All dressed up - BedTimesNOVEMBER 2009 - Mattress fabrics play many roles
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BedTimes
THE BUSINESS JOURNAL FOR THE SLEEP PRODUCTS INDUSTRY
NOVEMBER 2009
All dressed up
Mattress fabrics play many roles
Your guide to the ISPA Industry
Conference & Exhibition
Fall Vegas market
is all about value
Leadership Lessons:
How to build trust
Cutting Edge
Technology
OPTIONS
• Model 1367 Motorized Carousel
• Model 1379990 Additional roll carts
• Model 1379835 Additional stacker carts
Additional stacker Additional roll carts available
carts available Model 1379990
Model 1379835
Touch screen controls Electronic
Edge Guiding System
SPECIFICATIONS
Voltage (v/ph/hz) 220V 1PH 50/60HZ
Current (amps) 30
Air pressure (psi) 80
Air consumption (cfm) 5
Shipping Weight (lbs) 5,000
Shipping Dimensions (w/l/h, In.)
Roll Holder 121 x 35 x 40
Infeed 143 x 94 x 96
Main Unit 160 x 68 x 96
PRODUCTION 55 Watt 100 Watt
FR Queen Panels per min. 5.5 8.0
Minutes 8 hours 480 480
Minutes unload / load - 96 - 96
Motorized Carousel Minutes Run time 394 394
Model 1379D - 55 watt Model 1367 Panels per minute x 5.5 x 8.0
Model 1379D100 - 100 watt pieces per shift 2167 3152
Conforms to all safety regulations dictated by the FDA
Website: www.atlatt.com email: sales@atlatt.com
The Sudden Service™ Company
This equipment is protected by one or more of the following patents: Atlanta Attachment Company
US patents: 4,280,421; 4,432,294; 4,466,367; 4,644,883; 5,134,947; 5,159,889; 5,203,270; 5,522,332; 5,524,563; 5,562,060; 362 Industrial Park Drive
5,634,418; 5,647,293; 5,657,711; 5,743,202; 5,865,135; 5,899,159; 5,915,319; 5,918,560; 5,979,345; 6,035,794; 6,055,921; Lawrenceville, GA 30045
6,202,579; 6,279,869; 6,295,481; 6,494,255; 6,802,271; 6,574,815 B2; 6,834,603 B1; 6,968,794 B1
Foreign patents: 9-520,472; 0,537,323; 92,905,522.6; 96,936,922.2; 2,076,379; 2,084,055.
(770) 963-7369 • FAX (770) 963-7641
Other U.S. and Foreign Patents Pending. Copyright 2009 Atlanta Attachment Co. 08112010609
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* Production based on 100 watt laser, queen size panels and most common non-woven material.
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InSide
NOV 2009
Features
14 Ticking trends
The textiles used to upholster mattresses and foundations help to improve the
comfort and performance of today’s bed sets and attract the consumer’s eye in the
store. BedTimes looks at trends in this important category.
25 Value-driven market
Mattress manufacturers were eager to tout their value products during the fall
Las Vegas Market, showing off beds with lower price points but still loaded with
features. BedTimes also found foam innovations, a continued emphasis on “green”
bedding and steady growth in accessories such as pillows and mattress pads.
Departments
7 Leadership Lessons 5 Editor’s Note
People won’t follow leaders they don’t
trust. Leadership guru Larry Wilson
says trusting yourself is an important
33 Industry News
step in building the trust of others.
74 Newsmakers
9 Company Profile
Natura World, a manufacturer of 76 Calendar
organic and natural bedding based
in Canada, is in the midst of an
aggressive expansion that includes
77 ISPA News
acquisitions, new production facilities
and a broad social media marketing 78 Advertisers Index
campaign.
79 Classifieds
47 ISPA Industry Conference
BedTimes gives you a complete guide
to the annual event, held this year 80 The Last Word
Nov. 4-6 in Bonita Springs, Fla. You’ll
find schedules, information about
exhibitors and sponsors, plus insights
from conference speakers about con-
sumer trends, social media marketing,
going “green” and creating an exciting
retail experience.
www.sleepproducts.org/bedtimes
BedTimes | November 2009 | 3
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EDITOR IN CHIEF
Julie A. Palm
Editor’sNote
Will you have the next
336-727-1889
jpalm@sleepproducts.org
big idea in bedding?
SENIOR WRITER
Barbara Nelles
336-856-8973
I
bnelles@sleepproducts.org
nnovation—big idea innovation— from whom they can learn.”
CONTRIBUTORS can transform your company. It What do those traits have in com-
Patricia Frank can create an entirely new product mon? They all stem from inquisitiveness.
Lin Grensing-Pophal category, open markets, increase your “I spent 20 years studying great
Dorothy Whitcomb profits or take you from a niche player global leaders and that was the big
Larry Wilson to a well-known brand name. common denominator. It’s the same
That’s serious business. But two re- kind of inquisitiveness you see in small
ART DIRECTOR searchers say that innovation starts with children,” Gregersen says.
Stephanie Belcher a free-flowing, almost childlike mind. ”If you look at 4-year-olds, they are
336-201-7475 In a recent post on the Har- constantly asking questions and wonder-
stephanie@jimmydog.com vard Business Review blog ing how things work. But by the time
(http://blogs.harvardbusiness.org), they are 6 ½ years old, they stop asking
Vice President of Sales Editor Bronwyn Fryer hosted a ques- questions because they quickly learn that
Kerri Bellias tion-and-answer session with Jeff Dyer, teachers value the right answers more
336-945-0265 the Horace Beesley Professor of Strategy than provocative questions. High school
kbellias@sleepproducts.org at the Marriott School at Brigham students rarely show inquisitiveness,”
Young University, and Hal Gregersen, Gregersen says. “And by the time they’re
Ad Production &
affiliate professor of leadership at the grown up and are in corporate settings,
CIRCULATION manager
global Insead business school. they have already had the curiosity
Debbie Robbins
Dyer and Gregersen conducted a drummed out of them. Eighty percent of
336-342-4217
six-year study of “innovators’ DNA,” executives spend less than 20% of their
drobbins@sleepproducts.org
surveying 3,000 executives and follow- time on discovering new ideas.”
