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Simmons Appoints Tony Smith as President

Industry Veteran will Oversee US Sales and Canadian Business Unit

September 2, 2010 - Simmons Bedding Company, a leading provider of premium-branded bedding products, announced today the appointment of Tony Smith as President of U.S. Sales and Simmons Canada. Mr. Smith reports to Simmons CEO Gary Fazio and is responsible for all U.S. sales functions as well as the company’s Canadian business unit.

“We are fortunate to have someone with Tony’s experience and capabilities on board,” said Mr. Fazio. “Tony has an impressive track record and proven success across all facets of the organizations with which he has worked. I look forward to his many contributions as a member of the Simmons executive leadership team.”

Most recently, Mr. Smith was President and CEO of Fort Lauderdale-based International Bedding, a $125 million bedding manufacturer with five factories and more than 600 employees. Prior to International Bedding, Mr. Smith spent 22 years at Sealy, serving in various roles including vice president of sales and regional vice president. He was later named chief operating officer of Sealy Canada.

“I am honored to join Simmons, a company with a rich heritage and ongoing commitment to innovation, quality and world-class service,” said Mr. Smith. “I look forward to working with the company’s highly motivated leadership team to advance strategies and grow market share in the U.S. and Canada.”

The company also announces that Paul Bognar, former Simmons Canada president, will report to Mr. Smith, and Dominick Azevedo, executive vice president of sales, will be leaving the company.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest NxG®, Beautyrest StudioTM, ComforPedic by SimmonsTM, ComforPedic LoftTM, Natural Care®, Beautyrest BeginningsTM and BeautySleep®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world.

For more information, visit Simmons Bedding's website at www.simmons.com. 

Sleepharmony Expands Mattress Protector Lineup with Full Encasement Products

New Accessories Line Aimed at Maximizing Sales Debuts at Las Vegas Market

August 23, 2010 - Specialty sleep manufacturer Glideaway® Sleep Products has introduced its first full-encasement mattress protector as part of their revamped accessories line aimed at expanding high-margin sales growth opportunities.

Promoted with the tagline “Protect Your Sleep,” the sleepharmony™ Deluxe Full-Encased Mattress Protector was launched in August at the Las Vegas Furniture Market. 

“Mattress protection products are a strong growing market and offer increased market opportunity for our retailers,” said Glideaway President Carmi Fredman. “While our full-encasement product builds on the success of our standard protectors and rounds out our line, it is more over aimed at helping our customers maximize sales.”

While many protectors only cover the top and sides, the new sleepharmony Deluxe Full-Encased Mattress Protector covers all 6 sides of a mattress while providing a protective barrier between the consumer and any allergens that might thrive in an unprotected mattress. With an internal zipper, it offers a waterproof, breathable barrier that allows air to flow in and out while protecting the mattress from dust mites, bed bugs, mold and other allergens. 

The new sleepharmony protectors are offered in two heights – a 10 inch that covers a 10-13 inch mattress and a 14 in that covers a 14-18 inch mattress. They are machine washable and available in Twin, Twin XL, Full, Queen, King, and California King sizes for full encasement and with a suggested retail price range of $45.99 - $79.99.

Warranties and odors are two very compelling reasons to invest in a quality mattress protector for every mattress in the home. Machine-washable mattress protectors keep the mattress free from spills, stains, and odors, and help to keep warranties valid. This is especially important for children's beds, as young children often wet, get sick in or spill food and drinks on their beds.

Protecting a mattress from these messes also helps prolong the life of the mattress. Stains that permeate deep into the comfort layers of a mattress often end up creating unpleasant odors that are very difficult to remove. Liquids from spills and body fluids penetrate deep into the memory foam, cotton, and polyester fiberfill layers that make a mattress comfortable. Even if a stain is removed from the exterior fabric of the mattress, these deep down stains emit odors that often never go away.

Glideaway introduced the sleepharmony brand earlier this year in a move to position itself as the “Target” of value bedding products in the U.S.  By evoking spa-like imagery, the company promotes the brand as offering a high level of design and performance at a valuable price point. 

Founded in the 1920s as a furniture retailer in Illinois, Glideaway is a full-service bedding manufacturer and supplier to full-line furniture retailers, specialty sleep shops, and web-based e-tailers.  Their products include a complete line-up of Visco and latex mattresses, adjustable bed bases, bed frames, pillows, mattress protection products, headboards and juvenile beds. Based in St. Louis, the company employs more than 140 people in its 185,000 square-foot manufacturing, distribution, and showroom complex.

For more information, please visit www.glideaway.com.  

Boyd Specialty Sleep Mattresses First in Nation to Carry

New SSA Safety & Environmental Seal

August 19, 2010 - Boyd Specialty Sleep has become the first mattress manufacturer in the United States to adopt the new safety and environmental standards created by the Specialty Sleep Association (SSA) designed to help consumers better understand what is inside their mattresses. Boyd is placing the SSA Safety & Environmental Program (SEP) seal on its NaturalFlex latex mattresses, and its PlanetSleep, visco-memory foam mattresses. Both mattresses, along with the seal, received a tremendous response from retailers at the recent Las Vegas Furniture Market held the first week in August. The mattresses are expected to be on retailer floors in the next few weeks.            

The SSA’s SEP is the first time the mattress industry has come together to better educate and inform consumers of the components in the sleep products they buy. After more than a year of research and industry involvement, the fast-growing specialty trade association has created a two-step seal and contents label program that will appear on mattresses from manufacturers who voluntarily join the program that informs the consumer about the minimum environmental and safety compliance levels the particular product adheres to, along with a label that lists components in the mattress. Consumers wanting further information beyond the seal and label will be able to go the SSA’s website for more detailed information and contact the organization if they wish to learn more about a specific manufacturer’s component filing.  

The Boyd mattresses in the program display the group’s Level I seal, which means the company has met all federal safety flammability requirements; provided a warrantee for the product; met all safety requirements for children’s products if applicable; disclosed material construction with a descriptive label content; will participate in an annual survey to identify carbon footprint issues and has committed to continuous improvement; and met standards set by the Montreal Protocol Act when applicable, for reduction or elimination of ozone depleting substances.

The SSA’s SEP seal is a real breakthrough for the consumer…  

“The first time I learned of the seal I was ecstatic and wanted to be a part of the program. The SSA’s SEP seal is a real breakthrough for the consumer and empowers them to see what a manufacturer is doing to actively assure the safety and environmental friendliness of their products,” said Dennis Boyd, the founder and president of Boyd Specialty Sleep. “The retail response we saw a few weeks ago in Las Vegas to our products carrying the seal exceeded our expectations and I believe a further indication that the SSA has really solved one of the great challenges our industry has faced in recent memory by finding a way to bring us all together around the issue of safety and environmental sensitivity to the products we sell.”            

“Purchasing safe and environmentally friendly products is an overwhelming concern of consumers.  The SEP program represents the best way to finally deliver a clear message, through a revolutionary new label and education program, that the bedding industry is listening to that concern.  The SSA is proud to have taken a leadership role in this important task of creating clarity in defining the broad terms being used to define environmentally friendly products as part of our ongoing mission to promote natural, healthier and safer sleep solutions for consumers,” said SSA President Dale Read. “The SEP program represents a unification of suppliers, manufacturers and retailers around a set of environmental terms and definitions that will reduce confusion and bolster sales from consumers anxious to purchase environmentally friendly products.”

Boyd Specialty Sleep, founded in 1977, has a manufacturing center and eight retail locations in the St. Louis area, and a second manufacturing facility in Fontana, CA. The company’s 125 employees sell more than 400,000 mattresses each year made of innovative visco-memory foam, latex, air and water technologies. The company holds more than 30 product patents, is a member of the Small Business Hall of Fame and has been recognized five times by Inc. magazine as one of the nation’s fastest growing companies.

Founded in 1995, the Specialty Sleep Association (SSA) is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. Its members develop and/or sell specialty sleep products, including natural and organic bedding, latex, memory foam, air, gel, water, adjustable, new spring technologies and related products. SSA membership includes more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

For more information regarding the SSA, please contact Executive Director Tambra Jones at 559-868-4187 or 559-676-8639, tambra@sleepinformation.org or www.sleepinformation.org.

Natura World Welcomes Russell Banks as Plant Supervisor at Canadian Plant

August 17, 2010 - Natura World Inc. is pleased to announce the appointment of Russell Banks as plant manager of Canadian operations. He will report directly to Mr. Ralph Rossdeutscher, President and founder of Natura World Inc.  

Mr. Banks joins Natura from Waterloo Bedding, where he spent six successful years. During his tenure, he increased quality and on-time delivery while reducing inventory and stock-outs.  

“We’re looking forward to building on our positive momentum with Russell leading our Canadian operations and Jim Van Lear heading up our new Texas factory,” said Ralph Rossdeutscher. “Russell is incredibly detail-oriented and a team leader – must-have strengths that we’re confident will support our growth as an international company.”  

In the past year, Natura has announced partnerships with Shaper Image and HGTV and now has retailers in the UK, the Middle East and shortly, Australia. A strong team at both the Canadian and US plants is now in place and the company is forward facing and focused.    

About Natura World: Founded 15 years ago by the Rossdeutscher family, Natura is committed to nurturing healthy bodies, souls and planet through healthy sleep systems. By providing a nourishing night’s sleep through sustainable, earth-friendly materials and manufacturing, Natura truly is where nature meets nurture. It’s not a trend. It’s about aligning personal values with everyday actions. A good night’s sleep makes for happier, healthier people and ultimately a better planet.

For more information, please visit www.naturaworld.com or call 519-651-2006.

Latex International Expands Fabrication Capacity – Opening Texas Facility

August 17, 2010 - Latex International (LI), the world’s largest producer of Talalay latex mattresses and pillows, will open a 100,000 square foot mattress component fabrication facility in Wichita Falls, TX, just 2 hours northwest of Dallas in early September. At the same time, the company will be closing its Atlanta facility.

LI has contracted supply chain leader Unisource Logistics Solutions to ensure that lead times are reduced by utilizing their warehousing, cross-docking capabilities, inventory management and distribution services to better deliver the world’s highest quality latex to its customers’ factories. The company’s Connecticut fabrication site will continue to service the Northeast.

“As part of the company’s growth plans, we broke ground on June 17th on a new latex manufacturing plant in Malaysia. Combined with additional latex capacity, the company is also focusing on its fabrication capabilities”, said Kevin Coleman, President and CEO of Latex International. “LI’s ability to centralize our latex inventory (produced in our Connecticut foam pouring plant) will create greater production efficiencies, minimize stock-outs, and provide more consistent and improved on-time delivery. The new facility is twice the size of our facility in Atlanta and LI will have the fabrication capacity to triple the output that we are currently producing,” he added.

The opening of the Texas site is phase one of the company’s new fabrication strategy. Unisource will provide LI with greater flexibility, which benefits mattress manufacturers given the just-in-time sourcing methods used in our industry. Unisource has a fleet of over 500 vehicles and contracts hundreds of private trucking companies around the U.S. to find customers the greatest transportation value. Unisource also offers 80 warehouse distribution centers around the country that would help LI quickly supply stocked products to customer locations nationwide.

Phase 2 of the company’s fabrication services redesign includes the closure of its La Mirada, CA facility in December. LI’s new Unisource logistics network will allow its customers on the west coast to continue to order smaller skid quantities as well as pickup on a more regular basis. Latex International will conduct a transportation analysis for each customer to ensure the company delivers on-time and at the best value. “For LI’s truckload customers, Unisource will provide extremely competitive rates as backhauls are quite abundant coming out of TX. This provides great values to our customers in the West, Central, and Southeastern parts of the U.S.”, said, Coleman.

Phase 3 of LI’s expansion plans includes adding in 2013 Talalay latex pouring capacity to the Texas facility, which has all the necessary infrastructure such as power availability, electrical, gas, and lighting.

About Latex International: Founded 35 years ago, Latex International is North America’s leading manufacturer of latex mattress components and pillows. The company, based in Shelton, CT USA, develops superior sleep products featured under many key retail brand names. Latex International’s Talalay latex provides a unique feel of comfort and support by gently conforming to body contours, while inherently providing a naturally resilient and healthy sleep environment.

For more information, contact Kevin Stein, VP Marketing and R&D at KStein@LatexIntl.com  or call: Tel: 203-924-0700

Fax: 203-924-0699

Visit www.LatexIntl.com 

Specialty Sleep Association Reorganizes Board

New Chairman Elected; Read Becomes First Professional President

August 16, 2010 - The Specialty Sleep Association (SSA) held its first general membership meeting under its newly revised by-laws at the recent Las Vegas Furniture Market, where its board of directors, a new slate of officers, and the group's first professional president was named.

Deslee Textiles USA President Bart DeHaerne was elected to the new position of chairman; Ergo Customized Comfort Founder & President Michael Nermon is now vice chairman; and Chili Technology President Todd Youngblood is the new secretary/treasurer. For the first time in the SSA's history, Dale Read was appointed to a newly defined president's position, which is now a paid professional of the organization. He will focus on membership development and implementation of the group's Safety & Environmental Program (SEP). Tambra Jones remains executive director with her primary responsibility continuing to be leasing for the group's World Market Center showroom, and overseeing operations and finance.

“This has been a tremendous year of growth for the SSA, particularly with the introduction of our SEP seal. We needed a professional who could dedicate their time and effort to continue to lead this effort, and with Dale scaling back his involvement with Bedroom magazine, we had the opportunity to engage him on a part-time basis to spearhead the program,” said DeHaerne. “Already, a number of manufacturers are working with us to implement the seal and Dale is playing an important role in facilitating this. We are glad he was able to find more time to commit to our organization.”

SSA officers are elected by the board of directors, of which they are also members. In addition to the officers, other directors re-elected at the meeting included: Denny Boyd of Boyd Specialty Sleep; Mark Miller of InnoMax, Jeff Scorziell of Anatomic Global; Scott Smalling of Simmons; and Dave Brummett of Mattress Firm.

