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With an Eye on Europe, Acknowledging China
and Addressing the Needs of the American Consumer,
Wickline Bedding Moves Forward into the Future
Edited By:
Dale T. Read, Editor–in-Chief
Wickline
Bedding Company, the California based independent bedding producer,
has been known to look towards the future by setting goals Wickline
Bedding Company, the California based independent bedding producer,
has been known to look towards the future by setting goals and plans
based on its own perspective as opposed to the more conventional
path taken by other manufacturers. While most bedding company
executives are focused on the Far East, notably China, top managers
from Wickline Bedding are keeping their eye focused on Europe, but
not turning their back on China. As the industry pioneers of the
original “No Turn” mattress; as one of the very first companies to
recognize the need to create product and programs for the
Hispanic/Latino market; and as a pioneer in creating the Country
Nights promotion for retailers of independent manufacturers;
Wickline has always been innovative and ahead of the curve. As a
innovative leader, Mike Malkiewicz, President of the 56 year old
company, reports that his family-owned business recognizes the
marketing opportunities of European designs for American consumers.
“Looking back at 2005, our greatest growth came from our Sleep
Therapy programs, says Malkiewicz. We featured a wellness-based
theme originating from our European tick suppliers. Our Upholstery
materials, visco and latex have European roots and ‘foam encased’
design was pioneered in Europe and remains a significant tool in our
merchandising. Americans and Europeans generally appreciate the same
luxuries. Mattresses are no exception, “ explains Malkiewicz.
Continuing to look towards Europe, Malkiewicz spent two weeks in
London and Germany recently, working with manufacturers to help
develop the foam encased pocketed coil Sleep Therapy program, named
“Transitions”. “I have always had a respect for British designed
beds,” says Malkiewicz. “I have contemplated developing this program
for years and believe now is the time to move forward.”
The company has just purchased a tufting machine from England and
has sourced component materials being used throughout Europe for
domestic production. “We do not intend to build our mattresses
exactly like those found throughout Europe; but, the flavor will be
roughly the same,” Malkiewicz states.
Wickline is currently partnering with a Chinese manufacturer, who
will assist them in developing unique divan bases. “You have to know
what your abilities are, and our current factory situation does not
have the discipline to produce these well. Because of the labor
intensity and hopefully high demand for the ‘Transition’ program, we
will also be working with our Chinese partner to help the flow of
mattresses,” Malkiewicz further explains.
Although Wickline was hoping to debut these new models at the 2006
Winter Las Vegas market, it will have to wait until mid-to-late
February 2006. “Our tufter is on the water and TB603 testing is not
completed. We want to get this right,” says Malkiewicz, and even
though we are eager to get these new products on to the floors of
our retailers, we won’t go to market until February.
Wickline will be introducing its newest model Sleep Therapy, known
as Classic. “It was a last minute move to re-merchandise our entry
level Sleep Therapy beds, in order to offset some of the foam
increases,” says Malkiewicz. “We felt it is important to not vacate
certain key retail price points that has made our 2005 Sleep Therapy
program so successful. Our sales team agreed to not sacrifice our
foam encased construction and elected to push those models further
up in the line. We revisited the “Roots” of our Sleep Therapy
program and built on that. We will be going back to open coil
continuous wire, which is a Swedish (European) engineered spring
system, states Malkiewicz.
The Sleep Therapy Classic line will debut at the 2006 Las Vegas
Winter market. Wickline set out to ensure a quality program starting
at $599 for a queen bed and the company has achieved their goal.
Commenting on the overall philosophy and direction of Wickline
Bedding, Malkiewicz states, “We’re all about value and margins for
our customers. We didn’t have to go to Europe to understand that
concept.”
For more information, on all of Wickline’s sleep products
contact:
Mike Malkiewicz at 760-747-7761
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