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 Since
Stearns & Foster, the premium bedding brand owned by
Sealy, created the luxury bedding category a little more than ten
years ago, a lot has changed. There are many more brands; the
consumer has evolved to the “new” luxury consumer and there is more
confusion at the point of sale. To keep pace with this new audience,
Stearns & Foster has evolved to re-assert the company’s leadership
position by re-launching its luxury bedding line with enhanced
features that take the brand to the next level.
“From our research we know that the luxury consumer has changed
significantly since Stearns & Foster first created this category in
bedding,” said Josh Loew, director of marketing for Stearns &
Foster. “This new launch combines the heritage and quality of
Stearns & Foster with innovations and enhancements that address the
needs of the “new” luxury consumer. This is what our customers have
come to expect from us-an exceptional sleep experience with every
Stearns & Foster product. That’s something that won’t change.”
This new luxury consumer presents an excellent opportunity for
retailers. For this group, it’s not only about the mattress; it’s
about the experience in buying and owning it. To arm Stearns &
Foster retailers with the tools they need to capitalize on this
market, the company brought in an expert to share valuable insights
at the October market in High Point.
Pamela Danziger, noted author of “Let Them Eat Cake: Marketing
Luxury to the Masses—as well as the Classes”, a nationally
recognized expert in consumer insights for luxury marketers, hosted
a series of retailer workshops designed to give retailers a better
understanding of luxury consumers and what they look for in a luxury
mattress shopping experience. She has advised other luxury brands
such as Lenox, Starwood Hotels, Cartier, Ralph Lauren and American
Express.
Danziger conducted consumer research prior to hosting the workshops
to better understand the specific needs that new luxury consumers
have when shopping for and when purchasing a mattress. Respondents
confirmed many of Danziger’s overall insights concerning the new
luxury customer; she not only expects a high quality product but
also seeks a superior in-store experience. That in-store experience
includes knowledgeable and professional sales people and a clean,
uncluttered retail sales floor.
“This insight was a valuable tool for helping our retailers move
forward,” said David Evans, vice president of marketing
communications & consumer insights. “Hopefully it helped Stearns and
Foster retailers to get inside the mind of the luxury consumer and
give these retailers the information they need to formulate
successful sales strategies and increase their profitability.”
By establishing the opening price point at $1,299 and by ensuring
maximum margins, Stearns & Foster continues to establish itself as a
luxury brand, providing retailers with great opportunities to give
the new luxury consumers what they’re looking for as well as
improving overall profitability.
Stearns & Foster executives believe that the evolution of the
branded products allows the company to deliver more of what the new
luxury consumer wants—a brand that is aspirational but attainable,
designed to deliver an understated elegance and uncompromising
quality.
The new Stearns & Foster line features a signature look, a range of
exceptional comfort options and quality construction, as well as the
luxury appointments that consumers have come to expect from Stearns
& Foster. In the new 2006 line, all Stearns & Foster products will
feature:
  Stearns
& Foster Original Foam Encasement – a solid, flexible edge
support system that envelops the innerspring system, enhancing the
comfort, support and durability of the mattress. Extra durable
material right up to the edge of the bed creates 10% more sleeping
space than conventional mattresses. Its extra strong construction
creates a seating edge that won’t bow or give way; giving the
mattress the feel and finish of a fine piece of furniture.
Innerspring
System – every coil in the system is a generous 12-3/4 gauge—one
of the strongest and most durable available, creating outstanding
support year after year.
Upgraded
Fabric Covers – using only the finest knit fabrics, Stearns &
Foster has once again searched the world to find the most
exceptional coverings that are soft-to-the-touch and beautiful to
look at.
Silk
Wool Fiber – to keep consumers cool in the summer and warm in
the winter.
Unique
Appointments – double-stitched cloth handles, hand-painted
pearlized metal corner guards.
FR
Compliance – open-flame fire-resistant materials throughout the
line.
The Comfort Bridge™ is a new feature that
has been added to selected models in the line, viewed as yet another
“standard-setting” design by Stearns & Foster, the Comfort Bridge
takes some of bedding’s most innovative comfort materials and places
them directly above the innerspring. The Comfort Bridge works in
harmony with the foam-encased innerspring system and the comfort
layers in the top of the mattress to absorb motion and create a
consistent feel across the bed.
This new line is the most tested line Stearns & Foster has ever
made. It was also part of the most intense pilot-manufacturing
program in the company’s history. Every product must also pass a
ten-step quality check that encompasses all phases of the
manufacturing process.
To support the re-launch of Stearns and Foster, and to appeal to the
new luxury consumer, Sealy has created a new tag line—“Sleep
exceptionally…” The positioning of “Sleepy Exceptionally…” speaks to
the promise that Stearns & Foster delivers more than just a good
night’s sleep. Every Stearns & Foster is designed to be exceptional,
so that consumers sleep exceptionally night after night, year after
year. Consumer marketing, in-store support, a new consumer web site
and other programs will support the new line that ranges in price
from $1,299 to $5,199 and is arriving in stores now.
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