COPY EDITOR ing up with 500 individual interviews. You probably have innovators in
Margaret Talley-Seijn They explore the topic further in an your company and they may not be who
article in the upcoming December issue you think. Dyer says there are many
of the Harvard Business Review. “discovery-driven” people who are re-
BedTimes deadlines Dyer tells HBR that they have dis- luctant to ask questions, try experiments
Editorial deadlines for the Industry covered five key skills that distinguish or brainstorm ideas because they worry
News and Newsmakers sections innovators from other executives or about looking dumb or don’t believe
of the January issue of BedTimes are managers: “The first skill is what we call their company values such initiative.
Monday, Dec. 1.
‘associating.’ It’s a cognitive skill that To unleash innovative ideas, it might
allows creative people to make connec- be time to encourage people in your
Volume 137 Number 11
tions across seemingly unrelated ques- company to discover their inner child. BT
BedTimes (ISSN 0893-5556) is published
monthly by the International Sleep Products tions, problems or ideas. The second
Association. Periodicals postage paid at skill is questioning—an ability to ask
Alexandria, Va., and additional mailing offices.
Editorial and advertising offices
‘what if,’ ‘why’ and ‘why not’ questions
126 Parkview Lane, Reidsville, NC 27320 that challenge the status quo and open
Phone 703-683-8371; Fax 703-683-4503
up the bigger picture. The third is the
Administrative and ISPA offices
501 Wythe St., Alexandria, Va. 22314-1917 ability to closely observe details, particu-
Phone 703-683-8371; Fax 703-683-4503 larly the details of people’s behavior. An-
Postmaster Send address changes to other skill is the ability to experiment—
BedTimes, 501 Wythe St., Alexandria, Va.
22314-1917 the people we studied are always trying
Contents © 2009 by the on new experiences and exploring new
International Sleep Products worlds. And finally, they are really good
Association. Reprint permission
obtainable through BedTimes. at networking with smart people who
have little in common with them, but Julie A. Palm
www.sleepproducts.org/bedtimes
BedTimes | November 2009 | 5
LeadershipLessons
Being a leader means building trust
It also requires
developing
a thick skin
By Larry Wilson
H
ow many times have you
awakened in a cold sweat wor-
rying about a question that
you wanted—or maybe didn’t want—
answered? Here’s one that has kept me
up on more than one occasion: “Am I
really a good leader? Do people want
to follow me or are they just pretend-
ing to follow because they think they ➤ They need to trust your inten- significant ways any leader can earn
have to?” tion Do you really have their best trust from others, if—and it’s a big
Here’s the thing: Leading isn’t for interests at heart? Do you really if—you’re also willing to ask your
the thin skinned. Just the opposite: care? followers to provide their honest
It requires the thick skin we all have, ➤ They need to trust your compe- feedback about you.
yet might not have discovered. When tence Are you able or skillful enough If you’re in a cold sweat just
you’re really leading, you’ll constantly to do the tasks you’re responsible for thinking about asking your follow-
discover your thick skin while learning doing? Are you up for the job? ers such questions, it’s time to check
more about yourself. ➤ They need to trust your pro- your skin’s thickness.
We have to learn to trust ourselves priety Do you behave in ways that Pinch yourself. You do have the
before we can expect others to trust us. people expect you to behave in any right stuff and deserve the title of
It’s only when others believe and trust given situation? Do you portray the leader because you’re willing to
us that they will follow us. Earning values, decency and morality they change and grow. Believe that you
trust is the starting point for any leader expect from any leader? do have the thick skin necessary to
who expects others to be ready, willing It’s here where you need that do the job, because you do. You can
and able to follow him. What is trust? thick skin. Are you tough enough to withstand the growing pains and
There are numerous ways to define answer these questions truthfully? you can withstand the heat because
trust. I think of trust as the glue that Can you look into a mirror and you are a leader. Believe in yourself
keeps relationships connected or, in the objectively evaluate your leader- and others will follow. BT
absence of trust, disconnected. Lead- ship performance on a 1-to-10 scale
ers can’t afford to have disconnected against these criteria? And, if you Larry Wilson is a
relationships. can, are you tough enough to share pioneer in change
What is it about you that others your evaluations with the people management, lead-
have to trust before they want to follow you hope will follow you? ership development
you? When I was chief executive officer This means using your thick skin and strategic think-
of Wilson Learning Corp., we had a to share with them your thin skin— ing. He has founded
group of Ph.D.s who were focused on the mistakes, failures and behaviors the Wilson Learning Corp., Pecos River
studying trust. you know are holding you back from Learning and The Wilson Collabora-
They determined that the word being the leader they want you to be. tive. Wilson works with companies to
“trust” is too broad to be properly de- This last toughness test—objec- help them “create the organization that,
fined as only one concept. They came tively sharing evaluations of your if it existed, would put them out of busi-
up with three separate beliefs people leadership—is called self-disclosure. ness.” His clients include major mattress
need to have about you before they’re Self-disclosure is powerful. Being manufacturers and retailers. He can be
ready to follow you: willing to open up is one of the most reached at larry.wilson@mac.com.
www.sleepproducts.org/bedtimes
BedTimes | November 2009 | 7
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THINK GREENER SAVE THE PLANETCompanyProfile
Natura World sets itself on path for growth
Acquisition of gel company, U.S. expansion are part of plan
By Dorothy Whitcomb
N
atural and organic bedding
manufacturer Natura World
is using acquisitions, innova-
tive marketing tools and expanded
production and distribution as part of
a strategic push to take command of
the “green” specialty bedding market
it helped to pioneer.
