MATTRESS PRODUCERS THINK INSIDE THE BOX

Bedding producers are taking steps here to avoid getting boxed in in the rapidly growing bed-in-a-box category.

Aiming to stand out in the increasingly crowded, highly competitive segment, producers are bringing out new products targeting new niches.

Sleep accessories resource Bedgear is entering the bed-in-a-box segment with two “Performance Mattresses” that feature superior airflow and moisture-wicking properties, said Eugene Alletto, CEO.

The beds, retailing at $849 and $999, are backed by an airflow demonstration kiosk and an affiliate program for retailers that lets them partner with the company, Alletto said.

This is the revamped Agility, Therapedic’s bed-in-a-box offering, which targets Gen-X consumers and retails at $1,199.

Top 10 producer Therapedic is looking beyond Millennials with its revamped Agility bed, a hybrid offering, that targets Gen-X consumers with an upgraded model at a higher price point than many beds-in-a-box: $1,199.

“We are not marketing to Millennials, but instead we are marketing to their big brothers and sisters, the Gen-Xers,” said Gerry Borreggine, Therapedic’s CEO. “We have a better bed for a better customer.”

The Agility bed features micro-coils, latex and memory foam.

Enso Sleep Systems, which has been in the bed-in-a-box category for years, is expanding its line with its first UPS-able adjustable bed base. The base folds to fit in the box and features a no-assembly design. All the customer has to do is attach the legs, said Mark Akerman, Enso’s president.

The head-only adjusting model retails for $599, while a base with head and foot adjustments retails at $799.

Mark Akerman stands with Enso’s new folding adjustable bed base, which can be shipped via UPS.

Akerman said Enso is supporting its growing adjustable bed base business with a new service program, backed by a network of technicians and customer service professionals.

Metal bed resource Wesley Allen is entering the mattress category here with a good-better-best bed-in-a-box program. The beds, retailing at $999, $1,299 and $1,599, feature encased coils, gel memory foams and New Zealand wool and offer upgraded aesthetics, said Chris Henning, president.

He said the line targets smaller to mid-sized independents and retailers in the design and decorator trade who don’t want to compete with major bedding retailers but see the benefits of adding mattresses to their assortments.

ViscoSoft is showing its revamped bed-in-a-box line, Muse, being offered in firm, medium and plush designs. “Our mattresses come back to their original shape extremely well,” noted Harry Costantino, director of training and account development. “They fill the cover nicely.”

Wesley Allen CEO Victor Sawan gets comfortable on a $1,599 bed-in-a-box offered by his company.

He said the line is designed to be presented in a test-rest display on retail floors, but also lets retailers make online sales if they wish.