Daily News
From Home Furnishing Business
Spring Air Takes New Approach for Summer Las Vegas Market
July 17,
2025 by Karen Parrish in Business Strategy, Industry 
Instead of the typical trade show strategy of introducing new products, Spring Air International is taking a different approach for the Summer Las Vegas Market. Rather than flooding an already saturated marketplace with another round of new mattresses, the brand is putting its focus on helping retailers sell more of what they already have on their floors.
The top 20 U.S. bedding manufacturer launched a new website, SpringAir.com a little more than one month ago to highlight its most popular collections and drive consumer traffic to its dealers. Since launching 30 days, the site has driven nearly 15,000 consumers to Spring Air dealers around the country.
The new website features Spring Air’s most popular product lines—Back Supporter, Four Seasons, Sleep Copper and Chattam & Wells coming soon—and is designed to protect retailers’ margins while supporting marketing efforts and door swings. Importantly, the site features “Locally,” a store and product locator that steers shoppers browsing online to purchase the products they would like to buy from local stores that have the beds in stock and on their floors.
“We launched SpringAir.com as a marketing engine for the brand, with no real marketing behind it in the first month, because this was a soft launch to make sure everything was optimized and working as it should. But the results were organically stunning. The amount of traffic we were able to generate for dealers is very encouraging and we only see it growing in the months to come” said Nick Bates, president and chief executive of Spring Air.
Data since the launch is rich. Of the traffic being driven to dealers, over 15-percent engaged in conversation with dealers, and over 10-percent searched for specific mattresses at those dealers.
Bates intends to share more results with dealers in Las Vegas, including plans for affiliate marketing and more.
“We shifted our product introduction schedule away from the current trade show-driven timetable toward a model that better syncs with retail buying needs some time ago,” Bates said. “Right now, the marketplace does not need any new product. What dealers need is consumers coming through their doors and there’s no question we are generating traffic for them via SpringAir.com. Where Spring Air has always been the margin play on their floors, now we’re sending people in asking for the brand, in what is really a national advertising campaign that is 100 percent funded by Spring Air International as a traffic driver for our licensees and retailers.”