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Sleep Innov: new message

Sleep Innovations refined its product message and refitted its showroom at the recent market to focus on merchandising solutions for retailers.

The company created roughly a dozen fixtures to demonstrate and display its Novaform brand gel and memory foam pillows and pads, the centerpiece of its merchandise push the market last week.

It also upgraded packaging for the line, which now features holographic imagery and a flashing LED light on each box.

"The pillow business is a sea of white," said Michael Fux, president and ceo. "We want the packaging to sell itself."

The gel/memory foam line is now being offered in three constructions. The opening price point construction, Novaform Comfort Gel, will retail at $50 for a contour pillow. The better level Novaform Advanta Gel, at $100; and the top-of-the-line Novaform Ultra Gel, at $150.

All three levels offer a contour pillow and mattress pad. The better-level Advanta also will offer a sleep pillow.

Sleep Innovations will support the program with a series of infomercials, which launched recently. The company is running 20 regional spots to determine which presentation will be the most effective.

"We're working to make our brand a national brand and make it easier for retailers to sell our merchandise," he said.

Sleep Innovations also introduced a new product this market, the Visions pillow, which is filled with visco-elastic clusters rather than a solid piece of foam. The pillow has the properties of memory foam but also can be draped over an arm, punched into various shapes or squeezed like a regular filled pillow. Retail on a standard 20" x 26" is $40.

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