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Pure Latexbliss Leads the Way SLEEP RETailers’ magazine www.bedroom-mag.com Fall 2010 PURE LATEXBLISS leads the way Quality Products by South Bay International Aireloom Mattress Combines Luxury with a Personalized Sleep System International Bedding Expands Foam Mattress Lines 21203_Aireloom:Layout 1 6/28/10 10:13 AM Page 1 Made exclusively for Bloomingdale’s. (What can we do for you?) E. S. KLUFT & COMPANY Bloomingdale’s • Macy’s • Robb & Stucky • Sit ‘n Sleep • C. S. Wo • Haynes Mancini’s • RC Willey • Sleep Experts • Weir’s • Your Name The list of leading retailers continues to grow. Contact Howard Galant at 949-294-3595 or [email protected]. aireloom.com Earl Kluft, Building C, space 1524. ® the Wizard Come see us. ® ireloom of Ahhhs. ATHE HAND MADE MATTRESS THE ROYAL STANDARD Hand made luxury from under $1000 to over $44,000. IN THIS ISSUE COVER STORY 8 Pure LatexBLISS Leads the Way DEPARTMENTS 6 Editors’ Picks 12 Mattress Update 12 Global Expansion Continues at Spring Air 12 Leggett & Platt Launches The Virgin Mattress Contest and Social Media Campaign 13 International Bedding Expands Foam Mattress Lines 13 Aireloom Mattress Combines Luxury with a Personalized Sleep System 14 Hollandia & Therapedic’s Exciting Co-Branded Collection 15 Chili Technology Introduces Active Cooling and Heating with ChiliBed 16 Features 16 16 Quality Products by South Bay International 18 Improve Profits with Adjustable Bases 19 It’s Time to Get Social: Social Media Can Drive Sales 20 Textiles Update 20 Classic Brands’ Mattresses Combat Bed Bugs 21 Futon Covers for Less with Westwood Furtniture 22 Profiles F. Mark Hubbard, President, Mattress Gallery Rick Robinson, President, Spring Air International 10 11 ONLINE EXCLUSIVE! CATCH OUR HIGH POINT MARKET GUIDE HIGH POINT MARKET AND “10 COMPANIES TO WATCH” A GUIDE TO MATTRESS, BEDDING, FUTON AND TOP OF BED MANUFACTURERS OCTOBER 16–21, 2010 Otis Bed Manufacturing Building: IHFC DownTown Company Space Number: H743 Building: IHFC Anatomic Global Inc Space Number: H429 SDH Enterprises, Inc. Inc. COLUMN ON WWW.BEDROOM-MAG.COM Building: IHFC Building: SDH Enterprises, St EcoSleep Space Number: M510 Space Number: 116 S Lindsay Building: IHFC Ann Gish, Inc. Space Number: M610 Sealy Inc Building: IHFC Building: Sealy Inc Five Star Mattress Space Number: G373 Space Number: Trinity,NC Building: IHFC Arason Enterprises Inc. Space Number: M530 Serta Mattress Building: IHFC ns c. Building: IHFC Hallmart Collectibles, In Space Number: M335 Pavilio Space Number: H1141 Building: Showplace Atlantic Furniture Space Number: 3401 Shifman Mattress Co Building: IHFC s Building: 310 N. Hamilton St. 301 Hypnos Luxury Mattresse Space Number: H721 Space Number: 310 N Hmltn Building: 242 N. Hamilton n St Better Homes & Gardens Space Number: 242 N Hamilto SIScovers Mattress Collection Building: IHFC IBC-International Bedding Building: IHFC Space Number: H310 Space Number: H1141 Building: IHFC Space Number: M528 Sleep Ezz Carolina Mattress Guild Building: 134 S Main St St Leggett & Platt Incorporated Building: Furniture Plaza Space Number: 134 S Main Space Number: 100 Building: IHFC Space Number: C603 Spirit Sleep Products Classic Brands Building: IHFC Magniflex USA Building: IHFC Space Number: M514 Space Number: M408 Building: IHFC erica Space Number: D843 Therapedic Coaster Company of Am Furn Bldg Building: Plaza Suites Natura World Inc. Building: Coaster Wrencom erce Ave Space Number: 1-501 ADVERTISERS Building: IHFC Space Number: 111 E Comm Space Number: C703 Aireloom/ES Kluft Moonlight Slumber Inc 7 South Bay International IFC www.moonlightslumber.com www.southbayinternational.com 16 17 & Company 3 1 BEDROOM Summer 2010 www.kluftmattress.com/www. 847.289.0101 MARKET800.723.0316 GUIDE aireloom.com 909.373.4211 Natura World Inc IBC Spring Air Company BC www.naturaworld.com www.springair.com International Bedding 21 800.215.3002 617.884.2300 www.ibcgroup.com 954.491.1002 Pure LatexBLISS 5 World Market Center 11 www.latexbliss.com www.lasvegasmarket.com 404.260.7421 702.599.9621 4 BEDROOM Fall 2010 editors’ PICKS Publisher ..........................................................Christopher Schriever [email protected] Senior Writer............................................................Dale T. Read [email protected] Managing Editor...........................................Melanie Burk-Read [email protected] Editor ....................................................................... Kate Vasko [email protected] Account Managers ............................................. Kyle Harrington [email protected] Aurelie Parisot [email protected] Creative Director .........................................................Alice Ashe [email protected] Design & Print Firm ................................................... Blue