Englander Promotes Better Quality at Competitive Price Points
By Brooke S. Pisarsky This upcoming Winter Las Vegas Market, Englander Sleep Products will present two line introductions specifically designed to give retailers a competitive edge with supe- rior products at selling prices that are being aggressively promoted in their local markets. “We know we can offer better quality
products than our competitors at the same prices,” noted company president and CEO Kevin Toman, “and that’s the same strategic opportunity we want to give our retailers.” Englander will highlight its redesigned Tension Ease orthopedic collection, empha-
sizing “Less stress. Less pressure. Better Sleep,” and will also launch a new, four-bed Body Form gel-infused memory foam spe- cialty line that allows retailers to promote extremely competitive price points. The updated, four-model Tension Ease collection incorporates new and better components like gel memory foam and latex and offers individually encased coils for optimum comfort and support, a pat- ented zoning design to relieve pressure points, plus Douflex reinforced coils at the edge that provide the fullest possible sur- face support. Priced to retail from $599 to $999 in queen, this revised line is well be- low where the collection formerly had been positioned ($699 to $1,199). Styles range from the top-of-the-line pillowtop featuring layers of latex and gel memory foam to the entry-level Eurotop design with gel-infused poly foam. All four models include side han- dles and eco-friendly, naturally-breathable
and moisture-absorbing Tencel fiber in the quilted
knit covers. Primarily dressed in white-on-white with some green tones, the collection has the updated 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, affordable, 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 noted. “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.” Visit
englander.com.
King Koil Generates Valuable Sales Synergy With New Posture Sense Elite By Gretchen Kast
Building upon the continued momentum of the fast-growing World Luxury Collection, King Koil will be employing new online communica- tion strategies to build interest among retailers and consumers before the unveiling of the new King Koil Posture Sense Elite series at the up- coming Winter Las Vegas Market. The World Luxury collection will headline the new digital and web efforts—the popular line-up, which retails from $699 to $1,999 in queen, “has been generating a lot of busi- ness among new retailers and existing cus- tomers,” reported president and COO Dave Roberts. It also served as the inspiration for a new King Koil Posture Sense Elite series to be presented at the show. “With retails of only $499 to $899 in queen, this highly attractive, International Chiroprac- tic Association-endorsed line is intended to further enhance traffic that’s created by World Luxury and to work in tandem with World
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Luxury to generate valuable sales synergy for retailers,” explained Owen Shoemaker, chief innovation officer and senior vice president of international business development. The new Posture Sense Elite collection
presents a clear good-better-best story that re- tailers can easily convey to customers. Offered in a variety of comfort options and styles, the collection starts with poly foam models, moves up to foam-encased innerspring beds with gel visco, and finally to encased-coil constructions that combine gel visco foam and latex. “We think these Posture Sense Elite models
offer the quality componentry and standout aesthetics at aggressive values that both re- tailers and mattress shoppers will find compel- ling,” Shoemaker said.
King Koil will also showcase a wide variety
of introductions, aesthetic enhancements and collection updates at the Las Vegas Market. The company has updated the World Luxury Collection to include a new tight-top
mattress that will retail at $1,799 and added a new three-piece reversible duvet to the top World Luxury bed. To give retailers substantially more flex- ibility and choice, King Koil has also re- designed and restructured its Natural Re- sponse collection. The spa-like series has been divided into three product segments that include five models each, with each model providing a different construction and feel. The first segment features a variety of latex-concentrated
designs. The second
segment uses many all-natural components like wool, silk and cotton, while the third se- ries includes organic-certified beds. “Dealers can buy one complete Natural Response product segment or select specific models from any of the segments,” Shoemak- er explained. “This new collection and the way it’s designed give dealers plenty of merchan- dising options.” Visit
kingkoil.com.
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