Today, January 20, 2015
Today, January 20, 2015
LAS VEGAS — Top 10 bedding producer Englander is sharpening its prices to give its retailers an edge in an increasingly competitive bedding marketplace.
The Chicago-based producer is introducing two lines here specifically designed to give retailers a competitive edge with superior products at selling prices that are being aggressively promoted in their local markets, company officials said.
“We know we can offer better quality products than our competitors at the same prices,” said Kevin Toman, CEO and president of Englander, “and that’s the same strategic opportunity we want to give our retailers.”
Englander, which shows in World Market Center C-1596, will emphasize its redesigned Tension Ease orthopedic collection, offering “Less stress. Less pressure. Better Sleep,” according to the series’ new logo and tagline. The producer also will launch a new four-bed Body Form gel-infused memory foam specialty line that allows retailers to promote extremely competitive price points, the company said.
The new four-model Tension Ease collection incorporates new and better components like gel memory foam and latex, but is priced to retail from $599 to $999 in queen — well below where the collection had been positioned, at $699 to $1,199.
The line offers individually encased coils for optimum comfort and support, a patented zoning design to relieve pressure points, and Douflex-reinforced coils at the edge that provide the fullest possible surface support. The top-of-the-line pillowtop bed is 16 inches thick and features layers of latex and gel memory foam. At the $599 level, retailers can offer a 13-inch Eurotop design with gel-infused poly foam, the company said.
|“This is a four-bed collection that enables dealers to offer combinations of gel-infused memory foams, high-density poly foams and super-soft foams from only $499 to $799.”— KEVIN TOMAN, ENGLANDER|
According to Toman, the top two Tension Ease pillowtops and the bottom two Eurotops all include side handles plus ecofriendly, naturally breathable and moisture-absorbing Tencel fiber in the quilted knit covers.
Primarily dressed in white-on-white with some green tones, the collection features the redesigned Tension Ease logo on its borders and will be shown with all-new point-of-sale materials.
Also intended to give Englander retailers a clear advantage in their markets is the producer’s new all-foam Body Form program.
“This is a four-bed collection that enables dealers to offer combinations of gel-infused memory foams, high-density poly foams and super-soft foams from only $499 to $799,” Toman said. “It’s one of the most demonstrable and attractive values in the specialty segment that we’ve ever offered. We expect these new Body Form beds to perform exceptionally well against other gel offerings in the marketplace.”