sleep Retailer / Spring 2022

“All four corners of the country have lined up to support this brand,” said Stuart Carlitz, president and CEO of BIA. “The excitement it has generated is outstanding. This brand is a gamechanger.” Created by skilled craftsmen, Ernest Hemingway mattresses are made with the company’s new, proprietary lumber-zoned, four-inch, pocketed, coil-on-coil designs. They also feature 100% cotton imported Belgium damasks quilted to GOTS-certified, organic New Zealand wool. Affordably priced between $799 and $2,499, each mattress incorporates eco-friendly, non-toxic and hypoallergenic materials, designed with 100% natural Talalay latex sourced from rubber trees. “Luxury is a growing segment and consumers are willing to spend more for a better quality of sleep,” said Carlitz. “There are no shortcuts taken in our affordable luxury processes.

These beds are built with an attention to detail and the finest quality luxury materials.” BIA will also be exhibiting mattresses from its six other brands—Eclipse, Eastman House, Fieldcrest, Millbrook Beds, Natural Dreams and Velika—which introduced new models earlier this year. The Velika and Natural Dreams lines were recently updated to kick off 2022. The Velika line now features a new Velika Hybrid and Duvet Comfort Top, which provide a combination of ultra-comfort and support. Two new Greenguard Gold models are also in the process of being certified and added to the Natural Dreams line. The new beds are manufactured with 100% natural Talalay latex and are handcrafted in the U.S. using techniques that meet the company’s most stringent quality standards.

Visit biamattress.com

The Sustainable Furnishings Council celebrates 15 years as a coalition of manufacturers, retailers and designers dedicated to raising awareness and expanding the adoption of environmentally sustainable practices across the home furnishings industry. MEMBERS ARE COMMITTED TO SUSTAINABILITY AND TRANSPARENT ABOUT HOW THEY ARE LIVING THEIR COMMITMENT 9 Ten Design

Abner Henry Fine Furniture

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American Silk Mills Arcadia Home

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Architectural Digest Magazine

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Avasa

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Company C

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Himalayan Wild Fibers

Handy Living

Jen Dorsey Studio

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KMD Interiors

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Laurence Carr

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Koala Eco Lawrance

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Kravet

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Monkey Bunks Furnishings

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National Wildlife Federation

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POLYWOOD

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Plank & Coil •

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Regal Fabrics

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Rug News and Design Magazine Sea Green Designs Sleep Retailer

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MASSIVit 3D Printing Technologies

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MUNJAR

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Milliken & Company

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Modern Mill

National Upholstery Association

Nature’s Legacy Eximport

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Shepherd’s Dream

Phillips Collection

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RC Willey •

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High Point Market Authority

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Latex Green

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Fusion Designed

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Home Furnishings Association

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Materials

Standard Fiber Launches New Carbon Offset Initiative By Gretchen Kast Furthering its commitment to sustainability and minimizing environmental impact, Standard Fiber is launching a new carbon reduction program. Starting in March, the textile supplier will invest in carbon offsets for all cargo containers of textiles it exports from Asia to customers in the U.S. and 20 other countries around the world. According to Standard Fiber, its carbon offsets will fund accredited carbon reduction programs such as protecting rainforest ecosystems from deforestation in Brazil and renewable energy programs on tribal lands in the US. “As a major textile supplier to the home and hospitality market, we must take responsibility for and do everything we can to minimize our environmental footprint,” said Sandy Gray, chief executive officer of Standard Fiber. “Our

Sleep Retailer / Spring 2022

new carbon reduction program will offset 100% of the carbon emissions of transporting thousands of cargo containers of textiles we export from Asia around the world.” Standard Fiber’s new initiative builds upon the company’s robust material responsibility platform that includes organic cotton with GOTS or OCS certification, recycled fibers with GRS or RCS certification, bio-based foams with USDA Biopreferred certification, RDS down, Oeko-tex certified products and packaging made with recycled materials. The company has also implemented more space-saving and cost-efficient means of shipping products around the globe. In addition to its carbon reduction efforts, Standard Fiber is embarking on a textile circularity initiative where it will collaborate with hotel and healthcare operators to develop various second life channels to help divert

Starting in March, the textile supplier will invest in carbon offsets for all cargo containers of textiles it exports from Asia to customers in the U.S. and 20 other countries around the world. these bulky textile items from landfills. Further information on these efforts will be announced this summer.

Visit standardfiber.com

MATERIALS

Precision Textiles Develops First FR Barrier Designed For Four-Way Stretch Ticking By Chris Schriever Precision Textiles has introduced the industry’s first glass-free, fire retardant barrier designed to work with four-way stretch ticking that will not compromise the feel of the mattress. The company’s patent-pending IQFIT Contour made its debut at the ISPA Expo. IQFIT Contour is more than just a simple FR solution. Made with 100-percent glass-free knit construction, the product also enhances the performance of other specialty mattress technologies. It is a high-performance, fourway stretch and recovery FR solution system with versatile application options that help improve the pressure relieving characteristics of foam, hybrid and smartbed mattress designs. IQFIT Contour is Proposition 65 compliant and also meets New York State’s recently implemented FR use regulations.

“IQFIT Contour uses a highly breathable design with almost three times the elongation making it perfect for use with compression packaged mattresses or mattresses sold with adjustable bed bases,” said Garrett Graven, product development manager of Precision Textiles. “IQFIT Contour is not just another product we developed to pass FR Safety requirements,” said Scott Tesser, CEO of Precision Textiles. “It’s an industry-first that our R&D team worked tirelessly to perfect so we could help our customers enhance the sleep comfort of their mattress designs. What we’ve developed works in concert with the comfort layers our manufacturing clients have invested so much thought, time and money into while supporting improvement and efficiencies along their assembly and production lines.”

