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BedTimes |

The Business Journal for the Sleep Products Industry February 2012


something goes

WRONG Surviving a product recall

What’s new in bed frames & support systems Your planning guide for ISPA EXPO 2012

See what’s on our


for 2012


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See why so many leading bedding manufacturers (and consumers) prefer Preserve®, the first foam made with renewable resources. Choosing Preserve® foam delivers an unprecedented level of comfort and consistent support while conserving our increasingly scarce oil resources. As more consumers continue to demand products made with renewable resources, they’ll be inclined to buy Preserve for the same reasons. Made from a natural derivative that’s more sustainable than oil-based foams, Preserve® is one of an entire line of bedding products manufactured by Hickory Springs under the company’s environmental initiative, EarthCare Inside. For more details, call (800) 438-5341 ext. 4507 or visit

PO Box 128 • Hickory, NC 28603 (800) 438-5341 Ext. 4507 © 2011 Hickory Springs Mfg. Co.

BedTimes Editor in Chief Julie A. Palm 571-482-5442 Associate Editor Barbara Nelles 336-303-1114 Managing Editor Mary Best 571-482-5432 Ar t Director Stephanie Belcher 336-201-7475 Vice President of Adver tising Sales Kerri Bellias 336-945-0265 Advertising Production Manager Debbie Robbins 571-482-5443 Circulation Manager Mary Rulli 336-491-0443 Copy Editor Betsi Robinson Administrative and ISPA offices 501 Wythe St. Alexandria, VA 22314-1917 Phone 703-683-8371 Fax 703-683-4503 Volume 140, Number 2 BedTimes (ISSN 0893-5556; Permit 047-620) is published monthly by the International Sleep Products Association. Periodicals postage paid in Alexandria, Va., and additional entry offices. Postmaster: Send address changes to BedTimes 501 Wythe St. Alexandria, VA 22314-1917 Contents © 2012 by the International Sleep Products Association. Reprint permission obtainable through BedTimes.

Contributors |

Gary James

Gary James is a freelance writer based in Chapel Hill, N.C. He spent more than 20 years with Furniture/ Today, serving as case goods editor and special projects editor, directing the editorial content of Leather Today, Bedding Today, SOHO Today, Global Textiles Today and other supplements, sections and features. He also has served as managing editor for a variety of other business publications, including Automotive Executive, Computer Entertainment News and eCommerce Business. He can be reached at 919-929-8978 or


Coming up

Deadlines The deadline for the News and Newsmakers departments of the April issue is Thursday, March 1. Submit news releases and photos to Questions? Call 571-482-5442. Ahead in BedTimes In March ISPA EXPO Show Issue: A comprehensive exhibitor directory and show details for the mattress industry’s largest show of machinery, equipment, components, supplies and services. Plus: A Las Vegas Market wrap-up. In April Customer Feedback: What do customers really think of your products and services? BedTimes looks at the best methods for soliciting customer opinions and shows you the most effective ways to use feedback. Get your own copy of BedTimes Are you reading a copy of BedTimes borrowed from a colleague? Get your own subscription and make sure you never miss an issue. If your company is a member of the International Sleep Products Association, you can receive unlimited subscriptions for as many employees as you’d like at no charge. (Nonmember mattress manufacturers can receive one free

| Dorothy


Dorothy Whitcomb is a freelance journalist and editor whose work has appeared in a wide range of business and general interest publications. For 25 years, her primary focus has been the home furnishings industry. She writes about businesses, trends, products and design, specializing in profiles of companies and industry leaders. She wrote a profile of Dutch Craft Mattress Co. in the January issue of BedTimes. She can be reached at or 410-820-0456.

subscription per facility.) Fill out the subscription card in the back of this issue or visit www. Questions? Contact Mary Rulli, BedTimes circulation manager, at or 336-491-0443. Sign up now and have BedTimes delivered directly to you! Are you an industry expert? BedTimes welcomes articles written by people working for mattress manufacturers or supplier companies who have expertise in a particular area. Some guidelines: ■ The article needs to address general industry issues and topics. It shouldn’t be a marketing piece for a specific company and can’t promote one company over others. ■ We reserve the right to edit all submissions for length and clarity and to ensure that they conform to BedTimes’ editorial style. ■ The article must carry the byline of a specific individual, not a company name. We will include a contributor’s bio in the issue in which the article appears, listing the writer’s title, credentials and company affiliation. If you have an idea for an article, contact Julie Palm, editor in chief, at 571-482-5442 or

February 2012 BedTimes


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Inside ■


9 | Brief Sheet ■ With help of talk-show host, mattress goes Hollywood ■ Body hair deters bedbugs ■ Mattress sales climb ■ Gen Y redefines 9-to-5 & more…

26 ■

7 12 | Profile Roger Magowitz In memory of his mother, this veteran retailer founded the Seena Magowitz Foundation to further awareness of pancreatic cancer and calls on his industry colleagues to help in the effort.


| 17 The great frame up

39 | News ■ Marcus Investments buys Verlo ■ Solstice Sleep expands in Tampa ■ Natura World restructures & more…

Steel support systems are gaining strength as makers find ways to entice consumers with step-up support for higher-end bedding.

61 | Newsmakers

| 26 How to handle product recalls


When a product recall occurs, manufacturers are expected to provide an immediate and effective response. Vigilance—and a plan— are keys to survival.

■ Sealy CEO Rogers retiring ■ Paramount Sleep adds to sales team ■ Englander honors factories & more…

65 | ISPA ■ ISPA unveils new logo ■ Proposed legislation puts mattress disposal in

industry hands & more…

| 51 ISPA EXPO 2012

68 | On Sleep

A special planning section to help you organize your trip to ISPA EXPO 2012. This year’s event is March 14-17 in Indianapolis.



■ FAA enacts rules to reduce pilot fatigue ■ Waking up on the wrong side of the bed ■ REM sleep helps bad dreams fade & more…


07 | Note 64 | Calendar

66 | Advertisers 67 | Classifieds February 2012 BedTimes




Planning for a recall you hope never has to happen


Julie A. Palm Editor in chief

hen it comes to product recalls, the mattress industry has been fortunate. In the past decade, there have been fewer than a dozen recalls of mattresses or mattress pads, according to the U.S. Consumer Product Safety Commission website. That’s a far smaller number than in some other industries. In the United States, there are two main federal flammability standards—the open-flame standard (16 CFR Part 1633) and the cigarette flammability standard (16 CFR Part 1632)—under which mattresses and bed sets are most likely to be recalled. Mattresses intended for use by children and mattress pads are subject to some additional federal safety regulations. Just because it doesn’t happen every day, doesn’t mean mattress makers and importers can cross “product recall” off their list of things to worry about. In fact, as our cover story starting on Page 26 points out, two of the key strategies for dealing with product recalls involve planning far in advance for such an event. One strategy is to put quality control and other measures in place to ensure that products never have to be recalled in the first place. Another strategy kicks in if the other fails: have clear procedures in place for dealing with a recall to minimize the financial impact and reduce damage to your company’s reputation. The industry went full bore to prepare for the cigarette and open-flame standards before they went into effect in 1973 and 2007, respectively. Is your company keeping up with the quality-control and producttracking measures you put in place back then? Are you still meticulous about your record keeping? When was the last time you conducted random burn tests to ensure compliance? You don’t want to have to manage a product recall. As our cover story emphasizes, a recall is an “expen-

‘The time to repair the roof is when the sun is shining.’ —John F. Kennedy

sive, labor-intensive process, consuming staff and management time as companies scramble to determine exactly what products are affected, where they’ve been shipped and how to contact all the consumers who are using them. The process requires an ‘all-hands-on-deck’ approach so that every stakeholder—anyone involved with producing, selling or using the product—is informed about the defect and the company’s plan to remedy the situation.” And that’s if a recall process goes well. A poorly managed recall can do irreparable damage to your company’s relationships with suppliers and retailers, tarnish your brand among consumers, and cost a fortune in staff time and recall-related expenses, not to mention civil penalties that could reach into the millions of dollars. If you haven’t already, now is the time to start planning for a possible recall of your products. Our story walks you through a typical recall process, points out potential pitfalls and provides resources for additional information. Once your plan is in place, let’s hope you never have to act on it. ■ February 2012 BedTimes


Brief Sheet

7 steps to project productivity

few hours. Then, when your enthusiasm begins to sag, your favorite music will re-energize you.


U.S. bedding posts gains in sales, units


nit sales of beds (mattresses and foundations) increased by 2.7% in November 2011 when compared with the same month in 2010, according to Bedding Barometer, a monthly report of U.S. mattress sales published by the International Sleep Products Association. But wholesale revenues rose by 14.4% over the prioryear period. The average unit selling price made similarly strong gains, up 11.5% over November 2010. Units and wholesale dollar values for JanuaryNovember 2011 remained positive— units sold increased 1.6% and dollar values rose 9.1%. The year-to-date AUSP was up 7.4%.


ccasionally, we all have to step up to the plate and complete an important project—or a ton of smaller ones—in a single workday. Jeff Haden, ghostwriter of nearly 40 nonfiction books and columnist for and CBS Moneywatch. com, offers advice for when you need to go the extra mile.


Get the word out Interruptions destroy your concentration and productivity. Let co-workers, key customers, and even family and friends know that you’re planning a “project day.” Tell them what day you will be unavailable, when you will return calls and emails, and who they should contact in an emergency. The peer pressure from this kind of announcement also can motivate you to complete the work at hand.


Be specific Don’t set vague goals or timelines. Instead, estimate the amount of time you will need and commit. The hours will go by more quickly the longer your time frame is—and you’ll stop watching the clock.

Anticipate what your body needs Feeling uncomfortable is an easy excuse for calling it a day. Don’t wait until your stomach is growling, your throat is parched or your legs are cramped to refuel, rehydrate and recharge. Eat a snack soon after you begin working. Skip taking an hour for lunch. Instead, plan meals that can be prepared easily and eaten quickly. Begin drinking water as soon as you arrive at your office. Move around so your back or legs won’t ache. Anticipate your body’s needs to stay motivated.


Get an unusually early or late start By dramatically changing your normal routine, your sense of time also will change. Begin before the sun rises or pull an all-nighter like in your college days.

Don’t break your momentum Slacking off on the work you need to complete makes it harder to regain your energy level. Rather than rest breaks, take “productivity” breaks. Instead of taking a break to watch TV or go online, take a short walk and plan your next step on the project.




Delay gratification Postpone doing the things or activities that brighten your workday. They can perk you up in a few hours when you need a boost. If you enjoy listening to music while you work, keep your iPod in your desk for a

It isn’t over till it’s over Push yourself to complete your goals. Resist the temptation to quit because you’re tired or bored. Remaining committed and determined will build stamina and raise your effort level.

The average American carries $69 in cash and four credit cards. But with the advent of the “mobile wallet”—a smart phone that also behaves like a credit card, checkbook and price-comparison service—consumers seem ready to ditch paper and plastic. —Time magazine, Jan. 9

February 2012 BedTimes


Brief Sheet ■ Opportunity


ite off more than you can chew, then

chew it.”—Ella Williams


our most unhappy customers

are your greatest source of learning.”—Bill Gates


he way to get started is to quit talking

and begin doing.”—Walt Disney


f we keep doing what we’re

doing, we’re going to keep getting what we’re getting.”—Stephen Covey

Rethinking 9-to-5


hanks to new technologies, the workplace is expanding in ways so that many employees now can complete their work from anywhere at any time. According to a study by global mobile communications company Vodafone Global Enterprises, 90% of employers allow flexible work schedules rather than requiring the traditional, structured workday. For increased employee engagement and retention, Chief Executive magazine gives several reasons why companies should allow flexible work schedules for their employees, especially workers in their 20s and 30s.


Gen Y workers (people born after 1980) are always connected to their jobs through technology. Technological advances mean employees are never off the clock. They always can be contacted and work at any time.


Gen Y workers value flexibility more than money. According to Chief Executive, 37% of Gen Yers would take a cut in pay in exchange for more work flexibility.


Gen Y workers will work only for companies where they can access Facebook. According to a survey from networking giant Cisco Systems, access to social media is more important to this generation than salary.

Body hair keeps bedbugs at bay


airy humans don’t let the bedbugs bite, according to a recent study from the University of Sheffield in England. Fine, sensitive hairs that cover our bodies enable us to feel parasitic insects on our skin and create a natural barrier to prevent them from biting us, according to the researchers.

 A group of 29 undergraduates agreed to have one arm shaved before hungry bedbugs were allowed to feast on their skin. The investigation showed layers of longer hairs and smaller, almost invisible hairs covering the participants’ arms helped detect and defend against the parasitic insects. Researchers concluded that bedbugs and other parasites, including mosquitoes, midges, ticks and leeches, favor relatively hairless areas such as wrists and ankles.

 The study was published in the journal Biology Letters.

Conan O’Brien takes a break on Kluft mattress A

bed from luxury producer E.S. Kluft & Co. recently made a cameo appearance on the TBS talk show Conan and gave late-night host Conan O’Brien a much-needed break when he resttested a Kluft mattress. During the four-minute segment, which aired Dec. 21, O’Brien visited a Los Angeles Bloomingdale’s where employees tried to teach him how to wrap holiday gifts. In typical O’Brien fashion, things went awry. After a couple of failed attempts, the exhausted comedian sneaked over to the bedding department and stretched out on a Kluft mattress from the Beyond Luxury collection. “When wrapping gifts, it’s important to take a break every now and then. It’s a lot of pressure,” O’Brien said. “This is a very nice mattress!” 



BedTimes February 2012


Bedding veteran finds passion for philanthropy Below Strong bond Roger Magowitz (right), was raised by a single mother, Seena Magowitz, after his parents divorced when he was 2 years old. Top right Search for a cure The Seena Magowitz Foundation works with Dr. Daniel Von Hoff, a pancreatic cancer researcher. Von Hoff is shown (center) at the annual Seena Magowitz Celebrity Golf Classic, along with Roger Magowitz, foundation chairman, and Von Hoff’s wife, Ann Von Hoff.