Prior to joining Deslee Textiles in 2005, Dehaerne, worked in FMCG.  He holds a degree in commercial engineering from KU Leuven, one of Europe's leading universities and a master's degree in business administration from the University of Chicago. He joined the SSA board in 2008.

Nermon founded Ergo Customized Comfort, a specialty retailer in Southern California. He has an extensive 30-plus-year career in the bedding industry, formerly as executive vice president of Maxwell Products, the adjustable bed division of Leggett & Platt. He joined the SSA board in 2000.

Youngblood of Chili Technology has held positions in sales and product management at American Recreation Products and Stearns/K2 Inc. He joined the SSA board in 2009.

Read had been publisher and editor-in-chief of Bedroom magazine since 2003. Earlier in the year, he stepped aside from those roles and became a senior writer. He has been active in the SSA for many years and was elected its volunteer president in 2008.  

Founded in 1995, the Specialty Sleep Association (SSA) is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. Its members develop and/or sell specialty sleep products, including natural and organic bedding, latex, memory foam, air, gel, water, adjustable, new spring technologies and related products. SSA membership includes more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

For more information regarding the SSA, please contact Executive Director Tambra Jones at: (559) 868-4187 or (559) 676-8639, or e-mail at tambra@sleepinformation.org.

Magniflex Responds to Trademark-Infringement Claims of Las Vegas Hotel Lawsuit

August 11, 2010 - Magniflex USA President Marco Magni states that a trademark infringement lawsuit filed against the Italian company by the Bellagio hotel casino in Las Vegas was being reviewed by the company’s attorneys, yet he believed that the lawsuit was largely without merit.

“We named our aromatherapy mattress the ‘Bellagio Lavender’ after the city in the Lake Como region of northern Italy,” said Magni. “We are proud of our Italian heritage, and as a result, many of our mattresses are branded to pay homage to major cities and cultural centers in our country. This branding strategy is not unlike the marketing approaches taken by hundreds of global products, services, and real estate properties that carry the name of famous international cities.”

Magniflex emphasized that its brand is synonymous with fine “made in Italy” craftsmanship and that, as a result, many of its products’ names celebrate this identity and quality. The company believes that its Bellagio Lavender mattress – which has wholly unique features such as the infusion of pure lavender – can in no way be confused with a dramatically different product that happens to be named after a hotel-casino in Las Vegas.

The Bellagio Lavender mattress was initially launched in Italy and European Union in 2009 before it was introduced in the United States this year.

Magni went on to state that, when naming the Bellagio Lavender mattress, Magniflex was unaware of the hotel’s line of home products or the pending trademark of the Bellagio as a brand name. Magni added, “Upon review of these trademark-related matters, Magniflex will assess the validity of the trademark infringement claim and, subsequently, we will address all relevant legal and branding issues as they pertain to our product marketing initiatives in the United States and worldwide.”

Magniflex is Italy’s largest mattress manufacturer, producing a broad line of bedding products that the company ships to more than 70 countries around the world. Founded more than 50 years ago in Prato, Italy, Magniflex has built a reputation as the world leader in quality, comfort, and innovation.

For more information, visit www.magniflex.com.

Magniflex Expanded Their Accessories with Seven New Coolmax Pillows

Offered a New á la Carte and Customizable Merchandising Program at the Las Vegas Market

August 11, 2010 - Over 400 retailers walking through the SSA Showroom C-1350 got a chance to see Magniflex’s new accessories line and merchandising program which has been designed to liven up the sleep accessories category at retail. With accessories on the upswing presenting high-margin opportunities for retailers, the company offered retail buyers a brand new line of seven ergonomic Coolmax® pillows for use at home, work or travel.

“More retailers are telling us that accessories are playing a more important role in sales, and we decided to take a different approach by offering a much more exciting product selection,” said Magniflex Global Sales Director Marco Magni.  “Our pillow program now offers 15 different accessories to extend beyond the bedroom and into living spaces, the office, even on vacation.”

Magniflex Accessories includes seven new ergonomic pillows, each packaged in inviting, colorful product boxes, which help the products to stand out on showroom floors. The descriptively named Travel Pillow, Halfmoon Pillow, Neck Roll, Ergo Seat, Lumbar Cushion, Lower Back Pillow and Comfort Seat all have covers quilted with soft, temperature-regulating Coolmax fabric, These covers may be removed and laundered.

There are aerated cores of Memoform Magnifoam and the company’s eco-friendly, open-cell water based memory foam. The collection ranges in price from $89 to $159.

The line represents another pioneering design for Magniflex, which among other industry firsts, was the first mattress company in the world to have its products certified by Oeko-Tex to guarantee the absence of allergenic substances harmful to consumers and to the environment.

In addition, Magniflex holds the original patent on the vacuum-packing system that shrinks and rolls mattresses and pillows to a tenth of its size, enabling one-person delivery and setup.

Besides saving money during the shipping process, vacuum-packing significantly lowers the product’s overall carbon footprint.

“The products can either complement a mattress program, or stand alone using new customizable displays we are bringing to market which can be re-configured for future accessories we have yet to roll out,” added Magni.

Eight models comprise the Classic and GeoEthic Pillow lines: Orthomassage, Wave, Standard, Comfort Plus Pillow, GeoWave Soy, GeoWave Seacell, GeoStandard Soy and GeoStandard Seacell. The collections range in price from $99 to $159.

Of note is the Comfort Plus Pillow ($99), a personal sized pillow whose unique orthopedic shape is unlike any other on the market. Suitable for travel or everyday home use, the pillow features Memoform Magnifoam and a removable, washable cover made with Coolmax fabric. In the past year, it has received a bevy of positive reviews from The New York Times, NBC’s “The Today Show” and other national media for its temperature-regulating properties.

Magniflex Accessories line offers retailers highly customizable options, including the expanded selection of 15 different Magniflex accessories, a space-saving display rack that can be re-configured in dozens of ways, and for mattress customers, a full array of Magniflex in-store signage co-branded with retailers’ logos.

About Magniflex Magniflex was founded over 50 years in a suburb of Florence, Italy, and today 30 million people in 70 countries sleep on Magniflex mattresses. Known as the world leader in quality, comfort and innovation, Magniflex has a central manufacturing facility producing up to 10,000 mattresses a day, 80-percent of which are exported to countries such as Japan, Spain, Germany, Russia and the United States. Magniflex recently opened a showroom at 59 Crosby St. in Manhattan and a national dealer network throughout the U.S. and Canada.

For more information, visit www.magniflex.com or call 646-330-5483.   

Simmons Secures Patent for Transflexion Comfort Technology

Revolutionary “break in” technology helps mattresses maintain showroom feel through the life of the product; Company assures consumers with Beautyrest Black 20-year limited warranty

August 11, 2010 - On August 3rd Simmons Bedding Company informed BEDROOM Magazine that the company has been granted a United States patent for its Transflexion™ Comfort Technology. So what is this Transflexion Comfort Technology? Well according to recently appointed Simmons CEO Gary Fazio, “Transflexion is the latest addition to the long line of groundbreaking product innovations that Simmons has brought to market including Beautyrest® Pocketed Coil® technology, king and queen size mattresses and No Flip design. Our research and development team constantly strives for Simmons to maintain its position as the leading innovator in the bedding industry, and the success we’ve attained is the direct result of their creativity and expertise.” According to Simmons marketing sources, Transflexion is an innovative foam “break in” process that is designed to ensure a mattress feels the same at home as it does on the retail floor. Offering both consumer and retailer benefits, Simmons’ Transflexion process demonstrates the company’s ongoing drive for consumer satisfaction as well as the desire to minimize bedding returns, which is a costly problem that plagues many retailers.

As a direct result of the company’s success with Transflexion Comfort Technology, Simmons will be attaching a 20-year limited warranty to the new 2010 Beautyrest Black® collection, which is being introduced at this week’s Las Vegas Furniture Market. “Returns have become a major issue in the bedding industry. However, Transflexion Comfort Technology can help reduce the number of returns that retailers encounter,” said Mark Owen, Simmons’ vice president of brand management. “We’ve conducted extensive third party testing of the new Beautyrest Black line and found that the addition of Transflexion technology has significantly enhanced its durability. That, coupled with the reduction in returns we have seen with the current Beautyrest Black line, makes us confident the collection is worthy of a 20-year limited warranty. We would not attach a longer warranty without this proof.”

The development of Transflexion Comfort Technology began approximately two years ago, when researchers at Simmons created the process of pre-stressing polyurethane foam layers before they were used in mattress production to achieve enhanced comfort and increased durability. In the Transflexion process, large sections of polyurethane foam are subjected to high pressure. This forces tiny windows inside the foam cells to pop open and release trapped gas from inside and throughout the foam. With traditional polyurethane foams, the gases stay trapped inside the foam cells until they are gradually released through repeated use of the bed. Because the trapped gases create a false firmness in the foam, a newly delivered mattress with traditional foams does not feel as soft as a retail sample of the same model that has been tested by numerous mattress shoppers. Consequently, this issue has resulted in a significant number of comfort returns by consumers. Rather than relying on educating every consumer on the nature of foam mattress padding prior to product purchase, Simmons is using the Transflexion process to address the underlying cause of this problem.

Because the Transflexion process pre-conditions a bed’s foam layers, the technology removes false firmness from a mattress, ensuring a consistent feel from the store to home and throughout the life of the mattress. For retailers, greater customer satisfaction means fewer costly product returns as well as improved sales associate confidence since there is no need to explain that consumers should expect a “break in period” when the mattress is delivered.

A key part of the company’s proactive research and development strategy, Transflexion Comfort Technology helps Simmons supply consumers with the utmost in value and satisfaction. Simmons’ dedication to creating the technology demonstrates the company’s continued investment in industry-leading innovations and patented product advancements, an effort that dates back to its founding in 1870.

Transflexion Comfort Technology is currently available in Simmons’ Beautyrest Black collection and Beautyrest World Class® models. It is also featured in the new ComforPedic® line debuting at this week’s Las Vegas Furniture Market. As the company realizes economies of scale, Simmons eventually plans to incorporate the process throughout its product portfolio.

Simmons has no plans to license Transflexion technology in mattress production other than to its existing licensees. However, the company intends to make it available to other industries that use foam padding such as home furnishings and bedding accessories.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest® NxG®, Beautyrest Studio™, BeautySleep®, ComforPedic by Simmons™, Natural Care® and Beautyrest Beginnings®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world.

For more information, visit www.simmons.com.

durable products company Obtains CertiPUR-US Certification on EcoSleep™ Mattress Line

August 11, 2010 - Specialty sleep manufacturer durable products company (dpc) announced that their EcoSleep visco mattresses will now include a CertiPUR-US® certification seal.. This move is in response to consumers seeking clearer guidance when shopping for environmentally friendly mattresses. The company has been supporting the Lifestyles of Health and Sustainability (LOHAS) philosophy by providing healthier bedding products through the use of natural and sustainable raw materials.  Now EcoSleep’s Cool-Contour Deluxe, Healthy Living and the new Sensation, Obsession and Revelation, will all feature CertiPUR-US approved polyurethane foam components.

“We view the LOHAS consumer as an untapped -- but growing -- segment of our industry,” said dpc owner, Dave R. Young. “Seeing the CertiPUR seal on EcoSleep mattresses will appeal to people who have a meaningful sense of environmental and social responsibility and incorporate these values into their purchasing decisions. Consumers that have been looking for clearer guidance when shopping for environmentally friendly mattresses can feel confident that some of the components used to make EcoSleep are not only comfortable but have also passed very strict environmental, health and safety standards.”

CertiPUR-US is a voluntary testing, analysis and certification program that was developed by members of the global foam industry in response to an increase in substandard imported foams. Items that carry the CertiPUR-US seal contain flexible polyurethane foam products that have been tested and certified by an independent laboratory to meet specific criteria for physical performance, indoor emissions and environmental stewardship.

Mattresses that carry the CertiPUR-US seal may be marketed as providing low emission (VOC’s) for indoor air quality and made without ozone depleting CFCs, PBDE fire retardant, formaldehyde, prohibited phthalates, mercury, lead and heavy metals.

EcoSleep mattresses feature some of the most advanced technologies in environmentally friendly bedding available in the marketplace today. Its manufacturing processes mirror the LOHAS practice of “responsible capitalism,” providing goods and services using economic and environmentally sustainable business practices. The results are products that are naturally hypoallergenic, anti-microbial and dust mite resistant.

The mattresses are shipped to retailers and consumers using the dpc’s flat-seal technology. This process compresses the mattress to a uniform density one third of its original size before sealing and rolling. When compared to traditional torque compression and vacuum-sealing systems, this system consistently preserves the structural integrity of the whole mattress without creating undue stress on the mattress components.  Mattresses completely recover to their original shape and size quickly and without defect. 

Founded in 2002, dpc LLC  offers a complete line up of visco, latex, air and innerspring mattresses for OEM and private label, and also develops and markets its own brands including EcoSleep environmentally-friendly mattresses and the luxurious Everloft pillows.

For more about the CertiPUR-US certification, visit www.certipur.us.

Hollandia Launches World’s First Bed Designed to Work With iPad

Hollandia Joins Therapedic at Las Vegas Furniture Market to Debut First Co-Branded Collection

Hollandia International and global mattress brand Therapedic today announced they will debut the world’s first bed designed to work with Apple’s iPad. The iCon™ Bed pairs Hollandia’s adjustable 3D mattress with a brand new foundation and custom headboard with iPad docking station and speaker system. It is the first design from the Hollandia Collection for Therapedic brand since the two companies formed their alliance for the U.S. market earlier this year.

“Like the iPad, the iCon Bed is more about a lifestyle choice than it is about a product, and caters to consumers who know how to balance work, rest and play,” said Hollandia CEO Avi Barssessat. “This approach is consistent with how we design our products, offering functionality, versatility, relaxation and comfort so that consumers can be more productive. Whether you want to read, work or fall asleep to relaxing music, this bed truly lets you have it all, then recharges your iPad as you sleep.”

