 Smart Report - June 2010  |
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Creative Solutions Consumers are looking for “more,” even in necessities like basic bedding and blankets, and through technology and design, suppliers are offering it to them
The basic bedding and blankets category did not stand still in the wake of the recession and so is poised to offer creative new solutions in benefit-driven products as the economic recovery begins. Responding to consumer concerns that their bedding provide a healthy place to sleep, several manufacturers are concentrating on the eco-friendly aspects of their offerings. Natura World includes wool in its NaturaProtect Deluxe Mattress Protector, since that material helps regulate temperature while easing pressure points. “We’ve been doing ‘green’ bedding since 1994, so we understand and agree with the need for more eco-friendly bedding,” says Julia Rosien, communications director, Natura World. The company has opened a new 478,000-square-foot manufacturing facility in Wichita Falls, TX, to handle increased demand. “We think green-washing is the most dangerous threat now—companies saying they’re going green without being clear how they’re going green,” Rosien explains. “The recent clamp-down by the Federal Trade Commission on rayon made from bamboo is a good example. When bamboo is processed into rayon, there’s nothing eco-friendly left in the finished product—and it’s a dirty manufacturing process. Responsible companies need to be transparent about what’s going into their products and why.” Pendleton has introduced Eco-Wise Wool Throws that are washable and made with lamb’s wool. Bob Christnacht, head of Pendleton’s home division, adds that the throws have earned Cradle-to-Cradle Silver Certification from MBDC. United Feather & Down has three brands that focus on concepts of eco-friendly, health and spa. “Power Sleep™ by Dr. James B. Maas is a line of pillows designed to help people achieve the best sleep possible,” he continues. The third brand, Villa Di Borghese, is a collection of bedding, spa and travel accessories that capitalizes on synergies among health, nature, luxury and science. Home Source International is proud of the fact that it pioneered bamboo bedding. “Being the first company in the world to develop and manufacture the 100 percent bamboo bedding product, it has given us the clout for end consumers and customers alike to demand the best,” says Scott Sorgeloos, vice-president of sales, Home Source International. Performance Driving Other suppliers are using design and technology to create products that counter what consumers believe gets in the way of a good night’s sleep. The Good Housekeeping, Good Home Collection from Downlite offers performance-driven products targeted to busy moms. The products have been evaluated at the Good Housekeeping Research Institute testing laboratory for quality and adherence to industry standards. The collection is divided into: Sleep Well, Fresh Release; Sleep Smart, Stain Release; and Sleep Healthy, Allergy Smart products. The comforters, pillows, blankets and mattress pads come with informative tips in reusable packaging. Downlite has also introduced products for Eddie Bauer, other licensed brands and private labels. “Brands lead to a great design focus on both product and packaging. Relevant and understandable performance- and benefit-driven products and technologies (at a value price) really seem to be getting great response from today’s consumer,” says Jyl Davis, director of marketing, Downlite. Fritz Kruger, senior vice-president marketing, Pacific Coast Feather, also believes in the power of branding. “There is a void in this market when it comes to marketing and branding,” says Kruger, which Pacific Coast Feather hopes to fill with marketing tools that concentrate on promoting sell-through to consumers. He also thinks the down and feather category is due for a resurgence. “We are being reassured by retailers that selling feather-and-down products as a better and value-added category is more productive than taking a commodity approach,” Kruger explains. Pacific Coast Feather also offers latex and polyurethane foam products. Its approach is to push that category further by combining foam with other materials for added support and comfort. Robert O’Connell, executive vice-president of sales and marketing for Soft-Tex, relates that the company is always on the lookout for new technologies. When the distribution agreement for the Sona pillow, invented by a Harvard-educated neurologist to combat snoring and sleep apnea, came to an end with another firm, Soft-Tex stepped in to champion the product, creating a plan that positioned it at a more affordable price with mass distribution. “Originally, the pillow had been made in China,” explains O’Connell, “but now it’s made in the U.S. and we have a worldwide, exclusive agreement to manufacture and market the product.” According to O’Connell, the Sona is the only pillow to receive FDA medical clearance to treat snoring and sleep apnea. Hollander has introduced foam alternative Flexotech, a 3-D mesh technology originally used in car seats in Europe. Beth Mack, cmo, Hollander, says that the process began with listening to consumers. “Many didn’t like foam pillows, commenting on the odor, weight, limited washability and heat retention. So we sought to turn negatives into positives and came up with a new product by working with the 3-D mesh technology,” Mack says. “When we found the material about three years ago, it was four times the price and not nearly as good.” Technology development has resulted in the creation of Flexotech products that are easy to wash, odorless and do not make sleepers feel hot. Currently, Flexotech is used in a bed pillow, mattress pad and topper. Hollander plans to expand the technology into as many areas as possible. Mandy Talbert, brand and communications manager, Louisville, states that the company is concentrating on pillow technologies. The D-Core Bed Pillow center cradles and supports to relieve neck pain and snoring. The Pocketed Coil Bed Pillow features AdjustaLoft™ fiber surrounding pocketed coils that provide bounce-back so the pillow never flattens. Protect-A-Bed’s ceo, James Bell, is proud of his company’s technological breakthrough, the Miracle Membrane, which allows the products it is used in to be waterproof, yet breathable and washable, as well as protective against allergens and dust mites. The Miracle Membrane is used in the QuiltGuard Cotton Mattress Pad and the QuiltGuard Terry Mattess Pad. The company has also combined an allergy-proof fitted sheet, mattress protector and encasement and pillow to form the Allergy Protection Kit. Customizing Options