Personal loss leads Magowitz to search for pancreatic cancer cure


By Dorothy Whitcomb rowing up in Brooklyn in the 1960s and 1970s taught mattress industry veteran Roger Magowitz two important lessons. First, he learned that if he wanted something, he’d better go after it. But equally important was the realization that connections to other people were fundamental to reaching his goals. “Growing up in Brooklyn taught me independence and self-reliance,” Magowitz says. “There was no one to watch out for you, so you had to watch out for yourself. If you wanted something, you had to grab it. No one was going to give you anything.” Magowitz’s childhood was not an easy one. His parents divorced when he was 2 years old. In good times, he, a brother and his mother lived in a small onebedroom apartment. In bad times, they moved into his

grandparents’ already-cramped home. “It was a challenge,” he says. “Fifty years ago, divorce was not an acceptable practice and my mother was really stigmatized.” The woman at the center of his life When Magowitz talks about his mother, Seena Magowitz, his devotion and respect for her are palpable. She was, he says, not the kind of woman who would let social stigma get in her way. And when it came to her children, Seena Magowitz used every tool at her disposal to help them attain better lives. What Seena Magowitz lacked in financial resources, she made up for in friends, Magowitz says. She went to high school with Baseball Hall of Fame pitcher Sandy Koufax and New York Mets owner Fred Wilpon. Through them and other acquaintances, she made sure her son spent his summers away from Brooklyn. “I’d go to Fire Island (N.Y.) and enter a completely different culture. It was the world of the rich and famous—a world of household help, sailboats, nice restaurants and camps for kids,” Magowitz says. “My mother knew what she was doing: Get the kid out of Brooklyn and let him see a different kind of life. I became driven by the experience.” A traditional route to the good life—go to college, enter a profession, work your way up—held little appeal for Magowitz. Instead, he joined the U.S. Marines after graduating from high school. Once again, Magowitz entered a new world. As a Marine, he met people from all over the country— people of different religions, races and socio-economic backgrounds. Climbing into the bedding business When Magowitz left the service in 1983, he took a part-time sales job with Mattress Discounters, a retail bedding chain with stores in several mid-Atlantic states. Four years later, he was appointed vice president of the company and offered the chance to purchase six royalty-free licenses for Mattress Discounters stores in the area around Hampton Roads, Va. To make the deal work, Magowitz tapped every resource and drew on every connection he had. He leveraged his credit cards, sought loans from family members and negotiated favorable terms on inventory. Magowitz incorporated his fledgling business as Maggie’s Enterprise Inc. and, though still only in his 20s, he set out to conquer the world of retail bedding. “The first few years were touch and go. I really



BedTimes February 2012

Profile n

Another SIDE

Teamwork Business, at its best, is often a creative, collaborative process and Roger Magowitz takes great pride in the retail enterprise that he built. “It was very satisfying to find that all of the effort worked,” he says. “I was able to build a team of people who enjoyed running the stores and being part of something big.”

didn’t know what I was doing, but thought that I could do anything. I was convinced that there was no one smarter than me and that if I put the effort into it, I could make it,” he says. “I put in a lot of hours learning the financial and legal sides of the business. It was persistence that made it happen.” For the next 27 years, Magowitz built his business and, at one point, operated 34 stores under the Mattress Discounters and Metropolitan Mattress names. By early 2010, however, he had winnowed that number to 26 and was considering some profound changes to his life. Cancer changes everything It was a process of reflection that started nearly a decade earlier with his mother’s death from pancreatic cancer in 2001. Magowitz was shocked by her diagnosis—pancreatic cancer is generally asymptomatic




Roger Magowitz

Company Mattress Firm Location


Position Charitable adviser Passion Founder and chairman of the Seena Magowitz Foundation, an organization committed to advancing awareness, early detection and the eventual prevention and cure of pancreatic cancer Age


Family He and his wife, Jeanne, have been married for 27 years. They have one son, Craig.

until well advanced—and devastated by her death just five months later. He mourned the loss of his mother, railed against the cancer and, ultimately, resolved to find a way to beat the disease that had taken her. Within a year, he created the Seena Magowitz Foundation with the hope of raising awareness of the disease so that early detection might prolong other lives. The foundation’s ultimate goal, Magowitz says, is to raise funds to advance science to the point where pancreatic cancer can be prevented or cured. In 2003, he launched the Seena Magowitz Celebrity Golf Classic, again building on his wide array of connections. Since its founding, the annual fundraiser has become a major bedding industry event, drawing suppliers, manufacturers and retailers from all over the country to Arizona in December for a weekend filled with receptions, auctions, awards, information about pancreatic cancer research advances and, of course, golf. “Most of the people who come to the event have no relationship to pancreatic cancer. They’re coming out for me,” Magowitz says. “In 2011, we had 225 golfers and a total of 400 attendees. We raised about $600,000 and received a pledge of $1.5 million. We have no paid employees and 100% of the money goes to research. I definitely feel as if we’re beginning to push the needle on pancreatic cancer.” To focus his full attention on the foundation, Magowitz sold Maggie’s Enterprise to Houston-based bedding chain Mattress Firm in late 2010. He then signed on as the company’s charitable adviser with the mandate to focus his attention on ways to fight pancreatic cancer. “Mattress Firm has been great to me. This is a proud moment,” Magowitz says. “How many people have the opportunity to do something that they have a passion for and change the world? Steve Stagner (Mattress Firm president and chief executive officer) is a young man with the same commitment that I have and the opportunity that he’s given me is incredible.” ■

A compassionate, concerned industry “My hat is off to the entire mattress industry when it comes to efforts on behalf of pancreatic cancer. I’ve just rallied them,” says Magowitz, who established the Seena Magowitz Foundation, a charity that advances awareness of pancreatic cancer and seeks to find a cure for the disease. “The industry has a chance of going down in history as the force that actually found a cure for pancreatic cancer.” A crossroads Magowitz says he is reassessing “what I want to do when I grow up.” He thinks his foundation is having “good growing pains” and may benefit from professional management. He, in turn, wonders if he should start another business or devote all of his time to philanthropy. “Change is good, but balance is harder to achieve,” he says. February 2012 BedTimes

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New features rev up steel frames & support systems / By Barbara Nelles

Top left Understated strength Leggett & Platt’s Consumer Products Group in Whittier, Calif., has launched the premium Prestige frame with triangular side rails, oversized recessed glides, pushpin assembly and a jet-black finish. Top right Contemporary Knickerbocker in Carlstadt, N.J., has launched emBrace, a composite, resin-encased frame that assembles in seconds.


teel bedding support systems have long hidden below headboards, behind footboards and beneath dust ruffles. Except for perhaps the occasional squeak, the metal parts that keep bed sets lifted off the floor have settled for being barely noticed by consumers and even retailers. That may be changing. BedTimes spoke with manufacturers and distributors of the hidden hardware beneath stationary beds to find out what’s up down there. These companies supply an array of metal components to mattress manufacturers and retailers, but the products we focus on here are bed frames to which a headboard may be attached, bed rails that link headboard to footboard, bed bases— popular in hospitality settings because they keep items from rolling under the bed—and supplemental support systems that are added to an existing frame or all-wood bedroom set. When BedTimes last presented an in-depth report on such products in 2006, suppliers were focused on educating retailers about the need for supplemental support beneath inexpensive, imported bedroom sets. That message seems to have been absorbed by retailers and furniture manufacturers. Today, frame makers are vying to entice consumers with step-up support for higher-end bedding. The standard brown angle iron promotional bed frame continues to abound at retail. But there are new colors, a broad selection of looks and price points in wheels and glides, and even some different rail profiles.

Giveaways going away The idea of a giveaway promotional frame with bed purchase is gradually disappearing, most suppliers agree. Post-recession, many retailers are focused more on selling frames—and selling better frames—and that’s spurring product and marketing innovations among producers. “Before 2008, when times were good, retailers could afford to give away an inexpensive frame that might retail for between $30 and $60,” says Herman Tam, group vice president of marketing for Leggett & Platt’s Consumer Products Group in Whittier, Calif., the largest supplier of frames and support systems in North America. Today, it’s far more likely that a retailer will offer a choice: a free promotional frame, free mattress delivery or free takeaway of a used mattress—but not all three, says Ron Fredman, executive vice president of Glideaway Bed Carriage Co. in St. Louis. “Frames are being sold—not given away—partly because of inflationary pressures on steel prices,” says Brent Polunsky, bedding support sales manager for El Paso, Texas-based W. Silver Products, a vertically integrated company that produces its own angle iron in an ISO 9001-certified factory. “With mattresses heavier—and people heavier—it’s especially important today for retailers to get the consumer to spend the extra money for extra support,” Polunsky says. W. Silver is filling out its lineup of support systems. In October, it introduced the premium Silver-Lock frame, which has a “wedge-type” rail, an oversized headboard bracket and new leg design. February 2012 BedTimes




Reroll steel mills go beyond ‘green’


ost bed frames and support systems manufactured in the United States are made from recycled rail steel. The story behind the use of such steel in bed frames is a powerful one to tell consumers, says Ron Fredman, executive vice president of Glideaway Bed Carriage Co. in St. Louis. “Rail steel is known for its exceptional strength. Consider that rail steel has spent years being crushed—impacted by 250,000 tons on a regular basis,” he says. “When you turn that rail steel into a bed frame, you get resiliency. Take a sledge hammer to a bed frame, it’s not going to bend.” W. Silver Inc., based in El Paso, Texas, is a 43-year-old steel mill that supplies W. Silver Products, as well as other bedding hardware producers and industry sectors, with rerolled rail steel. The company takes being “green” seriously. It has a number of sustainability initiatives in place that reduce, reuse and recycle throughout the manufacturing process. Sister company W. Silver Recycling, in business Top for 90 years, is nearby to process Sustainable steel W. Silver Inc. in El and recycle metals, including Paso, Texas, processes recycled rail used machinery blades, as well steel at its energy-efficient reroll mill. as plastics, paper, cardboard, electronics waste and more. Bottom Mattress industry supplier JerNegative carbon footprint Jersey Shore sey Shore Steel, based in Jersey Steel in Jersey Shore, Pa., powers its Shore, Pa., also takes environfurnaces with methane from the local mental sustainability seriously. landfill. (Photo by Mark Nance, Williamsport Sun-Gazette, used by permission. Photo copyright In 2001, Jersey Shore began Williamsport Sun-Gazette.) heating one of its furnace zones with methane gas piped in from the local landfill. By 2006, it had converted all six furnace zones to landfill gas. In addition to burning methane, the mill’s energy-efficient recuperative furnace captures exhaust gas and recirculates it, reducing the need for air preheaters. The company has converted more than 100 motors that drive water pumps, compressors and other mill equipment to electricity-saving, variable-frequency drives. The company recycles scrap and waste throughout its plant and has installed energy-efficient lighting. “We were very aggressive and ahead of the curve in following this environmentally friendly path,” says Marshall Welch, Jersey Shore president and chief executive officer. “The whole point of the sustainability movement is that it makes dollars and sense when managed properly. We were consuming a lot of electricity and natural gas before getting to where we are today.” In fact, according to Pennsylvania State University researchers who conducted an assessment in 2011, Jersey Shore Steel’s environmental impacts are so low, the company has what amounts to a negative carbon footprint.



BedTimes February 2012

Framing the sale The focus on selling bed frames varies from retailer to retailer, with some placing much greater emphasis on upselling shoppers to better frames. Suppliers say they have put considerable effort into educating retailers about how to sell better frames. “We do see a lot of cost-driven retailers, which is why we have something for everyone, from inexpensive $30 frames up to $199,” Tam says. “There are thousands of SKUs, including frames, rails, supports and other hardware.” An emphasis on sales training is part of the Leggett & Platt Retail Solution program for mattress retailers. L&P also supplies an array of point-of-purchase information for consumers. Whatever a retailer’s philosophy about selling frames and supports, presenting a “good-better-best” choice will increase the likelihood of making the sale, Tam says. A typical three-step collection of frames from L&P might range from the promotional Restmore series to the mid-priced Inst-A-Matic (which retails for approximately $100 in queen size and is the company’s most popular “better” frame) to the Edge premium frame with a tubular design. Niles Cornelius, general manager of Hickory at Home in Hickory, N.C., is another proponent of a good-better-best merchandising strategy. “We find that major sleep shop chains who master the art of step-up mattress sales are quite successful at selling ‘better’ bed frames, too,” Cornelius says. Hickory distributes a line of good-better-best support systems manufactured by Mantua Mfg. Co., including Insta-Lock bed frames and the Strong Arm brand of center support systems. “Often for about a $20 premium, you can purchase a ‘better’ frame with your new bed and for about $50 more, you can get the very best,” Cornelius says. “On the other hand, many furniture stores only stock inexpensive frames and are missing out on an opportunity. They are not really focusing on the support under the bed as they should be.” “Some retailers tell us they have no problem selling a step-up frame when the consumer is spending $1,000 to $2,000 on a bed set,” says David Jaffee, president of Mantua, which has headquarters in Walton Hills, Ohio. “People understand they are protecting their investment by purchasing a good frame.” “But,” Jaffee continues, “it takes a certain level of commitment to sell a step-up frame and you must be willing to train your RSAs. Oddly, sometimes low-cost retailers are all about it and high-end retailers can’t be bothered. Those retailers who have focused on frames and supports have been incredibly successful with them.”

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Product dation frames. While shopping, consumers can scan a quick response, or QR, tag on the product box and watch the video of the frame’s easy assembly on their smart phone. Several support system makers say they supply e-commerce sites. Some report that Internet sales have jumped, but mostly in the promotional category. “We are seeing much more Internet activity, but it’s amazingly competitive,” Jaffee says. “Most e-commerce companies are great at selling products off the shelf, but they’re basically in the technology business, not the sleep products business. It’s a little harder for them to execute a step-up program.”

Top Store your stuff Forever Foundations LLC in Orange, Calif., imports a collection of tubular steel platform foundations that provide a 14-inch high storage space underneath. Bottom Super strong Mantua Mfg. Co. in Walton Hills, Ohio, offers a top-of-the-line bed frame with 1 ¾-inch rails.