The companies announced their joint venture this year and began developing products which leverage Hollandia innovation to be sold throughout the world. Hollandia will open Therapedic stores in cities in Israel in the next year, following Therapedic’s successful international operations model to grow the Therapedic brand in Israel.

“The iCon brings a fresh, new look to Therapedic customers, which we believe will attract a new type of customer to the Therapedic brand,” said Gerry Borreggine, Therapedic president and CEO. “That is exactly why we are so excited about our new association with Hollandia. We look forward to learning from one another and helping our brands continue to grow.”

The new Hollandia Collection for Therapedic will be presented in the new Therapedic and Hollandia showroom in space B-822 at Las Vegas Market, this August 2 to 6.

The iCon Bed’s upholstered headboard is in a class of its own with its sleek, modern look, along with four fully enclosed speakers, 250 watt amplifier and docking stations for two iPads built into the furniture. It is available in more than 200 fashionable colors and fabrics to complement any bedroom décor.

Available with it is the new Dual-Core 3D, Hollandia’s latest mattress technology which has been updated to allow two consumers to customize their side of the bed to their comfort needs. Under the zippered cover, the mattress, made of naturally ventilated Vita Talalay Latex, is split with each offering a soft side and a firm feel on the reverse. The 3D fabric features Active Ventilation, which helps to regulate temperature with an extra layer of air between the mattress and the consumer. The 3D material remains soft to the touch, yet is durable and washable.

Hollandia’s new Trio bed base completes the look with stylish arched steel legs which tuck under the bed, making it an ideal foundation for smaller spaces. It is also the first foundation to offer an additional motor that adjusts the head and feet lower than the flat position to arch and stretch the back.

Prices for the iCon bed start at $20,000 in queen with the dual-core 3D mattress and adjustable Trio foundation.

Hollandia draws upon more than 29 years of perfecting sleep systems to create a unique customer experience combining superior service with the highest quality materials - assuring luxurious rest and relaxation. In addition to its innovative sleep systems, Hollandia manufactures a full range of complementary sleep essentials such as plush pillows, fitted sheets, blankets and mattress protectors. Manufactured in Israel, Hollandia has retail locations in Philadelphia and The Mall at Short Hills in New Jersey.  The company has plans to open additional luxury retail centers, as well as partner with other like-minded luxury retailers and wholesalers.

Therapedic International is a 53-year-old mattress and sleep products manufacturer, with over 50 licensees producing products under the Therapedic brand label throughout the world. It is a recognized top-10 mattress brand, and has significantly increased its brand awareness and distribution in the related sleep products categories over the past five years.

For more information, visit www.hollandiainternational.com.

Sealy Launches New Social Media Campaign for Embody Line  

Campaign Begins with a New Embody™ Facebook Page & Twitter Feed

August 1, 2010 - Sealy, North America’s No. 1 mattress brand, today announced the launch of an exciting new social media campaign for its Embody™ memory foam and latex line of mattresses. The campaign begins with a new Facebook page and Twitter feed to get consumers excited and talking about the new line that offers simple, healthy rest.

“We are continuing our foray into the world of social media by connecting with our consumers in a meaningful way, while also differentiating our brand portfolio in the digital medium,” said Jodi Allen, Chief Marketing Officer, Sealy. “We’ve already received such positive feedback from consumers about the Embody™ by Sealy line and wanted to create an innovative and exciting platform to drive awareness about the new brand.”

The new social media platform will enable Embody™ to run a variety of consumer contests and promotions throughout the year, while also allowing for direct conversation with consumers on the topics of sleep and health.

“In today’s environment, we realize that it is about more than just the product. We want to be able to engage with our consumers in a way that allows us to improve their overall lifestyles,” said Allen.

Sealy is inviting consumers to become fans on Facebook (www.facebook.com/embodybysealy) and Twitter (www.twitter.com/embodybysealy). Consumers will, in turn, be the first to know about the various contests and sweepstakes as part of the larger campaign, while having direct access to relevant sleep articles and new product information.

“This will be the first step in a much larger strategy to drive leadership in the digital medium,” said Allen. “Beginning with Embody, you will see from Sealy new and innovative approaches to marketing our entire portfolio from a digital perspective.”

About Sealy

Sealy is the bedding industry's largest global manufacturer with sales of $1.3 billion in fiscal 2009. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Sealy Embody™, Stearns & Foster®, and Bassett® brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry.

For more information, please visit www.sealy.com.    

Anatomic Global Unveils New “Sleep by Design” Product Line

New Design Architecture Uses Physics For the First Time

to Address Comfort & Support Challenges in Visco Mattresses

August 1, 2010 - Mattress manufacturer Anatomic Global is taking a major step toward addressing consumer confusion relating to comfort and support issues in visco-memory foam mattresses. It’s nine-bed “Sleep By Design” product line, which represents the first application of a new patent-pending “Comfort Support Architecture,” will be introduced at the Summer Las Vegas Furniture Market that begins Aug. 2nd.

Sleep By Design’s comfort design architecture takes the subjectivity and guesswork out of the visco-memory foam mattress buying process using an identification system based on the laws of physics. These new products depend on progressive layering of proprietary memory foams to create mattresses that will appeal to a broader range of consumers. These new mattresses also address many of the comfort and support concerns such as the sinking feeling of visco.

The nine mattresses feature from three to seven progressive foam layers with up to 6.5 inches of visco-memory foam and lumbar support constructions incorporated into the bed depending on the comfort and support preferences of the consumer.

The “Avail Series” is designed for consumers who like to lie more on the mattress rather than “in it” based on a simple comparative assessment of their visco-memory foam surface preferences. The “Ascent Series” is designed for consumers who prefer being immersed more deeply into the visco-memory foam surface but who also want enhanced support. The “Altus Series” is designed for consumers who like an unmatched, fluid feeling, visco-memory foam but who also require lower back support.

Sleep By Design mattresses range in price from $799 to $2,999 in queen.

“The consumer is asking us to modify memory foam mattresses to provide different levels of comfort and support and to help them find the one that fits them best. We’re using our Comfort Support Architecture to systematically build mattresses that will give the consumer the comfort and support they have been looking for. We believe the consumer doesn’t want a one-size fits all product, but rather something better matched to their individual preferences that can be identified during the selling process. That is what Sleep By Design offers them,” said Anatomic Global CEO David Farley. “The early response to the concept by several of our key dealers has been very encouraging, leading us to believe that we are going to raise the industry bar with this new concept.”

“Our new design architecture allows us to ‘build by design,’ to help our retailers ‘merchandise by design,’ and ultimately allows the end-user to ‘sleep by design,’ ” he added.

Anatomic Global has always been at the forefront of innovation in the visco-memory foam space. The company was the first to introduce an ‘extreme’ open cell structure within the foam itself to address heat issues raised by consumers; the first to address sustainable global comfort through the application of bio-based foam formulas, adopt environmentally responsible manufacturing and logistics methods; and are now first to address individual consumer comfort and support – the biggest challenge in the memory foam segment of the market today.

Anatomic Global offers a broad range of proprietary plant-based EcoMemoryFoam™ and conventional foam products that appeal to a diverse consumer base, including mattresses, toppers and pillows. Its earth-friendly products use less energy to process and are vacuum-compressed and rolled for easy, fuel-efficient delivery.

Founded in 1989, Anatomic Global is a fully integrated, EDI capable globally positioned distribution, logistics and fulfillment-company that today incorporates the brand development and marketing insight of bedding industry leaders to meet the needs of its customers. Deeply rooted in the medical mattress industry, in 2008 the company applied its medical manufacturing expertise and launched the Ecomfort Mattress brand featuring its signature, exclusive EcoMemoryFoam™ extreme open-cell plant-based memory foam.

Visit Anatomic Global’s showroom in space C-1584 at the Las Vegas Market. For more information, visit www.ecomfortmattress.com.   

Natura World is Moving to a New Home in Vegas!

August 1, 2010 - They say your home is a reflection of who you are, which is why Natura World Inc. is happy to announce a new showroom location at the Vegas Furniture Market ~ A946. Please join us for a house warming party and launch of our Sleep Envelope Contest on Tuesday, August 3rd – complete with wines from New Zealand.

Natura’s new digs at market allows them to showcase their entire product line, which includes NaturaLatex, NaturaPedic, NaturaOrganic, NexGel, Baby & Kidz and their top of bed program. The opening of 478,000 sq ft manufacturing facility in Wichita Falls, Texas dovetails with the new showroom as a sign of Natura’s continued commitment to better servicing their customer base.

Team Natura has grown over the past year as thought-leader and CEO, Ralph Rossdeutscher and Scott Miller, Executive Vice President, have welcomed seasoned talent from the industry including Robert Patten and Dan Baker. Natura’s social networking on Facebook, Twitter, YouTube, FriendFeed and their own blog have also demonstrated the company’s support of their frontline retailers.

“We’re very thankful for all the loyal customers who’ve believed in us and supported us over the years,” says Ralph Rossdeutscher, CEO and founder of Natura. “Our grand opening party and launch of our Sleep Envelope Contest is our way of saying thanks.”

Natura’s Sleep Envelope Contest, launching at Market, will see two lucky people winging their way to New Zealand in 2011 on Natura’s dime. The contest will be open to retail sales associates as well as end consumers and be held throughout North America. The contest will promote Natura’s trademarked Sleep Envelope – the only guaranteed sleep solution.

For more than 16 years, Natura has been providing green, natural and organic sleep solutions. Understanding the importance of addressing female consumers while providing natural sleep solutions that improve health – and life in general – is their trademark.

Please join Natura in Vegas on Tuesday, August 3, in showroom A946 for a grand celebration and launch of the Sleep Envelope Contest. Wines from New Zealand will be featured, along with Natura’s two new lines of mattresses – NaturaLatex and NaturaPedic – as well as NaturaOrganic, NexGel, Baby & Kidz and their top of bed program..

To learn more about the Natura’s new showroom, please contact Julia Rosien at Natura World.

About Natura World: Founded 16 years ago by the Rossdeutscher family, Natura is committed to nurturing healthy bodies, souls and planet through healthy sleep systems. By providing a nourishing night’s sleep through sustainable, earth-friendly materials and manufacturing, Natura truly is where nature meets nurture. It’s not a trend. It’s about aligning personal values with everyday actions. A good night’s sleep makes for happier, healthier people and ultimately a better planet.

Please visit www.naturaworld.com for more information.

Specialty Sleep Association Offers Insight into “Green” Consumer

Vegas Market Seminars Will Address Consumer Safety & Environmental Issues in Selling Sleep Products

July 28, 2010 - The Specialty Sleep Associations’ (SSA) Safety and Environmental Program (SEP) consultant, Vicki Worden, will hold a series of special briefings for manufacturers and retailers at the Summer Las Vegas Furniture Market that begins Aug. 2nd. The four briefings will educate participants on how to sell more sleep products by addressing the safety and environmental concerns of consumers.  Participants will learn how to use the right terminology and how to use the recently released SEP seal to help them sell more environmentally friendly products to consumers.

After more than a year of research and industry involvement, the SSA created a two-step label and seal that will appear on mattresses from manufacturers who join the program that informs the consumer about the minimum environmental and safety compliance levels the particular product adheres to, along with a label that lists components in the mattress.

Manufacturers in the program pay a fee to the SSA to use the label and seal, and complete an extensive application process with documentation that backs up claims. Consumers wanting further information beyond the seal and label will be able to go the SSA’s website for more detailed information and can contact the organization if they wish to learn more about a specific manufacturer’s component filing.

“These seminars are an opportunity to reach manufacturers and retailers to talk about a credible solution to the green washing that takes place in the market each day when it comes to selling environmentally friendly products. The SEP approach is a great way for the industry to engage, educate and inform consumers about a topic that is the number one concern of female consumers in particular,” said Vicki Worden, a consultant to the SSA and president of Worden Associates, Inc.

The seminars will take place in the SSA showroom (C-1350). On Monday, Aug. 2, the session will be from 2:00 to 3:00 p.m.; Tuesday, Aug. 3rd from 10:00-11:00 a.m. and 2:00 to 3:00 p.m.; and Wednesday, Aug. 4th from 4:00-5:00 p.m.

Founded in 1995, the Specialty Sleep Association (SSA) is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. Its members develop and/or sell specialty sleep products, including natural and organic bedding, latex, memory foam, air, gel, water, adjustable, new spring technologies and related products. SSA membership is comprised of more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

Retailers interested in learning more about air, water, memory foam, latex, gel, adjustable beds and green or all natural sleep products should contact SSA Executive Director Tambra Jones at: (559) 868-4187 or (559) 676-8639 or tambra@sleepinformation.org. 

Specialty Sleep Association Launches Safety & Environmental Seal Program

Focus of Program is Consumer Education & Awareness

July 26, 2010 - The Specialty Sleep Association (SSA) is launching the mattress industry’s first Safety & Environmental Program (SEP) to better educate and inform consumers of the components in the sleep products they buy. After more than a year of research and industry involvement, the leading trade association has created a two-step label and seal that will appear on mattresses from manufacturers who join the program that informs the consumer about the minimum environmental and safety compliance levels the particular product adheres to, along with a label that lists components in the mattress.

Manufacturers in the program pay a fee to the SSA to use the label and seal, and complete an extensive application process with documentation that backs up claims. Consumers wanting further information beyond the seal and label will be able to go the SSA’s website for more detailed information and can contact the organization if they wish to learn more about a specific manufacturer’s component filing.

To display the Level I seal, a manufacturer must meet all federal safety flammability requirements; provide a warrantee for the product; meet all safety requirements for children’s products if applicable; disclose material construction with a descriptive label content; participate in an annual survey to identify carbon footprint issues and has committed to continuous improvement; and meet standards set by the Montreal Protocol Act when applicable, for reduction or elimination of ozone depleting substances. For the Level II seal, a manufacturer would have to meet all the requirements of the first threshold and in addition: meet California Section 1350 testing for low VOC emissions and validate that the mattress’ textile covering contains no harmful substances.

