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From Home Furnishing Business

BIA Expands Fab 5 Concept with Total Comfort at Las Vegas

July 22, 2024  by Karen Parrish in Business Strategy, Industry   

Total Comfort simplifies the mattress buying process and guarantees that consumers find their ideal bed quickly and easily. The concept encompasses five mattresses covered in the same fabric and offered at the same price point.

Though the beds appear similar on the outside, each features a different comfort level. In store, RSA’s instruct shoppers to try out the mattress in the middle, and then move either left or right depending on whether they desire a firmer or softer feel.

Compared to the previous iterations of the YourComfort merchandising concept, Total Comfort, starting at $699, represents a more promotional price point. “Constructed using durable, high-quality, 6-inch Bonnell coils, the Total Comfort Collection offers great value combined with a supportive, traditional feel,” said Phil Carlitz, chief operating officer of BIA, adding that Total Comfort was envisioned as a solution and a traffic driver. 

According to the executive, Total Comfort is ideal for smaller stores who aren’t used to selling high-end mattresses, as well as those that can sell everything, and may already feature one or more of the Fab Five concepts on their floors.

“Total Comfort provides retailers with an easy bed to sell at a great price, with a great story. While competitors are turning to VertiCoils for their entry-level product, the Total Comfort beds are 20 percent heavier thanks to the Bonnell coils which are far more durable. Total Comfort provides more quality for the money, and that’s an important message to share with shoppers. This is product they can promote through the summer straight through the holidays to the end of the year.”