L&P Creates Comfort Core Branding

April 24, 2011  by in UnCategorized   

By Home Furnishings Business in Mattresses on April 25, 2011 Leggett & Platt's Bedding group (NYSE: LEG) is branding its fabric-encased coils as Comfort Core.

The new brand will focus on Leggett & Platt's attention to the consumers' request for comfort, and it will also leverage the company's technology. The company said Comfort Core products are built for comfort and support and eliminate the need for layers of fabric and foam.

"When you are able to reduce the excessive height of a mattress and eliminate the foam and fiber that typically cause body impressions, you end up with a better product for the consumer," said Mark Quinn, segment vice president of marketing at Leggett & Platt. "When it comes to
mattresses, we teach consumers that thicker is better. It€™s time we addressed this myth. Comfort
Core will exceed consumer expectations for comfort, and prove that you can build value in a
smaller profile mattress."

Quinn said the biggest issue retailers face in selling mattresses is the high number of returns.

"If we start telling a better story and eliminate the misguided beliefs that cause this problem, we can exceed customer expectations with the end product," he said. "We think Comfort Core products will help bedding manufacturers do that."

The Comfort Core product line will include the company's following coil types: Body Print, Body Print Advanced, Bolsa, Hi-Low, Joey and Softech.