Several manufacturers have already signed onto the program and plan to show mattresses in compliance with the program at the forthcoming Summer Las Vegas Furniture Market beginning August 2nd. A leading industry supplier has provided the preliminary funding to launch a consumer education program through the enhancement of the current SSA website and a new social networking initiative that will launch when the first mattresses are expected to hit retailer’s floors.

“Purchasing safe and environmentally friendly products is an overwhelming concern of consumers. The SEP program represents the best way to finally deliver a clear message, through a revolutionary new label and education program, that the bedding industry is listening to that concern. The SSA is proud to have taken a leadership role in this important task of creating clarity in defining the broad terms being used to define environmentally friendly products as part of our ongoing mission to promote natural, healthier and safer sleep solutions for consumers,” said SSA President Dale Read.

“The SEP program is all about transparency and education. It represents a unification of suppliers, manufacturers and retailers around a set of environmental terms and definitions that will reduce confusion and bolster sales to consumers anxious to purchase environmentally friendly products,” he added.

SEP is the result of the SSA’s “Green Initiative,” which brought together 15 leading manufacturers, suppliers and retailers who studied and debated how the industry represented various environmental terms like “green” and “natural” to consumers. The group conducted a major study of consumers and retail sales associates to provide input, as well as looking at numerous certification programs and standards currently in use around the world. The process culminated in a comprehensive report delivered to industry leaders earlier this year.

“The Safety and Environment Program is the next step in standardizing the information about environmentally-friendly sleep products available to consumers. The SEP seal will not only provide an industry standard for what is green, sustainable or natural, but will also give retail sales associates the opportunity to discuss mattress safety, female consumers’ number one concern,” added Read.

Founded in 1995, the Specialty Sleep Association (SSA) is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. Its members develop and/or sell specialty sleep products, including natural and organic bedding, latex, memory foam, air, gel, water, adjustable, new spring technologies and related products. SSA membership includes more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

For more information regarding the SSA, please contact Executive Director Tambra Jones at: 559-868-4187 or 559-676-8639 or by email: tambra@sleepinformation.org.

Organic Mattresses, Inc. (OMI) to Unveil Newly Designed Las Vegas Showroom

July 23, 2010 - Organic Mattresses, Inc. (OMI), the nation’s leading manufacturer of organic mattresses and accessories, announced it will unveil a newly designed showroom at the Las Vegas World Market Center, August 2 – 6, 2010.  The new space, conveniently located across from Tempur–Pedic® at the base of the elevators and escalators, is a strategic move by OMI to accommodate heavier foot traffic, increase visibility and make the brand more accessible to buyers interested in organic bedding products.

“As our brand grows, the merchandising of our products becomes much more important,” said OMI President and CEO Walt Bader. “The new showroom allows us to maximize and better showcase our products to retailers. Our fully integrated organic bedding systems will be presented in visually appealing vignettes, offering our retailers additional merchandising ideas while capitalizing on the new convenient location on ‘mattress row.’”

Located in Building C, space 1515, the new showroom is at the center of the 15th floor’s most visited area. 

The company’s full line of mattresses, toppers and accessories, including the newest customizable mattresses in the OrganicPedic by OMI® Collection, the OrganicPedic 81 and the OrganicPedic Duo, will be on display. To celebrate their new location, OMI will host a cocktail party at 4:00 p.m. on Tuesday, August 3rd.

Made in the USA in the only GOTS (Global Organic Textile Standard) large-scale facility, OMI is a full-circle environmental company dedicated to supporting America’s organic and sustainable farmers. OMI’s handmade, custom organic mattresses are manufactured in Northern California in the only Eco-Factory™ in North America built solely to manufacture organic products.  OMI mattresses are also Greenguard-certified and qualify under the U.S. Environmental Protection Agency’s LEEDs indoor air-quality program.

For more information, go to www.organicpedicbyomi.com.

Chris Schriever Now Publisher, Dale Read Editor

Emeritus/Senior Writer of BEDROOM Magazine

July 23, 2010 - Dale T. Read President and CEO of The Marketing Arm Group, Inc. of Charlotte, NC and former owner of BEDROOM Magazine, and Christopher Schriever Principal of Blue House Design, LLC of Washington, DC, announced today that Mr. Schriever would assume the duties and responsibilities as Publisher of BEDROOM Magazine. Read, who created BEDROOM Magazine in February of 1995, will remain affiliated with the magazine as Editor Emeritus and Senior Writer for the mattress and bedding industry trade journal. Schriever, whose firm has designed and printed the magazine for more than six years, has purchased the publication and will immediately assume the duties of Publisher.

This transition will assure the magazine's sound financial footing and offer new energy and resources to help the publication address opportunities that arise from the recovering economy. This will also give Read the opportunity to place more focus on his role as President of the Specialty Sleep Association and author of the "Green Initiative", as well as pursue other opportunities within the mattress/bedding industry. As the Senior Writer for BEDROOM Magazine, Read will continue doing what he enjoys the most, namely advocating, through the publications editorial articles for the products and marketing offered by manufacturers and suppliers to retailers.

"Sixteen years ago there was no serious coverage of the mattress/bedding industry to the mattress retailer. I saw the opportunity to become a vocal advocate for the manufacturers and the suppliers to the retailers. Over the years we expanded the circulation from just under 5,000 retailers up to 22,000 at one point", said Read. Recent store closings and consolidations, as well as greater circulation focus, put retailer distribution for the Summer 2010 issue at 18,347.

Read noted the Blue House team had recently made new and vibrant changes to the look and format and had introduced new departments and features. "This team of young, high-energy, 20- and 30-something designers, copywriters, sales people and editors are bringing new life to this industry magazine", said Read. "I'll stick around as Senior Writer and work closely with the hundreds of manufacturers and suppliers who have become friends and colleagues. I'll still be telling their stories, but this new team will be running the show."

Schriever added, "I've enjoyed getting to know the industry over the past six years and am thrilled to be further invested with BEDROOM Magazine. We will continue in the tradition of providing coverage of current product insights, trends in marketing and the latest information from a myriad of mattress and bedding manufacturers. This information should help retailers better stock their showrooms with products that will sell and in turn improve margins."

The team is not revealing the details or terms of the deal, nor the specific transition of BEDROOM Magazine from The Marketing Arm Group to Blue House. The website www.BEDROOM-Mag.com  remains, for the present time, under the ownership and management of The Marketing Arm Group working in conjunction with the Magazine and Blue House.

For more information contact: Christopher Schriever chris@bluehouse.us

About BEDROOM Magazine

BEDROOM Magazine has been the champion and advocate covering the innovative, new technology driven sleep products industry for more than 16 years. BEDROOM provides retailers, manufacturers and suppliers with the foundation and knowledge of sleep products industry.

For more information, visit www.BEDROOM-Mag.com.

About Blue House Design, LLC

Blue House is a design firm with extensive marketing and publication-management experience. Services include marketing strategy, concept development and design; advertising, exhibit and sponsorship sales; as well as print, mail and distribution management.

For more information, visit us at www.bluehouse.us.

Ergomotion Will Exhibit New Lines in Two August Market Showrooms

July 23, 2010 - Adjustable bed base innovator Ergomotion will show its new product lines in Space C 1415 as well as a second exhibit in the Specialty Sleep Association Space C 1350, unit C76, during the August 2 – 6 Las Vegas Furniture Market, Ergomotion President Kelly Clenet announced.

The exhibits will focus on the “Ease to Add Some G’s” to mattress sales by training retail sales associates to include an Ergomotion base in each presentation. This increases an average retail sale by about $1,000. Ergomotion has developed its business to make ordering and inventorying, in-store display, selling and delivery—the entire marketing process—easier for its customers. The company will roll out a new adjustable base with built-in skirt and a new wall hugging mechanism.

Ergomotion products are known for crisp user-friendly designs, technological innovation, and safety features in each adjustable bed. Ergomotion fits into any frame and elevates to a full sitting position. Seven sizes are available. Beds set up in minutes, simply requiring installers to hand tighten four legs, then plugging in the unit. All are wall-friendly and feature removable height-adjustable legs. Snap-in replacement parts require no tools. Service issues are handled by a 24 hour toll free consumer telephone line. Ergomotion’s factory is ISO 9000 certified.

Retailers seeking additional information please visit www.ergomotion.us or call 888 550-3746.

Embody by Sealy Wins Polartec APEX Award for Innovative Design

July 23, 2010 - On June 2, 2010, Sealy, North America’s No. 1 mattress brand, was selected as one of Polartec’s 12 North American APEX Award winners for its innovative use of its fabric in the new Embody™ by Sealy mattress.

Winners of the award were selected based on their use of the Polartec and APEX fabrics. These products must exhibit versatility, function and be unique in design with an emphasis on aesthetics.

Embody by Sealy successfully combines breathable Polartec-based fabric with the signature comfort of Sealy mattresses. The result is a mattress that enhances air circulation and works with the body’s natural ability to regulate temperatures. In addition, the line offers a sleek, contemporary design of memory foam and latex foam mattresses that provide consumers with a choice of clean, breathable products for a healthy sleep environment.

About Sealy

Sealy is the bedding industry's largest global manufacturer with sales of $1.3 billion in fiscal 2009. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Sealy Embody™, Stearns & Foster®, and Bassett® brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry.

For more information, please visit www.sealy.com.

Organic Mattresses, Inc. (OMI) to Feature Dual Core Mattress

Beautifully Designed For Two in Vegas

Company Expands Comfort Line Based on Recent Success of Customizable Products

July 23, 2010 - Organic Mattresses, Inc. (OMI), America’s #1 manufacturer of organic mattresses, will introduce a new dual-core sleep system at the Las Vegas Market this August 2-6, 2010.  The OrganicPedic® DUO by OMI mattress allows each partner to select individual comfort preferences on each side of the same bed.. According to an OMI company spokesperson, consumer demand for customizable organic mattresses is on the rise.  

“We all know sleep is vital for physical and emotional well-being, but many couples find sharing a bed difficult,” said OMI President and CEO Walt Bader.  “For far too long, the organic consumer has had to accept products that did not meet the same comfort and posture support quality level as mainstream or other specialty sleep offerings. People were sacrificing comfort for healthy sleep.”

The DUO allows OMI to give their customers more comfort choices. The zippered organic cotton quilted cover allows easy access to the interior layers, starting with OMI’s signature 3-inch, 100-percent natural rubber latex sculpted top layer. Underneath this layer there are two individual adjustable comfort layers on each side, nestled together to form the bed’s core. Each interchangeable layer is individually labeled to identify the mattress’ comfort options – extra soft, soft, medium, and firm – that the sleeper can position each component to create her or his exact comfort level. 

“Our retailers requested organic mattresses with more customizable sleep options,” adds Bader. “Along with our OrganicPedic® 81 by OMI, which we recently introduced, our latest introductions relieve retailers from the headache of comfort exchanges and give consumers control of their comfort by adjusting a layer, if needed.”

The DUO queen mattress has a suggested retail price of $3,995. From the contrasting colored detailing to the brass zippered cover, the DUO’s fine tailoring is evident throughout its design. 

Made in the USA, OMI is a full-circle environmental company dedicated to supporting America’s organic and sustainable farmers. OMI’s handmade, custom organic mattresses are manufactured in Northern California in the only Eco-Factory™ in North America built solely to manufacture organic products.  OMI mattresses are also Greenguard-certified and qualify under the U.S. Environmental Protection Agency’s LEEDs indoor air-quality program.

To experience the OrganicPedic DUO by OMI, along with other handcrafted products by OMI, visit their permanent showroom, World Market Center Las Vegas space C-1515.

For more information, visit www.organicpedicbyomi.com.

Leggett & Platt Consumer Products Group Introduces Ten New Beds in Las Vegas

July 22, 2010 - Leggett & Platt Consumer Products Group will introduce more than 10 new beds to our Leggett & Platt® Fashion Bed™ collection at the Las Vegas Market in August. Two of the new ornamental beds we will be highlighting are:

Leggett & Platt® Fashion Bed™ “Kendall” – a wood and metal bed

Style/Description: Contemporary styling blends a beech wood finish with a glossy black sapphire metal finish to fit into a variety of bedroom décors. The headboard height is 48”, and the footboard height is 34”. Available in queen and king. Approximate Retail Price: $599 (queen)

Leggett & Platt® Fashion Bed™ “Memphis” – a metal bed

Style/Description: An iced bourbon finish and open scroll design in a transitional style allow this bed frame to coordinate with traditional or modern décor. The frame features a powder coat base with hand‐finished highlights. The headboard height is 54 ½”, and the footboard height is 29 ½”. Available in queen and king. Approximate Retail Price: $499 (queen)

About Leggett & Platt® Consumer Products Group

Leggett & Platt® Consumer Products Group, a division of global diversified manufacturer Leggett & Platt, is the premier provider of bedding products and accessories to the retail community. Based in Whittier, California, L&P CPG is committed to delivering innovative, high‐performance products at an exceptional value and offers a complete range of consumer bedding products and sleep accessories, available in retail furniture and bedding stores nationwide.

For additional information, please visit www.leggett.com\consumerproductsgroup.

Jacuzzi Brand Luxury Bedding Products Launched
 

July 22, 2010 – Today, Jacuzzi Inc. celebrates the nationwide launch of luxury bedding products that extend the Jacuzzi® brand name beyond hydrotherapy. Under the terms of a licensing agreement, JelSleep LLC will manufacture and market a variety of upscale products under the Jacuzzi™ Bed Collection mark.

Jacuzzi™ Bed Collection mattresses feature a proprietary comfort layer comprising JelSleep™ technology combined with latex. This exclusive comfort layer is available over four different support structure options: engineered foam, individually wrapped coil, latex or an adjustable air core that allows the consumer to independently adjust the firmness in the head, lumbar and foot sections of the sleep surface. In addition, the Jacuzzi™ Bed Collection offers adjustable bed frames, pillows and sheets.

“We have looked at a number of Jacuzzi® brand extensions over the years to equate the luxury and relaxation experience that made our brand famous. This is the first system that captures the Jacuzzi® brand experience while you sleep,” notes Jacuzzi Group Worldwide CEO, Tom Koos. “We are very excited to be working with JelSleep LLC and look forward to the experience they bring in the luxury bedding product category.”

