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Mr Pub Leaf

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Some sellers are introducing high end products which feature luxurious covers, or materials such as foam and latex. Englander and Spring Air can market latex beds. Englander is adding two versions into its Laytex sleep-set line. Laytex products contain 100% natural rubber, advertising VP Rick Tomlinson noted.

 The market's focus is more on promotion Than products, but these vendors introducing new lines or updating older ones are planning for the best with materials like foam and latex, more lavish covers and that, greater price points. In promotional products and events, the range is from limited edition items highlighting anniversaries to the prestigious Olympics and also from prominent celebrities.

 The two Spring Air and Englander will focus On latex beds. Spring Air will unveil its own high-end Back Supporter Latex Le Forma Collection, a new dimension to its Back Supporter product line.

 "Of all cushioning materials that are Integrated in various mattress structures, just high excellent latex provides the unique combination of ultimate conformance and spring-like resiliency with exceptional longevity," explained Larry McKay, Spring Air's senior vice president of sales and marketing.

 The upper-end line comprises three Constructions with one comprising the combination of 100% latex cushioning and support layers on both the top and underside of a Back Supporter innerspring construction. These mattresses feature the Performance Edge, which is said to give support all the way towards the end of the mattress and also to increase total sleeping area.

 Englander, in contrast, introduced its own "Laytex" mattress at last April's market, and this October will provide two versions, one to retail for $799 in queen and the Laytex Plus to retail stores for $999 in queen.

 A key feature of this "Laytex" Program, according to vice president of marketing Rick Tomlinson, is that the "Obviously by Englander" sleep sets are 100 percent pure natural rubber. "There are a great deal of latex products on the market, but they're artificial, maybe not pure," asserted Tomlinson. "Being it's hypoallergenic, environmentally safe, non toxic and body adapting." It's touted as being cool in the summer and warm in the winter too.

 Restonic will make a foray to the upper end Using a fresh line of bedding. The ErgoSleep Collection will feature four mattresses which will retail from $1,199 to $1,799 in queen. This line will be positioned above the company's flagship line.

 The new collection is Restonic's way of Introducing ergonomics into the bed picture.

 The core of the group is based on the Ultra Premium Marvelous Middle Mattress which features Lumbar Support Bars, Posture Cylinders, Posture Stabilizers and Super Edge Support Bars along with further enhancements.

 One enhancement is the ergonomically designed Lumbar Support Bar which has a new shape to offer increased resiliency. Zoned convoluted foam and latex foam are crucial features of the mattress. The top-of-the-line model is an all-foam mattress. A foam core outlines the bed while individual foam cubes constitute the rest of the mattress.

 King Koil hopes to create an impact this marketplace With its updated Posture Bond lineup. The subject is "Watch It, Feel It, Lie Down On It, King Koil Posture Bond."

 For example, the new Posture Bond mattress Features a enhanced Chiro-Tech coiling system with a 660 coil count versus a 640 coil count. Latex cushioning is going to be featured in the top Ultra Premium models and versions will even have cover updates.

 At the foundation, there is a new QuattroFlex System, 28 percent more wire per module, heavier-gauge steel and full edge to edge base support.

 King Koil has also enhanced its Spine Support Sleep Center, a product point of sale screen which ranges in distance in 175 square feet to over 2,000 square feet. Enhancements include custom dsigned wall coverings that contain the International Chiropractors Association logo imprint, Posture Bond and Spinal Guard display banner, custom wall placards plus a Spine Service Sleep Center "how to" kit.

 Strata Flotation will unveil a line of innerspring mattresses. The RoyalSleep line consists of four models that contain zoned surface and border support as well as SMT (surface altered technology) foam for enchanced body contouring in comparison to standard urethane foam. Retail prices vary in queen from $299 to $599.

 The top line, EuroSleep, based on President Michael Geraghty, is the "clean piece of paper" approach to innerspring mattress design. The total objective, '' he noted, is to remove mattress surface tension that raises skin pressure. Since Geraghty has cautioned that consumers would prefer the surface of their mattress be as clean and free of dust and bacteria as their couch cushions, the covers of their EuroSleep duvet style upper mattresses are removable for cleaning.

 The 12-inch- to 16-inch-thick mattresses are Made for sheets to remain on as well as they do on 6-inch or even 7-inch mattresses, according to Geraghty.

 The Eurosleep line also features SMT foam and Natural materials including 100% cotton and cotton-blend tickings and cotton, wool, silk and natural latex foam as filling and support materials.

 Besides merchandise, marketing applications and Special promotions take centre stage this market.

