features FROM THE EDITORS COVER PACKAGING Q&A


Manufacturers continue to reinvent, transform and design new covers for their mattresses to showcase their products and gain added attention on the retail floor. With a variety of color, fabric and thread choices available, the choice of covers allows for companies to distinguish brands and collections. To find out more on how covers are developed and selected we asked a number of manufacturers a series of questions to learn the steps behind selecting a mattress cover.


1 ONCE THE MATTRESS IS COMPLETED, HOW DO YOU RELAY THE STORY OF THE MATTRESS TO THE RETAILER AND CONSUMER?


You need to be able to point out the per-


formance features of what the mattress can provide for that consumer, addressing core support, comfort, design intent, etc. The sto- ry needs to be relative, simple and consistent in messaging and have a cohesive inviting look in the aesthetics that resonate with the consumer. —WESLEY


At Bekaert Textiles we don’t build the


whole mattress we only design and manufac- ture the top layer of fabric that goes on the bed. Our story goes from our design concept to the mattress producers. Often times our cus- tomers are looking for a certain feel, or design. We then create collections of different designs that fit their criteria. Our customers then make a decision on what they like and what they think will be successful and then make the beds. —SEXTON


2 HOW IMPORTANT IS THE COVER TO THE MATTRESS SALE?


The cover is critical at any price point. We


all know that 80 percent of mattress purchasers are female and that today’s shoppers seek both style and function. Our feeling at Jamison is that the industry’s sea of cream and brown has become homogenous and boring. Tickings not only tell a story about the bed


based on its exterior aesthetic and branding, but also can be used communicate what’s in- side a mattress that the consumer can’t see, such as zoned support or certain components. Because we know that covers can be both


stylish and demonstrative, we spend a lot of time at Jamison designing our collections. —HINMAN


Obviously comfort is the most important


feature of the mattress, but I believe that it would be very difficult to sell a mattress with- out a visually appealing cover. At Shifman, we use only the finest woven fabrics because of their strength and durability. However, the


There’s more… visit www.bedroomretailers.com to read the complete responses! 24 BEDROOM Fall 2012


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