“We have found a great partner in Jacuzzi who reflects the same commitment to product excellence, health and well-being that is at the heart of the Jacuzzi™ Bed Collection product line,” notes Rick Feingold, President of JelSleep LLC.

The Jacuzzi™ Bed Collection features the new proprietary and revolutionary JelSleep™ material, the main ingredient in the new comfort layer, incorporating a patented technology. It automatically bio-adjusts to different body shapes and body temperatures at the same time, creating the ideal sleeping environment.

Research has shown that temperature plays a pivotal role in sleep. Experts note that during sleep, the body naturally tries to cool down to a lower set point. As the body lowers its core temperature, heat is released through the extremities.

JelSleep™ technology assists in the temperature reduction process, using its heat-diffusing properties to draw excess heat away from the body and dissipate it away from the comfort layer. The self adjusting system allows each individual body to fulfill its own natural desire to lower its temperature when sleeping, a critical factor in getting the quality sleep necessary to regenerate the body and mind for the next day, according to Feingold.

The unique JelSleep™ material stretches in all directions allowing it to conform to the body without causing it to sink, for optimum body support and proper spinal alignment. Additionally, JelSleep™ distributes weight evenly, relieving pressure and reducing the body’s need to reposition itself, allowing sleepers the opportunity to wake up free of aches and pains. JelSleep™ also responds to weight shifts immediately, allowing each sleeper to change positions without disturbing his or her partner. By eliminating endless body movement, both sleepers are better able to enter and maintain deep, restorative sleep, says Feingold.

About Jacuzzi Group Worldwide

Jacuzzi Brands Corp., d/b/a Jacuzzi Group Worldwide, through its subsidiaries (including Jacuzzi Inc.), is a global manufacturer and distributor of high quality and innovative branded bath, plumbing and backyard products for the residential, commercial and institutional markets. Product offerings include whirlpool baths, outdoor hot tubs, showers, sanitary ware, bath tubs, as well as fixtures and accessories. These products are marketed under our portfolio of brand names, including the flagship JACUZZI® brand as well as, SUNDANCE®, and ASTRACAST®.

Retailers who wish to carry the Jacuzzi brand JelSleep should contact:

JelSleep LLC

Rick Feingold

847-441-3222

rick@jelsleepbeds.com. 

Learn more at www.jacuzzi.com.

Simmons to Introduce Advanced Design, Innovative Beds at the August World Market Center

July 20, 2010

ComforPedic and ComforPedic LOFT 2010 Introductions

Simmons’ specialty sleep product guru Anne Kozel and Scott Smalling , who is the President of the Simmons Specialty Sleep Division have informed BEDROOM Magazine that Simmons is launching a new ComforPedic™ collection at this upcoming Las Vegas Furniture Market. The new specialty sleep line combines technology and luxury with modern aesthetics to create a better memory foam mattress. The line features a combination of the brand’s Advanced NxG™ Memory Foam and NxG™ Memory Foam with their heat dissipation, quicker recovery and consistent comfort benefits and includes 360 Gradient Edge™ Support, which firms up the sides of the bed for support while sitting and extends the sleeping surface of the mattress all the way to the edge.  All models are available in firm or plush feels and feature a layer of latex for added comfort, while select models incorporate Progressive Support Latex for superior support and pressure relief. In addition, the line includes Transflexion™ Comfort Technology, a patented process that removes false loft from the mattress’ base foam, helping to ensure a consistent comfort throughout the life of the mattress and minimizing reasons consumers return mattresses. Each bed in the collection features a stretch knit fabric cover with a modern geometric design, and dealers may choose from a bold “chocolate” or more conservative “fawn” color for the beds’ luxurious velour border fabrics.

Simmons is also launching a new ComforPedic Loft™ model featuring GelTouch™ technology at Las Vegas Market. Nestled within a layer of NxG™ Memory Foam, the GelTouch layer is positioned in the center third of the mattress, where it provides a cooling sensation along with greater conformability. Simmons originally introduced GelTouch technology into its memory foam offerings in 2008 with the ComforPedic™ Capri™ model, and this introduction makes GelTouch technology available to consumers at a more affordable price point.

Beautyrest Black 2010 Introductions

Simmons’s marketing executives further announced that the company is introducing a new Beautyrest Black™ collection at the August 2010 Las Vegas Furniture Market, and this year the collection is divided into two distinct categories—Beautyrest Black and Beautyrest Black Beyond™. Beautyrest Black models provide an unforgettable sleep experience by combining unique product aesthetics, 850 density Variform Advanced Pocketed Coil™ springs and layers of superior comfort foams like NxG™ Memory Foam and Progressive Support Latex. Beautyrest Black Beyond mattresses take luxury to the next level with the additions of striking aesthetic differentiation and even more opulent materials like Advanced NxG™ Memory Foam and GelTouch™ technology for exceptional comfort and support. All Beautyrest Black and Beautyrest Black Beyond mattresses incorporate Transflexion™ Comfort Technology, a patented process that removes false loft from the foam comfort layers, helping to ensure a consistent comfort throughout the life of the mattress and minimizing reasons consumers return mattresses. The collection also features fine aesthetic details such as unique tack and jump borders, jeweled ribbon borders and performance enhanced quilt designs, creating a visual combination that embodies the world’s finest Beautyrest™.

Retailers interested in learning more about the new Simmons mattresses are encouraged to attend the World Market Center Building A-525 Or visit: www.simmons.com.

FabricTech  Introduces “PureCare” as the New Premium Brand Platform for its Antibacterial Silver & OmniGuard™ Products

July 16, 2010 - Fabrictech International, the innovative leader in health and allergy protection in the sleep products industry, has completed the re-branding of its premium protection lineup called “PureCare™”, which highlights the performance fiber characteristics found in its new Antibacterial Silver mattress and pillow protectors.

The company spent the past several months rebranding the program in order to help retailers showcase the benefits of premium health and allergy protection products that raise the industry’s performance bar to “allow the consumer to take back their bedroom” by killing bacteria on contact, as well as providing complete protection against bedbugs, dust mites, allergens and moisture.

Retailers can now sell making the bedroom a healthier place to sleep

“Fabrictech products enable the retailer to have a completely different conversation with their customers. Instead of just talking about a protector in the context of a warranty, they can raise the bar and also talk about making the bedroom a healthier place to sleep,” said Fabrictech President and Chief Operating Officer Jeff Bergman. “PureCare Antibacterial Silver allows us to take health and clean to a new level. Our mattress and pillow protectors not only guarantee the manufacturer’s warranty, but they create the cleanest surface for the sleeper while not altering the comfort of the new mattress and pillow.”

In addition to the rebranding program that affords new packaging and POP tools, Fabrictech also provides its dealers with extensive retail-focused training to help RSAs better sell accessories in today’s competitive business climate.

Bergman said the company will use the PureCare brand as a platform for future premium products. “We are exploring how to integrate other additives into our mattress and pillow protection products that will enhance the health, safety and comfort of our customers. PureCare will be our brand platform for this future innovation,” he said.

The PureCare™ Antibacterial Silver system safeguards your mattress and pillows from bacteria, mildew and fungi with silver ions that locate bacteria and deactivate it while suppressing the reproduction of dust mites and their allergens. Combined with Fabrictech’s OmniGuard™ Ultra fabric that is bedbug, dust mite and allergen proof, FabrichTech tells BEDROOM Magazine that the new PureCare™ Antibacterial Silver products provide the healthiest and cleanest mattress and pillow protectors available today.

A byproduct of the sterilization of bacteria is a hygiene function that protects against its resulting unpleasant odors. Additionally, the reproduction of dust mites and their allergens are effectively inhibited. The product is dermatological tested and safe and Oeko–Tex certified. The silver thread fibers in the fabric provide unique protection, yet are small enough not to impair the comfort and contour of the sleep surface.

Fabrictech’s PureCare™ Antibacterial Silver mattress protection products range in suggested retail price from $119 to $169 in queen size. Its pillow protection product is $39.

“The Fabrictech brand is continuing its steep growth because we deliver high quality, health protection, value and outstanding service to our retailers. We remain dedicated to providing the finest products that provide the best possible margins to our customers,” said Fabrictech Chairman and Chief Executive Officer Arnold Hershbain.

Visit Fabrictech International at the Summer Las Vegas Furniture Market at Showroom C-1532.

Founded in 1992, FabricTech International provides consumers with a safer and healthier sleeping environment by utilizing the most advanced technology, the finest materials and highest quality workmanship. In addition, all FabricTech International products adhere to strict medical guidelines. FabricTech International is the exclusive provider of mattress protection products for The Style Network.

For more information about FabricTech International visit www.fabrictech.com or call 800-758-8563.

FabricTech International Positions Itself as the Premium

Mattress and Pillow Protection Brand to Top 100 Retailers

July 15, 2010 - FabricTech International, the innovative leader in health and allergy protection through advanced technology in the sleep products protection industry, continued its record growth into 2010, nearing the 1,500-door count with the addition of many of the nation’s Top 100 retailers.

FabricTech International products are now available at such leading retailers as Mor Furniture, America’s Mattress, RC Willey, Sit ‘N Sleep, Bob’s Discount Furniture and Ashley Homes Stores.

“Over the past 18 months we have not only built out a full sales and training network in the United States, but we have made significant logistics enhancements that secure our ability to service large retailers across many geographies,” said FabricTech President and Chief Operating Officer Jeff Bergman. “New packaging and point-of-purchase materials have also had a huge impact at retail, giving RSAs an edge in explaining to consumers the benefits of our products.”

According to FabricTech Chairman and Chief Executive Officer Arnold Hershbain, while the company has always offered a high-quality premium line, the infrastructure improvements were a necessary investment to grow the brand.

“Today, we are increasingly viewed by quality retailers as the premium protection product brand on the retail floor. Our product innovation, sales training, marketing, branding and logistics have become recognized as a strategic tool for the retailer to increase their margins in the sleep essentials arena,” he said.

Founded in 1992, FabricTech International provides consumers with a safer and healthier sleeping environment by utilizing the most advanced technology, the finest materials and highest quality workmanship. In addition, all FabricTech International products adhere to strict medical guidelines. FabricTech International is the exclusive provider of mattress protection products for The Style Network.

For more information about FabricTech International visit www.fabrictech.com or call 800-758-8563.

Simmons Bedding Appoints Gary Fazio as New Chief Executive Officer

Top Industry Executive Brings Extensive Manufacturing

and Retail Bedding Experience to Lead the Company

July 8, 2010 - Big news among the ranks of the top mattress/bedding manufacturers! Simmons Bedding Company, a leading provider of premium-branded bedding products, announced today the appointment of Gary Fazio as its new Chief Executive Officer effective July 8, 2010. Mr. Fazio brings more than 38 years of experience in the bedding industry and will be based at the company’s headquarters in Atlanta.

"I am thrilled to be joining Simmons at a time when the company is enhancing its strong brand and product portfolio as well as continuing to build on its long history of developing high quality and innovative products,” said Mr. Fazio. “Our opportunities are broad, and I look forward to joining the leadership team of such a distinguished company.”

Mr. Fazio has served as a top executive at both Sealy, Inc. and Mattress Firm, both in the manufacturing and retail sales of bedding resepctively. From 1981 to 2001, he worked at Sealy, Inc., eventually becoming Vice President and General Manager. From 2001 until 2010, Mr. Fazio served as CEO at Mattress Firm and has been its Chairman since February 2010.

After five years of dedicated leadership and service to Simmons, and guiding the company successfully through its restructuring, President and Chief Operating Officer Steve Fendrich will be leaving the company.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest NxG®, Beautyrest Studio™, ComforPedic by Simmons™, ComforPedic Loft™, Natural Care®, Beautyrest Beginnings™ and BeautySleep®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world.

For more information, visit Simmons Bedding's website at www.simmons.com.

Specialty Sleep Association and National Cotton Batting Institute Team on the SSA’s Safety and Environmental Program For Consumer Education

June 28, 2010 - Manufacturers and retailers in the mattress/bedding industry have become quite familiar with the “Green Initiative” program spearheaded by the Specialty Sleep Association (SSA). The program is focused on defining eco-friendly sleep and providing clarity for consumers shopping for mattresses and bedding. Now, the SSA is pleased to announce that the National Cotton Batting Institute (NCBI) has joined the SSA and the SSA has joined the NCBI to team on this important effort.

According to Dale T. Read, president, SSA, “The NCBI has a long history of advocating cotton as an element in natural and all natural mattresses, pillows and bedding. We share a common goal of educating the consumer about natural components in mattresses and bedding. It is a benefit for the SSA to support the NCBI, and to have their support for our SSA Safety and Environmental Program for Consumer Education."

“Since a high percentage of our product is entirely natural --- reclaimed cotton waste converted into batting --- we were extremely interested when the SSA began conducting surveys to define what is ‘green’,” said NCBI president Weston Arnall. The National Cotton Batting Institute represents U.S. companies that manufacture and sell batting for use in mattresses, futons, home furnishings, and upholstered products. NCBI provides a range of services to assist its members in expanding markets, monitoring and contributing to legislative and regulatory decisions that affect the industry, and conducting consumer education and information programs

The SSA industry-wide product labeling effort is the core element of its Safety & Environmental Program. The ongoing national initiative is centered on addressing a key industry challenge: helping to bring “transparency” to acceptable practices in the marketing of eco-friendly sleep products.

All aspects of the SSA program are based on in-depth national research and input from manufacturers, retailers, retail sales associates (RSAs), and the market at-large – as well as analyses of applicable consumer protection laws at the federal and state levels.

Founded in 1995, the Specialty Sleep Association is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. SSA membership is comprised of more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations.

Those interested in learning more about the SSA, should contact Tambra Jones, executive director, SSA, 559-868-4187 or 559-676-8639, tambra@sleepinformation.org.