The 15-year-old, privately held
company says that it has had annual
double-digit growth since its found-
ing and reports that sales of Natura
products increased 40% in 2008. This
year’s sales are on
track to meet or sur-
pass that number,
says Ralph Ross-
deutscher, president
(Above) Heading south Natura World’s
and co-founder production is based in Cambridge, Ontario.
of the Cambridge, The company is planning to open an
Ontario-based additional facility in the United States.
company.
“Now is the (Left) Corporate culture The company’s new
headquarters includes a lounge to promote
perfect time to grow informal interaction among employees.
because you’re able
to get good people
and bankers (in Canada) are very sup- buying groups, which provide access Natura recently acquired the
portive,” he says. to mom-and-pop stores and less rights to manufacture and license gel
urban markets. In the United States, mattresses from NexGel, a Salt Lake
Expansion plans products are sold primarily through City manufacturer, and will do so
Rapid growth prompted the com- sleep shops and furniture stores. under the name Gel Solutions in the
pany to more than triple its manu- “Forty percent of current annual United States and Gelatex Solutions in
facturing space last year. In March sales come from within Canada,” Canada.
2008, all production moved from Klein says. “The Canadian business The purchase, and a recently signed
a 42,000-square-foot factory into a is up significantly, but shrinking licensing agreement with The Sharper
new 141,000-square-foot facility. The overall because business in the U.S. Image, has accelerated the search for
move makes Natura “the largest mat- (now 60% of total sales) is growing so a U.S. facility, says Scott Miller, senior
tress and bedding manufacturer in rapidly.” vice president of U.S. sales.
Canada,” says Larry Klein, senior vice Rapid U.S. growth propelled Natura also is developing an inter-
president. Natura’s recent decision to open a national distribution network. Michael
Natura sells its products, which manufacturing facility in the United Pino, international director of sales,
include foam and latex mattresses, as States. The company has not settled has been working for more than a year
well as a wide array of sleep acces- on a site, but Rossdeutscher wants it to increase Natura’s global presence.
sories, throughout Canada and the to be located “as far from Toronto as Prior to his arrival, the company sold
United States. Distribution channels possible.” Sites in the Southeast and product through one retailer in Kuwait.
in Canada include large retailers and Southwest are being considered. The company now has distribution
www.sleepproducts.org/bedtimes
BedTimes | November 2009 | 9CompanyProfile
in several Caribbean countries and will says. “The second time it’s seen as
open a Natura-branded store in Kuwait ‘The corporate culture pretty silly. We want to make sure that
City in December. Because the organic all mistakes stop at the door. We build
market as a whole is less developed is very important customer loyalty by getting the prod-
outside North America and Europe, the uct out correctly and on time.”
company is targeting countries such as to us. We want to Employee loyalty is built by creat-
Australia and Morocco. ing an atmosphere that encourages
be a friendly, nice individual contributions but also
‘Green’ guidelines camaraderie. A staff lounge, com-
Natura has been a leader in industry company to work plete with a billiards table, promotes
efforts to quantify and define terms relaxed interaction. Flowers are sent
such as “natural,” “green” and “or- with and you have to to the homes of new hires to show
ganic,” and Rossdeutscher has been families that the company thinks
involved in the Specialty Sleep As- start that at they’re important, too. After five years
sociation’s recent effort to define such of service, employees are sent on an
words. home with everyone all-expenses paid tropical vacation.
“Consumers should be able to “The corporate culture is very
compare products easily,” he says. “Ev- getting along.’ important to us,” Rossdeutscher
ery company, big or small, needs to be says. “We want to be a friendly, nice
measured against the same criteria.” accessories, including comforters and company to work with and you have
Natura has taken its own steps to duvets, bed linens, pillows, aromather- to start that at home with everyone
define what it means by natural and apy sprays and pet beds. getting along.”
organic. The company now measures Some of Natura’s most interesting Innovative informality extends
“the natural content of every mattress and profitable innovations have come to the company’s current market-
by weight” and posts the data on its in the accessory arena. The company ing efforts. Natura has been making
Web site and point-of-purchase mate- recently modified encapsulation extensive use of social media, includ-
rials, Rossdeutscher says. technology used in Japan to incorpo- ing Twitter, Facebook and “mom
Natura mattresses and sleep acces- rate anti-cellulite cream into women’s bloggers”—mothers who host online
sories are now categorized into five stockings so that it could be used to support and information communi-
groups: the Organic, Natural, Ultra- put aloe extract into pillow covers. ties. The innovations are the work of
Green and Green collections. The Accessories can help close the gap Julia Rosien, a communications direc-
company’s memory foams are in a in sales as consumers economize on tor who was hired for her social media
collection called Mixed Greens. mattress purchases. expertise.
Miller says the new NexGel prod- “If retailers can convince custom- “When I first came to the company,
ucts fit well with the Natura brand ers that the pillows they’re carrying we were buying ads on Google and
because they use “70% food-grade around to test the beds are an impor- about half of the traffic to our Web
mineral oil, BioH foam and natural tant part (of a good night’s sleep), they site came from those ads. I canceled
ingredients.” can get back up to the ticket price they the ads and now we can directly
“It also brings leadership in an need to stay in business,” Klein says. correlate 60% of the traffic to social
emerging category of specialty sleep media. That’s up from zero and we’re
products by providing superior pres- ‘Innovative informality’ not paying for it,” Rosien says.
sure relief, comfort and support,” Innovation and seeing sleep as a mul- Rossdeutscher acknowledges
Miller adds. tidimensional activity are important that the four-employee start-up
parts of the Natura corporate culture. he founded with his father, Harry
Accessories aren’t add-ons Weekly team meetings, which include Rossdeutscher, in 1994 has come a
Sales of sleep accessories such as employees from all parts of the long way.
sheets and sound machines represent business, focus on product develop- But if the company’s size and scope
about 45% of Natura’s annual sales. ment. Another morning each week is has changed, its goals and values have
“From the beginning of our com- devoted to reviewing “Don’t Screw up not, he insists.
pany, we always thought everything Again” reports. These reports chroni- Rossdeutscher says: “I’ve always
should work together and sold each cle errors of every sort made through- wanted to be in the forefront of tech-
mattress with a duvet and a pil- out the company. nology and be the first on the block to
low,” Rossdeutscher says. Today the “If someone makes a mistake, it’s have the newest and best products on
company offers close to 700 SKUs of totally forgiven the first time,” Klein the market.” BT
10 | BedTimes | November 2009 www.sleepproducts.org/bedtimesDress up Mattress fabrics
take on many roles
(Shown on this spread) Plush panels Maxime Knitting is producing thicker, heavier fabrics, including SuperStretch (left) and
bamboo (right).