BedTimes February 2012

Mantua has four U.S. manufacturing plants for frames and supports. About 70% of the products it sells are made in the United States from recycled rail steel. Mantua’s bed frame line includes a “good” and “better” Insta-Lock series with 1 ¼-inch rails or 1 ½-inch rails. It also offers a heavy-duty, premium Craftlock bed frame with 1 ¾-inch rails. Glideaway offers four grades of frames—from promotional to ultra-premium—in addition to other specialized premium products, all of which are made in the United States, Fredman says. The company recently introduced a POP display unit that showcases as many as five miniature versions of its steel bed frames and support systems, plus brochures detailing product information. “Once customers can see and feel the difference between the 1 ¼-inch by 1 ¼-inch side rails in the promotional line and the 1 ¾-inch by 1 3/8-inch ribbed side rails of the ultra-premium line, the cost difference can be better justified,” Fredman says. Glideaway’s ECO frame, which is packaged in recycled cardboard, enhances and illustrates the frame’s sustainability story for consumers. It launched in August and is a hit with “green” retailers, Fredman says. Boyd Specialty Sleep, a mattress maker and furniture distributor based in St. Louis, has created a series of short videos that explain how to assemble its collection of imported platform-style steel foun-

Latest features With giveaways no longer a given, manufacturers say there is a greater a demand from retailers for innovation in under-the-bed hardware. While the L&P angle iron Inst-A-Matic frame remains a “volume seller,” in 2008 the company launched what it says was the industry’s first stylish, tubular steel frame, the Edge. It has a satin silver finish, round legs and locking rug-roller wheels. “You build in features and benefits that retailers can use to make the sale,” Tam says. “We spoke to consumers and discovered some want something special, not just functionally good, but something better looking.” At the recent Las Vegas Market, L&P introduced a “best of the best” bed frame, the Prestige. Features include tubular steel rails, extra-large recessed glides and pushpin assembly. The frame adjusts to any bed size. Although it’s finished in a sleek, highgloss jet black, it’s designed to be mostly hidden from view. Both the Edge and Prestige have suggested retail prices in the $179 to $199 range. “The bed frame is not the lead actor—it’s a highly functional product that we are making a little more sexy to capture the consumer’s attention in the store,” Tam says. “You want the frame to say, ‘Buy me now!’ But when they get it home, most consumers don’t want to showcase the bed frame. That’s the design balance we’re trying to strike.” In addition to its full line of Bed Architecture—sturdy bed frames with center supports and supplemental center support systems, including the Bedbeam series— Knickerbocker now offers the emBrace frame. “Your bed feels better and performs better on an emBrace,” says Richard Polevoy, president of the Carlstadt, N.J.-based company. “It supports 2,000 pounds without deflection and no ‘creep.’ ” The frame has seven patents issued or pending, including one for a T-section side rail.

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Top left Stylish platform Boyd Specialty Sleep in St. Louis offers a line of metal platform frames, some with decorative elements such as this one with arched legs. Right Comparison shop Glideaway Bed Carriage Co. in St. Louis makes step-up sales a cinch with a display unit for as many as five miniature bed frames.



BedTimes February 2012

“With emBrace, we’ve developed a new product and new branding and are reinventing the category,” Polevoy says. “With a combination of form and function, this does not look like hardware. It looks like a piece of furniture and is the strongest bed frame that’s ever been designed.” The angle iron frame is encased in a smooth, rounded composite resin that comes in black, white, gray and brown. The emBrace retails for about $299 in queen size. Once unboxed, the frame assembles quickly, Polevoy says. “Bedding keeps moving up in price, quality and feel,” Polevoy says. “We wanted to enhance the performance and look of a set of bedding and finish it properly.” Glideaway recently introduced the premium T9 Series, which Fredman describes as a “cool-looking” universal frame that retails for $179 to $199 in queen. It has nine legs, new wheel styles and three cross supports. “Retailers who already carry it are seeing a 50% attachment rate with queens and 60% with king beds,” Fredman says. “With consumers spending $200 for a pillow, upselling them to a $200 frame with a bit of a ‘wow’ factor is not such a big deal.” While rainbow colors don’t exactly dominate this product segment—in fact, most are finished in neutral or metallic hues—L&P has a powder-coat facility capable of producing frames in virtually any color, Tam says. Another design trend: Wheeled legs are giving way to glides, which are more stationary but still allow a bed to be moved across hardwood floors or rugs, Tam says. “We encourage people to go with glides and there is a definite trend toward them,” Jaffee says. “Glides are incrementally stronger, less expensive and, if you look at how vacuum cleaners are engineered

today, there’s less need to be able to move the bed to clean under it.” Urban dwellers and a trend toward smaller houses have led to increased interest in under-bed storage. “Under-bed storage is a really big thing now and we are focusing on that,” Jaffee says. “We’re finding that more folks are buying bed bases for the home— it’s not just a hospitality sale anymore. In addition to storage, consumers like that nothing can roll under the bed.” At the winter Las Vegas Market, Mantua’s major launch was a new bed base. It’s available in three neutral finishes with a large storage drawer at the foot of the bed. Step up to steel foundations The lines appear to be blurring between support systems and foundations. Three years ago, L&P introduced the Out of the

Product Box Foundation, a “box spring” with flexion, fabric cover and detachable legs. The unit folds in half for easy shipping and is designed for e-commerce sales and easier deliveries to apartment dwellers. The trend toward thick, one-sided mattresses sold with no-flex or low-flex wood foundations has paved the way for acceptance of the steel platform bed frame, which takes the place of both foundation and bed frame. Most of these steel platform frames knock down for easy shipping. The product first appeared in North America about five years ago as an import from China. The bases vary in quality and strength and are imported by a number of companies. Boyd Specialty Sleep offers a collection of allmetal platform bases that have suggested retails from $99 to $199 in queen size. The foundations offer superior strength and support, says President Dennis Boyd. “The steel supports are significantly stronger than any spaced pine framing used on an all-wood foundation. I don’t see many foundation suppliers advertising that their product can support 2,500 pounds,” he says.

“In container quantities, the queen platform base lands for about $50—this is approximately the same price or less than a retailer pays for a foundation,” Boyd says. “In addition, the mattress would then need a metal bed frame, usually $30 to $50. A platform frame is both less expensive and more durable and does not bend, squeak, warp or break. They can be transported in a car, fit easily in an elevator and go up virtually any stairway.” Boyd’s higher-priced metal foundations incorporate decorative elements. Forever Foundations LLC, based in Orange, Calif., imports a collection of Forever brand tubular steel platform foundations from China. Key benefits are durability, easy assembly and under-bed storage, the company says. The foundations, including the Forever Storage bed base with tilt-up access, provide a 14-inch high storage space beneath the bed. “They’re made of 80% recycled tubular steel in 16 gauge,” says Mike Echevarria, Forever Foundations national director of sales and marketing. “The top has support bars and a taut trampoline-material cover. Our customers range from mom-and-pop stores to major sleep shop chains.” ■

‘With consumers spending $200 for a pillow, upselling them to a $200 frame with a bit of a “wow” factor is not such a big deal.’

February 2012 BedTimes



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Surviving a product recall By GARY JAMES

Note: Information in this article is intended for general educational purposes. Consult with your own legal counsel or product safety adviser for specific guidance related to your company.



BedTimes February 2012

When mattresses need to be pulled from consumers’ homes and repaired or destroyed because of safety concerns, the process is called a “recall.” But for the companies involved, it’s an experience they would rather forget. A product recall can be an expensive, labor-intensive process, consuming staff and management time as companies scramble to determine exactly what products are affected, where they’ve been shipped and how to contact all the consumers who are using them. The process requires an “all-hands-on-deck” approach so that every stakeholder—anyone involved with producing, selling or using the product—is informed about the defect and the company’s plan to remedy the situation. In addition, the process of conducting a product recall exposes a company to increased scrutiny from the U.S. Consumer Product Safety Commission—the federal agency charged with protecting the public from harm caused by certain consumer products—as well as the media and consumers. Handled incorrectly, a recall can result in damaged supplier and retailer relationships and a tarnished brand image that may be difficult to correct. And the legal stakes of a misstep are higher than ever. “With the enactment of the Consumer Product Safety Improvement Act of 2008, the amount of penalties the CPSC is permitted to seek has been raised substantially—to $100,000 per violation, with the maximum penalties raised to $15 million for a related series of violations,” says Cheryl Possenti, an attorney with Goldberg Segalla in Buffalo, N.Y., a civil litigation specialist for a number of Fortune 100 companies. According to Possenti, the CPSC can pursue civil penalties, not only for the sale of products that violate government safety standards, but also “when a company fails to report immediately to the CPSC that a product contains a defect that could create a substantial risk of injury to the public.” In the mattress industry, there are two primary federal regulations under which bed sets might be recalled: 16 CFR Part 1633, the open-flame standard that took effect in 2007; and 16 CFR Part 1632, the cigarette flammability standard issued in 1973. According to the CPSC website, fewer than a dozen recalls involving mattresses or mattress pads have been conducted in the past 10 years, a relatively small number compared with many other industries. Baby mattresses and pads also are occasionally recalled under different regulations. Despite the low frequency of mattress-related recalls, manufacturers and their business partners— everyone from component suppliers to distributors to retailers—must be vigilant to ensure that if problems with product safety do occur, they are reported to the CPSC quickly and that any issues are addressed and fixed.

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eporting responsibility While U.S. manufacturers have the lead responsibility for reporting problems to the CPSC, distributors and retailers also must report if they are aware of a product defect or a company’s failure to comply with a regulation. They can either contact the CPSC directly or send a letter to the manufacturer or importer. Failure to report means distributors and retailers also may be liable for any legal penalties that are assessed. In cases in which mattresses and foundations are being brought into the United States from other countries, the importer of record—the U.S.-based company that takes possession of the goods after they clear customs—is responsible for informing the CPSC of potential product safety problems. This company ultimately bears the

responsibility for making sure the products it sells in the United States comply with regulations and for conducting a recall if they don’t. To confirm that manufacturers and importers have the necessary safety programs in place, the CPSC conducts unannounced inspections of production plants and warehouses, examining products, records and procedures. It also can pull products from retailers to test for compliance. The process of compliance starts with burn testing and confirmation burns of bedding prototypes and components by manufacturers, importers and suppliers before new mattresses and foundations reach the market. All bed sets sold in the United States must bear a label showing that products have been properly tested and comply with

The mattress recall process at a glance Who must report a hazardous product? Any manufacturer, distributor, importer or retailer that has information about a potentially hazardous product must report it, according to the U.S. Consumer Product Safety Commission. What types of defects must be reported? Companies must report to the CPSC if they obtain information that a product fails to meet a consumer product safety rule, standard or ban; contains a defect that could create a substantial hazard; or creates an unreasonable risk of serious injury or death. This information may be in the form of quality control data, product returns, warranty information, customer complaints, reports of deaths or injuries to consumers using a product, lawsuits or any other input suggesting a product safety problem. When does a company need to report a hazardous product? A company must report to the CPSC within 24 hours of obtaining reportable information. The CPSC considers that a company has obtained knowledge of reportable information when that information is received by an employee or official of the company who may be reasonably expected to be capable of appreciating its significance. Under ordinary circumstances, five working days is the maximum time for information to reach the chief executive officer or the official assigned responsibility for complying with reporting requirements. However, if a company is uncertain whether information must be reported, it may spend “a reasonable amount of time” investigating the matter. The CPSC generally defines this period as 10 or fewer days. Where should a report be filed? A company should file its report with the CPSC’s Division of Recalls and Compliance. The report may be filed by mail (4330 East West Highway, Room 613, Bethesda, MD 20814), telephone (301-504-7913), fax (301-504-0359) or electronically through the CPSC website ( What can a company do beforehand to prepare for a product recall? In addition to performing and thoroughly



BedTimes February 2012

documenting all of the product and component tests required for a given product, companies should have a system in place to make sure that product defect and hazard information is captured and channeled to responsible managers so that they can evaluate and report it to the CPSC, if appropriate. A company also should assign the responsibility of reporting product safety hazards to someone with knowledge of the product in question and of the CPSC’s reporting requirements. The person should have the authority to report to the CPSC or to quickly raise the reporting issue with appropriate decision-makers within the company. How will the CPSC evaluate a company’s handling of safety information? In evaluating when a report should have been filed, the CPSC considers what a company actually knew about the potential hazard posed by a product and what a reasonable person or firm acting in those circumstances would have known. Companies that are not responsible and informed about the safety of their products run a “great risk of future civil penalty liability” should a product recall ever be necessary, according to the CPSC. What is the Fast Track program? Fast Track is a CPSC program designed for companies willing and able to move quickly with a voluntary recall of their products. The program eliminates some of the procedural steps in the traditional recall process, including the CPSC’s preliminary determination that the product contains a defect that presents a substantial hazard. What is a CAP? A CAP, or “corrective action plan,” is a remedial action taken by a company in response to a product defect or risk. Depending on the nature of the defect or risk, CAPs could include the return of a product to the manufacturer or retailer for a cash refund or a replacement product, the repair of a product or public notice of the hazard. The goal of a CAP is to correct as many product defects or risks as possible in the most practical, cost-effective manner. Source: U.S. Consumer Product Safety Commission

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Accurate labeling is the first line of defense against a potential product defect investigation.

federal regulations. Accurate labeling is the first line of defense against a potential product defect investigation, according to Joanne E. Mattiace, a principal of the Law Offices of Joanne E. Mattiace, a Westbrook, Maine-based law firm with a Washington, D.C., presence and focus. “If a label doesn’t appear to be right, that may lead to a product being singled out for inspection and testing,” she says. To avoid problems, Mattiace recommends that all parties in the distribution chain—manufacturers, importers, distributors, retailers—make sure that the products they are selling carry up-to-date safety law labels and registration numbers. When a company has reason to suspect a product may pose a risk to public safety, the law requires it to file a report with the CPSC within 24 hours of a responsible party—an official or employee capable of recognizing its significance—receiving the information. Prior to that point, the company is allowed five days for that information to move up the chain of command. A maximum of 10 days is permitted for investigating the situation prior to filing a report. “A lot of companies won’t recognize a triggering event for a violation right away,” says David Osterman, also

an attorney with Goldberg Segalla. “One trigger is the subjective standard: a defect in the product that poses a substantial risk of serious injury or death. The other is more objective: three lawsuits involving a product that have resulted in verdicts or settlements, no matter how nominal, within a two-year period.”


orking with the CPSC Reporting a product to the CPSC doesn’t automatically mean that the agency will conclude that the product creates a substantial hazard or that a recall or other corrective action is necessary. The CPSC staff works with the reporting company to determine what’s appropriate. But since 2008, the CPSC has taken a more active role in product safety inspection and enforcement. “Since the passage of the CPSIA, the CPSC has gotten a lot more sophisticated,” Mattiace says. “They are saying to companies, ‘Don’t just tell us about a problem; take a look at the problem and determine what you can learn from it.’ They want companies to constantly be finetuning their systems and procedures so that future problems are minimized.” If a recall is needed, the CPSC works with the company to put together an effective plan for public notifica-

One mattress maker’s recall experience


hen a bedding manufacturer discovered a 16 CFR Part 1633 burn test failure during a routine quality control check involving one of its popular mattresses several years ago, the company immediately initiated an investigation. The company spoke with BedTimes about its experiences but asked not to be identified. After conducting re-tests with similar products from multiple plants, it determined that a problem existed with a specific core-FR sock combination used on one mattress model during a limited time frame. The problem was sporadic—sometimes the mattress would fail a burn test and other times it would pass. It also was puzzling: Both the core and the sock were being used separately on other mattress models without a problem. “It was very alarming,” says a company executive directly involved with the recall. “None of our records until that point had indicated a problem. And neither of the suppliers responsible for these components claimed they had made any changes. But there clearly was a danger when these two specific components were combined. We knew we had to move quickly to address the situation.” The company immediately stopped production of the model with the troublesome core-sock combination. It also started tracing how many of the mattresses already had been made and where they had been shipped. A team was created to determine what other corrective actions needed to be taken and which parties—from suppliers and employees to retailers and consumers—needed to be notified.