Visit precisiontextiles-usa.com

Latexco Enhances Sustainable Solutions With Eco-Friendly Components By Elaina Hundley Latexco US is highlighting its new NaturalFoam Pulse as part of a slate of new sustainable bedding solutions unveiled at the ISPA Expo. NaturalFoam Pulse is a soft and flexible yet durable natural foam with a positive ecological footprint. Sustainably extracted from the Hevea Brasiliensis rubber tree, it offers excellent ventilation and maintains a healthy microclimate. NaturalFoam Pulse is produced using the patented SonoCore process, which significantly reduces energy consumption versus conventional vulcanization processes. GOLS certified NaturalFoam also offers a range of mattress cores, toppers and pillows made with Dunlop latex. “One of the biggest trends is sustainable and natural products for the home, driven mostly by the largest consumer demographic— millennials—who are seeking natural, organic and sustainable products and brands for well-

ness and social responsibility reasons,” said Evi Brilleman, vice president of marketing and business development. Latexco recently launched two other innovations with features and benefits prioritized by consumers. In the cool sleep category, LatexCool is a new mattress design with integration of phase change material for 30% improved cooling, which equals six hours of active cooling. Silhouette is a uniquely designed mattress core that provides cross-linked ventilation and seven zones of comfort and support for the sleeper in areas of the body that need it most. The award-winning Soul Spring earned Interzum design recognition in 2019. Now available with natural latex, Soul Spring is a solid latex-encapsulated pocket spring mattress that fuses the comfort of latex and pocket springs, with endless customization options and can be smoothly compressed and roll-packed.

Visit latexco.com

“One of the biggest trends is sustainable and natural products for the home, driven mostly by the largest consumer demographic— millennials—who are seeking natural, organic and sustainable products and brands for wellness and social responsibility reasons.” —Evi Brilleman, VP of marketing

sleepretailer.com 37

From The Publisher

New To Sleep Retailer?

Visit sleepretailer.com for more.

With the seasons starting to change and the buds on the trees beginning to peek out, it’s hard not to feel a little hopeful. This is especially true this year, as we come off a strong winter Las Vegas Market and all find ourselves in a bit of a reprieve from the pandemic. Normal may look a little different now, but we’re happy to see the industry return to a level of steadiness after the volatility of the past two years. We encourage you to sit back, enjoy this issue and explore all of the new and updated products available today. From creative marketing innovations to new sustainable practices, refreshed collections to enhanced partner support, today’s trends are delivering greater value where it matters most.

hat starts with our cover story company: Spring Air. Talk about a breath of fresh air! Spring Air has developed a strong vision for sustainable growth, one that never compromises the small company feel that sets it apart. After an extremely successful year for the brand, our cover story outlines the ins and outs of Spring Air’s strategic approach—from its core ethos to some of the latest product advancements keeping the brand innovative and relevant for its customers. Speaking of keeping things fresh, sheets— the subject of our Product Focus feature—are an ideal add-on to a bedding showroom, offering a simple bedroom update for your customers. Find out more about some of the types of value propositions today’s cutting edge sheet sets deliver! In particular, we’ve highlighted products from brands like Malouf, SHEEX, BEDGEAR, Lifeloom, Parachute and Blu Sleep. Smart beds and power bases are another valuable opportunity for today’s bedding retailers—but only if they have the right tools in place to showcase them. This issue’s Q&A sheds some light on how to most effectively

introduce a tech-driven sleep solution onto your showroom floor—with leaders from Ergomotion, King Koil, MLILY and Kingsdown sharing their tips for how to make the most of the latest in sleep tech. Throughout the pages of this issue, you will find details on strategic updates from across the industry. That includes a big move from South Bay, as the company strives to better serve its retail partners by increasing its capacity with a new, closer-to-home facility in Juarez, Mexico. As we hit the two year mark since the onset of the pandemic, it’s heartening to see how the industry has evolved for the better. While the risk of future global issues and conflicts remains present, today’s manufacturers are more prepared for potential disruptions—and today’s retailers are more flexible when it comes to where and how consumers want to shop. With the interest in health and wellness still higher than its ever been, we’re excited to see how the industry will continue to meet and surpass the growth opportunities available to it.

—Chris Schriever, Publisher

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Sleep Retailer / Spring 2022

All Rise, the Queen is Here

ASCEND INTO LUXURY AT CHATTAMANDWELLS.COM

Sleep Retailer—Spring 2022

Articles inside

Standard Fiber Launches New Carbon Offset Initiative

Shifman Meets The Demand For Quality, Luxury Sleep Products

Bedding Industries Of America To Spotlight Ernest Hemingway Brand At High Point Market

Sustainable Furnishings Council

Hästens Celebrates 170 Year Anniversary With The New dr¯em r Bed

MLILY Promotes Ready-To-Ship Products At Spring High Point Market

South Bay Expands Capacity With New Facility

Classic Brands To Show Expanded Infinity Sleep Collection At Spring High Point Market

LOGICDATA Highlights New Cosmo Line Of Customized Adjustable Bed Frames

Editors’ Picks

Nationwide Marketing Group’s Winter PrimeTime Showcases Product Launches And Experiential Education

Malouf Expands Shipping Capabilities For Salt Flat Furniture

Q & A

Product Focus

Spring Air’s Recipe For Success