COVER STORY
power bases literally transform the “flat white rectangle” into a three-dimensional sleep system, creating a dynamic product that pro- vides immediate solutions to the day-to-day needs. All of Reverie’s power bases feature infinite head and foot movement. At the top of the line-up is the company’s luxury T Se- ries, which offers Zero Gravity and AntiSnore positioning presets, 3D Wave™ massage and under-the-bed LED nightlight. The compa- ny’s innovative ProGrip technology eliminates the need for retainer bars. What truly sets Reverie’s power bases apart is not simply the addition of key features, but the way in which the company has improved and re- fined these features to maximize their benefits. While in-bed massage has become standard in many power bases, Reverie recently introduced its 3D Wave Technology, which uses resonant frequency and three-dimensional rotation that works with the mattress material. Rather than simply shaking the mattress, this patented new technology creates a three-dimensional massage sensation at the mattress surface, maximizing the healing effects of the vibration, enhancing blood flow, reducing inflammation and, more generally, calming nerves. The tech- nology can be adjusted depending on the mat- tress construction to optimize the experience. Reverie recently partnered with the State of Michigan and Michigan State University to test
10 Sleep Retailer / Spring 2017
out the impact of its massage technology on sleep quality and mental acuity, and the results were staggering. “We now have real third-party objective evidence that our massage helps you feel more rested and energized. Better sleep matters, and this technology is going to really resonate with consumers,” Tan says. Beyond enhancing the overall sleep experi- ence, Reverie also helps consumers integrate their sleep systems into their lifestyle. With Bluetooth Smart™ connectivity and the Rev- erie Nightstand™ app, Reverie gives users the freedom to customize the bedding environ- ment to better support their personal habits. “In order to maximize your health via sleep, you also need to be connected to the world around you,” Tan explains. “You need to be able to plug in to the preexisting technolo- gy that you’re using everyday to monitor your health and enjoy your lifestyle.” Reverie’s commitment to innovation ex- tends beyond just eye-catching features; the company is continuously working on improv- ing the electromechanical technology that drives its products as well. “Beyond introducing technology and spending time to engineer the product cor- rectly, we need to be ensuring that we’re thinking about all the things that go into an electromechanical product that don’t go into a mattress,” Tan explains. “So when our
retailers have technical issues, they need to be able to call somebody up who can speak their language, understand and help them immediately—and tap into networks to service them as quickly as needed.” This level of high quality service and sup- port has become increasingly important as the popularity of the power base category continues to grow. According to the Interna- tional Sleep Products Association, the power base market grew by nearly 200% between 2011 and 2015, with roughly one million units sold in 2015—and Reverie believes that this is still only the beginning. “There’s been a lot of excitement around the bed-in-a-box category over the past three years. But if you compare that to power bas- es, we’re still dominating in terms of growth as a sub-category of the bedding industry,” Tan says. “At best, we’re looking at 9% of new consumers who purchase a power base and maybe 40% who are aware that they even exist. So we have a huge opportunity to con- tinue increasing category awareness.” The challenge moving forward is finding a way to bridge that gap between consum- er awareness and actual sales, while pre- venting the commodification of the cate- gory. One way Reverie does this is with its 1M Foundation. Instead of offering limited adjustability at a more approachable price point, the company has equipped this flat foundation with a few of its most popular features, including massage, Bluetooth con- nectivity and under-bed lighting. By enhanc- ing a more traditional base with technolo- gies consumers are already familiar with, Reverie has created a more effective way to introduce consumers to the category and el- evate their expectations of what a mattress foundation can do. “Once you get somebody to lie on the pow- er base and experience our unique massage technology, it’s hard to walk away,” Tan explains. “The more we can do to introduce power in an affordable way, the more opportunity we have.” With its sights set on the future, Reverie credits much of its success to the com- mitted team of engineers that make up
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