14 | BedTimes | November 2009 www.sleepproducts.org/bedtimesBy Barbara Nelles
W
hether you call them “mattress fabrics” or just Lorne Romoff, vice president of sales for Montreal-based
plain “ticking,” the textiles used to upholster Maxime Knitting. “We are knitting thicker, heavier fabrics in
mattresses and foundations are a vital part of the silvers, baby blues and other soft tones. The bedding floor is
marketing—and the comfort and performance— much more colorful and visual than in the U.S.”
of today’s bed sets. “On my very first trip to Scandinavia, they looked at my
In the home, ticking will be covered with bed linens, but it’s samples and said, ‘Too much color!’ ” says Nebi Dogan, area
what attracts the consumer’s eye at retail. sales coordinator for Boyteks, which is based in Kayseri, Turkey.
Fabrics chosen for each mattress model tell a story on the “Then I traveled to Morocco, bringing my most colorful fab-
sales floor, suppliers say. They provide visual cues to a bed’s rics, and they said, ‘Where’s the color?’ ”
price point in relation to other models in a collection. Ticking “Blues and greens, including turquoise, are very big in
also can tell a story of luxury or “naturalness” or, increasingly, Turkey right now. Europe remains more soft gray and modern.
functional benefits such as aromatherapy and temperature In North Africa, dark red and blue jacquards with gold patterns
regulation. In many markets, damask mattress fabric has ceded are popular on mattresses that are placed right on the floor in
the floor to circular knits. And with knits, it’s easy to stitch in living rooms for sleeping and as furniture. In South Africa, the
words like “cashmere,” “organic cotton” or “natural,” allowing taste is very similar to the U.S., in Greece they like ecru cottons
the bed to speak directly to consumers. and in Sweden, blues,” Dogan says.
While innerspring beds remain mostly white, consumers “Nontraditional” is how many describe current design
who purchase nontraditional bedding like latex and visco-elas- motifs.
tic want it to look different, says Adam Lava, vice president of
sales for A. Lava & Son, a cover, quilt and mattress kit supplier
based in Chicago. ‘Consumers want to look
“We’ve moved away from that ‘block of yellow cheese look,’ ”
Lava says. “Consumers want to look at their expensive new at their expensive new
mattress and see beauty. These beds look more like upholstered
furniture.”
“I had an executive in the perfume industry once tell me
mattress and see beauty.
that the box is the most important thing about selling perfume.
And that one damaged box in a display ruins everything—
These beds look more like
you’ll sell nothing. I think it’s the same with mattresses, to some
extent. As much care needs to be taken with the outside of the upholstered furniture.’
bed as with the inside,” says Camilla Franklin, vice president of
global sourcing and design for Blumenthal Print Works, which “Traditional motifs, such as medallions and scrolls, have
is based in New Orleans. gotten cleaner, more minimalistic and stylized. Large-scale
patterns—we call them ‘jumbos’—are popular in Central and
Colorways & design trends South America and are starting to appear in the U.S.,” Pappas
In the United States, most midpriced innerspring bedding is says.
still very much enrobed in white. But on higher end inner- The oversized motifs have been around for a while, says
springs, “green” beds and specialty sleep models, you’ll find Marian Stephenson, design director at Innofa USA in Eden,
more color and design seeping into panels, borders and trim. N.C. “First it was medallions and now it’s everything—flowers,
“Black worked and now shades of charcoal and silver are leaves, etc. In home furnishings we are seeing modern paisleys
very popular. We are seeing little pops of color in chocolates and ethnic geometrics with sort of African inspiration. It’s
and berry-type colors,” says Steve Bond, vice president of interesting to watch how and when these interior fabrics reach
design and innovation at Culp Inc., which has headquarters tickings.”
in High Point, N.C., “And dusty, silvery shades of aubergine, “We are selling smaller, more delicate prints with nature
lavender and lilac are up and coming.” motifs—vines, leaves and smaller flowers, as well as a lot of
“Bordeaux and turquoise are the trend colors in fashion this geometrics—in earth tones, greens, roses, silvers and golds,”
season,” says Apollonija Spela Honigsman, research and devel- says Wade Wallace, vice president of sales for Tietex, a woven
opment manager for Bodet & Horst in Elterlein, Germany. and nonwoven textile supplier based in Spartanburg, S.C.
Color schemes of eco-friendly beds tend to be aqua blue/ Honigsman sees a growing “globalization of tastes over the
green and soft sage or moss accent colors, Franklin says. last 10 years.”
“Metal tones, such as bronze, stainless steel and a pewtery “It’s quite amazing,” she says. “We are basically all connect-
look that is almost violet, are combining well with soft back- ed—in Asia, Australia, Europe, the U.S. As we all tap into the
ground colors and greens are getting bluer,” says Lynn Pappas, same resources, the trends are becoming very similar with just
product portfolio manager for Bekaert Textiles USA, which has slight modifications. Something we develop in Europe will be
headquarters in Winston-Salem, N.C. very trendy in Asia, too, though maybe they will want a differ-
“Here in Canada we’re getting into new colorways,” says ent color.”
www.sleepproducts.org/bedtimes
BedTimes | November 2009 | 15Advancing technologies
Given the slow global economy, it’s
not surprising that one current trend
in mattress fabrics is affordability.
