25836 Wed, 08/29/2012 - 2:44pm
Sealy, one of the largest bedding manufacturers in the world, made several news-making moves at the Las Vegas Market.
The bedding giant acquired a non-controlling interest in Comfort Revolution, the foam products manufacturer headed by Sleep Innovations founder Michael Fux. Sealy also showed a “promotionally priced” Memory Foam line, along with a collection from Stearns & Foster.
In a showroom adjacent to Sealy’s, Comfort Revolution introduced a portable, bed-in-a box foam mattress under the Sealy brand. It will launch Sealy specialty foam pillows and toppers early next year.
“[Comfort Revolution’s] skill in developing and taking to market breakthrough specialty foam and gel bedding products complements Sealy’s portfolio of specialty mattress products,” said Larry Rogers, Sealy president and CEO. “Michael [Fux’s] reputation in the industry, supplier contacts, relationships with major customers and legacy of innovation truly set the company apart.”
Sealy announced plans last fall to create a separate division to focus on specialty mattress products. The company acknowledged that the Comfort Revolution partnership signals Sealy is taking a broader approach to the specialty products category.
“Sealy’s long-term vision is to be a total sleep solution provider, which extends beyond our traditional mattress business,” Rogers said. “Our strategic partnership with Comfort Revolution is a very big step for us in that direction.”
Fux will continue to control Comfort Revolution’s day-to-day operations.
“Sealy gives us the strength to reach around the globe with our revolution in comfort, and the resources to explore even more innovative solutions,” Fux said.
Also at the Las Vegas Market, Sealy announced the addition of gel to the Sealy Comfort Series Memory Foam mattress line with a starting price point of $599. This introduction, the company said, made Sealy the first major mattress producer to introduce gel at a promotional retail price.
“We’ve heard from retailers that consumers are looking for affordable gel offerings,” said Jodi Allen, chief marketing officer at Sealy. “By adding gel to Sealy Comfort Series Memory Foam, consumers can now choose a gel mattress with the ideal blend of comfort, support and affordability for which Sealy is known.”
Made from advanced memory foam and gel, the Comfort Series Memory Foam with gel is specifically designed to respond to the body’s temperature and weight.
Sealy also announced the national launch of the G.S. Stearns collection by Stearns & Foster at the Las Vegas Market. The new line features a new aesthetic “merging timelessness with a modern touch,” according to the company.