BedTimes February 2012

The company also made early contact with the U.S. Consumer Product Safety Commission to alert officials about the problem and the steps being taken to address it. “The CPSC was very helpful,” the bedding executive says. “They worked closely with us every step of the way, approving our plan for conducting a recall and providing other support as we moved forward.” Using its existing product traceability systems, the company determined that the core-sock combination in question had been used on nearly 6,000 beds already produced, shipped or sold. The company’s records showed exactly which stores had bought the beds, so contacting dealers was straightforward. Identifying individual consumers, however, was more of a challenge, since some stores had detailed records and others did not. “Tracking down consumers isn’t easy, so we made sure to use redundant methods of communication to spread the word,” the bedding executive says. In addition to news releases sent to the media and posted on the CPSC website, the company asked retailers to post notices. Using an outside specialist, a hotline was set up to field consumer inquiries. For those consumers who could be identified as potentially being affected, the company created a letter for retailers to send out explaining that the product “has a manufacturing defect, does not meet our standards and qualifies for a replacement.” The letter invited consumers to contact the retailer for further information. The fact that the core-sock combination was designed to

tion and implementation of the recall. According to the CPSC’s Recall Handbook, the objectives of a recall are: 1. to locate all defective products as quickly as possible 2. to remove defective products from the distribution chain and from the possession of consumers 3. to communicate accurate and understandable information in a timely manner to the public about the product defect, the hazard and the corrective action. The CPSC advises companies to design all informational material “to motivate retailers and the media to get the word out and consumers to act on the recall.” Typical forms of communication include a joint press release from the CPSC and the company; a dedicated toll-free number for consumers to call to respond to the recall notice; postings on company websites; video news releases; notices to distributors, dealers, sales representatives, retailers and other parties involved with the product; and other notices to consumers. “Companies need to communicate clearly and completely,” Mattiace says. “It’s important that messages be consistent so that consumers understand the nature of the problem and what their options are.” Because the goal of any recall is to retrieve and then repair or replace products already in consumers’ hands, as well as those in the distribution chain, it’s essential that

companies maintain accurate records about the design, production, distribution and marketing of each product for the duration of its expected life cycle. To make sure that these records are accurate and accessible at the time of a recall, the CPSC recommends companies appoint a recall coordinator, as well as a backup coordinator, before an event actually occurs. A company’s recall coordinator should be responsible for receiving and processing all information regarding the safety of the company’s products, including quality control records, engineering analyses, test results, consumer complaints, warranty returns or claims, lawsuits and insurance claims. Ideally, the recall coordinator has full authority to take the steps necessary to initiate and implement all recalls, with the approval and support of the president or chief executive officer.


etting help When faced with a recall, company executives have two choices: They can do the work themselves, following the steps outlined in the CPSC’s online Recall Handbook, or they can hire an attorney or other adviser, such as ExpertRECALL. Based in Indianapolis, ExpertRECALL handles everything involved in a recall, from setting up a call center and managing

be easily zipped on or off the mattress made the recall easier than it might have been. For those products still in factory or store warehouses, the company was able to simply swap out the core-sock combination with another approved sock. The company offered consumers three, free-of-charge options: They could get a replacement kit mailed directly to them for self-installation, they could arrange for a technician to come to their home to install the kit for them or the company

‘Consumers ended up with a positive attitude about our company because we offered to customize the corrective action.’ would take back their mattress and give them a new version. During the first week the recall was made public, the company received 202 contacts from consumers. After a year, a total of 1,222 consumers called or wrote the company to inquire whether the recall affected them. Serial numbers were used to determine if particular products were part of the recall. In the end, the company received fewer than 600 verified consumer claims under the recall. Of those, 285 were sent a kit for self-installation, 260 were sent a kit for installation by a technician and 26 received a replacement mattress. “The CPSC says that about 20% of the product affected by a typical recall comes back and gets changed out,” says the company representative. “But you have to be geared

‘At all times, consumers, the media and regulators need to see that the company has a clear plan in place and is doing everything it can to make things right.’

up to repair or replace it all. Thankfully, we weren’t required to start taking back product right away so we had time to build up a stock of replacement covers.” It took about four months between the time the company discovered the problem and when it started replacing product. Reflecting on the recall experience, the executive says everything went smoothly. For that, he credits good organization, teamwork and clear communication with the CPSC and other outside parties. “The CPSC was very complimentary about our attitude and attention to detail in dealing with this recall,” the company official says. In addition, he says, “consumers ended up with a positive attitude about our company because we offered to customize the corrective action for them and make it as painless and easy as possible.” For other companies faced with a possible recall, the executive says his best advice is “to follow the law, keep good records and bring in consultants when it’s appropriate.” In this case, the company hired Gordon Damant, former head of the California Bureau of Home Furnishings and Thermal Insulation and an expert on the mattress industry’s fire safety issues, “because we wanted an outside source to make sure we were analyzing the problem correctly. Having him involved also gave us more credibility with the CPSC.” “We also would suggest, in addition to the required prototype and confirmation burns, that companies do random burns on all their models periodically to make sure everything is still in compliance,” the executive says. “That’s how we discovered this problem and were able to correct it before it became much larger.”

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claims to collecting and destroying products after they’re returned. Since its formation in 2003, the company has handled more than 2,500 recalls. With any recall, there are four key goals, says Mike Rozembajgier, ExpertRECALL vice president of recalls: “Protect the public, protect the brand, remove and destroy the product, if necessary, and complete the process as efficiently as possible. And, at all times, consumers, the media and regulators need to see that the company has a clear plan in place and is doing everything it can to make things right.” Finally, Rozembajgier urges company leaders to regard

product safety compliance as a “moving target” that requires daily attention. “A compliance program needs to be more than a binder on a shelf collecting dust,” he says. “It has to be something that the whole company understands and puts into practice so that all rules and standards are met.” To help companies ensure that they have the proper systems in place, firms such as Lilly Management Group in St. Charles, Ill., conduct mock CPSC plant inspections and reviews of flammability compliance programs. “Our program is designed to help companies evaluate their compliance status, identify shortcomings or gaps

Crisis planning requires good communication


hen faced with a possible product recall, too many company executives “play ostrich” rather than take decisive action and communicate with all stakeholders, says Jonathan Bernstein, president of Bernstein Crisis Management in Sierra Madre, Calif. “They wait until the recall is required and then try to figure out what to do, resulting in additional risk for consumers and the company’s reputation,” Bernstein says. The author of the new book, Manager’s Guide to Crisis Management, Bernstein has handled communications for a number of major product recalls. He offers these 10 tips for effective crisis communications: 1. Be prepared The best time to prepare for a negative event is before it happens. Bernstein recommends that companies conduct brainstorming sessions about potential recalls and then develop a clear plan of response that addresses key operational, legal and public relations issues. 2. Appoint and train a team A small team of senior executives should be formed and trained to manage communications in the event of a crisis. Ideally, the team is led by the president or chief executive officer, along with the company’s top PR executive and legal counsel as advisers. If the in-house PR executive doesn’t have sufficient crisis communications expertise, the company may need to retain an agency or independent consultant. Other team members should be the heads of all major divisions, such as finance, human resources and operations. 3. Create contact lists Who are the stakeholders—employees, suppliers, distributors, retailers, etc.—who would be affected by a recall? Company leaders must ensure that a system is in place so that all stakeholders can be reached quickly in the event of a recall. 4. Empower all employees with accurate information During a crisis, employees are PR representatives—whether a company wants them to be or not. “Don’t try to control damage by restricting the flow of information internally,” Bernstein says. “Be sure every member of your organization is equipped with the information necessary to represent the situation accurately to anyone who asks.”



BedTimes February 2012

5. Use all available communication channels It is “absolutely essential,” Bernstein says, for companies to establish notification systems that will allow them to rapidly reach stakeholders using multiple channels, including phone, email and fax. This increases the odds that a message will get through. “It’s better to over-communicate than take the risk that important stakeholders miss the message,” he says. 6. Consider the use of “virtual” incident management There are a number of Internet-based systems that allow recall team members to exchange real-time information, access current communications documents and keep team leaders updated, even if they are geographically scattered. 7. Identify backups for critical people and systems “Assume that some recall-related lead personnel will not be available when you need them,” Bernstein says. “Assume that the computer system where you maintain your stakeholder contact lists might crash. Assume other similar worst-case scenarios and make backup plans accordingly.” 8. Make decisions based on protecting the brand, not just the legal risks The infamous Bridgestone-Firestone tire recall in 2000 started “far too late because the company’s leadership was considering risks other than the most important one—the risk of aggravating the court of public opinion,” Bernstein says. 9. Focus communications A few angry people can make waves completely disproportionate to their numbers or even to the injury suffered. The recall process should include an “escalated cases” team to focus on such complaints. 10. Take responsibility Public backlash over a recall can occur for two reasons, Bernstein says: Distress that a product is defective and distress over the manner in which the recall was—or wasn’t—communicated. “You minimize public backlash by being proactive and transparent,” he says. And don’t wait for regulating agencies, such as the CPSC (U.S. Consumer Product Safety Commission), to get involved before communicating. “Bureaucratic processes can often delay how much time passes before distributors and consumers are notified—a delay which, in worst-case scenarios, can cause injuries or deaths,” Bernstein says.



U.S. Consumer Product Safety Commission Main site To download the CPSC’s Recall Handbook businfo/8002.html CPSC’s consumer database for reporting unsafe products Goldberg Segalla Law firm with offices in Connecticut, New Jersey, New York and Pennsylvania that specializes in litigation and serves as trial attorneys for a number of Fortune 100 companies. www.goldberg The Law Offices of Joanne Mattiace Law firm based in Westbrook, Maine, that specializes in helping corporate clients meet product safety requirements and standards. www.productsafety ExpertRECALL Indianapolis-based company that helps businesses manage the various aspects of a product recall. Lilly Management Group Consulting firm based in St. Charles, Ill., that, among other things, helps mattress makers comply with federal safety standards.



BedTimes February 2012

in their program and then resolve those issues,” says Bob Sabalaskey, Lilly Management Group vice president of manufacturing and product engineering. “It provides mattress manufacturers with a ‘real-world’ inspection experience and the opportunity to assess their FR compliance readiness prior to an inspection by the CPSC.” As part of that readiness, it’s critical that mattress manufacturers “keep complete, organized records that show they meet federal standards,” Sabalaskey says. “And when they modify a product’s materials or construction, they need to provide ‘reasonable criteria’ data that demonstrate changes made to that model will not affect FR performance of that model.” A company with a consistent, well-designed program of testing, monitoring and record keeping is in the best position to deal with any complaints that may arise, Possenti says. “That company will have the most credibility with the

CPSC and will be in a position to remedy the situation with minimal impact,” she says. “You may end up recalling just one out of 10 products, say just the queen-size models, rather than 10 out of 10.” Unlike toys and other smaller, less expensive items, a bedding set is a relatively pricey item that’s typically difficult to fix. “That makes the cost of a recall higher, since the product typically has to move quickly out of the distribution chain and a replacement needs to be made,” Possenti says. “A mattress also has a long life span, which means there’s a longer period of liability.” In the end, a company with a strong compliance program will be in the best position to ensure product safety and avoid a possible recall. As Possenti concludes, “The best-managed recall is the one that never occurs.” ■

Consumer website bears watching Companies should monitor reports their about products


hile formal recalls of mattresses and foundations are rare, a new government website launched in 2011 invites any consumers who believe they were harmed by a consumer product regulated by the U.S. Consumer Product Safety Commission to report their complaints for posting on the site. Required as part of the Consumer Product Safety Improvement Act of 2008, the website,, provides a publicly accessible, searchable database of all such incident reports. Among the consumer product categories listed are mattresses, covers and pillows. Consumers submitting reports are not required to provide any proof to support the alleged incidents. Instead, consumers are asked to “click” on a button verifying that the information is accurate to the best of their knowledge. Consumers are asked to disclose their identities to the CPSC, but they can choose whether the CPSC, in turn, may disclose their identity to the company that made, imported or sold the product. Manufacturers, importers and private-labelers mentioned in these reports receive copies of the claims prior to posting. They then have 10 days to challenge the accuracy of the report, after which time the report will be posted on unless the CPSC finds it contains confidential or inaccurate information. If a decision is made to post the report, it is accompanied by the manufacturer’s written response. “Producers must be prepared to respond quickly to these notifications,” says Cheryl Possenti, an attorney with Goldberg Segalla in Buffalo, N.Y. “Otherwise, they risk an untrue or misleading accusation being posted for all to see.” Though reported in news media, including BedTimes, many companies are unaware that this database exists, Possenti says. “They find out only after a complaint has already been posted and the damage to their image has been done,” she says. Possenti says it’s critical that all producers take the time to register on the site so that the CPSC has current contact information in the event of a complaint. Without that information, the CPSC’s notification may not reach a company in time for it to respond to the complaint prior to its public posting. The seriousness with which companies treat these claims varies greatly, says attorney David Osterman, also with Goldberg Segalla. “Brand-sensitive companies with strong consumer recognition will want to be very engaged so that erroneous claims aren’t put into the public domain,” he says. “And, if the claim is legitimate, it’s important to file a timely response so that the public knows how you’ve handled the problem and can be assured that it’s no longer an issue.” At the very least, companies need to be aware that a report has been received by the CPSC, he says: “That way, they can consider its merits and decide whether they want to respond or not.”

