MATTRESS
Symbol Expands Temperature-Regulating Sleep Fresh Collection
By Christopher Schriever Symbol will spotlight the growth of its Sleep Fresh system at the Winter Las Vegas Mar- ket, unveiling a broader selection and strategic marketing support to help drive traffic for its retail partners in 2018. The company will also introduce the Classic Comfort collection, meet- ing the increased demand for affordable luxury. Symbol’s Sleep Fresh Climate Zone Sleep System was designed to address the number one disruptor of sleep for most consumers: temperature. Using the same climate zone technology applied in climate control car seats, the Sleep Fresh system offers advanced tem- perature regulation. Powered by Gentherm, the eco-friendly Climate Zone Technology used in Sleep Fresh provides active air circulation through the mattress. Offering easy operation with a wireless remote or mobile app, this sys- tem allows each sleeper to select either warm or cool air to be moved through the mattress continuously throughout the night. “We are in a distinct period of expansion and brand growth for Sleep Fresh,” said Ni-
cole Slinger, vice president of specialty sleep products at Symbol, which has exclusive U.S. distribution rights for Gentherm Climate Zone technology. “Our introductions in Vegas will meet the demand for new price points so that we can bring more consumers this unique sleep solution. For strategic retailer partners, we are offering the advantages of exclusivity and marketing support.” The new Sleep Fresh line will include six distinct models in 2018; two are comprised of encased coils with layers of specialized foam, two new hybrids and two multi-layered spe- cialty foam models, capturing new feels and price points. Sleep Fresh is dedicated to help- ing retailers be successful with a customized partnership that includes training based on the retailer’s sales process as well as comprehen- sive marketing support and in-store POP tools. “We have been very successful with Sleep
Fresh regional television and radio com- mercials that are driving traffic and growing brand awareness, and we plan to broaden this campaign in the coming year,” said Mike
McQuiston, president of Symbol. “Since our launch in summer 2016, we have fine-tuned our program to fit retailers and their specific business in terms of RSA training, top of bed customization, technology support and com- prehensive POP options.” Symbol is also broadening its selection of affordable luxury offerings with the launch of its Classic Comfort collection. At $299 retail, the open coil unit spotlights Symbol’s Spec- trum coil and is offered in a pillow top, while the $399 model is foam encased. The $499 model is a gel-infused foam mattress featur- ing Leggett & Platt Quantum coils and can be used with an adjustable base. “The direct-to-consumer business has proven there is a demand for affordable luxu- ry at entry level price points,” said McQuiston, “and the Classic Comfort line meets that need for our retailers. We are excited to offer them full margins and features and benefits not normally associated with these price points.” Visit
symbolmattress.com and
sleepfreshbed.com
sleepretailer.com 45
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