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Serta alters, varies flagship line; Perfect Sleeper sustains spiral redesign; new thrust to hit local markets

Serta alters, varies flagship line; Perfect Sleeper sustains spiral redesign; new thrust to hit local markets

DES PLAINES, Ill.--Serta has redesigned its its flaship Perfect Sleeper line to better meet the barying comfort needs of local markets.

The Perfect Sleeper has been synonymous with Serta for the past 25 years--helping the company to attain $300 million in annual sales. Yet, even the most successful products eventually need to change in order to keep a company growing, according to Serta's president, Ed Lilly. Betting on bedding: mattress vendors look to September Market to start

"Every company looks to improve its products," said Lilly. "Other times, the changing needs of the marketplace require that the line be redesigned. That was the case with out new Perfect Sleeper line."

To improve the Perfect Sleeper, Serta redesigned the continuous spiral in its super premium and ultra premium innerspring units. Along with increasing the gauge and adding more wire to the super premium unit, the futon mattress make increased the tensile strength its ultra premium unit for additional support and durability.

Serta alters, varies flagship line; Perfect Sleeper sustains spiral redesign; new thrust to hit local markets

In addition to the redesigned unit construction, Serta also has added several new uphosltery components to provide more options in firmness and comfort. Serta has added convluted foam in its luxury beds to create the luxurious feel the market demands. High density foams are used to provide a firmer feeling in other models. http://futonszone.com/no-rest-mattress-sellers-sleep-deprived-market/

By using different levels of foam in the construction, Serta's 33 plants throughout North America can produce Perfect Sleeper futon mattresses which meet the needs of specific marketplaces, while at the same time, maintain the structural integrity of the product.

"New York is a firmer market than Chicago, for example, so it's important for New York to have the ability to make firmer beds using the same components," Lilly said. "New York would use a firmer foam, or a firmer insulator pad, but the main components of the bed would be the same."

The new line, which includes three super-premium and four-ultra premium beds, hits retail price points from $499 to $1,299 in queen size. In addition, pillowtop models are available in both super premium and ultra premium levels.

The new Perfect Sleeper line was introduced at the October Home Furnishings Market in High Point, N.C. and has been slated for nationwide introduction during the first quarter of 1992. Retail distribution entry may vary in specific markets, as each licensee will have its own marketing plans.

Burdines, the department store chain basedin Florida, has already placed the new Perfect Sleeper on its floor. Lilly is quick to note, however, that a new product, no matter how well it is initially accepted by retailers, will not guarantee instant success. Many companies have put forth new products and programs, but have failed to realize an upturn in sales or an increase in market share.

"Everyone would like to say, 'We put a new line on the floor, and we expect a 20 percent increase in our sale,' but that's not the way the world works," Lilly said. "If the industryis flat or down, then our goal is to continue to improve our market share. We feel this line will help us do that." When Bruce Singer needs to reach the president of bedding producer

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