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MATTRESS


Customatic Introduces Specialty Mattress That Delivers Complete Sensory Experience By Christopher Schriever


Customatic Adjustable Bedz is “shaking up” the specialty bedding category with its new Vi- braSense mattress. Debuting at the Summer Las Vegas Market, this new system offers a complete sensory experience by combining synchronized sound technology and advanced massage features. Customatic’s research and development team designed VibraSense to enhance the total bedroom experience. Studies have shown that people are doing much more than just sleeping in their bed today, with many consumers using it as a place to watch tele-


vision, play video games and do homework. Tapping into its engineering prowess, Cus- tomatic enhanced VibraSense with top-qual- ity speakers, Bluetooth integration and other technology to allow for complete connectivity with other devices. “VibraSense adds a ‘wow factor’


in the


bedroom,” explained Phil Sherman, manag- ing partner of Customatic. “Imagine feeling the beat of the music or the tremor of an ex- plosion while gaming or watching a favorite movie or television show. With VibraSense, you can become part of the action instead of an outside viewer. It’s truly remarkable.”


Priced to attract consumers at popular pre- mium retail price points, VibraSense is the first in a series of planned introductions by Cus- tomatic that will deliver top-notch innovation and respond to the consumer demand for add- ed creativity in the sleep products industry. “Innovation is the only way for the industry to grow and offer more solutions for consumers,” said Roger E. Magowitz, Customatic executive vice president. “VibraSense is the IMAX of beds and delivers new experiences for consumers to interact with. It meets the most basic of market- ing principles—give them a new reason to buy.” Visit customaticbedz.com


Serta Launches New Mattress-In-A-Box Program For Retailers


“The mattress-in-a-box segment is growing rapidly and projected to have up to 15% of category share by 2020,” explained Andrew Gross, executive vice president of marketing, Serta. “Our new program will help our retail partners grow with the segment by bringing the comfort and quality of Serta to consumers seeking a simplified shopping experience.” In addition to the new mattress-in-a-box


By Gretchen Kast


Serta is unveiling a new mattress-in-a-box program for retailers at the Summer Las Ve- gas Market. Designed to help retailers grow sales in


this rapidly-growing segment, the program includes a new collection of all-foam mattresses that are 100% USA assembled. Additionally, the company will offer turnkey digital support for retailers carrying the line. The new five-model collection features distinctive aesthetics that visually com- municate the comfort benefit and touts


42 Sleep Retailer / Summer 2017


premium, attention-grabbing packaging. Three of the models will be sold under the Serta Perfect Sleeper Express brand and feature advanced gel-infused memory foam with enhanced cooling technology. The other two models will be offered un- der the Serta brand and feature premium gel infused memory foam. The complete collection, ranging in retail price from $599–$999, will be available for shipping to retailers this fall.


offerings, Serta will also showcase its re- cently launched iComfort Memory Foam and Perfect Sleeper collections at the summer market. Since debuting earlier this year, both line-ups have already delivered strong results for Serta and its retail partners. “We are seeing significant growth over pri-


or year with retailers carrying our new Perfect Sleeper and iComfort Memory Foam lines,” Gross continued. “Plus, our new Declare Peace campaign launched in May and is ex- ceeding our goals for motivating consumers to consider purchasing our brands. We plan to carry this momentum to the new mattress- in-a-box program and help our retailers end 2017 with strong second-half sales.” Visit serta.com


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