Product Focus
Manufacturers Level the Boxed Bed Playing Field
By Brooke S. Pisarsky As the bedding landscape continues to shift and evolve, retailers have had to become ever more nimble with how they respond to consumer needs. The increasing popularity of direct-to-consumer mattress brands has prompted many manufacturers to begin offering their own versions of boxed beds. Compressed, folded and rolled, these easy-ship mattresses are warehouse- friendly, or may even be available for dropship, eliminating the need for carrying any inventory at all. By having in-store samples, retailers are able to offer consumers the added benefit of rest testing before buying, while still allowing for easy, boxed delivery directly to the customer’s doorstep. Or, for consumers looking for more immediate gratification, the compactly packaged mattress can simply be popped in the trunk of their car. This “take it with you” approach extends the convenience of e-commerce to brick-and-mortar stores, allowing them to better compete with their online-only counterparts.
1 Sealy
A longtime industry veteran, Sealy recently entered into the boxed bed arena with its brand new Cocoon by Sealy. A natural extension of the mattress gi- ant’s assortment, the Cocoon by Sealy features the same quality that consumers have come to expect, but in a compact, easy- ship package. A unique twist on the standard boxed bed offering of “one bed works for all,” Sealy
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opted to design two distinct feels: Softer—a cozy, more enveloping feel for those who prefer sleeping in the bed, and Firmer—a sturdy, more substantial feel for sleep- ers who like sleeping on the bed. With the company’s retailer af- filiate marketing program, brick- and-mortar stores can boost their online sales opportunities without having to worry about taking on additional inventory.
2 Dorel Home Products
Offering tremendous value for the price, the elite Black Collec- tion by Dorel Home Products’ Signature Sleep brand com- bines body-conforming comfort and striking aesthetics with an easy-ship system. Each bed in the tiered, five-model line-up sports a unique, eye-catching black and white outer cover and provides superior weight distribution, adaptive support and pressure relief. Like all Signature Sleep mattresses, the Black Collection beds are shipped compressed, rolled and vacuum-sealed, and are avail- able with an optional, coordinat- ing steel foundation.
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3 Symbol Kicking off 2016 with a striking
new brand identity, Symbol also casts its hat into the bed-in-a- box ring, launching its two-bed gen-u-ine collection. Comprised of a nine-inch all-foam mod- el and an 11-inch encased coil model, the gen-u-ine name em- phasizes the company’s concept of
being a “genuine produc- er making genuine products.” Thanks to the recent installa- tion of a new roll-pack machine at its Wisconsin facility, Symbol further capitalizes on its verti- cally integrated and self-reliant manufacturing system by offer- ing its newest collection to retail stores as roll-pack mattresses. This inventory-friendly and eas- ily transported packaging allows consumers to “take with” or have their mattress delivered right to their doorstep.
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