Leggett & Platt Introduces VertiCoil Edge

March 7, 2010  by in UnCategorized   

By Home Furnishings Business in Mattresses on March 8, 2010

Leggett & Platt, Carthage, Mo., has introduced VertiCoil Edge, a high-performance innerspring available at a value price point.

VertiCoil Edge offers the newest technology in innerspring and is a part of the VertiCoil family, which was the most successful product launch in the history of Leggett & Platt's Bedding Group.

"We recently conducted research to better understand consumers, and we're using that information to drive product innovation," said Mark Quinn, group executive vice president of marketing for Leggett & Platt's Bedding Group. "Both innovation and quality of sleep are important to consumers, and we've met those needs in our creation of VertiCoil Edge. Specialty companies try to position all innersprings as old and outdated, but VertiCoil Edge is the newest sleep-tech in the bedding industry. There€™s nothing like VertiCoil Edge on the market today."

VertiCoil Edge is designed to create a mattress with an equal distribution of firmness. Its unique shape creates a comfortable sleep surface that firms and responds to the body as weight is applied. The Active Support Technology found in VertiCoil Edge immediately reacts to natural sleep movements, adjusting itself for proper spinal alignment.

To create this innovative patented wire design, Leggett & Platt developed its own advanced wire-forming computerized machinery, which only manufactures VertiCoil Edge. In addition to creating proprietary software and machinery, Leggett & Platt also reengineered the wire itself. This process has resulted in a lighter, yet stronger coil that maintains the integrity of innerspring. The coils were engineered and oriented in an alternating configuration, ensuring uniform firmness throughout the mattress.

Leggett & Platt offers retailers a customizable marketing program, complete with counter cards, direct mailers, brochures and product sales sheets. The company is also planning on sharing the benefits of VertiCoil Edge directly with consumers using a broad social media campaign.

"Social media is a great way for us to have conversations with our customers. We have a unique opportunity to go right to consumers with the story of a better night's sleep," said Mark Quinn. "We have exciting plans for an integrated social media program that we'll be rolling out in a few months." 

Click here for more information about VertiCoil Edge.