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From Home Furnishing Business

Gold Bond Targets Regional Trade Shows

Mattress manufacturer Gold Bond plans to invest more marketing dollars in 2014 on regional trade shows.

The strategy is based on Gold Bond's stance that such events offer greater opportunity and more value than many of the national shows.

First up in its new strategy is the Feb. 3-5 Karel Furniture Market in Edison, N.J., marking a return to the show after Gold Bond left a few years ago.

“We view regional trade shows as a strategic tool to grow our business,” said Gold Bond President Robert Naboicheck. "Since we cater to independent retailers, we need a strong presence at the smaller trade shows because that is where our customers are. Unlike the Vegas Market where many of the top national chains look for product, the regional shows are where our main customer base goes to see new products.

"While our main focus is and will continue to be High Point Market where we have our newly expanded showroom, these smaller shows are still an important and necessary move for our new strategy. These regional shows are also great for new business as other manufacturers have moved away from supplying many of the smaller retailers who frequent these events.”
While Gold Bond, Hartford, Conn., has always focused on independent retailers, over the past few years its business has increased because these dealers needed differentiable product from the “S” brands that were virtually on every floor throughout the country. 

For the Edison show, Gold Bond will highlight its Smart Series, its first hybrid, which features gel-infused latex atop the company’s signature innerspring support system. The Chelsea Collection also will be shown, the company’s newest value-priced two sided offering starting at $699.

Finally, the company will show its Classic Collection, the company’s most value-priced collection using the highest quality materials starting at $399.

Gold Bond will show at Karel Furniture Market in space 952-1023.

Gold Bond currently ships to 40 states and five countries, and its products are available at more than 500 retail showrooms.

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