Suppliers say mattress makers are
buying more 100% polyester fabrics
because of cost concerns.
But that doesn’t mean mattress
manufacturers are looking only for
less expensive tickings. For higher end
beds, they are seeking luxury fabrics
containing expensive yarns, such as
silk and cashmere or trademarked,
functional yarns like Outlast, Cool-
Max and Celliant. Large-scale design This simple, oversized pattern is shown in a zippered cover from Bodet & Horst.
There’s also a growing market for
eco-friendly fabrics made with cellu-
losic fibers such as cotton, linen, rayon, reduce the amount of FR fiber needed.
Tencel and bamboo viscose, as well as Supreme Quilting, a supplier of cov-
fabrics made from polyester yarns spun ers, quilts and kits, offers an FR solution
from recycled plastic bottles. in a zippered cover designed to help
“The entire cellulosic category is small and midsized mattress producers
increasing because of the comfort factor hold down FR costs, says Steve Holder,
and people wanting to get away from vice president of sales and product de-
petroleum products,” says Laura Allred, velopment for the Etobicoke, Ontario-
the design director of Continental Tick- based company.
ing in Alamance, N.C. Zippered covers—very popular
In August, Tietex introduced Pure in Europe—are gaining popularity
Earth, a collection of 100% unbleached in North America, especially among
natural cotton woven fabrics printed Internet sellers of foam and latex beds,
with vegetable and mineral dyes for the Holder says.
mattress borders and top panel. “If there is a problem with the
“When it comes to yarns, it seems bed’s comfort, the customer can
there is something new each week,” literally adjust the bed themselves,”
says Eric Delaby, vice president of sales he says. “The manufacturer can ship
and marketing for Deslee Textiles USA, a new layer of latex and the customer
based in Inman, S.C. “We’ve used hemp, can insert it into the bed—preventing Saving a step Culp Inc.’s textural QuiltFree
kapok, linen, bamboo—all these natural full product returns.” fabric requires no quilting.
yarns—but now there is ‘milk’ and crab Spacer fabrics are not new, but have
shell, too.” become very trendy on foam beds
Introduced in Europe earlier this
year, Bekaert recently launched Purotex
in the United States, says Brandon Wells,
vice president of sales and marketing
for Bekaert Textiles USA. The fabric is
imbedded with microencapsulated pro-
biotics to fight odors and allergens.
Some fabrics help manufacturers
simplify processes or solve problems.
Bekaert offers a Crypton finish—a
technology that provides a waterproof
barrier and stain protection.
Culp introduced a border fabric
quilted to FR material this year, says
Mike Cottonaro, senior vice president
of sales and marketing. The company Soothing tones Blumenthal Print Works is among the suppliers incorporating spalike tones into
also sells a ticking with an “FR adhesive tickings.
backing” that allows manufacturers to
16 | BedTimes | November 2009 www.sleepproducts.org/bedtimes9DOXH$''('PDFKLQHU\
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IUUQXXXBNFMDPDPN FNBJMJOGP!BNFMDPDPNNatural fibers Deslee Textiles USA sources organic cotton for its Ecofair fabric.
Major metals Bekaert Textiles USA is using
stainless steels, pewters and bronzes that
blend well with soft background colors, says
Lynn Pappas, product portfolio manager.
be found on beds with suggested retail
prices as low as $399 in queen.
Once considered difficult to handle
and quilt, the industry has figured out
how to work with knits, suppliers say,
and knits’ share of the market contin-
ues to grow.
“On specialty bedding, where you
want more movement and flexibil-
New hues Innofa USA is including violet hues in new collections with large-scale motifs. ity, knits work especially well over
microcoils, air bladders and foams,”
Delaby says.
because of the promise of a cooler Maxime Knitting just introduced its The overwhelming presence of knits
night’s sleep, suppliers say. The three- three-dimensional, quilted-look “blis- is beginning to spark some renewed
dimensional fabrics with vertical ter” products. interest in high-end jacquards in both
polypropylene fibers come in a range “It’s being really well received and North America and Europe, suppli-
of thicknesses and are used on both has super stretch with elastic yarns,” ers say. But gone are the stiff, scratchy
borders and top panels. Romoff says. damasks of old. The influence of knits
Also designed for use on foam beds Zoned knits are available from com- means that jacquards need a soft hand.
are some new knit collections that have panies including Deslee, Innofa and Bo- “The comeback is partly due to the
the look and feel of being quilted— det & Horst. These fabrics have areas of vanilla nature of knits,” Cottonaro says,
without the need to quilt. greater elasticity in the hip or shoulder “With jacquards, we can be so much
Culp’s QuiltFree, introduced a year regions and work especially well with more decorative and ornate and the
ago, is a woven border fabric with a sim- zoned foam cores, suppliers say. hand is comparable to knits.”
ulated quilted design. For the top panel, “With wovens, you can achieve a sep-
Culp offers Cumulus, a heavyweight, Knits versus wovens aration of feel from bed to bed—we’re
quilted-look knit that also requires no Mattresses at promotional and lower getting back to that. You can soften or
quilting. price points often are covered with in- firm it and change the hand, whereas
At Innofa USA, the two most popu- expensive printed fabrics, such as warp knits tend to all have the same cushiony
lar fabrics are a high-end 100% organic knits and nonwoven stitchbonds or with feel when you lie down,” Bond says.
cotton group, and a textured, heavier polyester and polypropylene-blend jac- “It’s human nature to want some-
group that requires no quilting. quards. But knits, too, are finding their thing different,” Allred says. “That’s
“Some of these are so thick they look way onto lower priced goods, suppliers why we’re beginning to go back to Old
like a pillow and they work especially say. Previously the province of the $999- World damasks.”
well with foam beds,” Stephenson says. and-up queen set, knit covers now can To confuse things further, several
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(201) 488-2700 (800) 631-1930 fax (201) 489-5656 email custsvc@aft3.commajor suppliers have introduced high-
end jacquards that use elastic yarns
and have some of the stretch and look
of knits. Conversely, there are knitted
fabrics with the look of wovens.