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Natura World files for Investment firm buys Verlo bankruptcy protection


atura World, a producer of organic and natural sleep products, has filed a notice of intent to restructure its business under the Canadian Bankruptcy and Insolvency Act. The notice was filed Dec. 27 at the Office of the Superintendent of Bankruptcy in Canada. Earlier that month, the Cambridge, Ontario-based company reached an agreement with its lender, Callidus Capital of Toronto, to provide $7.8 million Canadian ($7.6 million U.S.) in new financing. Natura World said that during the restructuring, it expects no disruption of service to its customers and that its improved cash position will enable it to improve relationships with company stakeholders. Natura World USA and its NexGel product group, headquartered in Wichita Falls, Texas, are not included in the filing. In October, the company

cut its Texas work force by 26 people and reduced production to a single shift. Ralph Rossdeutscher, Natura president, said the bankruptcy filing and restructuring were necessary to enable the company to shed debt it amassed when it made significant investments in new products, equipment and technologies just prior to the start of the recession. Under the plan filed with the bankruptcy office, Rossdeutscher would maintain a majority ownership stake in the company. “While we have reduced operating expenses significantly over the past two years and our current business run rate is actually profitable, we could not fully right the ship and pay down the debt we amassed several years ago without going through this reorganization process,” Rossdeutscher said.

Solstice Sleep Products expanding in Florida


attress, convertible sofa and futon maker Solstice Sleep Products has expanded into South Florida, leasing a former Spring Air manufacturing facility in Tampa, Fla. The Columbus, Ohio-based company currently occupies 90,000 square feet of the 206,900-square-foot facility and, as of November, had hired 25 employees to begin mattress production, according to a news release from the Tampa Hillsborough Economic Development Corp.

The company said it may add as many as 60 more workers as it increases production over the next several months. South Florida lost 150 mattress manufacturing jobs when the former Spring Air Co. ceased operations in 2009. “Not only was the former mattress factory well suited to handle our production requirements, the experienced labor pool helped us ramp up quickly and get production under way,” said Tom Szczurek, Solstice Sleep chief executive officer.

New faces David Marcus, (left) president of Milwaukee-based Marcus Investments, and Chris Nolte, Verlo Mattress Factory Stores chief executive officer, say Verlo franchisees will see increased support under the new ownership.


amily-owned investment firm Marcus Investments LLC has acquired franchisor Verlo Mattress Factory Stores from VyMaC Corp. Terms of the deal were not disclosed. Last year, Milwaukee-based Marcus Investments bought a Verlo franchisee group and its six southeastern Wisconsin stores out of receivership. “When we bought the Milwaukee franchisee stores, we quickly realized what a tremendous organization Verlo was and we saw the potential to really impact other franchisees on a broader scale,” said David Marcus, Marcus Investments president. The new owners said Verlo franchisees will begin to see increased support from the parent company and consumers will see enhancements in customer service and overall in-store experiences over the coming months. “Marcus Investments has actively sought investment opportunities with successful organizations that share a passion for their businesses and a commitment to superior customer service,” Marcus said. “The Verlo brand is known throughout the industry as a leader, and the franchise model of selling customized product on a local level was very appealing to us because, in many ways, it mirrors how the Marcus Corp. has achieved success for nearly 70 years.” Verlo Mattress Factory Stores, part of multifaceted industry supplier and sleep products producer VyMaC, was founded in 1958 by Dale Williams and Guy Day and has about 40 stores throughout the United States. “Verlo needed a transfusion. I believe the new owners can deliver on that need,” said Dave Young, chief executive officer and majority owner of VyMaC, which has headquarters in Fort Atkinson, Wis. “What has been the focus of my entire adult life is being passed to another. I am entrusting them to steward the dream beyond where I have taken it. VyMaC will continue to supply goods to the great Verlo organization as my companies transition into a more focused position. We at VyMaC are excited about this change. We look forward to the separation and to growing our other mattress industry businesses.”  Verlo headquarters have relocated to Milwaukee from Fort Atkinson. Chris Nolte will serve as CEO, Thomas Cass as president and Scott Baitinger as chief marketing officer.

February 2012 BedTimes

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Judge grants permanent injunction against Brooklyn Sleep Products

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federal judge has granted a default judgment and a permanent injunction ordering Brooklyn, N.Y.-based Brooklyn Sleep Products Inc. and company President Francisco Chavez to stop manufacturing, importing, renovating and selling mattresses until they provide evidence that the company’s mattresses comply with federal flammability laws. Additionally, U.S. District Judge Roslynn R. Mauskopf of the Eastern District of New York ordered Brooklyn Sleep Products and Chavez to recall all mattresses, mattress sets or mattress pads sold to consumers that failed federal flammability tests. If the company fails to comply with the judge’s order, it can face fines of $1,000 per day. The U.S. Consumer Product Safety Commission filed suit against Brooklyn Sleep Products and Chavez after discovering that the company was selling mattresses that did not comply with federal flammability standards. The firm committed violations even after it had been preliminarily enjoined from selling mattresses in violation of federal standards, the CPSC said in announcing the judge’s decision on Nov. 10. “The judgment is a victory for the safety of consumers and the U.S. Consumer Product Safety Commission,” the CPSC said in a new release. Chavez could not be reached for comment. According to the CPSC, it conducted inspections and collected mattress samples at Brooklyn Sleep Products’ headquarters facility and at retail stores selling the company’s mattresses in Fall River, Mass., and Providence, R.I., in 2008. The CPSC also collected a noncompliant mattress made by Brooklyn Sleep Products at a Newark, N.J., store in 2010. The mattresses failed openflame tests conducted by the CPSC, the agency said. “Chavez admitted to CPSC inspectors that neither he nor Brooklyn Sleep Products tested their mattresses and mattress sets as required by law,” according to the news release. “Chavez failed to respond to numerous court filings against him.” In September 2008, January 2009 and again in March 2010, the CPSC requested that Brooklyn Sleep Products stop selling and distributing mattresses that failed to comply with federal laws. “But the firm continued to manufacture, renovate, sell, offer for sale and introduce into commerce mattresses in violation of the federal mattress flammability requirements, putting consumers at risk,” the CPSC said. Mattresses and mattress sets sold in the United States are required to comply with federal mattress flammability requirements, 16 CFR Part 1632 (the cigarette-ignition standard) and 16 CFR Part 1633 (the open-flame standard).

SABA opens Dallas distribution center


Don´t miss Bodet & Horst at ISPA Expo 2012


Glideaway, Jersey Shore Steel assist flood victims Mattress industry supplier Glideaway Bed Carriage Co., headquartered in St. Louis, and rerolled steel producer Jersey Shore Steel in Jersey Shore, Pa., have supplied 96 mattresses and other products to the American Rescue Workers of Williamsport, a charitable organization aiding residents of central Pennsylvania devastated by tropical storms Lee and Irene in September. “The mattresses were intended to provide some help and relief to families who have suffered from this horrible, unprecedented flooding,” said Ron Fredman, Glideaway executive vice president.

BedTimes February 2012

B+H_Ad_1drittel_Page_02_2012.indd 1

Adhesives supplier SABA North America, headquartered in Kimball, Mich., has opened a new warehouse in Dallas. The facility will provide more localized service to customers in the region, the company said. SABA also has distribution centers in its Michigan headquarters and in Atlanta; Commerce, Calif.; and Toronto. “We made this decision to better serve our customers within this rapidly expanding region,” said Jim Turner, SABA North America president. “This fits perfectly within our regionalized distribution strategy and will save our customers money and reduce transit times.”

06.01.2012 14:03:12

News Jamison consolidates manufacturing


attress producer Jamison Bedding will close its Albany, Ga., manufacturing facility on March 1. The closure is part of an effort to maximize and consolidate production at its facility in Gallatin, Tenn., the company said. Jamison will transition customer deliveries, equipment and raw materials to its facility there. “The many measures we took over the past few years to reduce expenses proved insufficient, especially in the face of the general economic downturn,” said Frank Gorrell, president of the Franklin, Tenn.-based company. “While the decision to close a factory is never an easy one, we know it’s the right move for Jamison Bedding. This change will enable us to operate more efficiently, reinvest in our business and serve our customers even better.” Retailers in Florida, Georgia, South Carolina and southeast Alabama that received product from the 90,000-square-foot Albany factory will be served by the Gallatin plant, which is in relatively close shipping proximity to the Albany facility, the company said. “We’re very confident that retailers will experience few, if any, interruptions in the level and quality of service they’re accustomed to,” Gorrell said.

Comfort Solutions inks B edding producer Comfort Solutions will be the exclusive licensee for the Dr. Breus Bed, the mattress collection developed by Michael Breus, a clinical psychologist, author and sleep expert. Breus’ successful eightmodel Dr. Breus Bed program will be incorporated into Comfort Solution’s sciencefocused family of brands, the Willowbrook, Ill.-based producer said. “We’re very excited about our alliance with Dr. Breus and the consumer’s confidence and trust in his mission,” said Dave Roberts, Comfort Solutions president and chief operating officer.

“We recognize his credentials and expertise in the field of sleep and his achievements in developing bedding products and programs that simultaneously address sleep, health and life.” “I have great respect for the scientific and technological approach that Comfort Solutions employs in the design and development of its products,” Breus said. “We’re all looking forward to combining our expertise as part of a shared mission to help the consumer sleep better.” The Dr. Breus Bed had been produced since 2010 under a licensing deal with Fort Lauderdale, Fla.-based International Bedding Corp.,

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BedTimes February 2012

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which ceased operations at the end of 2011. The Dr. Breus Bed line uses advanced, in-store diagnostics and marketing concepts that include information and

question-and-answer sessions led by Breus at retail stores. It is aimed at attracting shoppers and tapping consumers’ natural interest in sleep issues and better sleep health. A fellow of the American Academy of Sleep Medicine and a diplomat of the American Board of Sleep Medicine, Breus has authored two books on sleep and health and serves as the sleep expert for the website, WebMD. He’s also a contributing columnist to The Huffington Post website and appears regularly on TV shows such as The Today Show and The Dr. Oz Show.

Gold Bond expands west, south


deal with sleep expert

Since August 2011, mattress manufacturer Gold Bond has opened 50 new accounts, expanding its sales territory south and west of the company’s Hartford, Conn., base. “Retailers at both the Las Vegas Market and High Point Market recognize that the Gold Bond name is synonymous with high-quality, value-priced mattresses—two things that are of the utmost importance to consumers, especially when the economy is in flux,” said Bob Naboicheck, Gold Bond president. “By expanding our sales force, we’ve been able to give Gold Bond a stronger presence in several new markets.” Retail accounts have been added in Florida, Georgia, New York, North Carolina, Ohio, western Pennsylvania, South Carolina and West Virginia.

Mathis Brothers to build sleep shop in Oklahoma Furniture retailer Mathis Brothers plans to build a new sleep studio in Edmond, Okla., a suburb of Oklahoma City. The store is expected to open in June. “We’re building something really nice,” Kerry Tramel, president of Mathis Brothers’ Lady Americana mattress division, told The Edmond Sun. When completed, the 11,800-square-foot store will showcase more than 60 models from brands, including Sealy, Serta, Detail Comfort, Lady Americana, Tempur-Pedic and Stearns & Foster.

February 2012 BedTimes

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Boyd launches Gel Rest

Line extension In addition to Gel Rest gel foam mattresses, Boyd Specialty Sleep is offering three mattress toppers featuring its Micro Tec Gel.


oyd Specialty Sleep has introduced Gel Rest, a gelinfused memory foam mattress line. The four-bed collection began shipping in mid-December. With suggested retail prices from $799 to $1,299 in queen size, Gel Rest is aimed at giving

retailers “outstanding quality and comfort, patent-pending features and great visual appeal at value price points that satisfy the middle market,” said Dennis Boyd, president of the St. Louis-based company. “It fills a gap that exists in the market

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BedTimes February 2012

between higher- and lowerpriced memory foam or gel foam offerings.” Patent-pending features differentiate the beds from competing gel foam products, according to the company. Each model uses up to 3 inches of Micro Tec Gel, the company’s exclusive open-cell memory foam. The gel layer features Stay Cool channel venting in three zones, a patent-pending design that increases air flow through the bed. Gel Rest beds, which range from 8 inches to 13 inches high, can be shipped via overnight delivery service. The company also is offering Gel Rest toppers in 2-, 3- and 4-inch thicknesses. They have suggested retail prices of $99 to $299 in queen size.


News Comfort Solutions remodels Vegas space Willowbrook, Ill.-based licensing group Comfort Solutions has redone its showroom in the Las Vegas Market’s World Market Center to highlight its new Never Stop Dreaming brand identity. The sleek space blends new technologies, media and materials to better showcase market introductions. Also included are stations for sleep education, product training and discussion. The lobby—dedicated to the Never Stop Dreaming message—features a giant video screen, sofa seating and other amenities.

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Denver Mattress and RV supplier partner


enver-based mattress manufacturer and retailer Denver Mattress has signed a distribution deal with Dehco Inc., an Elkhart, Ind.-based supplier to the recreational vehicle industry. “Denver Mattress has a longstanding tradition of providing quality sleep products at a reasonable price,” said Steve Papandrea, Dehco executive vice president of sales. “A good night’s sleep starts with a good mattress. RV owners expect to return from their vacation fully relaxed and re-energized and this can’t happen when they are sleeping on some of the inferior products currently being shipped with new RVs. With this new line of RV mattresses from Denver Mattress and Dehco, RVers can now receive a top-

quality sleep product and feel completely at home on the road.” Denver Mattress’ collec-

tion of RV mattresses includes polyurethane foam beds with bio-based content, as well as

innerspring models. They are made by the company’s hospitality division. Denver Mattress is part of the Furniture Row family of companies.

GSG quilter makes U.S. debut


uilting equipment supplier Gribetz International, part of Leggett & Platt’s Global Systems Group in Sunrise, Fla., will debut its V16 mattress quilter at ISPA EXPO 2012, held March 14-17 in Indianapolis. It will be the machine’s first U.S. appearance. Gribetz called the V16 “the newest, fastest quilter in the industry” and said the machine was well received by the international market when it was introduced at Interzum Cologne in Cologne, Germany, last year. The V16 can quilt continuous or tack-and-jump patterns at 1,600 rpm. Also at EXPO, the company’s Porter International brand will introduce new systems that have been designed to improve production efficiency when creating mattress designs that include zippers, handles, specialty borders and other features. GSG partner Merello will demonstrate its new wrapper for the first time in the United States. The ME105 can package as many as five mattress units per minute. The V16, ME105 and other machines will be exhibited in Booth 2433 in the Indiana Convention Center.