House www.bluehouse.us The T3 Recovery Mattress features Web Manager ............................................................Jay Begley cutting edge technology that is clinically proven to enhance your level No more hot sleep or back pain of oxygen while you sleep, improve thanks to International Bedding’s Providing bedding retailers with sleep quality and recovery to perform Dr. Breus Bed™ and its information and insights on a variety at your best each day. TempSense™ material. of Mattress and Bedding products. Since 1995. — DALE, SENIOR WRITER —kaTE, EDITOR Comfort Solutions’ Sleep iD BEDROOM is published quarterly by Blue House Design, is now available! The touch- LLC and The Marketing Arm Group, Inc. and is mailed to Simmon’s new Quick screen kiosk system allowed more than 18,000 mattress and home furnishings retail- Response (QR) Tag me to find the mattress that ers nationwide. © Copyright 2010. All rights reserved. offers consumers a most suited my needs and Address correspondence to: Editor c/o BEDROOM, Blue greater shopping comfort level. House, 2168 Wisconsin Ave, NW, Washington, DC 20007. experience. With —chriS, PUBLISHER The views expressed by the editorial staff of this publication smartphones, shoppers can scan the barcode are their own, and do not necessarily represent the views tag and access additional of the advertisers or their agents. BEDROOM is an inde- information on the mattress. pendent trade publication. Advertising space is available. — AURELIE, ACCOUNT Please write for our rate card or get the information you MANAGER need by calling us directly. Press releases or information about your company should be submitted to our editorial team for inclusion as space allows. CIRCULATION NOTICE: BEDROOM will print 23,500 copies of BEDROOM. It will be mailed to our current list of more than 18,000 home furnishings retailers, buyers, owners and managers. We do not subscribe to a circula- The Fabrictech PureCare Cover tion auditing service but we are ready, willing and able is a great solution to dust mites to provide advertisers certification of mailing as reported Our Jacuzzi™ Sanctuary mattress is and bedbugs! The premium by the US Postal Service. ideal with its JelSleep™ comfort layer protection lineup kills bacteria that automatically adjusts to two different on contact and makes for a body shapes and body temperatures. healthy sleeping environment. www.bedroom-mag.com —kyle, account manager —alice, creaTIVE DIRECTOR www.facebook.com/bedroommagazine 6 BEDROOM Fall 2010 cover STORY PURE LATEXBLISS leads the wayBy: Dale T. Read 8 BEDROOM Fall 2010 cover STORY In the 1990s, foam rubber beds made up approximately 20% of European mattresses and 80% of European pre- mium/ultra-premium mattress market, but were just beginning to be seen here By: Dale T. Read in the US. The introduction of latex beds can be linked to and increasing consumer desire for comfort. Add to it, the new research on the correlation between adequate sleep and an individual’s health and this global trend from coil to non-coil preferences has allowed latex bed manufacturers to make an impact in the industry. ure LatexBLISS recognized the opportu- foam therefore allowing consumers direct the core with the inch of Talalay providing nity. “As we researched the market with contact with the bottomless pressure relief pressure relief within the bed’s pressure re- p industry veterans, we were amazed at and uplifting support properties offered by lief layer. Latex Light also includes the line’s the number of latex mattress fans,” said Kurt latex rubber. The warranty reflects the Pure one inch stabilization base. Ling, company CEO. In developing the brand design at 20 years with a defect defined as a Each bed within Pure LatexBliss’s mattress they recognized that they had to correctly 3/4 inch body impression. program is sold with a 9 inch foundation. In choose their target sleepers, both understand To achieve their goals and address the addition to being warranted on this founda- and employ selective distribution when se- identified needs, wants and preferences of tion, the warranty applies if the mattress is lecting retail partnerships, and provide high latex bed consumers worldwide, Pure Latex- placed on adjustable foundations, slat foun- profit margins (typically 68-72%) all in addi- BLISS created a simple program featuring dations or platform beds. tion to designing and manufacturing fantastic three collections, Couture, Latex and Latex During their initial market research, Pure products with a very low return rate. These Light, of “pure” latex beds that “revitalize LatexBLISS also discovered an opportunity choices were critical to the company’s success and beautify.” with existing pillow top consumers. Many of and Pure LatexBLISS is now poised
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