“In the last year or two, we have
responded to customer requests by
creating knits that have a woven look.
Some have stretch—perhaps more in
one direction than another—and some
are very stable with almost no elastic-
ity so they cut easily and can be used in
borders,” Honigsman says.
Bold patterns Nebi Dogan, area sales coordinator for Boyteks, says dark red and blue jacquards In the United States, Africa and Asia,
with gold patterns are popular in North Africa. traditional wovens remain on the mar-
ket because of their affordability and
Inside designers’ creative process Dogan says he doesn’t expect that to
change anytime soon. But knits win the
Textile designers say they find inspiration everywhere they go and most have a camera popularity contest in most other parts
in hand to record what they’re seeing. Some textile suppliers also purchase of the world.
artwork from design studios that their own team then interprets for mattress
fabrics. Collaborating with customers
“I do lots of retail research in all areas—from fashion to even thrift stores,” Ticking suppliers are fond of using the
says Camilla Franklin, vice president of global sourcing and design at Blumen- gift-wrap analogy when they talk about
thal Print Works in New Orleans. “I constantly take snaps, assembling them in their products. But they are quick to
all different ways. It’s great fun.” say that ticking does more than adorn
“I find inspiration in nature, fashion, architecture, at trade shows, while a bed and draw the eye. A line that has
shopping. And there are so many trend services, plus, of course, there is the been well-merchandised with mattress
Internet,” says Marian Stephenson, design director at Innofa USA in Eden, N.C. fabrics transmits important visual cues
“My favorite online resources are design blogs, especially Design*Sponge to consumers.
(www.designspongeonline.com) and decor8 (http://decor8blog.com).” “Our customer may tell us they
Depending on the customer, Franklin says the design process can involve a have a six-bed collection starting at
little or a lot of give-and-take.
$499 and going up to $1,999,” Bond
says. “They may say they want a
“If they’ve got a big design department—some companies have their own
better border starting at $1,299. And
interior designers—information and direction flows both ways,” she says.
that’s our task—to come up with
“Other customers want us to lead them and that’s a service we offer. We create
price points and a common theme
coordinated stories with borders and panels for them.”
so that when the beds are all lined
“We observe social trends, too, and marketing trends,” says Lynn Pappas,
up together, they are cohesive yet
product portfolio manager for Bekaert Textiles USA, which has headquarters
you get a visual step-up story.”
in Winston-Salem, N.C. “(Trend and marketing guru) Robyn Waters is a good
The covers on specialty beds do
resource. You listen to the visionaries, read shelter magazines, go to design and
more than just look good: “Those
trend presentations. The ‘Sherwin-Williams 2010 Color Forecast’ presented at
dropped borders and cording visu-
Showtime (in High Point, N.C.) was great.”
ally represent on the outside what’s
When apparel manufacturing moved offshore, Montreal-based Maxime Knit-
on the inside,” Lava says. “The sales-
ting took its “expertise and knowledge of fashion trends and colors and brought
person can point to the cord and
it into the bedding business,” says Lorne Romoff, vice president of sales. say, ‘From here up is your super-soft
Apollonija Spela Honigsman, research and development manager for Bodet memory foam layer and from the
& Horst, based in Elterlein, Germany, says her company’s design team monitors microsuede panel down is your
numerous sources, including trend books from MoOD (Meet only Original De- firm-support foam,’ etc.”
signs, formerly Decosit Brussels); the Peclers Paris trend agency; the Heimtextil Merchandising a bed line is a
fabric show in Frankfurt, Germany; and Dutch design firm Milou Ket. collaborative effort between supplier
“Many of my inspirations are in upholstery fabrics. I’m drawing on my and manufacturer.
previous experience as an upholstery designer,” says Laura Allred, design direc- “We get the ball rolling, but it’s
tor of Continental Ticking, based in Alamance, N.C. “Over time, I focus on very much a give-and-take with our
the individual customer’s tastes and markets and develop a rapport with that customers—you have to be nimble and
customer so that often, I can intuit and fulfill customer needs before they even agile because it’s all very customized,”
verbalize it.” Wells says. “And retailers are much more
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“You create visible differences. It’s a The digitization of production size customers. Pattern changes are
little bit subjective, but typically the and design has enabled fabric sup- easy,” Allred says. “As long as we
simpler patterns are less expensive,” pliers to easily respond to requests have the components, we can put it
Stephenson says. “It’s a meeting for customization and make quick on the loom and get product out the
of minds between customer and changes. door in three to five days.”
designer. They look to us for ideas. “I’ve got a lot of colors in my “We provide a lot more exclusives
Sometimes they may have a specific paint box and the fact that the de- than in the past,” Bond says. “What
request, but most are designer-driv- signs are all electronically controlled we sell to one customer we rarely
en. We listen to what they want and means we can do really short runs offer to another.” BT
Debates along
ters in High Point, N.C. “Borders are finally getting the
respect they deserve—we’re seeing movement toward
better borders.”
the border
Some mattress makers are looking at affordable knits
for borders because they want something different, says
Marian Stephenson, design director at Innofa USA, based
in Eden, N.C. “Knits are a little more difficult to work
Typically, ticking suppliers offer manufacturers two grades of with because of the stretch, but a contrasting textured
fabric: border and panel. knit on the side will create a better match with a knit top
Today, most single-sided bed sets sold in North Amer- panel.”
ica have a less expensive jacquard or sometimes a warp “We are in the packaging business and the border
knit on the border panels and a pricier knit or damask on needs to be finished perfectly. It’s the final touch,” says
the top panel. Eric Delaby, vice president of sales and marketing for
Suppliers say the use of less expensive border fabrics Deslee Textiles USA in Inman, S.C. Deslee promotes knit
is a cost-saving measure—the result of higher manufac- borders for “an upholstery look.”
