Sealy Gives Retailers an Edge to Entice Consumers

An improved look and feel, value added components, plus a 3-year warranty all combine to make Sealy “America’s Best Selling Mattress” a better value for consumers. The offering also helps retailers to reach a larger audience. The collection includes nine models that will compete in the below $700 value segment.

Following the introduction of the 125th Limited Edition Anniversary beds, sales of the Sealy branded line have grown significantly in 2006. “This was a great year for our value segment,” said Philip Dobbs, senior vice president, Sealy Marketing. “There is a large consumer base that shops on a regular basis for mattresses in the $500 price range. We believe this value segment offers a nice incremental growth opportunity for Sealy.”

Sealy is continuing its success in 2007 with the introduction of a new version of the 125th Anniversary mattress that will become part of the permanent collection. “Retailers recognize the success of the 125th models and we believe they will respond positively to this new line-up,” said Mark Delahanty, vice president, Sealy Marketing.

In addition to converting the line to meet new FR regulations, Sealy announced what amounts to a bold initiative and an industry-leading move to a 3-year warranty for its Sealy Promotional products. “We’re excited about the change to a 3-year warranty for the Sealy line,” said Dobbs. “Our Sealy Promotional line has great consumer appeal based on the quality and the incredible value we can offer them. Our research indicates that consumers will not have concerns with this new 3-year warranty while the retail trade should embrace this move. In fact, retailers and industry experts have been clamoring for changes to warranties for years.”

Sealy also uncorked a Posturepedic Reserve Collection, which offers the Posturepedic benefits “normally reserved for higher-end beds at $1,000 plus price points,” according to Mark Delahanty, Vice President of Marketing for Sealy Posturepedic. “It provides a tremendous opportunity for retailers and great value for consumers.” The four models in the Reserve Collection target retail price points of $599 to $899 and include a range of feels from ultra plus to ultra plus euro pillow top. The added features include memory foam, upgraded knit fabrics, plusher feels and substantial profiles that stand out on the retail floor.

“We’ve created an exciting marketing program for this special collection to help our retailers,” said Delahanty. “We’re putting a national advertising plan behind the initiative and the beds will showcase a unique top-of-bed and label that visually distinguishes them from other beds on the retail floor.”

The Reserve Collection has been available since February 15th.

The Promotional line, which will be FR compliant upon availability, was featured at the Las Vegas World Market in January and will be available nationwide in May 2007.

For more information about Sealy’s special collections, please visit: