BRANDING WITH INNOVATION
Boyd Specialty Sleep Offers Ergonomic and Economic Solutions With Mattresses Under the Thomasville, Broyhill and Drexel Heritage Brands
By Gretchen Kast and Christopher Schriever
For almost 35 years, Boyd Specialty Sleep has taken a unique approach to bedding manufacturing by truly thinking beyond the mattress. As an entrepreneur, president Denny Boyd is highly motivated, especially when he believes a consumer need is not being met. With more than 30 patents to its name and 10 more pending, the company has become a leader in industry firsts by introducing creative solutions to fit specific consumers needs.
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n its early years, Boyd pioneered the wave-less waterbed and its six-chamber, high-end air beds. The company went on to develop one of the industry’s first comput- er-based, in-store sleep diagnostic programs: Sleep Metrics. This advanced diagnostic sys- tem, which has both in-store and online com- ponents, provides personalized mattress, pil- low and protector recommendations. Boyd’s portfolio includes a wide range of
mattress collections and add-on products offering its retailer partners numerous op- portunities to address its customers needs and increase sales. Last year, Boyd intro- duced the first non-electric adjustable bed called Easy Adjust, as well as the industry’s first knock-down adjustable power base. Boyd was also the first producer to make all of its products UPS-shippable—an added convenience to both retailer and consumer. “Our goal,” Boyd explained, “is to exceed expectations at every level at our business.” Beyond simply creating innovative sleep so-
lutions, Boyd has set itself apart by providing retailers with quality mattresses under well- known brand names to further help increase their margins and sales numbers. “Boyd
Specialty Sleep is about meeting consumer needs, but it’s also about understanding retail- er needs, which are very different,” Boyd ex- plained. “Consumers want comfort, support, adjustability and customization. Their needs are primarily ergonomic. Retailers want prod- ucts that differentiate them from competitors so they can maximize their sales and margins. Their needs are primarily economic.” The company focuses on the intersection of these two approaches, offerings products and collections that satisfy the needs of both consumers and retailers. “We try to find the tangents between those drivers by devel- oping sleep products that deliver a unique selling proposition, generate healthy margins for retailers and attract consumers’ attention and dollars,” Boyd continued. In 2013, the company made the unprec- edented decision to license some of the most consumer-recognized, premium furni- ture names: Thomasville, Broyhill and Drexel Heritage. With a wide variety of mattress col- lections and sleep accessories under these brands, Boyd helps retailers appeal to their customers with quality innovation and well- known, trusted names in furniture.
At the Summer Las Vegas Market, Boyd continued this approach with the introduc- tion of two collections that are forging new categories
in the mattress industry: the
Broyhill Cube and the Broyhill O2. The Broyhill Cube system provides con- sumers a superior level of individualized comfort and support without machinery or electronics, making it the most flexible and customizable mattress Boyd has ever devel- oped. Every mattress in the collection fea- tures a high-density foam perimeter and 12 to 18 separate cubes or chambers that are made from two different materials on either side. Each chamber is encased in friction- less nylon tricot fabric, enabling sleepers to easily flip or rearrange these chambers to customize their side of the mattress to their personal comfort and support preferences. This three-bed series features stretch knit
covers and a staggering array of comfort op- tions. The introductory model features cham- bers made from gel visco foam and engi- neered latex, while the middle bed offers gel visco foam and gel latex. The top model of this collection includes additional air customization to further enhance the feel. The dual comfort
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