NOT IN THE SSA SHOWROOM!
The word in the halls of the LV Summer Market was that it was much slower than usual. Was it though? The retail badge scans in the Specialty Sleep Association Bedding Pavilion this summer matched last summer’s scans.
“Data don’t lie,” says SSA Executive Director Tambra Jones. “I compared our daily buyer traffic and it was the same as last summer. We rang the bell for the same amount of cash at the door this year as last.” (She’s talking about the always-popular SSA CA$H for Scan program, where every 50th retailer gets a $50 bill! – see winners below.)
Jones explained, “In the summer our freshest memories are of a busier January show, which is why keeping actual numbers at hand is important.” She added that the count can swing from Winter to Summer by as much as 50%.
Some exhibitors walked away with big smiles, while others found the show a little slower — but one thing’s for sure: conversations were happening!
First Timers & Big Wins
Jason Goodman and PranaSleep had their SSA debut. Jason shared, “People were discussing how slow the summer market is, but we only had 3 beds in our space and there were 2 times when we had 3 retailers in the space at the same time! We had such great traffic — everyone else said it was slow, but the SSA booth was happening! We met a TON of new retailers (and a few new suppliers). It was such a great event for PranaSleep.”
Veteran exhibitor Butch Craig at Sleep and Beyond put it best: “80% of Success is showing up and 20% is follow up.” True to his motto, Butch worked the space from open to close, Saturday to Wednesday. The payoff? Two new accounts sparked from shuttle bus conversations and their biggest order of the week written on Tuesday afternoon. “You have to stay in the race if you want to win it,” he added.
New exhibitor (and longtime friend of the SSA) Michael Nermon with Scandinavian bed maker Jensen Beds said he enjoyed “visiting with many industry colleagues, some of whom I’ve known for 30+ years.” He was pleased with the opportunity he had to engage with retailers who he said were “exploring opportunities to add luxury beds and headboards to their assortment of sleep products.”
New Products & Fresh Faces
W. Silver Products brought two new adjustable beds and a high-rise platform base. Brent Polunsky said the fun wasn’t just in the deals: “Catching up on old stories, hearing about our families and just having lots of laughs with my industry friends is one of the best things that happens during the market.”
At Williams Co. Mattress, Co-Founder Alexa Williams was excited: “We met new retailers who are running amazing local businesses in their communities.” She added that retailers were looking ahead with optimism for 2026 and loved SSA’s *learning session with Mike Magnusson of GoodBed.
Mario Sevilla at SleepEZ/Latex Sleep said retailers gravitated toward their new pillow lineup and private label program. He added, “It was great building a working rapport with our showroom neighbors Sleep and Beyond.”
Pascal Roberge at Beaudoin spoke about opportunities in light of tariff challenges. “Of course we talked to retailers about how strong our platforms are” he said, “and I was able to meet *Mike Magnusson and I loved his passion for giving the consumers the best, unbiased advice on mattresses.”
Joel Buhr, President of First Direct, also had a strong week: “There is some exciting collaboration in the works to help retailers drive more door swings,” he said. “And although this was a slower market, I think the connections with other folks in the SSA space was the most memorable.”
CloudTen Sheets’ Landon Bartholomew saw excitement build as retailers felt the quality of their products: “It was really exciting to see people do double takes after touching our products and to see the excitement on their faces after talking about our prices and value.”
GoodBed’s Mike Magnuson
*Both Alexa and Pascal are referring to the presentation and generous Q&A session that Mike Magnusson offered explaining the GoodBed and Dow collaborative project which is providing proof of claims made by mattress manufacturers. Get the 411 on this presentation HERE
Fun & Games in the Showroom
Sustainability & Standout Experiences
The Healthguard team mixed business with play by bringing a roulette table to their booth. Elizabeth Almiedo said it created “a lot of fun and laughs” with customers and fellow vendors.
Ryan Cleary added, “We had a customer who we began speaking with at the January market but we believed was not going to happen — and out of nowhere they attended the July market and expressed their interest in our products and are currently being tested. This customer lead is alive and well!!!”
Matt Shrum summed it up: “For a ‘slow’ market we had a lot of great opportunity with retailers who are excited to tackle the challenges of the current market.” He especially enjoyed reconnecting with major accounts like Denver Mattress: “We didn’t think they would be able to attend, so it was exciting when their plans changed and they walked in.”
Retailers told Arin Schultz, Chief Growth Officer at Naturepedic, that more and more customers are asking for natural and certified organic options. Speaking of the broad mix of sustainable companies on display in the SSA showroom, Arin shared: “What SSA is doing really helps connect the dots, making it easier for retailers to find and work with vendors who can meet that demand. Sustainability-forward furniture is the future of the industry, and it’s exciting to see the difference even half a year has made since last Market.”
And the fun factor wasn’t overlooked either: “The bourbon tastings were definitely a highlight. They created a lively atmosphere, drew people into the booth and gave us the perfect opportunity to slow down with retailers, enjoy the moment and really dive into product demos and conversations,” Arin added.
Who Got The CA$H?
Bottom Line?
Even in a market that some called “slow,” the SSA showroom was buzzing with energy, fresh connections, and memorable moments.