In Memoriam: Michael Pino, International Director of Sales for Natura

June 23, 2010 - It is with deep regret and extreme sadness that Natura announces the death of International Director of Sales, Michael Pino. His battle with cancer ended on June 22 2010 – Michael was 56 years old.

Michael is survived by his wife Wendy, son Jonathan (23), his older brothers, Joseph and Robert, three niece, a nephew and best friend Tammy.

A service will be held on Saturday, June 26 at St. Joseph’s Church in Swedesboro, New Jersey. Friends and family are invited to visit Daley’s Life Celebration Studio (adjacent to the church) between 8:30 and 10:00 am. Michael will be laid to rest in St Joseph’s Cemetery beside his mother and father.

Michael’s family requests donations be made to a charity close to your heart or the Cancer Centers of America, 1331 East Wyoming Avenue, Philadelphia, 19124. You can donate directly online at www.gatewayforcancerresearch.org/donate or by calling 888-221-2873.

Condolences can be left at the Daley Life Celebration Studio online: www.lifecelebrationstudio.com/main.cfm. The online guestbook will be available on Friday June 25.

Michael Pino, a 20-year industry veteran was Natura’s International Sales Director. After graduating from Rowan University, he began his career with Therapedic and moved onto Restonic and Natura. Michael loved travel and food and fed these passions by nurturing a career that lured him to different corners of the globe on a regular basis. According to his niece, Linda, work was a passion for Michael, a calling, not a career.

Michael put his family first and enjoyed sharing his love of sports with them – he was an avid Phillies and Eagles fan.

“Michael was a remarkable ambassador for Natura in the international mattress world," said Ralph Rossdeutscher, President of Natura. “Michael was also a good friend and we will miss his sense of humor, his willingness to be there for others and his get-it-done attitude.”  

Protect-A-Bed Celebrates World Continence Week

Company Sponsors Conference, Spreads the Word About Discreet Incontinence Products

June 21, 2010 - Protect-A-Bed, a leading provider of sleep hygiene products, is celebrating World Continence Week by sponsoring and exhibiting at an incontinence-focused public health fair from 11 a.m. to 2 p.m. on June 23 at the James R. Thompson Center in downtown Chicago.

World Continence Week (June 21-27), a creation of the International Continence Society, is designed to build awareness of incontinence issues and treatments. It's estimated that more than 33 million individuals are affected by incontinence in the United States. At the Chicago public health fair, healthcare professionals and incontinence product providers will be on hand to start a dialogue with people about incontinence and their treatment options.

"Incontinence is not something people should be ashamed of or silent about", said Protect-A-Bed CEO James Bell. "World Continence Week is all about giving individuals the tools they need to understand and manage their incontinence issues. Protect-A-Bed is proud to be involved in this valuable awareness-building initiative, and we're excited to share our discreet and comfortable bedding protection products with attendees of the Chicago public health fair."

Chicago-based Protect-A-Bed is an international provider of sleep hygiene products. The company's mattress protectors are made of a super soft, ultra thin, lightweight material that is waterproof, absorbent and easy to transport. The mattress covers feature Protect-A-Bed's patented Miracle Membrane® durable polyurethane laminate, which provides ultimate mattress protection, yet is cool, comfortable and quiet to sleep on. Protect-A-Bed mattress covers are machine washable and can be tumble dried.

Protect-A-Bed is filling a growing need for high quality, discreet incontinence products. Previously, those suffering from incontinence were limited to plastic bed covers that made sleep uncomfortable and incontinence issues obvious to others.

"Unfortunately, many incontinence sufferers are unaware of the treatment options and products available to them", said Diane Newman of the University of Pennsylvania's Center for Continence and Pelvic Health. "Companies like Protect-A-Bed are meeting an important need by creating discreet incontinence products. World Continence Week and health fairs like those being held in Chicago, create a forum for these companies and for health professionals to share their expertise with those who need it."

The James R. Thompson Center is located at 100 West Randolph St, Chicago, Ill., 60601. For additional information on the Chicago public health fair and other World Continence Week events across the country, please visit www.worldcontinenceweek-usa.org. 

About Protect-A-Bed

Protect-A-Bed offers consumers a complete line of protective bedding products to create a Healthy Sleep Zone. The unique technology featured in Protect-A-Bed’s mattress and pillow protectors was developed in South Africa in 1980 before the company was officially established in the United States in 2000. Now selling in 27 countries, Protect-A-Bed is a worldwide leader in mattress protection innovation. The company developed the proprietary Miracle Membrane® and patented Bug Lock® and Secure Seal®, which help create a dry, bed bug free, anti-allergy sleep zone for people of all ages. Protect-A-Bed products are listed as a Class 1 Medical Device with the Food and Drug Administration and have received the Good Housekeeping Seal.

To learn more about Protect-A-Bed's sleep hygiene products, visit www.protectabed.com.   

World’s Leading Manufacturer of Bedding Latex Foam Components

Joins SSA “Green Initiative”

June 15, 2010 - The mattress/bedding industry “Green Initiative” program spearheaded by the Specialty Sleep Association (SSA) has added a new supplier board sponsor: Latexco US, the United States/Canada division of Latexco of Belgium. Additionally, the President of Latexco West, Roger Coffey, has been named to serve on the founding board of the “Green Initiative,” which is focused on defining eco-friendly sleep and providing clarity for consumers shopping for mattresses and bedding.

According to Dale T. Read, President of the SSA, “We continue our strong outreach to suppliers in the mattress/bedding industry to further expand the ‘Green Initiative.’ Roger Coffey and Latexco are leading the way in the world of latex foam components for the bedding industry. As our Safety & Environmental Program evolves and expands in the months ahead, we look forward to their active involvement.”

Latexco produces a large range of mattress cores, toppers and pillow cores. Latexco US Holdings was the compapny’s first expansion in North America. Latexco US is part of the family owned Latexco N.V. group based in Europe with over 50 years of experience in serving the bedding industry worldwide. The company has an award-winning recycling process which turns waste product into clean, profitable alternatives.

“At Latexco, we feel that it is imperative to give back to our industry and customers. We have always been involved with the ecology of our products and our stewardship of the environment we draw our products from. The SSA ‘Green Initiative’ is the perfect forum for our thoughts and actions to be addressed. I am excited to being a member of the Board and look forward to working with such as prestigious group to achieve the Initiative’s goals,” said Coffey.

The SSA has recently announced an industry-wide product labeling effort that is the core elements of its Safety & Environmental Program. The ongoing national initiative is centered on addressing a key industry challenge: helping to bring “transparency” to acceptable practices in the manufacture and marketing of eco-friendly sleep products.

All aspects of the SSA program are based on in-depth national research and input from manufacturers, retailers, retail sales associates (RSAs), and the market at-large – as well as analyses of applicable consumer protection laws at the federal and state levels.

Founded in 1995, the Specialty Sleep Association is a national not-for-profit organization created to facilitate the growth and positive awareness of the specialty sleep category. SSA membership is comprised of more than 100 manufacturers and retailers ranging from small, family-owned businesses to large corporations. 

Those interested in learning more about the SSA, should contact Tambra Jones, Executive Director, SSA, 559-868-4187 or 559-676-8639, tambra@sleepinformation.org. Visit www.SleepInformation.org.

Sealy Names New Director of Marketing Communications  

Jamie Piper Brings Robust Marketing Experience to North America’s No. 1 Mattress Brand

June 15, 2010 - Sealy, North America’s No. 1 mattress brand, today announced Jamie Piper has joined the company as Director of Marketing Communications. Piper joins Sealy from Whirlpool Corp., where she led marketing efforts for some of the most powerful brand names in the cooking, refrigeration and dishwasher businesses.

“Jamie has the diverse experience and proven track record required to not only lead Sealy’s marketing communications efforts, but also to excel,” said Jodi Allen, Sealy Senior Vice President and Chief Marketing Officer. “Jamie’s product launch expertise, marketing background, as well as her brand messaging and negotiation skills, make her the perfect fit.”

During her three years at Whirlpool Corp., Piper served in roles of increasing responsibility, most recently holding the position of Senior Sales and Marketing Manager. In this role, Piper was responsible for managing the sales and marketing of all cooking and refrigeration business for Whirlpool’s Home Depot account, representing more than $300 million in annual sales. Previously, Piper served as Senior Category Manager for the KitchenAid and Jenn-Air Dishwasher brands and as Category Manager for Maytag Dishwashers, successfully managing marketing and product development, while routinely exceeding expectations and sales targets.

Piper began her professional career gaining valuable marketing and sales experience in the automotive and retail industries, first in retail sales with Limited Corporation and later as a marketing manager with DURA Automotive Systems, Inc. She received a master’s degree in business administration from Michigan State University and a bachelor of science in marketing from Oakland University. At Oakland, Piper graduated Summa Cum Laude with departmental honors and was a recipient of a Presidential Scholarship. At both universities, Piper ranked No. 1 in her class.

About Sealy Corporation

Sealy is the bedding industry’s largest global manufacturer with sales of $1.3 billion in fiscal 2009. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy(R), Sealy Posturepedic(R), Stearns & Foster(R), and Bassett(R) brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry.

For more information, please visit www.sealy.com.

Over 100 Designers Sign Up to Serve as Magniflex Affiliates

Successful New Distribution Channel Opened Through Design Community

June 7, 2010 - Magniflex today announced that more than 100 designers have become Magniflex affiliates as a result of the company presenting its Interior Designer Affiliate Program at the International Contemporary Furniture Fair (ICFF) last month. The company is now expanding the discount program for designers to include additional discounts for retailers seeking to partner with designers in their local market.

“Designers have been frequenting Magniflex and other luxury bedding brands because their clients are looking for bedding that is both unique and rich in performance features,” said Marco Magni, global sales director for Magniflex. “They no longer want an anonymous white rectangle, but rather enjoy and appreciate the benefits of our aromatherapy products or our very distinctive ‘metals’ collection of silver, gold and platinum.”

The program offers designers and retailers wholesale prices on a full range of eco-friendly mattress collections for three months, followed by 30-percent discount thereafter. Now, any retailers who work with a participating designer may receive additional discounts at any time. Magniflex is promoting this extension of the program to help protect retailers’ margins.

More than 80 leading designers from across the U.S. and Canada signed on with the discount program during ICFF. They consisted of professionals from a diverse array of backgrounds, from designers with celebrity clientele to a retailer who ordered GeoEthic mattresses for the designer of a boutique hotel in New York.

Designers are invited to visit the Magniflex showroom at 59 Crosby St. in Manhattan with clients, to sample the company’s range of environmentally-friendly, specialty mattresses and pillows. Outside of New York, Magniflex is available at retail locations nationwide; select retail dealers are listed in the Showroom Locator feature on www.Magniflex.us.

All participants receive Magniflex’s guaranteed five-day delivery time directly to consumers’ homes for one low, flat rate. Once an order is placed, Magniflex delivers the mattress directly to consumers through its low-cost Quick Ship capability -- only $45 for a queen mattress to the 48 contiguous U.S. states. Magniflex has also begun shipping to Alaska, Puerto Rico and Hawaii, and is promoting complimentary shipping to all of U.S. and Canada for any 10-piece orders.

All Magniflex mattresses may be shipped vacuum-rolled and compressed by up to 90 percent, providing consumers and retailers greater convenience during the delivery process.

Besides saving money during shipping, vacuum-packing significantly lowers the product’s overall carbon footprint.

Magniflex previewed select models from its Classic and GeoEthic Collections at ICFF. Of note are the Bellagio Lavender mattress ($2,699/Queen) featuring a removable cover infused with essential oils of lavender to contribute to deep, relaxing sleep, and the SeaCell Emotion mattress ($4,499/Queen) which has a temperature-regulating cover containing microscopic particles of marine algae fiber to aid in cellular regeneration.

The mattress cores are made of high performance water- and plant-based memory foam materials developed by Magniflex. The retail price of most Magniflex collections ranges from $999 to $4,499 in queen.

Magniflex mattresses are made with non-toxic, renewable and organic materials as part of the company’s long-standing commitment to innovation and to serving the environment. Magniflex was the first mattress company in the world to have its products certified by Oeko-Tex to guarantee the absence of allergenic substances harmful to consumers and to the environment.

Magniflex was founded over 50 years in a suburb of Florence, Italy, and today 30 million people in 70 countries sleep on Magniflex mattresses. Known as the world leader in quality, comfort and innovation, Magniflex has a central manufacturing facility producing up to 10,000 mattresses a day, 80-percent of which are exported to countries such as Japan, Spain, Germany, Russia and the United States. Magniflex has a showroom at 59 Crosby St. in Manhattan and a national dealer network throughout the U.S. and Canada.

For more information, visit www.magniflex.com or call 646-330-5483.

Natura World Delivers Healthy, Eco-Chic New Mattress Line Up

June 1, 2010 - Natura World Inc., dynamic provider of natural, green and organic sleep solutions, has upped the ante yet again with a revamped line-up of eco-friendly mattresses. Effective June 1, a new crop of NaturaLatex™ and NaturaPedic™ mattresses will be available to consumers across North America.

“We aren’t content to sit on our laurels,” said Ralph Rossdeutscher, president and CEO of Natura World Inc. “Every great product can be improved. We’ve taken a thorough look at our mattresses, thought about what sleep challenges have yet to be solved and implemented some exciting new ideas.”

Aside from a fresh new look, Natura World has increased the already abundant natural and organic content of their mattresses. What’s more, the addition of targeted support zones tackle high pressure areas like shoulders hips and lower legs. The new NaturaLatex and NaturaPedic now feature a selection of mattresses with these targeted support zones. And all of this is done at a reduced cost to both retailers and consumers.

To solve the comfort-dilemma of bed sharing, the NaturaLatex line-up also provides dual comfort versions of their most popular mattresses. Firm on one half, luxurious on the other, Natura’s dual mattresses ensure proper support and indulgent comfort for both partners.

“Adequate comfort and support is a critical component to healthy sleep – for both individuals sharing a sleep environment. Natura’s dual surface mattresses ensure that there is no compromise necessary for a great night’s rest,” said Rossdeutscher. “Better sleep means healthier, happier people.”

