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Cooped up at home and more cognizant of their health than ever before, many consumers decided it was time to upgrade their sleep systems this year—leading to an increase in demand for mattresses and other sleep products. As experts predict that the US may be able to return to some sense of normalcy by the fall, the big question on everyone’s mind is: will the interest in sleep health continue even after people start settling back into their normal routines? While the answer remains unclear, the past year has taught us that we have to be ready for anything—and now is the time for retailers and manufacturers alike to start strategizing.


How can the bedding industry continue to encourage the heightened consumer interest in sleep health even after the pandemic is over?


LISA TAN CHIEF MARKETING OFFICER, REVERIE


If it takes two to three weeks to build a habit, after over 365 days hopefully consumer appreciation of the benefits they reap from upgraded sleep environments and the focus on sleep health will stick. As an industry, we should continue to focus on the benefits and encourage being your healthiest


self. This means selling the benefits of sleep alongside product, and also ensuring the conversation about sleep continues with the customer post-pur- chase. This will requires continued investment in RSA training and post-pur- chase customer engagement.


DAVID BINKE CEO, KING KOIL


Continued innovation will drive the momentum in the near term, as will a greater focus on luxury, two areas where we have been positioning King Koil over the past few years. The market has changed from slower demand and lower price points to higher demand and higher price points because consumers are spending more time in their home and have more money to spend since they are not traveling and dining out. That will be modified somewhat as more people get vaccinated and feel safer doing these things, but we don’t believe that the focus on upgrading their living conditions will change anytime soon.


SHAUN PENNINGTON PRESIDENT, DIAMOND MATTRESS For many years, the industry has valued and touted the power of sleep. We know that a good night’s sleep can improve mood, energy and well-being, not to mention add years to your life. While awareness of quality sleep has increased in recent years thanks to a concerted effort by our industry and some high-pro- file individuals, there are still many that believe getting only a few hours of sleep means you are a hard worker and more productive. As an industry, we can continue to normalize and promote good sleep as a standard for high performance, overall wellness and better quality of life, using research and science-based data to support this message.


18 Sleep Retailer / Spring 2021


RION MORGENSTERN CEO, PLEASANT MATTRESS We believe the momentum is going to continue well into the coming year for a variety of reasons, but namely because of the bifurcation of the re- covery. Throughout the pandemic, mattress sales were being driven by the 90-percent of Ameri-


cans who were locked down at home, but still employed. This group led the boom in sales of mid to luxury priced goods. The next phase, which I believe we are just on the cusp of seeing, is a bump from consumers who were the hardest hit financially by the pandemic. These are the hourly workers like restaurant/food service employees and those working in various jobs in the en- tertainment industry. Spending from the latest stimulus payments and also what will be a slow and steady return to work is going to fuel increased sales during the next 12 months as these folks return to work and regain their financial footing.


BRYAN SMITH PRESIDENT/CEO, SOUTHERLAND SLEEP Continuing to educate consumers on the bene- fits of achieving better sleep and promoting do- mestically produced sleep products are two key messages we believe will be important for retail- ers and manufacturers to communicate after the


pandemic is over. These two trends gained renewed interest with our dealers and their customers during the pandemic, as many consumers began paying more attention to where prod- ucts are manufactured and how they can improve the quality of their sleep. When the pandemic is over, these will remain criti- cal. Another important element to maintaining momentum after the pandemic is over is product availability. As raw material shortages and allocations on foam continue, retailers and con- sumers alike will be looking for manufacturers that can supply them with products in a timely manner.


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