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Adjustable bed bases were front and center at the recent Las Vegas Market. So was some nature poetry, and those larger-than-life Scott brothers, of course.
That’s a brief recap of our twice-a-year review of the big bedding banners that signal bedding’s aggressive promotion at the bedding-rich Las Vegas Market.
No, bedding doesn’t dominate the overall product lineup in Las Vegas, but it does dominate the banners on the parking deck and on buildings A and C. Why? Bedding producers understand the importance of promotion better than any other product category, in my view.
The evidence for that was once again in plain sight.
Dominating the side of building C were Jonathan and Drew Scott, who encouraged market visitors to “Dream Big!” for brand partner Restonic. Those brothers remain a marketing and social media juggernaut. My tweet on my picture of their banner, taken at 5:45 a.m. from a distance, has generated 14,389 impressions as of press time. (Check it out @DT_Perry.)
Adjustable beds were touted by BedTech, Customatic, Rize and Ergomotion.
BedTech had a picture of an adjustable bed with the question: “Do you like high margin, high volume products? We thought so.”
Customatic featured an adjustable base with an offering of “0% tariffs, 100% innovation,” while Rize, Mantua’s brand, said it is “reawakening the idea of comfort” with offerings that included adjustable beds, mattresses and bedding supports.
Ergomotion presented its new adjustable bed base lineup as part of a sleep retreat, a theme it executed beautifully in its new showroom.
The poetry came from environmentalist John Muir: “Come to the woods. For here is rest.” That promoted Spring Air’s new Nature’s Rest line, which was also beautifully presented in that producer’s showroom.
Therapedic had a postcard theme with its “greetings from Las Vegas” banner, which touted the company’s heavy duty, hybrid and latex lines.
Serta said its new iComfort line is launching this fall (vs. in January), while Beautyrest said Beautyrest Black represents the meeting of sleep technology and perfect luxury.
It was another strong showing by bedding producers.