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February 2012 BedTimes




CertiPUR-US launches consumer website C ertiPUR-US, a foam certification program, has created a new website,, aimed at consumers with health and safety concerns about bedding and upholstery materials. The site also provides a list of companies that offer products containing certified flexible polyurethane foam, as well as resources for furniture and mattress industry manufacturers and suppliers. The new site is the first step in a marketing campaign to educate consumers about the benefits of CertiPUR-UScertified flexible polyurethane foams and to drive demand for certified products. “Mattress and furniture shoppers want to know where

to find products containing certified foams and the website was designed to make that easier,” said Doug Sullivan, executive director of the Alliance for Flexible Polyurethane Foam, the organization that manages the certification program. “Being able to verify that the foam in your products is certified is also a powerful selling tool for manufacturers and retailers.” Sullivan said he has seen a surge in calls and emails from consumers looking for foam products that carry the CertiPUR-US seal and from companies in the furniture and mattress industries that want to promote their participation in the program. The seal validates that flexible polyurethanes for use in mattresses

and upholstered furniture meet certain environmental,

Gold Bond earns CertiPUR-US seal


Mattress manufacturer Gold Bond, based in Hartford, Conn., is now including CertiPUR-US certified flexible polyurethane foams in its Cool Response Gel collection. The beds are part of the company’s U.S.-made EcoSense line of specialty sleep mattresses. “As more and more consumers become environmentally conscious, the materials used in the products they buy become equally as important,” said Bob Naboicheck, Gold Bond president. “The CertiPUR-US seal offers consumers looking for eco-friendly sleep products the confidence of knowing that some of the components used to make the collection are not only cooling and comfortable but have passed strict environmental, health and safety standards.”

health, safety and performance guidelines. Details of the steps required in the certification process are available in the industry sections of the website. The resource also makes it easier for manufacturers and retailers to find participating foam suppliers and to review registration documents. The program is open to domestic and foreign producers of flexible polyurethane foam.

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BedTimes February 2012



Protect-A-Bed relocates to larger headquarters


rotect-A-Bed, a provider of bedding protection products, has moved its U.S. headquarters to a new office and warehouse facility in Wheeling, Ill. The new facility includes 20,000 square feet of office space and a 200,000-square-foot warehouse. Since 2008, the company had occupied a 31,000-square-foot facility in Northbrook, Ill. “Our company is quickly expanding, so we have moved to a much larger space to accommodate our growing customer needs,” said James Bell, Protect-A-Bed chief executive officer. “Protect-A-Bed is on track to grow 35% over 2010. Our new facility will help perpetuate our continual growth pattern and poise us for accelerated growth.” In addition to the Wheeling headquarters, Protect-A-Bed maintains a sales office in Philadelphia and product showrooms in Chicago, Las Vegas and New York City.

Pure LatexBLISS redesigns website


tlanta-based Pure LatexBLISS has revamped its website, The tablet- and smart phone-friendly site uses a combination of video and other online tools to educate on-the-go consumers about the company’s latex mattresses, pillows and toppers. “Our brand strategy has evolved to preselling consumers as they canvas the Internet in their search for the perfect mattress,” said Kurt Ling, Pure LatexBLISS co-founder and chief executive officer. “The company’s vision is to make selecting a mattress and pillow simple, easy and fun. We aim to help them get answers that are easy to understand. With the new website, retailers have a place to send customers to teach them about Pure LatexBLISS mattresses and pillows in a straightforward, fun and informative way.” The site is designed to appeal to both women and men. “Men and women experience different thought processes when shopping,” Ling said. “Women respond to emotional cues and language while men prefer more rational information. Avoiding industry jargon, our website will feature compelling, unambiguous content demonstrating how our mattresses and pillows contributes to a better night’s sleep.” The site will be updated frequently with content for consumers and retailers.

February 2012 BedTimes

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Duxiana redresses beds for 2012 D

uxiana, an ultrapremium mattress and sleep accessories producer based in Trelleborg, Sweden, and with U.S. headquarters in New York, has redesigned its DUX Bed for Life collection with coordinating store decor and point-of-sale materials. The collection is sold internationally at exclusive DUX sleep shops, 28 of which are in North America. Security-minded The top model in the DUX Bed for Life The handmade four-bed collection includes a safety compartment and comes line features new chocolate with a fire extinguisher. brown upholstery. Suggested retail prices range from $3,405 to $11,970 for a queen set. In addition to adjustable lumbar support, the top bed in the collection now has a security compartment for storing valuables and comes equipped with a portable fire extinguisher. The top two models in the group have six zones of interchangeable, innerspring “cassettes”—the Pascal Comfort Zone System allows two sleepers to adjust their side of the bed to their liking.



BedTimes February 2012

Innovative Mattress buys retail chain


nnovative Mattress Solutions in Winfield, W. Va., the parent company of sleep shop chains Mattress Warehouse and Sleep Outfitters, has purchased Mattresses Unlimited, in Nashville, Tenn. The acquisition includes 16 stores and two distribution centers in the Louisville, Ky., and Nashville markets. This is the retailer’s first entry into Tennessee and gives it a total of 120 stores in five states, including Indiana, Kentucky, Ohio and West Virginia. “We are very pleased to expand our company’s presence in the Louisville market, my hometown, and the opportunity to enter the Nashville market is particularly exciting,” said Kim Knopf, Innovative Mattress Solutions chief executive officer.



Fabrictech expanding Fabrictech International, a bedding protection supplier based in Cedar Grove, N.J., added more than 400 stores in the fourth quarter of 2011. The company attributed its expansion to successful merchandising and retailer incentives, along with new product offerings and improved product performance. Recent growth also has been driven by the introduction of OmniGuard Advance protectors, partnership with the National Sleep Foundation and the development of the PureCare Plush Antibacterial Silver pillow line, the company said.

Wright of Thomasville harnesses solar energy


raphic design and marketing services provider Wright of Thomasville has completed a major solar panel installation at its headquarters in Thomasville, N.C. The 364 panels are connected directly to the power grid at Duke Energy Corp., the power company serving central North Carolina. The panels generate about 83.72 kilowatts of energy, which Duke Energy credits back to Wright, essentially cancelling out Wright’s electric bill. The company also received state and federal tax credits for the installation. “Our company has always been committed to environmental stewardship—be it through the inks we use or the recycling of production materials,” said Greg Wright, Wright of Thomasville president and chief executive

Let the sun shine The new solar panels at Wright of Thomasville’s facility in Thomasville, N.C., produce more than 83 kilowatts of energy.

officer. “We are now happy to add energy conservation to this list. The decision to install solar panels seemed like a natural progression in reducing our carbon footprint and advancing our

environmental mission.” To illustrate its harnessing of solar power, the company has added a power-generating meter to its website and in the facility’s lobby.

February 2012 BedTimes

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to the


mattress industry!

Meet mattress industry suppliers from around the world See the latest machinery, products, supplies and services Build relationships and make business connections Stay on top of industry trends and news

Special Events! International Reception

Tuesday, March 13, 5:00pm – 6:00pm

Sponsored by Flexible Foam Products, Inc. A reception exclusively for international attendees the evening before the show floor opens!

Welcome Reception

Wednesday, March 14, 5:00pm – 6:30pm

Sponsored by Atlanta Attachment Co. Enjoy food, drinks and fun socializing at this entertaining and interactive opening event!

ISPA Industry Breakfast

Friday, March 16, 7:45am – 10:00am

Featuring Keynote Alan Hobson, Mt. Everest climber, world adventurer, best-selling author, and cancer survivor.

march 14-17

The only trade show in the world devoted exclusively to the mattress industry.

register today!

Indiana Convention Center Indianapolis, Indiana, USA

2012 Feburary 2012 BedTimes

51 |

First class educational sessions will help you stay on top of the latest trends! Wednesday, March 14

Tuesday, March 13 Pre-Conference Seminar for International Attendees

The World Mattress Industry: An Overview and the Latest Trends, 3:30 – 5:00 pm


Speakers: n Alessandra Tracogna, Director, Country Analysis and Forecasts Unit, CSIL Centre for Industrial Studies n Mark Rupe, Senior Analyst for Consumer Durables, Longbow Research n Representatives of the Better Sleep Council (BSC) Designed especially for our international guests, this session will give you a comprehensive view of the current state of the international mattress market from several perspectives. The session will begin with the numbers, including a summary of the latest CSIL report covering mattress production, consumption and international trade from CSIL’s director of the country analysis and forecast unit. You will then hear from Mark Rupe, a senior analyst with Longbow Research, who has more than 10 years of experience in covering the consumer goods and services sector. Mark will discuss the mid and long-term consumer trends in the U.S. and global markets, and the impact the recession and changing demographics have on the mattress replacement cycle. Representatives of the Better Sleep Council (BSC) will then help you understand how to apply this information, as well as the results of the BSC’s research and other tools to your own market messaging. This session will be immediately followed by an INTERNATIONAL RECEPTION — your exclusive opportunity to network with colleagues and make valuable business connections with exhibitors and other attendees. RegistRation foR this session is limited to inteRnational attendees, and is pResented in english.

Most sessions are free for ISPA members! Register online today at |


BedTimes February 2012

Leveraging Key Benchmarking Tools to Improve Your Bottom Line! 3:00 – 3:45 pm


Speaker: Thomas Noon, Principal, Industry Insights, Inc. How does your company measure up compared to your peers and how can you best plan for the future? ISPA’s Mattress Industry Wage and Cost Surveys (covering the U.S. and Canadian markets) can help! Both exclusive surveys, available only to ISPA members, provide a treasure trove of industryspecific data designed to help you understand how you stack up against your competitors and help you make better business decisions. Tom Noon, co-founder and principal of Industry Insights, Inc., the consulting and research firm that compiles ISPA’s surveys, will bring these numbers to life so you can you interpret and leverage the results while gaining insights into your own operations. All session participants will receive valuable executive summaries of the most recent surveys.

Thursday, March 15

What Motivates Women to Buy? Insights into How to Influence Women to Purchase and Build Loyalty with Your Brand, 7:45am – 9:00am Speaker: Delia Passi, CEO, Medelia, Inc. Women make or influence the vast majority of all consumer purchases, including mattresses. Marketing messages are important, but they only go so far in closing sales and creating loyalty with female customers. In this engaging session, you’ll hear from Delia Passi, the nation’s leading authority on selling to women and CEO of a successful training, consulting, and research firm. Her WomenCertified® series of training programs are based on more than a decade of research and experience in understanding what motivates women to buy. You’ll also be the first to hear the results of a survey of 5,000 female consumers that will be conducted exclusively for this event. Hear Delia’s findings about what influences women to purchase one brand over another!

The Importance of Selling Sleep, 11:00

– 12:00pm


Moderator: Cindy Williams, VP of Client Services, InfoRetail Panelists: n Karrie Forbes, VP Marketing, Mattress Firm n Pete Bils, VP, Sleep Innovation, Select Comfort A mattress is more than just a commodity; it is an integral part of overall health and well-being. Find out how simply focusing on the importance of a good night’s rest can help educate consumers and sell more mattresses! In this interactive panel discussion, you’ll hear how you and your retailers can successfully engage customers by using sleep, rather than price, as the main discussion. Learn about statistics that show that more and better mattresses and accessories are sold when sales associates use this messaging. Also hear about the latest efforts of the Better Sleep Council to support you in correlating quality sleep to the purchase of a new mattress. Come armed with your questions for our panelists!

Succeeding in the Chinese Market – Opportunities and Obstacles, 3:00 – 3:45 pm


Speaker: Jeff Holmes, President & CEO, J. Holmes, LLC With an exploding middle class the demand for goods in China is growing rapidly. This offers many opportunities for mattress manufacturers, but entering this market also presents challenges and pitfalls. Jeff Holmes, former president and CEO of several of the largest U.S. furniture and bedding manufacturers/importers, and now consultant for manufacturers of interior furnishings, will discuss his insights on selling consumer goods in China. You’ll learn: • What is the Chinese consumer looking for? • How demographics, a rising standard of living and politics are driving Chinese consumption patterns • The dos and don’ts of exporting and strategic issues to consider when establishing your presence in China Hear what it takes to succeed in this and other growing Asian markets!

There’s lots of exhibit hall space to cover at ISPA EXPO, so come with your colleagues so you can gather information, then share and compare! Friday, March 16

The Future of Mattress Recycling, 11:00


– 11:45am

Moderator: Ryan Trainer, President, ISPA Panelists: n Mary Sharkey, Sales and Production Manager, St. Vincent de Paul Society of Lane County n Pascal Cohen, President, Recyc-Mattresses Inc/ Recyc-Matelas Inc. A growing number of consumers and local governments are concerned about what happens to discarded mattresses. In response, more companies are dismantling used mattresses and selling the steel, foam and other materials they contain for use in manufacturing other products. At the same time, some states are considering whether to enact so-called Extended Producer Responsibility rules, which would make manufacturers legally responsible for collecting and recycling all used mattresses discarded in their states. While many agree that increased recycling of used mattress components would be good for the environment and the industry’s image, how best to accomplish that goal is unclear. Hear two seasoned recyclers as they share their insights on trends likely to affect mattress recycling, and discuss best practices they have developed to be more efficient and to attract a steady supply of used products. ISPA staff will also discuss the status of pending legislation.

Register online today at WWW.ISPAEXPO.COM Learn more about the city at WWW.ISPAEXPO.COM/HOSTCITY.HTML

schedule subject to change. photogRaphy and videotaping is stRictly pRohibited on the exhibit flooR. audiotaping and videotaping of ispa educational sessions is not peRmitted. official photos and video taken at the event aRe the pRopeRty of ispa and may be used in futuRe pRomotion and on ispa’s social media sites.

indianapolis, indiana has it all!

ispa expo 2012 will take place in Indianapolis, Indiana, USA, a convenient, centrally-located city. Accessible by all modes of transportation, downtown Indianapolis is easy to get to and the convention center is just 15 minutes from the international airport. The Convention Center is connected to major hotels, restaurants, and attractions via enclosed skywalks. The appealing and compact downtown area features public art and gardens, fine dining, shops, and entertainment. And in a city that built its reputation on sports both amateur and professional, you’ll almost always find some sort of competition going on. Indy is the perfect place for business and pleasure! Feburary 2012 BedTimes

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Book Your Stay at One of the Following Official ISPA EXPO Hotels


Low rates!

