Bedding introductions include iComfort line, boxed beds

LAS VEGAS — Bedding sales leader Serta is introducing a new iComfort line at the market here, seeking to get a jump on its competition.

New boxed beds and new foundations are also set for the summer edition of this bedding-rich market.

And one Top 10 producer — Therapedic — is bringing crystal power to its showroom.

The Serta iComfort launch marks a departure from most major bedding launches, which are usually made at the January Las Vegas Market. But Serta officials said the new line, which will be shipped to retailers this fall, offers compelling benefits that the company wants to bring to market as soon as possible.

“We are very excited to launch a stunning iComfort by Serta line this Fall,” said Melanie Huet, chief marketing officer for Serta Simmons Bedding. “The products are born from in-depth consumer research that delivered top purchase intent and appeal scores guaranteeing this will be a winner.

“Serta will invest behind this launch with a full advertising campaign. With Serta as the market leader and iComfort having strong consumer name recognition, we believe this new line will drive traffic into retail stores, and delight consumers with a great sleep experience.”

NCFI is making its first standalone showing in Las Vegas with its Bedinabox line, a five-model bed-in-the-box collection designed to provide brick-and-mortar retailers with a competitive U.S.-made option in the growing boxed bed category. It features proprietary polyurethane foam and other components produced in NCFI’s factories.

Mantua is using this market to expand the offerings under its Rize banner, which it has been using for adjustable bed bases. Now the company is expanding to mattresses and pillows with the launch of its RZ line, featuring new CopperBreeze Technology, designed for a cooler, more hygienic night of sleep.

Crystal technology is featured at Therapedic, where it is incorporated into the company’s new Special Edition collection, a four-model lineup of mattresses set to retail from $599 to $999.

The company says its Biocrystal foam can increase energy and boost relaxation, improving and enhancing sleep quality.

“Research shows that this technology resulted in consumers reporting decreased pain, better body circulation and better sleep,” said Gerry Borreggine, Therapedic’s CEO.

Therapedic is also showing an updated version of its PureTouch latex line.

Englander, touting a “Foundation of Innovation” theme this market, is showing two new ideas in foundations. One is the Life Lift Systems line of shelter beds, supported by Shark Tank investor Mark Cuban. The other is the Rocking Bed, designed to rock consumers to sleep with gentle side-to-side motions.

Corsicana, moving ahead with an aggressive rebranding of the company’s lines, is introducing NightsBridge, an eight-model innerspring line with retails of up to $999. The line includes a number of features typically found at much higher price points, the company says.

Corsicana is also increasing its commitment to the boxed bedding category, adding five new boxed bed designs to its Renue bedding lineup and five new boxed bedding models to its American Bedding line.

King Koil is updating its Intimate collection with a new border treatment and is also showcasing a new, upscale rebranding initiative.

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Kingsdown is expanding its luxury adjustable bed base offering with two new models that incorporate the company’s Sleep Smart technology to monitor factors that impact sleep. The new bases also offer voice activation through Amazon Alexa and Google Home.

Southerland is introducing the American Sleep Elite collection, a five-model collection designed to retail from $1,599 to $1,999 and built around an eight-inch zoned wrapped coil system.

Spring Air is relaunching its Nature’s Rest brand and making it available through all 10 of its domestic licensing partners.

Classic Brands is touting a number of its lines, including a four-model hybrid line, Posture Cloud, that retails from $399 to $699 and a three-model hybrid line, Natural Loft, which retails from $799 to $1,199.

Eclipse is featuring its Talalay Bliss brand in four mattresses retailing from $999 to $1,999. The beds feature coils, latex and a CertiPur-US polyfoam core.

Magniflex is introducing its new Magnistretch X, which uses the same spine-stretching technology in the Magnistretch mattress. The beds use pressure exerted by the body to gently stretch the spinal column. This subtle traction gradually increases space between vertebrae, which improves blood circulation and alleviates back pain.

The Magnistretch X features a new X-Static mattress cover that uses metallic silver fabric for recovery, temperature regulation and bacteria reduction.