Dormia will continue its growth and innovation strategy in 2007 by continuing to add retail partners to its growing list of dealers throughout the country and by the introduction of new products to maintain its leadership in specialty bedding.

In late 2006, Dormia unveiled a new retail concept, designed by nationally recognized designer Connie Post. She was engaged to create an enhanced buying experience for consumers with pleasantly lit, luxuriously furnished, home-like settings. Dormia’s new Las Vegas showroom will feature the design, integrating a warm and friendly ambiance with lavender walls, deep purple carpeting and soothing wall decor creating a rejuvenated feeling. Initial reaction to the new concept has been very positive and Dormia feels that creating an environment, which induces people to shop and buy, is what the new showroom is all about. They have incorporated market research, industry data and actual focus groups in their own retail stores to maximize the effectiveness of their Las Vegas showroom.

"Specialty bedding will continue to see an increase in popularity as today’s shoppers are better educated and more open minded to mattresses made without springs," said Dormia President and Chief Executive Officer Mike Zippelli. "More and more consumers continue to see the importance of a good night’s sleep as part of their commitment to their own health and well-being. As a result, they are willing to spend more for a mattress with the quality features that will enable them to get a comfortable and restorative night’s sleep."

In addition to increasing their dealer base and products, Dormia recently expanded the company’s national sales force with the addition of three new regional sales managers throughout the country.

"The key factors in growing our brand have been the addition of new stores to our base and the increase in the number of SKU’s that our present dealers carry," said Zippelli. "Not only has our base increased, but each day another call comes in from a top retailer inquiring about our products and asking to see our lineup."

Dormia markets itself in three distinct yet interlocking methods: First, through company-owned mall-based stores, second through an extensive retail dealer network, and third, through an aggressive national advertising campaign utilizing conventional media and the internet.

Dormia’s line of high-end, luxuriously constructed, visco-elastic memory foam and latex mattresses represents the fastest growing segment of the bedding market. Dormia mattresses are designed to help consumers get the maximum benefit out of every night’s sleep using the finest ingredients from around the world. Dormia’s mattresses feature both domestic and imported Talalay latex , visco-elastic foam, European Lyocell covers and natural New Zealand lambs wool.

To learn more, visit Dormia at their new space in the Las Vegas Furniture Market, Building "B" space # B-970.