Hotel Reservation Deadline: February 15, 2012 ISPA ExPO 2012

March 14-17, 2012 There’s still time to take advantage of special low rates negotiated Indiana Convention Center with the following hotels, Indianapolis, located within walking distance of the IN Indiana Convention Center. our Ways to Book


350 West Maryland Street Official Hotels &Indianapolis, Rates Indiana 46225 $195 Single/Double

(800) 220 5918 US Toll-free (312) 527 7300 Local

(312) 329 9513 Fax


 The lowest available room rates at event hotels have been specially negotiated.  Other booking channels are continuously monitored to track down rival rates.  Event rates are re-negotiated when necessary and the lower rates are applied to already-booked rooms.

2 WESTIN INDIANAPOLIS (Co-Headquarters Hotel)

50 South Capitol Ave Indianapolis, IN 46204 Headquarters Hotels . Marriott Indianapolis $188Downtown Single/Double 350 W Maryland St Single/Double: $195


2. Westin Indianapolis

515 South West Street Indianapolis, IN 46225 SOLD OUT

50 S Capitol Ave Single/Double: $188



2 6

3. Comfort Suites City Centre

515 S West St Single/Double: $108



601 West Washington Street Indianapolis, IN 46204 $154 Single/Double

4. Courtyard Indianapolis Downtown

601 W Washington St Single/Double: $154

5. Crowne Plaza Union Station

123 W Louisiana St Single/Double: $149

5 CROWN PLAzA UNION STATION 123 West Louisiana Street Indianapolis, IN 46225 $149 Single/Double

6. Hampton Inn Downtown



105 S Meridian St Single/Double: $125

7. Staybridge Suites City Centre

535 S West St Single/Double: $108


105 S. Meridian Street Indianapolis, IN 46225 Hotel Extras SOLD OUT

Rates do not include current tax of 17% or applicable surcharges, subject to change.

Save even more money by booking an official hotel.


Continental Breakfast

535 South West Street Indianapolis, IN 46225 Wireless Internet Access SOLD OUT Internet Access Hot Breakfast



BedTimes February 2012

Book online today and you could win a free night’s stay during the ISPA EXPO!

Map used to indicate approximate locations only.

Book Now

Use our online system to simplify your group/block booking and reserve your rooms in real-time with an immediate confirmation. Log on to and look for the housing link.

Come See the Future of the Mattress ISPA 2012 | MARCH 14-17 | BOOTH 901

It’s What’s Next. Now.™ by Springs Creative. • 803-324-6505

mattress industry!

to the

schedule at a glance ispa expo 2012 event sponsors

Tuesday, March 13, 2012 8:00am – 5:00pm 3:30pm – 5:00pm 5:00pm – 6:00pm

Registration Open Pre-Conference Seminar: The World Mattress Industry: An Overview and the Latest Trends International Reception

Wednesday, 14 March 14, 2012 7:00am 8:00am 9:00am 3:00pm 5:00pm

– – – – –

5:00pm 9:00am 5:00pm 3:45pm 6:30pm

Registration Open ISPA Women’s Network Breakfast ISPA EXPO Exhibit Hall Open Leveraging Key Benchmarking Tools to Improve Your Bottom Line! WELCOME RECEPTION, featuring the Insomniaczzz

Thursday, March 15, 2012 7:00am 7:45am 9:00am 11:00am 3:00pm 5:00pm

– – – – – –

5:00pm 9:00am 5:00pm 12:00pm 3:45pm 7:00pm

Registration Open What Motivates Women to Buy? ISPA EXPO Exhibit Hall Open The Importance of Selling Sleep Succeeding in the Chinese Market – Opportunities and Obstacles Private Exhibitor Appointments

Friday, March 16, 2012 7:00am – 5:00pm 7:45am – 10:00am 10:00am – 5:00pm 11:00am – 11:45am 5:00pm – 7:00pm

Registration Open Industry Breakfast featuring Alan Hobson – “Redefine the Possible” (included with your EXPO attendee registration) ISPA EXPO Exhibit Hall Open The Future of Mattress Recycling Private Exhibitor Appointments

Saturday, March 17, 2012 8:30am – 10:00am 9:00am – 12:00pm

Registration Open ISPA EXPO Exhibit Hall Open

Follow EXPO on Facebook, Twitter, and LinkedIn to receive the latest updates! |


BedTimes February 2012

schedule subject to change.

The new foam for mattress relaxing the man without stressing the nature.

ISPA EXPO 2012 March 14-17, 2012 Indianapolis, IN USA BOOTH - 1701

Via A. Colombo, 60 21055 Gorla Minore (VA) Italy E-mail: -

expo 2012

exhibiting companies* A. Lava & Son Co. Adfast Corp. Advance Fiber Technologies Corp/AFT AEC Narrow Fabrics American & Efird, Inc. American Nonwovens Inc. Apropa USA Aquila Textiles, Inc. Ateja Tritunggal Atlanta Attachment Company Balcan Plastics-First Film Extruding Baumer of America Bechik Products, Inc. Bekaert Textiles Black Bros. Co. BLR Lumber Bo-Buck Mills, Inc. Bodet & Horst GmbH & Co. KG BoMei Tex Ltd. Boyd Specialty Sleep BRK Group, LLC Bruin Plastics Company Inc. Burgess-Built Machinery Ltd. C.J. Hodder Lumber Company Carpenter Co. Changshu DAFA Warp Knitting Co., Ltd. ChemTick Coated Fabrics, Inc. Coats North America Costa International Cranston Trucking and Logistics Services Creative Ticking CT Nassau Tape - Ticking Culp Home Fashions D.R. Cash Inc Deslee Textiles USA Diamond Needle Corporation DMM Bedframe Lumber Duncan Tickings, Inc. Dunlap Sunbrand Int. DBA Jumpsource Earnhardt Manufacturing, LLC East Grace Corporation Eclipse Sleep Products/Eastman House Sleep Products Edgewater Machine Co., Inc.



BedTimes February 2012

Enkev Group BV Enriquez Materials & Quilting, Inc. Entex Textil S. L. Ergomotion, Inc. FabricTech International Farnsworth Logistics, Inc. Fecken-Kirfel America Fine Cotton Factory, Inc. Flex-A-Bed Flexible Foam Products, Inc. FMA Trading LLC Foam Solutions, Inc. Foshan Qianfang Home Supplies Co., Ltd. Foshan Ruixin Nonwoven Co., Ltd. GelMakers LLC Global Latex Global Systems Group gommagomma s.p.a. Guangzhou Xinsheng Industrial Co.,Ltd. Hangzhou Chenyu Textile Co.,Ltd. Hangzhou Dongya Textile Co. Ltd. Hangzhou Landscape Imp.& Exp. Co. Ltd. Hangzhou Xiaoshan Lianhong Polyester Textile Co Hangzhou Xiaoshan Meixin Decorative Fabric Plant Hangzhou Xiashan DanDan Textile Hangzhou Xinyada Fabric Co., Ltd Harvard Manufacturing Enterprises, Inc. Healthcare Co., Ltd. Henkel Corporation Herculite Products, Inc. Hickory Springs Mfg. Hot Melt Technologies, Inc. IDEAL Fastener Corporation Industrias Marves S.A. de C.V. Innofa Integrity Software Solutions Intertek Interwoven Group Jacquard Textile South America S.A. James Cash Machine Company Jayhawk Plastics, Inc.

Jiangsu Dreamerry Mattress Manufacturing LTD John Marshall & Company LTD Jomel Industries, Inc Jones Fiber Products, Inc. JSP New Market Development Group Knickerbocker Bed Company Komar Alliance LLC Ko-SI d.d. Lampe USA Inc. Latex Green (Private) Ltd. Latex International Latex Systems Co Ltd. Latexco LLC Lava Leggett & Platt Bedding Components Group Leigh Fibers, Inc. Lenzing Liberty Threads, N.A., Inc. Lonza Microbial Control Lucerne Textiles Inc. Macao Com. & Ind. Spring Mattress Manufacturer Maklada Spring Wire Markwell Florida Masias Maquinaria, S. L. Matsushita Industrial Co., Ltd. Matt Tech Inspections Inc. Maxime Knitting Mills Inc. Middleburg Yarn Inc. MidWest Nonwovens Milliken & Company Monks International NV Ningbo New Haiyan Belt Industry Co. Ltd OHM Systems Inc. Orsa Foam SPA P. Bjerre Inc. Pacific Spring Inc. Plastic Monofil Company Power Springs LLC Pratrivero Group Precision Blades Inc. Precision Fabrics Group Precision Textiles QAI Laboratories

Qingdao Richriver Electrics Co., Ltd. Response Computer Group, Inc. Rock Island Industries SABA North America Shaoxing Huajian Mattress Machinery Simalfa Simmons Engineering Corporation Soff-Art Spec-Tex, Inc. Springs Creative Products Group Spuhl AG Stein Fibers Ltd. Stork Twin City Testing Sunkist Chemical Machinery Ltd. Tekscan Inc. Texas Pocket Springs The Govmark Testing Services Inc. Therapedic International Tietex TMI Products, Inc. Transfer Master Products, Inc. Uni-Source Textile Upaco Adhesives Veysel Kutuklu Mattresses Machinery Viking Engineering Vintex Inc VMOD Fibers LLC Westech Building Products ULC (Westlake) Wm. T. Burnett Wright of Thomasville Xidengbao Mattress Machinery (Guangzhou)Co., Limited Xsensor Technology Corp. Z Wood Products Co Inc

register for ispa expo By feBruary 22 aNd save! *as of January 3, 2012


Please stop by Bois Le Roux’s booth # 1443 during ISPA EXPO 2012 in Indianapolis March 14-17. You are welcome to meet our team to discuss what BLR can do for you regarding your lumber needs. Our FSC certified wood is another added value to our bedframe lumber and our company • Rigid, lightweight, resistant products providing better support that extends • Deal closely with the mill. • Two separate production lines for more versatility and greater productivity.

Bois Le Roux Inc. Phone: 819-877-2092

Toll Free from USA: 888-877-2098



Sealy CEO Rogers to step down


arry Rogers, president and chief executive officer of mattress major Sealy, is retiring after a 33-year career with the Trinity, N.C.-based company. Rogers, 63, will continue to lead Sealy until his successor is appointed. The company has hired an executive search firm. “On behalf of the board and everyone at Sealy, I would like to thank Larry not only for his leadership, but also for the dedication and commitment that he has given to Sealy for more than 30 years,” said Paul J. Norris, nonexecutive chairman of the Sealy board of directors. “During his tenure as CEO, he has guided the company through some of the most tumultuous times that we have seen in both the industry and the U.S. economy, while advancing Sealy’s status as the pre-eminent mattress company in the world. We appreciate his countless contributions over the years.” Before being named president and CEO in 2008, Rogers held various positions in the company, including president of Sealy North America, president of Sealy International and president of Sealy Canada.

Rogers is credited with building Sealy’s international business and forging relationships, including those in the retail and supplier communities, throughout the global bedding industry. He played a critical role in entering the Chinese market, establishing a joint-venture system in Asia and building the company’s first plant in China. He also led the company’s entry into South America. More recently as CEO, Rogers guided Sealy through the most significant decline ever experienced by the bedding industry, stabilizing the business and leading the successful refinancing of the company in 2009, according to the company. He also focused employees on delivering innovative new product offerings, including a revamping of the Stearns & Foster line. “After more than three decades at Sealy, I have decided that the time is right for me to retire, knowing that I will leave a company that is well-positioned, despite the ongoing difficulties in the macroeconomic environment,” Rogers said. “I am proud to have been a part of this great company and to have played a role in Sealy’s expansion across the U.S. and worldwide.”

Simmons promotes specialty products execs


The promotions reflect Simmons’ commitment to advancing its position in the specialty category.

tlanta-based mattress producer Simmons Bedding Co. has promoted Brad Hill to senior vice president and general manager of specialty products North America and Scott Smalling to chief of specialty innovation. Both report to Gary Fazio, Simmons chief executive officer. The promotions reflect Simmons’ commitment to advancing its position in the specialty category, the company said. Hill is responsible for creating consumer demand, elevating brand awareness, and driving the growth and profitability of the specialty category. He has 25 years of industry experience, most recently serving as senior vice president of sales operations and development in the Program Management Office for Simmons’ parent, AOT Bedding Super Holdings LLC. Hill joined Simmons in 2005 as senior vice president of supply chain.  “Brad has been a valuable asset to Simmons and our parent company, AOT Bedding,” Fazio said. “Over the years, he has been responsible for developing our entire sales operations process, which includes a formalization of the robust ana-

lytics capabilities that we rely on today. His expertise in operational excellence is perfectly suited for taking our specialty sleep division to the next level as we experience tremendous growth in the category.” Smalling’s new role as chief of specialty innovation allows him to focus more closely on the innovation and development of new foam specialty products, the company said. In addition to his technical work, he continues to serve as a brand ambassador, dedicating a portion of his time to promotional efforts.  Smalling joined Simmons in 2007 as president of specialty sleep after Simmons acquired Comfor Products Inc., where Smalling served as CEO. At Comfor Products, he created a line of foam bedding products that evolved into Simmons’ ComforPedic brand. “Scott’s knowledge of the foam category and his passion for the product is legendary in the industry,” Fazio said. “Scott really has his finger on the pulse of foam technology and what consumers want, and we look forward to him having the ability and resources to focus on innovations that will lead Simmons to become a formidable player in the specialty category.”

Paramount Sleep expands sales group with two ‘elevators’


attress producer Paramount Sleep in Norfolk, Va., has added two “business elevators” to its sales team serving the Southeastern United States. Jim Vaughn was added to work with Paramount customers in North Carolina and South Carolina. He is a sales veteran with more than three decades of experience in the home furnishings industry, managing key and national accounts at Klaussner Furniture Industries and Broyhill Furniture. Aimee Matlock was hired to work with Paramount dealers in Florida and southern Georgia. Previously, Matlock was a territory sales manager for Sealy.

