Sleep Innovations goes 'natural' with foam

Retail Editor 3, Marvin Lazaro, October 29, 2001

Sleep Innovations took basic bedding a step further this market with the introduction of its latest line of foam-based products, Novaform "naturals."

Featuring a 5-pound visco-elastic foam core surrounded by an outer layer of goose down and with a natural cotton cover in various constructions and thread counts, the West Long Branch, NJ-based company unveiled more than 40 products in its showroom. From bed pillows to mattress pads to various kinds of comfort pillows such as neck rolls, travel pillows and comfort wedges, the entire line was showcased prominently as the opening statement.

"We've taken down, which sells very well, and visco-elastic foam, which also sells well, and took them both to the highest level," said Michael Fux, president. "I decided the only way to go was up."

Retail price points will vary.

A standard size pillow, for example, will be offered at approximately $100.

The cotton covers are targeted to a higher market. Sold separately, cotton sateen and jacquard covers, as well as a cotton/silk combination will be offered in counts ranging from 260 to 300.

And going one step further, the company also introduced a full range of complementary sheeting and top-of-bed products in various constructions. Retail price points for the sheeting will range from $199 for a king-size silk/cotton set.

And the company hopes that a down-filled bath robe with 260-count construction that is lined with terry cloth will add to the purchase at the register. Offered in white-on-white, sateen stripe or blue and white stripe, a single size is offered for men and women.

"We didn't leave anything out because we wanted to do this right," Fux said.

He added that some of the products have already been placed, and the company will begin shipping by the end of November.

The entire line is aimed at department and specialty stores and catalog merchants, Fux also said the company may have a future with television merchants as well as mattress stores. Adding to the marketing punch, a 60-second infomercial-type video, Fux said, is available for retailers to show consumers who are browsing in the utility bedding department.

New packaging, featuring a simple landscape in shades of gray, was also developed for the line.

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