Paying attention to how consumers think has always been the key to creating successful products. Now, more than ever, suppliers are able to offer customizing capabilities to meet individual needs. Protect-A-Bed’s hypoallergenic, anti-bacterial Luxury Pillow System features a microfiber filling and zipper closure that allows the user to adjust the amount of filling to achieve the right comfort level. Deb Dyer, vice-president marketing, Cuddledown relates that the made-in-USA, 600-fill-power Choice Comfort Pillow with a removable refresher will debut in the fall. The pillow core is hypoallergenic duck down and feathers encased in a cotton downproof shell. The refresher is 600-fill-power white duck down in a combed cotton sateen cover. Louisville Bedding’s Multi-Purpose Foam Wedge Pillow can be positioned to support the upper torso when lying flat, the lower legs when placed beneath knees and the lower back when used for sitting. The removable microfiber cover is stain resistant. Sue Benfield, sweater and blanket designer, Woolrich, notes the company is finding success drawing from its design archives in developing products. “Many of our most typical plaids will be featured in the new collection alongside new pieces that put a spin on our iconic style, including a woven chenille buffalo check selection,” says Benfield. “We like to keep our wool blankets traditional, but we are now varying the backing fabric to give the customer texture options.” “Along with the heritage plaid trend, animal motifs are popular in the interiors market, especially those of the woodsy variety,” Benfield says. “We have always incorporated a lot of animal references into our line and continue to do so for this season.” “We will be introducing fashion into our basic bedding category,” says Cuddledown’s Dyer. New to the fall line is the Floral Paisley Down Comforter with 600-fill-power goose down and a floral paisley pattern in sateen combed cotton down-proof fabric. Perfect Fit is also using design to create products that complement consumers’ lifestyle needs. “Design wise, consumers are looking for basic bedding that’s more than basic,” says Matt McGarry, creative marketing manager, Perfect Fit. “They are interested in making some sort of fashion statement with their bedding, even if it’s going in a pillowcase or under a sheet. “The lifestyle trend includes a concern about germs in the home,” says McGarry. “We’re focused on product enhancements we can incorporate into our pillows and pads that will provide the protection consumers are looking for.” Perfect Fit is opening a new showroom in New York in suite 1305 at 230 Fifth Ave. in time for the September 2010 N.Y. Home Fashions Market. “We’ve gutted almost 7,000 square feet and are starting from scratch. Perfect Fit is not the company it was five years ago. It’s not even the same company it was last year,” says McGarry. “We’re evolving and our new N.Y. headquarters illustrates the transformation in a tangible way.” Evolving Relationships Speaking of transformations, technology is affecting not only product offerings, but how business relationships are strengthened. “We are preparing the launch of Facebook and Twitter accounts that will link us to our customers on a more personal level. We are also developing You Tube videos that will be a fun way for customers to learn more about our products,” says Home Source’s Sorgeloos. “It’s no secret technology is key now-a-days and with the development of our social media campaign, we believe in time customers will adapt to everything being online more in the future,” Sorgeloos says. “Our retailers in general have started to demand more from suppliers—and they should,” Rosien explains. “Manufacturers must take leadership in brand awareness to help drive sales. For Natura that means building a strong foundation on social media. We provide a gathering place for our retailers and end consumers to chat – and that’s good for everyone.” Most suppliers contacted admit that basic bedding and blankets seem to have weathered the economic storm fairly well, due to the “need” rather than “want” nature of the products. “The basic bedding segment seems to do well when times get tough, perhaps because people just find it harder to get a good night’s sleep and look to their bedding or pillow for help,” McGarry says. At the same time, consumers’ budgets are still tight, so Soft-Tex’s O’Connell cautions, “Consumers want tangible features and items must be value priced to motivate them to purchase.” “Retailers seem to be looking for opportunities to differentiate themselves from their competition— offering more for less or unique product features and focus on promoting within assortments,” says Davis. Meeting Challenges Ahead What’s the greatest challenge facing the category moving forward? Pricing, pricing, pricing. “Pricing and lead times will continue to be challenges with upward pressure on costing coming from our Asian supply chain and a general consensus to hold prices at retailers,” Downlite’s Davis explains. “The challenge is raw materials price increases and not knowing when they will stabilize,” says Dyer. Suppliers are stalwart in their determination to create strategies to overcome these obstacles. “Every manufacturer and retailer is looking to give customers a reason to buy,” says Christnacht. McGarry believes the best course lies in making lemonade from lemons. “Today’s challenge is tomorrow’s opportunity,” he says. “As the philosopher Friedrich Nietzsche said, ‘That which does not kill us make us stronger’.” Resources
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