Natura introduced the new line of mattresses at High Point Market in April and drew an overwhelmingly favorable response. Beginning June 1, consumers will be able to see these new mattresses online at the Natura World website. Showroom orders are currently being filled and will be arriving at mattress stores across North America shortly.

In conjunction with the launch, Natura announced earlier this week that all mattresses will now have a healthy, antibacterial, hypoallergenic solution applied to the covers. The Natural Silver treatment eliminates microbes on contact, to preserve mattress hygiene and protect consumer health. Natural Silver solution kills candida (yeast), e.coli, avian flu, listeria, salmonella, even the highly anti-biotic resistant MRSA, and yet it’s colorless, odorless and non-toxic.

“Silver solutions are being used in everything from wound dressings, pressure garments and scar management fabric to sportswear and hygiene products,” Rossdeutscher commented. “A perfect blending of an age old solution with modern technology. A perfectly natural fit for Natura World.”

To learn more about the new mattress line-up at Natura World or to schedule an interview with Mr. Rossdeutscher, please contact Julia Rosien.

About Natura World: Founded 16 years ago by the Rossdeutscher family, Natura is committed to nurturing healthy bodies, souls and planet through healthy sleep systems. By providing a nourishing night’s sleep through sustainable, earth-friendly materials and manufacturing, Natura truly is where nature meets nurture. It’s not a trend. It’s about aligning personal values with everyday actions. A good night’s sleep makes for happier, healthier people and ultimately a better planet.

Please visit www.naturaworld.com for more information.

Simmons Evolves Mattress Point-of-Sale with Launch of "QR" Tags

Consumer Education --- Interactive Store Signage with "Quick Response"

May 28, 2010 - Simmons Bedding Company (“Simmons”) is revolutionizing mattress shopping with the launch of the company’s first QR (Quick Response) tagging applications for point-of-sale materials on mattress retailer floors. Simmons created the QR tags, which are small barcode-like visuals that may be scanned and “read” by smartphones, with the goal of making in-store signage more interactive for consumers. Once scanned by a smartphone such as the iPhone®, DROID or BlackBerry®, the QR tag makes additional information, images and videos easily available to the user via their phone’s web browser, providing consumers with a more robust shopping experience.

QR tags will be placed on spec cards as early as Memorial Day Weekend

Simmons’ initial phase of QR tags will be placed on spec cards as early as Memorial Day Weekend for mattresses from the new 2010 Beautyrest® line. When consumers scan the QR tag for a Beautyrest mattress, they will receive access to a 3-D construction rendering of that particular Beautyrest category—either Beautyrest Classic®, Beautyrest Anniversary™ or Beautyrest World Class®. In addition, tag users will have the option to play a Beautyrest video, which illustrates how the bed’s Super Pocketed Coil® springs, BeautyFeel™ comfort and BeautyStyle™ aesthetics come together to offer unsurpassed motion separation, conformability, support and durability in an attractive package. The video also features the brand’s signature bowling ball demonstration for additional emphasis on the Super Pocketed Coil springs’ motion separation benefits. To facilitate sharing of Simmons’ QR tag content via social media, the company has included Facebook® and Twitter® buttons on the content website, enabling users to easily communicate the Beautyrest image and video to their online network of family and friends.

“Simmons’ tradition of innovation has not only shaped the way consumers experience their mattresses, it’s also influencing how they use point-of-sale materials to make an educated bedding purchase,” said Tim Oakhill, executive vice president of marketing for Simmons. “QR tags are an exciting technology that will help change the retail landscape of the mattress industry by enhancing our communications with consumers as they are shopping in-store. We’re proud of the fact that Simmons is the first major mattress manufacturer to have QR tag technology ready for retailers to incorporate into their store environments.”

To view Simmons’ Beautyrest QR tag content, consumers must use their smartphones to download a Microsoft® Tag Reader application, which is available for free at gettag.mobi. IPhone users may also download the tag reader via the Apple® online App Store.

“More than 20 percent of cell phone users currently have a smartphone, and that number is growing. Because QR tag technology is so simple to use, we anticipate that other industries will be integrating it into their packaging and signage in the near future,” said Oakhill. “Anyone that can take a picture with a cameraphone can use a QR tag. All consumers need to do is download the tag reader application and point their phone’s camera at the tag image to see the tag content. It’s that easy.”

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest® NxG®, Beautyrest Studio™, BeautySleep®, ComforPedic by Simmons™, Natural Care® and Beautyrest Beginnings®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world. For more information, visit Simmons Bedding’s website, www.simmons.com.

To learn more about Simmons, visit www.simmons.com. 

For more information about the new 2010 Beautyrest line, visit www.beautyrest.com.

Therapedic & Hollandia International Sign Licensing Deal

Strategic Alliance Gives Hollandia License for Israel & Cyprus;

Two Companies Will Also Explore Joint Product Development

May 28, 2010 - Hollandia International, manufacturer of the world’s most luxurious sleep systems and the leading bedding retailer in Israel, has formed a strategic alliance with global mattress brand Therapedic. Under terms of the deal, Hollandia will own the Therapedic license for Israel and Cyprus, and said it planned to open Therapedic retail stores in Israeli cities over the next year. Additionally, both companies have announced that they will form a joint research and development team that will create products leveraging Hollandia innovation, which would be sold throughout the world.

“We have been watching the growth and development of the Hollandia brand over the past few years and it is incredibly impressive. They make some of the most luxurious products in our industry, and on the retail side of their business, they understand the importance of selling more than just mattresses to their customers –but rather the benefits of a good night’s sleep,” said Gerry Borreggine, Therapedic president and CEO. “Together, I think we make a powerful combination in the bedding industry. We will be able to learn from one another and help our brands continue to grow.”

Hollandia CEO Avi Barssessat said he had been looking for sometime to find the right U.S. sleep products brand to bring to Israel.

“Israelis love American brands, and Therapedic is an outstanding sleep products company that offers a full range of product choices. I think the brand will resonate exceptionally well here in Israel,” he said. “We have examined the growth of Therapedic internationally to benchmark what has worked outside of the United States, and we believe our strategy will make the brand the fastest growing here in Israel."

Hollandia now operates in more than 120 locations throughout the world. In the United States, it operates two retail showrooms, one in Philadelphia and the other in Short Hills, N.J. All its products are manufactured in Israel.

Hollandia draws upon more than 29 years of perfecting sleep systems, to create a unique customer experience combining superior service with the highest quality materials - assuring luxurious rest and relaxation. In addition to its innovative sleep systems, Hollandia manufactures a full range of complementary sleep essentials such as plush pillows, fitted sheets, blankets and mattress protectors. Committed to innovation and technology, Hollandia also offers custom-made style essentials such as a daybed or ottoman that can easily transform into an extremely comfortable guest bed.

Therapedic International is a 53-year-old mattress and sleep products manufacturer, with over 50 licensees producing products under the Therapedic brand label throughout the world. It is a recognized top-10 mattress brand, and has significantly increased its brand awareness and distribution in the related sleep products categories over the past five years.

For more information, visit www.therapedic.com  and www.hollandiainternational.com.

Leggett & Platt Consumer Products Group Joins WorldBed Mission for Haitian Relief

May 27, 2010 - Leggett & Platt Consumer Products Group is joining the cause for long-term Haitian earthquake relief by donating to the WorldBed project, an initiative that is sending mattresses to Haiti to help alleviate discomfort as the rainy season approaches.

The company’s donation will fund WorldBeds for use by victims of the January 2010 earthquake in Haiti. These waterproof beds will provide a dry, comfortable sleeping surface to earthquake victims in Haiti.

“We’re proud to contribute to a caring and important initiative like the WorldBed project,” said Herman Tam, group vice president of sales and marketing for Leggett & Platt’s Consumer Products Group, the company’s retail arm in the bedding industry. “As a leader in the bedding industry, Leggett & Platt’s involvement in a cause like this is both our privilege and responsibility. This donation, along with many others, will help WorldBed reach its goal to send 200,000 beds to Haiti. We hope our customers and suppliers will join us and do what they can to support this humanitarian initiative.”

“We’re grateful for Leggett & Platt Consumer Products Group’s generous donation and growing partnership with WorldBed,” said Laura Castro, president of WorldBed. “We’re honored that a leader in our industry like Leggett & Platt has stepped up to support this important initiative. WorldBed is a long-term project and with the support of others, including our industry colleagues, we can together achieve our mission of providing comfort throughout the world.”

The WorldBed Project is a turnkey sleep system designed for emergency care and relief efforts. Built from high performing 3-inch cushioning foam, the cot-sized field beds can be compression packaged and quickly dispatched, in volume, to areas of need, anywhere, worldwide. It was created to provide needed comfort, increased levels of health and safety, and a more sanitary place to sleep in an effort to speed recovery and aid in healing.

The WorldBed Project was initiated during the aftermath of Hurricane Katrina in 2005 in which Anatomic Global mobilized a team to make and distribute 3,000 field beds that ended up benefiting 11,000 persons in need. In response to the 7.0-magnitude earthquake that hit near Port-au-Prince, Haiti in January, 2010, the company revisited the WorldBed concept. WorldBed Inc. was formed after receiving acclaimed recognition for the product’s benefits and support from donations to operate the project. WorldBed’s mission is to deliver 200,000 WorldBed products to displaced Haitians over the next year, working alongside groups like World Vision, World Hope International and CARE and will continue to aid other global disaster relief programs on an as needed basis. The long-term goal will be to develop and aid other global relief programs.

About Leggett & Platt® Consumer Products Group

Leggett & Platt® Consumer Products Group, a division of global diversified manufacturer Leggett & Platt, is the premier provider of bedding products and accessories to the retail community. Based in Whittier, California, L&P CPG is committed to delivering innovative, high-performance products at an exceptional value.

Leggett & Platt Consumer Products Group products are marketed under four brands, including the Leggett & Platt® Home Collection™, Fashion Bed Group®, Southern Textiles™ and Adjustables™ by Leggett & Platt®. Together, they manufacture a complete range of consumer bedding products and sleep accessories, available in retail furniture and bedding stores nationwide.

For more information, visit www.WorldBed.org.

For additional information, please visit www.leggett.com\consumerproductsgroup.

***Red Shirt Friday***

May 27, 2010 - On Friday May 21, we are asking that all employees wear a red shirt to work. We will supply the shirt. By wearing a red shirt, we are showing our support for our servicemen and women.

This is not A POLITICAL STATEMENT. We are not interested in whether or not one supports or does not support the war. We care only about making our support of our servicemen and woman known to our fellow Americans and the world.

We all have or at least know someone who has, friends and/or relatives serving in the military. I ask that everyone participates in this gesture for the servicemen and woman, and to their families, by showing that we are thinking of them.

On Thursday May 20, we will be handing out red golf shirts to all employees. Please make sure you wear them on Friday.

Thank you for your support.

Matthew Connolly President - Eclipse International

A Follow-Up or Reminder Note to Mattress Retailers

May 26, 2010 - So it is already at least six weeks since High Point…..and like most busy retailers you were surprised to see just how many mattress/bedding manufacturers had showrooms at High Point, NC. Your schedule was packed. You had some pretty good meetings with your usual suppliers, and then you even checked out a few new sources. One of the companies you stopped in to see was a company called Glideaway, and they had a whole new thing going on….It was called sleepharmony. Beautiful, tranquil posters..sweeping, but peaceful logo..you took notes. Had a great conversation …They were telling you about a whole new line up of bedding, but also weren’t they the folks who said they had done some research and were now positioning themselves with their sleep harmony to be like the Target® in the retail space ---offering what their president Carmi Fredman called “the same value proposition that Target offers it customers.” We you don’t have to scramble through you notes to refresh your memory because here is the story six weeks after the market:

The simple fact is that Glideaway® Sleep Products said it was branding its mattress and pillow line as sleepharmony™, in a move to position it as the “Target” of value bedding products in the U.S.

“You can be the Kmart or the Target in the value space. We want to be the latter because we appreciate conscientious consumers looking for high quality merchandise at cost effective prices,” said Glideaway President Carmi Fredman. “We conducted market research, benchmarked Target’s approach, and took a chapter from their brand positioning playbook. When it comes to the bedding industry, consumers can expect the same value proposition from sleepharmony that Target has captured in the general retail space.”

To compliment Glideaway’s rebranding, they have launched a new marketing campaign evoking spa-like imagery to promote the brand as products offering a high level of design and performance at a valuable price point. A new tag line, “revive your sleep,” new logos and product names that include Balance, Harmony, Revitalize, Renew, Serenity, and Tranquility, help differentiate the sleepharmony line from other products in the marketplace.

“When all the components needed for the ultimate sleep experience harmoniously come together for our retailers and their customers, that’s sleepharmony,” Fredman adds. “From the carefully constructed bases, to the quality of our mattresses, and even our plush pillows, Glideaway continues to provide our loyal client base with unsurpassed comfort and a tranquil all-in-one shopping experience that remains our standard.”

Founded in the 1920s as a furniture retailer in Illinois, Glideaway is a full-service bedding manufacturer and supplier to full-line furniture retailers, specialty sleep shops, and web-based e-tailers. Their products include a complete line-up of visco and latex mattresses, adjustable bed bases, bed frames, pillows, mattress protection products, headboards and juvenile beds. Five years ago, Glideaway introduced a 14-mattress lineup. The company also offers pillows and pillow and mattress protectors all marketed under the “sleepharmony” brand.

Today Glideaway, headquartered at an 185,000 square foot facility in St. Louis, Missouri, is still operated by the family’s 3rd generation with Carmi Fredman as President. The company has grown to over 140 employees – many of whom are related – and has warehouse space in St. Louis, Portland and Los Angeles.

Sales of bigger and heavier bedding continue to grow and leading retailers have realized the need for high quality bed frames and rails to provide the required support. With a complete line of products ready for immediate shipment, Glideaway continues to surpass customer expectations, offering retailers a competitive edge. Having established its reputation as the one-stop shop for retailers, Glideaway products can be found in over 30 of the top 100 accounts in the USA along with several thousand furniture stores.

