By David Gill
LAS VEGAS–During the recent Las Vegas Market, Spring Air opened a new chapter in its licensed programs with Latex International and Perfect Fit Industries with the launch of bed pillows and mattress pads under some of the mattress manufacturer’s brand names.
Nature’s Rest is the Latex International version of the program, while Perfect Fit has introduced pillows and pads branded under Back Supporter. An integral part of the Nature’s Rest launch is that Spring Air is giving retailers the opportunity to set their own price points for the products they will carry.
“The accessories portion of the bedding category is growing by leaps and bounds,” said Mike Brown, vice president of sales operations for Spring Air, “and we want to help our retailers by supplying a value-oriented line backed by our promise of quality and service. But we are giving the retailer the freedom to price this line according to their needs.”
Jeff Chilton, senior vice president of sales and marketing for Perfect Fit, said pricing for Back Supporter pillows will range from $29 to $49, while the mattress pads will be priced at $69 to $99.
The Nature’s Rest line is beginning shipments this month, said Bob Hellyer, Spring Air’s chief executive officer. The Back Supporter grouping will begin shipping in September, Chilton said.
Both Hellyer and Chilton said the focus of both programs is to give retailers “the whole sleep deal,” as Chilton expressed it—in other words, mattresses, bed pillows and mattress pads all under the same brand, on the retail floor together. “No question, we’re offering multiple merchandising opportunities for Spring Air’s mattress retailers,” he said.
“It just makes sense,” Hellyer said. “It’s logical for the retailer and provides an extra revenue stream. Plus, Nature’s Rest is a good story, so why not make it a whole sleep story?”
Perfect Fit has been offering Spring Air-branded pillows for the past six years, but is now venturing into products under the mattress manufacturer’s brands.
“The Back Supporter zoned mattress pad matches with the zones in the Back Supporter mattress,” Chilton said. “We’re launching a good-better-best story in pillows and pads based on the more successful Spring Air brands, and provide an exclusive deal for Spring Air customers.”
At the September home textiles market in New York, Perfect Fit will exhibit pillows and pads branded under Spring Air’s Four Seasons label. “We currently use Four Seasons as a hotel brand in the North Carolina area,” Chilton said. The pillows in Four Seasons will retail from $29 to $49, and the pads will be priced at $59 to $79.
Chilton said the next step in this effort will be a branded line under Spring Air’s Chattam & Wells brand, which will occupy the “better” portion of this offering.