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Back to basics: basic-bedding vendors make it happen at the textiles market.

LAST MONTH'S NEW YORK HOME FASHions Market was momentous for the portion of the textiles industry that produces the whitest goods--basic bedding.

Some of this niche's key players were among the most active vendors of the market. The news emanating from their showrooms ranged from new product innovations to licenses and--in the case of Hollander Home Fashions--a reintroduction of itself as a (sort of) new company.

Hollander presented its positioning as "the largest basic-bedding manufacturer in North America" during the market, with the overall theme of "storytelling." The company reached that position earlier this year with its acquisition of the retail business of Louisville Bedding Co., which itself had been one of the industry's largest manufacturers for many years. That deal added the Louisville Bedding stable of brands--including Simmons Beautyrest, Croscill, Nautica and La-Z-Boy--to Hollander's already long list of brands.

Those brands were a major portion of the storytelling effort. The Hollander showroom featured each brand in its own environment, showcasing both the products and the brand's central focus.

Establishing each brand identity is crucial to the company's strategy going forward, according to Jannice Cameron, Hollander's senior vice president of marketing. "It is important that each brand stands alone and does not compete with any of our other brands within the portfolio," Cameron said.

Another part of the Hollander story from the market was its position as a U.S. manufacturer. With the Louisville Bedding acquisition, Hollander now has nine North American plants. Its mattress pads are made in both the United States and Canada, and 100 percent of its pillows are filled in North America as well. "It is clear one of our big initiatives is to bring as much manufacturing back to the United States and Canada as we can," the company said in a statement.

New directions were also part of the Hollander story. The company made its first venture into foam products, with presentations in polyurethane, visco-elastic and a new hybrid foam, exclusive to Hollander; called Energex, This foam has the density of polyurethane foam but mimics the feel of memory foam--and, like memory foam, it conforms to the body's shape and has instant recovery.

At Pacific Coast Feather's showroom, visitors got to see the company's new directions as well. These included the debut of its licensed program with mattress manufacturer Spring Air. The collection includes bed pillows, mattress pads, comforters, mattress protectors and sheet sets--to be labeled under the mattress vendor's Spring Air, Sleep Sense and Chattam & Wells brands.

The company also exhibited what it termed "an abundance of innovations" at the market. The "abundance" was evident in the 21 new collections, comprising more than 90 new products.

The "innovations" aspect took the form of, for one, its Resilia Feathers, a trademarked fill that promises "maximum lofty comfort and resilient support for a healthier sleep environment," according to a Pacific Coast Feather statement. It also could be seen in some of its new pillow designs. Pacific Coast Feather debuted the Enrapture pillow, which features a U-shaped design complemented by a 2-inch gusset, intended to provide more support for side sleepers.

Also new on the design front is the Curvi-Form pillow, which is made with an oval-shaped secondary-support area designed to conform to head and neck curvatures, coupled with an overfilled support chamber along the pillow's lateral edge. The new ErgoLoft pillow has an ergonomically designed gusset also intended to better accommodate the needs of side sleepers.

At Sleep Innovations' showroom, visitors were treated to the extension of the company's Comfort Co. brand, which was launched earlier this year. The line now consists of memory-foam products such as wedges, floor pillows, ottomans, bath mats and kitchen mats.

Sleep Innovations said the Comfort Co. line provides support, quality and functionality. The collection "gives consumers the opportunity to outfit every room of the home with a range of comfort products that deliver relaxation and rejuvenation," said Michael Thompson, Sleep Innovations' president and CEO.

Caption: Above: This wedgie is part of Sleep Innovations' Comfort Co. brand, which includes products for all of the rooms in the home. sleepinnovations.com

Caption: Top right: Pacific Coast Feather launched its new license partnership with Spring Air, which includes this bed pillow, during the textiles market. pacificcoast.com
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Title Annotation:textiles
Author:Gill, David
Publication:HFN Home Furnishings News
Date:Oct 1, 2013
Words:705
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