 The Olympics is a subject that several vendors Will tap for new products. Both Simmons and Bemco have special mattresses tied to the 1996 games to be held in Atlanta. Simmons is the official bedding supplier for the 1996 Olympic Games.

 The Olympic line of bedding from Simmons Contains six models, three BackCare and 3 Beautyrest. The term "Olympic" will be imprinted all over the mattress ticking. Price points to the line vary in queen from $599 to $1,199. Along with offering to retailers those limited edition mattresses, Simmons will offer free throw blankets, valued at $40, for each consumer Olympic bed purchase.

 Simmons can be embarking on a hefty ad Effort because of its line of BackCare mattresses. Created by Atlanta-based Tucker Wayne/Luckie, the very first in a series of 3 ads includes national monuments (Mount Rushmore's busts) at "back pained" places. Subsequent ads will include the Lincoln Memorial and the Statue of all laberty.

 Simmons has also lowered the starting price point From the BackCare lineup from $499 to $399 in queen.

 In other news, Simmons will cut the ribbon on Its new 38,000-square-foot Simmons Institute for Technology and Education (SITE) this past year. The $4 million research and development center will house a showroom and offices and will serve as the house for sales training and national quality assurance.

 Bemco, at a major rollout timed to coincide With the Olympic Games' centennial (1896-1996), will kick off its marketing campaign, "The Choice of Champions."

 Continuing its association with USA Gymnastics, Bemco has signed World Champion gymnast Shannon Miller into a contract for next year. In her second year with Bemco, Miller will be featured in video advertising, personal appearances and promotional events.

 For debut is the Bemco Olympian Sleep Set with the Health O Matic Suspension System comprising a reinforced centre for strength and stability. The cover cloth features the USA Gymnastics logo woven into blue damask ticking.

 Spring Air will launch an aggressive sleep Fitness effort for 1996 with an exclusive Spring Air-Health Rider promotional tie in app.

 According to McKay, the plan includes a High-profile selling occasion complemented with an in store "rest evaluation and win" consumer sweepstakes.

 The promotion will be reinforced by a sweeping Spring ad program.

 The brand new print campaign, by which consumers are Encouraged to see retailers for a chance to win, will debut in 11 consumer publications in March and April producing 111 million opinions.

 Additionally, Spring Air intends to unveil a Four-color advertisement in USA Today in April along with a series of national cable tv "Work Your Own Body" spots.

 A variety of point of purchase and retail Advertising items are developed to encourage the advertising too. A brand new Spring Air Information Center Kiosk is also now available to improve a retailer's bedding screen.

 In addition, Spring Air and award winning Designer Alexander Julian have teamed up to create a collection of exclusive mattresses. Julian, who designs clothing, fragrances, eyewear, pro and college sports uniforms, bed linens and furniture, now adds mattresses to his credits.

 The six-model set Back Supporter lineup, That the Alexander Julian Home Colours from Spring Air, has specifically designed covers, colour coordinated corner guards and Euro twist boundary handles.

 Serta will unveil a marketing for the initial Half 1996 celebrating the business's 65th anniversary. The advertising features four Perfect Sleeper Anniversary models together with the Anniversary Special Edition because the starting number. The Anniversary Supreme will be given in a choice of stability and finally, the Anniversary Jubilee Pillowtop will be the top end. Suggested retails in queen range from $399 to $799, together with mattress containing a specially woven 65th Anniversary design in the covers.

 Somma welcomes prospective clients to its Showroom with a check for $100 for spending just 15 minutes to learn about the company's new Nouveau pillowtop innerspring mattresses.

 Invitations sent to traders included an unsigned check for $100 from president Angie Echevarria. According to Echevarria, all traders have to do is show up, pay the 15 minutes to learn about the line and even if they don't put an order, he'll sign the check.

 IBC will be at market with a remodeled Showroom in order to house its Cox & Lawrence lineup of European-design pocketed springs superior bedding collection.

 The line was originally introduced at the San Francisco Summer Furniture Market last July. Four versions in a variety of levels of firmness is going to be showcased, all with imported monochromatic all-natural covers.

 In addition, a collection of high end metal And wooden beds will be provided as well as additions to the Authentic Rustic Collection by Ellman's. Futons from the Sherwood Collection may also introduction.

 Not merely has IBC been busy redecorating in High Point, but in its corporate headquarters in Ft. Lauderdale too. The 6,000 square foot showroom was arranged by vice president of design Brad Ress. Under the theme of "IBC City Limits," Ress produced a gallery presentation for each of IBC's major offerings. Of IBC's important offerings.

 Galleries feature the Cox Lawrence premium Bedding line, the Authentic Rustic Furniture and the Miralux and Therapedic bedding. The showroom also features a stage for new products, a cafe and a gift shop.