turing costs associated with FR solutions, rising raw mate- “A tightly constructed chenille, for instance, creates a
rials prices and the popularity of circular knits, which are very sturdy no-slip border and a great look,” Delaby says.
less stable as border fabric. “Achieving an upholstered look on the border with
Many mattress manufacturers use a common bor- stretchy knits has been done but requires revamping your
der across entire collections—sometimes across entire manufacturing process,” says Laura Allred, the design
brands—which allows them to save even more money by director at Continental Ticking, based in Alamance, N.C.
reducing bed bases to just a handful of SKUs. Using some of the new upholstery-style woven tickings is
“It’s a smart move from a manufacturing point of a growing trend, she adds.
view,” says Ann Weaver, vice president of sales and “The bed as an upholstered item is a trend that started
marketing for Lava Textiles USA, with headquarters in in Europe and Asia, but it’s spreading,” Allred says. “Of
Gastonia, N.C. “You don’t have to worry about the hand course you cover it with a sheet, but you don’t use dust
with border fabrics, so you can spend less and put more ruffles, so the foundation always stays exposed.”
money in the top panel of the bed, which is what the For moderately priced bedding, Spartanburg, S.C.-
consumer feels.” based Tietex launched its printed Edge Border Collection
However, the use of common border fabrics has lent a about a year ago.
certain “sameness” to the retail floor, some fabric suppli- “Printed ticking is nothing new but we are seeing a
ers say. They see a countertrend brewing. new trend toward printed borders using small, subtle
“People are definitely beginning to spend a little more geometrics like herringbone and diamonds or company
money on borders and are jazzing them up,” says Lorne logos, words and phrases,” says Wade Wallace, vice
Romoff, vice president of sales at Maxime Knitting in president of sales for the woven and nonwoven textile
Montreal. supplier. “The prints can be coordinated to complement
“There is some rethinking going on about borders the accent colors in the top panel.”
because a better border fabric with some color or design “If you walk though a retail store, you will see that
is the best way to get the consumer over to your bed on the border is as important as the surface—if anything, it’s
the retail floor—it’s the first thing she sees,” says Brandon more important,” says Camilla Franklin, vice president of
Wells, vice president of sales and marketing for Bekaert global sourcing and design at Blumenthal Print Works,
Textiles USA, based in Winston-Salem, N.C. which has headquarters in New Orleans. “Manufacturers
“Your first frame of reference on the bedding floor is need to differentiate among their products, yet I see dif-
the border,” says Mike Cottonaro, senior vice president ferent brands with the same borders. The border should
of sales and marketing at Culp Inc., which has headquar- be part of your brand.”
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Photographs are not representative of final products’ colors.MarketReport
Exhibitors emphasize value pricing in Vegas
Foam trends, adjustables and top-of-bed also make news
By Barbara Nelles
T
raffic at the fall Las Vegas Market
wasn’t overwhelming and major
introductions were few. But bed-
ding manufacturers managed to turn
retailer heads with a selection of new
products that combine deluxe features
with value pricing. The “green” story of
the winter market took a back seat to
special price promotions. But green was
not gone—it was much in evidence in
natural latex, polyurethane foams with Focused on the top Latex International Advancing adjustables Leggett & Platt’s
bio-based content, sustainable wood unveiled Pillows for the Body, a line of luxury Consumer Products Group introduced
mattress toppers in latex and the company’s ShipShape, a shippable, easy-to-assemble
frames and organic fibers. adjustable base aimed at Internet retailers.
temperature-regulating Celsion latex.
The overall mood among manufac-
turers was one of resolve and cautious mium range and so on down the line. a 20-inch wide, memory foam-quilted
optimism. The new Spring Air International lumbar region that “visibly reinforces
“We saw it as a very positive sign that made its Las Vegas debut, presenting the patented Spinal Sleep Zone System
so many licensees had a good Labor retailers with special market-only pric- and reduces any chance of body impres-
Day,” said Ron Passaglia, president and ing on its reformulated flagship brands: sions,” said Stuart Carlitz, president of
chief executive officer of mattress licens- Back Supporter and Chattam & Wells. the mattress manufacturer and licensing
ing group Restonic. “I foresee jagged im- “We are positioning ourselves as ‘the group, which has headquarters in North
provements throughout 2010 and expect value S brand’, ” said Rick Robinson, Brunswick, N.J.
to see solid improvement by 2011.” president of the Boston-based licensing Affordable luxury was the message
“I believe consumers with means are group. “Without the debt burden of the behind Serta’s rollout of its Trump
finally coming out of their shells,” said old company, our individual licensees Home mattress collection. Inspired by
Earl Kluft, president of E.S. Kluft & Co., are able to offer retailers fine craftsman- the over-the-top lifestyle of billionaire
a high-end bed maker with headquar- ship at incredible values.” developer Donald Trump, the beds offer
ters in Rancho Cucamonga, Calif. “They The Back Supporter Value Collec- ultra-premium gilt and damask eye ap-
are finally beginning to spend again.” tion with LFK innerspring and foam peal at retail prices from $799 to $1,499.
