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From Home Furnishing Business

Sleep Easy

By: Sheila Long O'Mara

The mattress category remains one of the shining stars in the furniture industry, and the close of 2014 was no different.

Through the third quarter of 2014, the most current figures, mattress sales totaled $9.7 billion, a 4.5 percent increase through the same quarter of 2013.

That’s good news for retailers who sell sleep surfaces, and even better news is that the most recent Home Furnishings Business consumer survey on mattress purchasing shows that consumers are for the most part pleased with their latest bedding purchase.

More than half (53.7 percent) of our consumer panel bought a traditional innerspring bed. That percentage was followed by memory foam with 37 percent opting for that construction. From there, the next closest sleep surface option was air at 5.6 percent. Most of our consumers bought mattresses for the master bedroom (77.4 percent) with guest bedrooms placing a distant second with 20.8 percent. Queen mattresses remain the top selling size with 46.3 percent of consumers acquiring them.

Bedding consumers remain price conscious with more than 77 percent spending less than $2,000 for their mattress purchase. In fact, price ranked as the most important factor in buying a mattress following by rest test options, brand and recommendations by a retail sales associate. Never underestimate the need for consumers to rest test a bed. More than 53 percent spend at least 10 minutes testing a mattress in the store. Thirty-seven percent of them opt for 15 minutes or longer.

Price constraints were a drawback for consumers who considered a memory foam mattress but bought an innerspring instead. More than 35 percent said the price was cost-prohibitive. More consumers bought from a bedding specialty retailer (37 percent) than other retail channels, while more than 22 percent bought their new mattress from a traditional furniture store.

Overall, our consumers were pleased with their shopping experience. More than 62 percent of our panel rated their shopping experience as “enjoyable” to “very enjoyable”. The sales associates’ product knowledge also pulled in kudos with 68 percent saying they were “satisfied” to “very satisfied” with the service.

Want More?

A more in-depth report on the bedroom category is available for purchase at FurnitureCore.com—Industry Info—Industry Reports—Bedding or by calling Natalia Hurd at (404) 390-1535.

Vendors Say

Thomasville Synchrony from Boyd Specialty Sleep

"Thomasville Synchrony air beds have patented six-chamber cores, layers of gel memory foam and feature IntelliTemp phase-change materials in the covers. They also come with an LCD hand control that shows graphics and settings in color. These beds sell well because they're very attractive, have demonstrable features and feel great." Retail is $2,999, queen.

Denny Boyd

Boyd Specialty Sleep

Spring Air Sleep Sense Hybrid Plus with Eurotop

“The Sleep Sense Hybrid Plus is by far one of Spring Air’s best-selling Back Supporter-branded beds. It offers consumers a unique look and feel, and retail sales associates like to sell it because it has a very demonstrable selling story: its patented ‘hi-lo’ core design delivers more support where the body needs it most.” Retail starts at $1,299, queen.

Rick Robinson

Spring Air

Dormeo Dolce Tranquility

The Dolce Tranquility from Dormeo features three layers of the company’s Octaspring technology and an Eco-cell core. The mattress features a plush-to-medium-firm feel, and appeals to couples looking to compromise on a feel that they both like. The price point is much better than other comparable options. Retail is $2,999.

Glideaway’s Clarity 

The 12-inch Clarity from Glideaway features three inches of high-density memory foam, three inches of convoluted gentle support transition foam and a six-inch support core. The mattress offers a high-end look and features with an affordable price. Retail is $899-1199, queen.

Gold Bond Smart Series 3000

Part of the company’s first hybrid collection, Gold Bond’s Smart Series 3000 offers the support of an innerspring with the added comfort of a top layer of gel. The mattress is a winner because it provides the benefits of hybrids at an affordable price. Retail is $1,399, queen.

Valencia by Kingsdown

Valencia uses the highest quality materials to provide the ultimate in comfort and support. Individually wrapped coils conform to the body for support and a latex and gel-infused memory foam provide a combination of conforming, resilient comfort. Retail is $999, queen.

World’s Best Bed by Pure LatexBliss

Designed to appeal to a variety of consumer needs, the World’s Best Bed provides technology for warm or cold sleepers giving sleep partners a happy compromise. Incorporating gel into the ticking places it closer to the sleeper’s body optimizing the cooling and comfort benefits to provide a good night’s sleep. Retail is $3,699, queen.

Restonic’s ComfortCare Signature Mattress Collection

The ComfortCare Signature collection from Restonic features temperature regulating Outlast and gel-infused memory foam and is wrapped in Burberry ticking. The collection, endorsed by consumers and winner of multiple consumer press awards, features Restonic’s Marvelous Middle construction for resilient support.

Serta’s iComfort Collection

Serta’s iComfort collection has had successful momentum with retailers and consumers since launching in 2011. The Savant EverFeel model is the 2014 version of one of Serta’s most popular iComfort offerings. It features the company’s Cool Action Dual Effects Gel Memory Foam, for cooling comfort and targeted support. Retail is $1,799, queen.

Retailers Say

Serta iSeries Merit Super Pillowtop

"Customers love the combination of specialty foam while still having the innerspring support system." Retail is  $1,999 with two free specialty pillows.

Kyle Johansen

HOM Furniture

Coon Rapids, Minn.

Sleep to Live 600 Series

 

“It provides the ultimate comfort and more importantly — support comfort — that most other brands don’t have. Under the good, better, best categories, it’s in the better category offering the consumer a great night sleep without completely killing the budget.”

Retail is $2,399.

 

George Bruni

Art Van Pure Sleep

Warren, Mich.

Corsicana's Lockhart

“It is not something you can survive on by selling, but it is a great starting price point for the customer.” Retail is $299.

 

Woody Whichard

Midtown Furniture Superstore & Mattress Center

Madison, N.C.

Serta's iSeries Vantage

“Number one, it's made right here in Detroit. Second, Serta's done a great job providing two operations with iComfort and the iSeries.” Queen mattress retails for $1,074.

 

Jeff Selik

Hillside Furniture

Bloomfield Hills, Mich.



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