While Glideaway has updated its product lines, the original emphasis on great customer-service and quality products is still at the forefront of operations. Glideaway remains a leader in designing frames and center support systems that not only meet but exceed the warranty requirements of National Bedding Suppliers.

So, you mattress retailers want even more information? Well, go visit www.glideaway.com! 

Mark Quinn Promoted to Director of Marketing for All

the Residential Segment at Leggett & Platt

May 21, 2010 - Mark Quinn has been promoted to the position of Director of Marketing for the Residential Furnishings Segment of Leggett & Platt. In his new position, Mark will be responsible for the coordination of marketing efforts for the various business units within the segment.

“Over the past four years Mark has spent working for our company, he has demonstrated a unique understanding of not only our direct customers, but also of what drives the ultimate consumer towards our products. His innovative approach to marketing continues to drive demand for both our products and services,” says Perry Davis, president of the Bedding Group.

Mark is a graduate of Stephen F. Austin State University in Nacogdoches, Texas, with degrees in Speech Communications and Marketing. He spent five years working for Sealy/Stearns & Foster as an Account Representative and Field Sales Manager. Prior to joining Leggett & Platt in 2006, Mark worked for nine years at Serta Mattress Company, rising to the position of Vice President of Business Development.

Mark resides in Joplin, Missouri, with his wife Bridget and their two children.

About Leggett & Platt: Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs and produces a broad variety of engineered components and products that can be found in most homes, offices and automobiles. Leggett & Platt serves a broad suite of customers that comprise a “Who’s Who” of U.S. manufacturers and retailers. The 127-year-old company (founded 1883) is comprised of 19 business units, 19,000 employee-partners, and more than 140 facilities located in 18 countries. Leggett & Platt is North America’s leading independent manufacturer of: a) components for residential furniture and bedding; b) components for office furniture; c) drawn steel wire; d) automotive seat support and lumbar systems; e) carpet underlay; f) adjustable beds; and g) bedding industry machinery for wire forming, sewing and quilting.

For more information, visit us at www.Leggett.com.

The Virgin Mattress: Worth the Wait

Leggett & Platt Modifying Campaign Based on Audience Feedback

May 21, 2010 - Esha and Liam are still getting married. They still need a new mattress. But, it’s going to take a little longer than expected.

When Leggett & Platt unveiled The Virgin Mattress, a social media campaign created to support the launch of the company’s VertiCoil™ Edge® innerspring, it hoped to get people talking in new ways about the mattress-buying experience. The debut earlier this month certainly got people talking, according to Mark Quinn, Director of Marketing for the Residential Furnishings Segment of Leggett & Platt.

“We received all kinds of feedback – positive and negative – from our employees, customers and partners,” said Quinn. “So, we’re going to take advantage of the social part of social media and incorporate the insights shared with us. We plan to share the next webisode in a few months with a modified approach to appeal to our core audiences in a less controversial way, without losing the humor of the campaign.”

The campaign targets consumers and employs social media for engagement and education.

The Virgin Mattress webisodes feature an engaged couple, Esha and Liam, searching for a new mattress for their married life together. The campaign targets consumers and employs social media for engagement and education. Both personalities will participate in conversations through Twitter and Facebook accounts operated by the Leggett & Platt communications team.

“We feel strongly that our industry needs to market directly to consumers in a way that makes them look at the mattress-buying experience in a new and more objective way,” said Quinn. “Any time you push the envelope and try something new, you’re bound to generate discussion and make mistakes. What matters is what you do with the feedback. We’ve learned some valuable lessons that will help us move the industry forward. At the same time, we’re going to continue marketing our brand in new ways while respecting our company’s long-standing values.”

The campaign website, www.TheVirginMattress.com, will be relaunched in the coming weeks with additional updates.

About Leggett & Platt: Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs and produces a broad variety of engineered components and products that can be found in most homes, offices and automobiles. Leggett & Platt serves a broad suite of customers that comprise a “Who’s Who” of U.S. manufacturers and retailers. The 127-year-old company (founded 1883) is comprised of 19 business units, 19,000 employee-partners, and more than 140 facilities located in 18 countries. Leggett & Platt is North America’s leading independent manufacturer of: a) components for residential furniture and bedding; b) components for office furniture; c) drawn steel wire; d) automotive seat support and lumbar systems; e) carpet underlay; f) adjustable beds; and g) bedding industry machinery for wire forming, sewing and quilting.

For more information, please visit www.Leggett.com.

Simmons Enhances Beautyrest Website to Commemorate Launch of New 2010 Line

Revitalized Website Reflects Fresh Look and Feel of New Beautyrest® Collection

May 20, 2010 - In honor of the new 2010 Beautyrest® line’s introduction and the brand’s 85 years of continued sleep innovation, Simmons Bedding Company has redesigned the Beautyrest section of Simmons.com to reflect the same fresh look and feel as the new Beautyrest line, which hits retail floors this month. The revitalized site features new videos, photos and pop out tool tip boxes that maintain the page’s clean and simple aesthetics, while presenting information about the new Beautyrest collection to consumers in an attention-grabbing way. Simmons seamlessly integrated these new multimedia elements into the site’s existing mattress shopping resources with the goal of helping consumers find the perfect Beautyrest mattress to meet their specific sleep needs.

We know that the Internet is a key research tool for consumers

“We know that the Internet is a key research tool for consumers during the mattress buying process,” said Tim Oakhill, Simmons’ executive vice president of marketing. “By explaining the collection’s new BeautyStyle™ aesthetics and BeautyFeel™ comfort construction, the new Beautyrest site helps consumers familiarize themselves with the line’s features before they ever step foot into a retail store, so they feel more comfortable making a decision to purchase. Our goal for the site is to create brand preference, so when consumers go mattress shopping, it’s not a question of whether they buy a Beautyrest, it’s a matter of which Beautyrest model they buy.”

Powerful Product Education Videos

Designed to generate intrigue and excitement about the new Beautyrest line, the new site greets visitors with an introductory splash page that showcases a new Beautyrest World Class® model on a sleek, black background. Upon reaching the Beautyrest homepage, a new feature video educates consumers about Super Pocketed Coil® springs and the new Beautyrest line’s offering of the widest range of feels available. A link in the video’s bottom left corner directs users to a separate Web page that neatly highlights additional features of the Beautyrest World Class collection, including Transflexion Comfort Technology™ for consistent comfort throughout the life of the mattress and NxG® Memory Foam.

A second video about the line’s Super Pocketed Coil springs provides a look at what is inside the new Beautyrest collection and allows consumers to easily understand how the superior design of Super Pocketed Coil springs leads to unsurpassed motion separation, conformability, support and durability. The video, which takes place in a tranquil garden setting, also incorporates the Beautyrest brand’s signature bowling ball demonstration, further emphasizing the motion separation benefits of Super Pocketed Coil spring technology.

In addition to providing valuable product information and mattress shopping guidance, the site also includes links to two current Simmons promotions. Consumers can enter to win a new Beautyrest Anniversary™ mattress through the New Beautyrest Anniversary Challenge, an online trivia sweepstakes that runs through July 28. A second promotion, The New Beautyrest Free! Sheet Event, gives Simmons customers a free set of Beautyrest sheets valued at $129 when they purchase a Simmons mattress valued at $997 or more through June 7.

For more information about the new 2010 Beautyrest line, visit www.beautyrest.com. 

For more information about Simmons Bedding Company, visit www.simmons.com.

New Technology/Old Technology ...If it is Healthy and Natural, Natura Leads the Way...

Natura World Introduces Anti-Microbial, Anti-Viral Mattresses

May 20, 2010 - Natura World Inc. proudly announces an innovative solution to worries about bed bugs, dust mites and other allergens that contaminate mattresses. Effective June 1, 2010, all Natura mattresses will be treated with Natural Silver Technology. The addition of this anti-bacterial barrier to mattresses will provide a new degree of naturally healthy protection for consumers.

“While our latex mattresses are naturally resistant to microbes, some mattresses are natural breeding grounds for microbes – and this is another level of protection our customers are telling us they want,” said Ralph Rossdeutscher, president and CEO of Natura World Inc. “Last year we introduced Natural Silver Technology in our NaturaProtect line of mattress protectors and pillowcases and adding it directly to mattress covers is another way to protect our customers from the health risks of microbes in the mattress – naturally.”

Natural Silver Technology, an antimicrobial, natural silver-based solution, is so safe that it’s used in medical dressings to naturally speed healing. This colorless, odorless solution applied to the fabric is hypoallergenic, non-toxic and a proven winner in the war against bacteria. It’s also bacteriostatic, which means that not only does it eliminate microbes on contact, among them candida (yeast), e.coli, avian flu, listeria, salmonella, even the highly anti-biotic resistant MRSA, it also inhibits future growth.

The growth of antibiotic resistance has revived the medicinal use of silver across the globe. Our grandparents called it colloidal silver – and way back when (before the birth of antibiotics in the 1940’s) – it was used as a germicide and disinfectant. Even Hipócrates used ground silver as a healing compound. Today, silver solutions are being used in everything from wound dressings, pressure garments and scar management fabric to surgical gowns.

“Since I founded Natura World Inc in 1994 with my father and wife, we have been focused on providing natural sleep solutions that improve health and wellbeing,” said Rossdeutscher. “Wherever possible, we use what nature offers freely – and silver is the perfect blending of an age old solution with modern technology.”

About Natura World: Founded 16 years ago by the Rossdeutscher family, Natura is committed to nurturing healthy bodies, souls and planet through healthy sleep systems. By providing a nourishing night’s sleep through sustainable, earth-friendly materials and manufacturing, Natura truly is where nature meets nurture. It’s not a trend. It’s about aligning personal values with everyday actions. A good night’s sleep makes for happier, healthier people and ultimately a better planet

Please visit www.naturaworld.com for more information.

A Powerful Troika….Vera Wang, Serta and Sleepy’s

May 20, 2010 - An extremely visible designer, known for creating beautiful designs for women; a leading mattress/bedding manufacturer and one of the fastest growing mattress retail giants in the country: that marketing triad speaks loudly of brand power and excellence. As savvy as she is, Vera Wang was not going to let the 20th. Anniversary of her brand label go unnoticed. So, as part of the celebration of her label’s 20-Year Anniversary, Vera Wang stopped by Sleepy’s Fifth Avenue on Friday morning to count sheep and thank sales associates for their support of her luxury mattress line.

VERA WANG AT SLEEPYS: Vera Wang stopped by Sleepy’s signature store on 5th Avenue, NYC to discuss her latest bedding line by Serta, perfume, and take questions from the sales staff. VERA WANG by SERTA BEDDING LINE:  Vera Wang created a bedding line with Serta with the 'Embraceable Comfort' blanket of comfort built into every mattress. The Vera Wang by Serta collection of mattresses has beautiful new fabrics that give each bed a luxurious feel and look.

ABOUT SERTA: Serta is a top bedding brand leader that manufactures a superior selling premium mattress: The Serta Perfect Sleeper®, the upscale Perfect Day® collection, the elegant Vera Wang by Serta® Collection and the new Trump Home™ Mattress Collection.  

As a leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Hotels, Marriott, Intercontinental Hotels Group, Bellagio Hotel, Wyndham Hotels, Omni Hotels, Choice Hotels, Accor Hotels and many more. Serta has 23 U.S. and four Canadian manufacturing plants.  In addition, Serta is distributed internationally in 60 other countries.  With its worldwide network, Serta is able to respond quickly to customers’ needs while still preserving strict control standards to ensure the highest quality products.

For more information, visit, www.serta.com. 

ABOUT SLEEPY’S: Sleepy’s, The Mattress Professionals is a privately-owned 4 generation company with over 700 retail locations in thirteen states, spanning from Vermont to Virginia and available nationally through www.sleepys.com. Throughout Sleepy’s 52-year history, they have supported the idea that one mattress does not fit all, carrying a wide selection of mattresses so their customers are certain to find the one that suits them best. Keeping up-to-date on all the latest innovations in sleep technology, Sleepy’s, The Mattress Professionals® carries the latest in Sealy, Posturepedic, Serta, Simmons, Beautyrest, Tempur-Pedic, Sleep To Live mattresses and 12 other brands to fit any price range or comfort level.

For more information, call 1-800-SLEEPYS (800-753-3797), or visit us at www.sleepys.com. 

CEO of Jones Fiber Products Joins Specialty Sleep Association “Green Initiative”

May 17, 2010 - The mattress/bedding industry “Green Initiative” program spearheaded by the Specialty Sleep Association (SSA) has added a new corporate member: Jones Fiber Products, Inc. of Humboldt, TN. Additionally, the company’s president, Kenneth Oliver, has been named to serve on the Founding Board of the “Green Initiative,” which is focused on defining eco-friendly sleep and providing clarity for consumers shopping for mattresses and bedding.

“The key part of the ‘Green Initiative” is also our outreach to suppliers in the mattress/bedding industry. Kenny Oliver and Jones Fiber Products is certainly one of the leading firms in this space,” said Dale T. Read, president of the SSA. “We are looking forward to their active involvement in our board as our Safety & Environmental Program evolves and expands in the months ahead.”

Jones Fiber Products has been a leader in the cotton batting industry since 1981. The company is committed to continually developing and producing high-quality fire-resistant products using natural cotton fiber as its base component, as well as products that incorporate inherent fire-resistant rayon. The company has long been committed to environmental safety at its manufacturing locations across the country.

“We’ve been watching the good work of the SSA ‘Green Initiative’ panel for almost one year now and see that they are making tremendous strides for our industry” said Oliver. “This is an important issue for the bedding/mattress sector and our company is eager to participate in the program.”

The SSA has recently announced an industry-wide product labeling effort that is the core elements of its Safety & Environmental Program. The ongoing national initiative is centered on addressing a key industry challenge: helping to bring “transparency” to acceptable practices in the manufacture and marketing of eco-friendly sleep products.

All aspects of the SSA program are based on in-depth national research and input from