Interestingly, several mattress makers comfort layers has suggested retail prices “There are unique components in
announced that—in addition to their of $399 to $599* for a queen set. The every model and the price hits a sweet
fall appearance in Las Vegas—they step-up foam-encased Total Balance spot,” said Bob Sherman, president of
would be showing at the High Point collection features damask or knit cov- the Hoffman Estates, Ill.-based mattress
Market in High Point, N.C., in October. ers. The Four Seasons has a pocket-coil maker. “Consumers we interviewed
Some are finding that the Las Vegas spring unit and premium comfort lay- can’t believe these beds are not more
Market attracts West Coast, Midwestern ers, including cashmere. expensive.”
and international customers, but fewer Spring Air’s ultra-premium Chattam Organic Mattresses Inc., which
from the East and Southeast. & Wells line has been repositioned as made its Las Vegas debut in February,
“more affordable luxury.” Its suggested introduced the OrganicPedic Sierra
Good buys greet market-goers opening retail price point is $1,599 in- bed, an 8-inch thick, two-sided natural
Mattress makers put significant empha- stead of its former $2,100. The line tops latex mattress retailing for $1,595 for the
sis on building more value into their out at $2,999 instead of $4,999. queen mattress or $1,995 for the set.
lineups to help retailers jump-start At Eclipse, Perfection Rest offered “It’s $800 less than any other natural
sluggish sales. Suggested retail pricing the look of luxury with an opening
on what was once considered ultra- price point of $599 retail for a queen * Unless otherwise noted, all mattress
premium bedding was often in the pre- set. Its Zoned Quilt Technology features prices are suggested retail.
www.sleepproducts.org/bedtimes
BedTimes | November 2009 | 25MarketReport
grew up during the Depression is we’ve
always understood the importance of
operating debt-free and offering strong
value,” said Bob Naboichek, Gold Bond
president. “Our two-sided mattresses hit
the right price point and consumers get
twice as much bedding for their money.”
Restonic’s new 7th Heaven Bed—
named in honor of Restonic’s seventh
Consumers Digest Best Buy award—of-
fers “true luxury” at a value price point,
At the upper end Sealy added three Heritage ‘Best Buy’ Restonic’s 7th Heaven Bed was
Series beds to the Stearns & Foster brand. Passaglia said. The three euro-top beds named in honor of the company’s seventh
Mark Delahanty, vice president of Sealy in the collection are foam-encased and Consumers Digest Best Buy award, said
brands, shows off one of the beds, which have a microcoil comfort layer. Sug- Ron Passaglia, Restonic president and chief
have suggested retail prices from $2,999 to gested retail prices for a queen set are executive officer. The three beds in the
$3,999. collection are foam-encased and have a
$1,299 and $1,499.
microcoil comfort layer.
Sealy, which redesigned and repriced
latex mattress out there,” said Walt its Stearns & Foster brand in February, bio-based content.
Bader, president and chief executive went against the tide of lower priced Simmons put the spotlight on Com-
officer of the Yuba City, Calif.-based offerings by introducing three Heritage forPedic Loft, a value-priced extension
mattress manufacturer. “We like to say Series beds at upper price points. The of its ComforPedic foam bed, featuring
we’re the purest organic mattress in the new beds from the Archdale, N.C.- trademarked NxG Memory Foam. The
Milky Way.” based mattress maker feature New four beds are adjustable-base com-
Simmons added three new beds with Zealand and Dutch wool, hand-tufting, patible, feature channel quilting and
suggested retail prices from $1,599 to woven jacquard ticking and embossed retail for between $1,000 and $2,000.
$1,999 to its Beautyrest Exceptionale metal corner guards, at suggested retails A “mobile showroom” with pop-out
collection. of $2,999, $3,499 and $3,999 in queen. sides and loft decor was scheduled to set
Each bed features “lots of little Overall, there was a noticeable move out from the Las Vegas market to travel
deluxe touches, tactile borders, suedes away from ubiquitous knit covers and 10,000 miles and visit 31 cities in the
and beautiful color palettes,” said Rolf back toward the classic look of woven United States and Canada, in order to
Sannes, brand director for the Atlanta- damask ticking, especially at the upper spread the word about the new mattress
based mattress maker. “We also reduced end. And mattress edge treatments were collection.
30% of the weight of our coil-on-coil sporting new variations. Box-tops mor- Also new in foam beds was Dormia’s
construction.” phed into “waterfall” tops and “drop- Natural Mattress, a latex core with wool
Princeton, N.J.-headquartered licens- top pillow-tops.” E.S. Kluft’s Aireloom and an organic cotton cover. At $1,995
ing group Therapedic International beds sported a new “Streamline” edge for a queen set, its retail price is slightly
introduced Innergy 2, a group of six detail—a euro-top without the extra higher than the rest of the brand’s beds.
two-sided innerspring beds with retail tape-edge. “You lose sales if you don’t have an
price points from $699 to $1,199 queen. Dual-comfort floor models were affordable foam line to step up consum-
The company also launched a high- shown in several lines, including Serta’s ers from an innerspring,” said Mike
value import program from China, the Trump Home collection, Simmons’ Zippelli, chief executive officer of Jessup,
six-bed Comfort Touch by Therapedic. ComforPedic Loft and some E.S. Kluft Md.-based Classic Sleep Products,
The hybrid beds feature spacer fabrics, beds. The models allow retailers to which manufactures the Dormia brand.
pressure-relieving foams and micropo- display fewer SKUs and make it easier Ecomfort Mattress, an Anatomic
cket coils over foam cores. Retail prices for consumers to compare different Global brand, rolled out a next-
range from $599 to $1,099. comfort levels, manufacturers said. generation memory foam called
Gold Bond, which has headquarters EcoMemoryFoam, with five beds at sug-
in Hartford, Conn., added new models Foam beds with a new bounce gested retails of $999 to $1,999 in queen.
to its Anniversary Series of two-sided Many mattress makers touted their The new foam is an “extreme open-cell”
mattresses, which are covered with next-generation memory foams, said to formula that “does not retain heat,”
Belgian damask fabrics. Retail prices in offer improved air flow and faster recov- said David Farley, president and chief
queen range from $599 to $999. ery. A good number of manufacturers executive officer of the Corona, Calif.-
“One of the benefits of having a also said they are using visco-elastic based mattress maker. Each bed features
company founder—my dad—who foams with a portion of eco-friendly, convolutions and “cleaves” to maximize
26 | BedTimes | November 2009 www.sleepproducts.org/bedtimesYou can also read