February 2012 BedTimes

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Pure LatexBLISS adds director of operations


ike Quinn has been named director of operations at Atlanta-based latex mattress and accessories maker Pure LatexBLISS. In the newly created position, he oversees all manufacturing and distribution for the company. For the past 13 years, Quinn has held a number of positions at Shelton, Conn.-based Latex International, the new majority owner of Mike Quinn Pure LatexBLISS. Most recently, he was director of operations for its largest latex factory. He joined the company as a lab technician as part of his degree program at Northwestern University. “As our production needs and distribution continue to grow at a brisk pace, we felt it was time to have a dedicated operations leader for our organization,” said Kurt Ling, Pure LatexBLISS co-founder and chief executive officer. “Our expanded relationship with Latex International presented us with an unprecedented opportunity to find a seasoned executive in-house to move into this key role for us.” Quinn is based in Connecticut and reports to Tom Sirois, Latex International chief operating officer.

Boyd hires sales vice president


attress producer Boyd Specialty Sleep, with headquarters in St. Louis, has appointed Dirk Smith vice president of sales for the Southwest region. Smith, based in Dallas, is responsible for sales and sales development for Boyd Specialty Sleep and the company’s Accent Furniture division in 10 Southern states. He Dirk Smith reports to President Dennis Boyd. Before joining Boyd, Smith was with Sealy for 16 years, holding posts in district sales management and field sales before serving as senior national account manager. Prior to that, he worked in food sales and distribution for Campbell Soup Co. “Dirk has a solid record of mattress sales, sales management and marketing performance involving a number of key retailers and chains, including national accounts,” Boyd said. “His proven industry expertise in the South will be very valuable to our continued development of the Southwest region and to the growth of our companies overall.”

Furniture First names directors for mattresses, accessories


urniture First, a purchasing cooperative of U.S. furniture retailers headquartered in Harrisburg, Pa., has named Andrew Kauffman director of mattresses and Shauna Snyder director of accents and accessories. Kauffman has more than 20 years of experience in the furniture and mattress industries. Most recently, he was operations manager and assistant buyer for a furniture retailer. He joined that company as sales manager and helped institute sales training guides for mattresses and upholstery. Prior to that, he was store manager and sales manager at a sleep shop chain in Pennsylvania. He began his home furnishings career delivering mattresses. “Andrew brings a working knowledge of the day-to-day challenges that independent furniture retailers face in this tough economy,” said Bill Hart|


BedTimes February 2012

man, Furniture First president. “His knowledge of mattresses and sales will be a great resource for our members.” Snyder joined Furniture

First as director of accents and accessories, a newly created position. She is responsible for creating, managing and improving Furniture First’s supplier

program relationships. She previously held positions with furniture retailers Art Van and Storehouse, as well as rug vendors Rizzy Home and Surya.

Englander honors two factories M

attress licensing group Englander Sleep Products, based in Olive Branch, Miss., held an awards presentation during its Dec. 8 board of directors meeting in Rome, Ga. The presentation and board meeting are annual events held at a different Englander licensee each year and include a review of the host plant’s best manufacturing practices. Kevin Toman, Englander president, presided over the awards ceremony. Mark Savel, general manager of Englander Northeast in North Billerica, Mass., accepted the Manufacturing Excellence Award. The criteria for manufacturing excellence are based on an assessment using a random teardown of an Englander product, Toman said. Components, tailoring and overall product quality are evaluated on a point system. Harvey Freeman, president of Englander Mid-Atlantic in Philadelphia, was presented with the Outstanding Sales Achievement Award. When presenting Freeman with the sales award, Toman said, “Englander is proud to present the award for outstanding accomplishment in achieving the highest percentage increase in the group and increasing Englander market share in the mid-Atlantic.”


Sales veteran John Clark Jr. dies J ohn Clark Jr., Eastern division vice president of sales for mattress producer Southerland Inc., died Dec. 10 in Winter Haven, Fla., of heart failure. He was 57. Clark was a bedding industry sales veteran and had been with Nashville-based Southerland for five months.

He began his career in the mattress industry at Sealy, where he spent nearly 20 years. He later held sales management positions at a Comfort Solutions/ King Koil licensee (now Paramount Sleep) and Spring Air. Clark is survived by his wife, Debbi; three children, Janelle,

Magniflex names sales director


attress and sleep accessories producer Magniflex, based in Prato, Italy, has promoted Stefano Marescotti to sales director for North America. He is responsible for the growth and development of business in the United States and Canada. Marescotti joined Magniflex in 2010 as development manager, facilitating training, customer service and support between operations in the United States and Italy. Marescotti has more than 15 years of experience in retail,

Darren and Ryan; three siblings, Karen, Sara and Bryant; and one grandchild. In lieu of flowers, the family requests contributions be made to Boy Scout Troop 565, Hope Presbyterian Church, 2110 Cypress Garden Blvd., Winter Haven, FL 33884.

n are you a newsmaker? Have you hired someone new? Earned a promotion yourself? Let us know. The deadline for Newsmakers in the April issue is March 1. Email news releases to

wholesale, production and customer relations in the Western European and U.S. markets. He spent three years with mattress retailer Sleepy’s as a district sales leader. “Stefano has a tremendous understanding of the mattress business at the retail level,” said Marco Magni, Magniflex global sales director. “He has played an important role with many of our North American customers in helping them better merchandise and sell our line. Stefano has relocated to the United States where he will be able to devote his full attention to our North American customers.”

February 2012 BedTimes

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Calendar |


March 14-17 ISPA EXPO 2012 Indiana Convention Center Indianapolis Phone 703-683-8371

Feb. 1-3 Australian International Furniture Fair Sydney Exhibition Centre Sydney, Australia Feb. 16-18 Tupelo Furniture Market Mississippi Complex Tupelo, Miss. Phone 662-842-4442 Above ISPA EXPO 2012 March 14-17 in Indianpolis Right Tupelo Furniture Market Feb. 16-18 Tupelo, Miss.



BedTimes February 2012



March 9-12 International Furniture Fair Singapore/ASEAN Furniture Show Singapore Expo Singapore Phone 65-6569-6988

March 27-30 Interzum Guangzhou China/China International Furniture Fair China Import & Export Fair Complex Pazhou Guangzhou, China Phone 86-20-8755-2468 -


ISPA rolls out new logo


or the first time in nearly 25 years, the International Sleep Products Association has a fresh logo design. “During the past three years, the mattress industry and ISPA have both faced many challenges and have had to adapt to a number of important market changes. The logo we adopted nearly 25 years ago when we became the International Sleep

Products Association has served us well. But as our role as ‘the voice of the mattress industry’ has evolved and matured, the time has come to update our look,” says Mary Helen Uusimaki, ISPA vice president of membership and communications. “Like the enhanced level of commitment the ISPA team has taken in serving our members and the industry, our new logo takes a fresh look at

visually representing who we are.” ISPA created its previous logo in 1987 when

ISPA battling producer responsibility laws


ne of the International Sleep Products Association’s key legislative fights this year is against “extended producer responsibility” legislation in states that would hold mattress manufacturers responsible for the disposable of their products at the end of their useful life cycles, driving up costs for the entire industry. BedTimes sat down with Chris Hudgins, ISPA vice president of government relations, to discuss the proposed bills and what they mean for the mattress industry.

BedTimes: What is meant by the term “extended producer responsibility”? Hudgins: “Extended producer responsibility, or EPR for short, is a concept that’s been advanced by the environmental community during the past 10 or 15 years in various states. It essentially means that the manufacturer of a product is entirely responsible for the destruction and disposal of that product—usually in an environmentally friendly way—after the consumer is done using it. EPR started with products that posed a threat to the environment when improperly disposed of—electronics, tires, that kind of thing. Over time, environmentalists have begun to extend the concept to products such as mattresses, even though they don’t present environmental threats.”

BedTimes: What is ISPA’s concern about EPR legislation? Hudgins: “EPR legislation considered in states generally requires that an industry create, fund and administer a state-specific system to dispose of its products at the end of their useful life cycle. That means providing ways of collecting the product from consumers and disposing of it in an environmentally sound way. It’s not only costly to the entire industry (many of the associated costs explicitly cannot be passed along to consumers), it makes the industry responsible for establishing and managing an entirely new bureaucracy. All of a sudden the mattress industry is

the association changed its name from the National Association of Bedding Manufacturers. The new logo was designed by Kung fu Creatives, a boutique design cooperative in Vienna, Va. ISPA encourages its members to use the association’s logo in their own marketing materials, including corporate stationery, websites and trade advertisements. There are some restrictions. For instance, ISPA logos can’t be used on

any sleep product. Members using the old ISPA logo are asked to replace it with the new version as soon as possible. To download the new logo and read the guidelines for its use, visit the “Member Resources” section of the ISPA website, For questions or comments about the logo, contact Uusimaki at mhuusimaki@ or 703-683-8371.

in a whole new business, having to become experts in recycling instead of mattress manufacturing. In addition, we’re concerned that a state-by-state approach could leave mattress manufacturers having to manage product disposal under 50 different systems with 50 different rules. Advocates of EPR bills have said their goal is to have laws like these in every state. A state-by-state solution isn’t practical. If would end up being too costly and inefficient.”

BedTimes: Where is EPR legislation being considered right now that could affect mattress producers? Hudgins: “ISPA led the way to defeat a bill in Rhode Island last year, but the R.I. General Assembly is back in session until June and we expect the bill to be reconsidered. The Connecticut legislature convenes this month and we expect lawmakers to consider a bill during the session before adjourning in May. Vermont and other states may consider a framework bill that doesn’t specifically address mattresses but could affect mattress producers.”

BedTimes: What is ISPA doing to combat state EPR efforts? Hudgins: “In Connecticut and Rhode Island, we’re working with ISPA members in those states and state business groups such as the local Chamber of Commerce to build coalitions to defeat the bills. As part of a broader effort, ISPA is a founding member of the Product Management Alliance, a national group that promotes free-market solutions to product stewardship, and I serve on its board. Alliance members share a common belief that all parties in the supply chain share responsibility for managing a product throughout its life cycle. The group advocates for voluntary, flexible, market-based solutions.”

BedTimes: What can ISPA members do? Hudgins: “If you’re an ISPA member, especially if you’re in one of these states, and want to get involved, contact me at or 703-683-8371.”

February 2012 BedTimes

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a d v e r t i s e r s A. Lava & Son Co. Steve Appelbaum 800-777-5282 (800-777-LAVA)


Atlanta Attachment C2-1, 35 Co. Inc. Hank Little 770-963-7369 Bloomingburg Spring 67 & Wire Form Co. Inc. Vickie Schwarm 740-437-7614 BLR Martin Leroux 819-877-2092


Bodet & Horst GmbH & Co. KG Ute Schmiedel 49-37349-697-27


Boyรงelik Metal AS Erol Boydak 90-532-274-3193


Boyteks Tekstil AS Deniz Boydak 90-352-322-0588


Buhler Quality Yarns Corp. Victor Almeida 706-367-9834


BedTimes February 2012

Diamond Needle Corp. 64 Abe Silberstein 800-221-5818 Duroflex International George Mathew 415-990-4343


Edgewater Machine 19 Co. Inc. Roy Schlegel 718-539-8200 Enriquez Materials 59 & Quilting Inc. Silvia Enriquez 323-725-4955 Foshan Ruixin Nonwoven 63 Co. Ltd. (Rayson Global) Himy Lee 86-757-85806388 Global Systems 24-25, C3 Group Russ Bowman 954-846-0300


Costa International 44 Daniel Vazquez 305-885-9761


Cranston Trucking 46 & Logistics Services Dianne Francin 336-887-9712

Hengchang Machinery Factory Ren Ying 86-769-8330-7931

John Marshall & Co. Ltd. Peter Crone 64-3-341-2004 Kenn Spinrad Inc. Randy Weinstock 800-373-0944


64 SABA North America LLC 4 Jim Turner 810-824-4964

Latex Systems Co. Ltd. 8 Kitti Charoenpornpanichkul 66-2-326-0886, Ext. 204 Lien A Co. Ltd. Pham The Duy 84-8-38-777-999

Simalfa Darren Gilmore 973-423-9266



Maxime Knitting Mills Inc. 50 Lorne Romoff 514-336-0445, Ext. 127 514-265-8782 Midwest Quality Bedding 48 David Pritchett 614-873-6667 MPT Group 14-15 Andrew Trickett 44-1706-878-558 New England Needles Inc. 38 Tom Lees 800-243-3158


Hickory Springs Mfg. Co. 2 Rick Anthony 828-328-2201

P.T. RubberFoam 49 Indonesia Andreas Janssen 62-21-53662190

Orsa Foam S.p.A. Monica Rossi 033-160-9111


Pacific Spring Inc. Victor Nguyen 626-272-8882


Springs Creative 55 (Firegard Brand Products) Scott Frisch 803-324-6505 Therapedic International 11 Gerry Borreggine 800-314-4433 Tietex International Wade Wallace 800-843-8390


Vintex Inc. Customer Service 800-846-8399


Wright of Thomasville 42 Area Account Executive 800-678-9019 XSENSOR Technology Corp. Isabelle Desroches 866-927-5222



NEEDLE QUILTERS, long-arm label machines, sergers, etc. Contact Victor LeBron, American Plant and Equipment. Phone 864-574-0404; Fax 864-576-7204; Cell 864-590-1700; Email; Web


MACHINES. Specializing in PATHE precision parts and service. Technical consultants. SEDCO. Phone 201-567-7141; Fax 201-567-5515.


SEWING MACHINES. Contact Frank Carlino, U.S. Mattress Machinery. Phone 815-795-6942; Fax 815-795-2178; Email


DG2100 ($12,900), DG5500 ($5,900), DG1200 computerized ($18,900), GI4300 tack-and-jump capable ($45,000) and DG3200 computerized ($35,000); EMCO 8413 ($3,000); tape-edge machines ($5,000); Spuhl, James Cash and Gribetz panel cutters from $2,500; WBSCO and Gribetz wrappers from $7,000; Spuhl unbalers from $2,500. Second

location: 3 computerized quilters—DG2100 and panel cutter, DG5500 tack-and-jump, EMCO 88-1-3-6 computerized. Email

Employment Opportunities n Looking for mattress ticking fabric designer

for contract work. Email

n Production Manager Needed. Experience in the


■ running high-volume plant (2,000 pieces per day and


■ lean manufacturing and efficiency expertise with

just-in-time fulfillment of orders

■ total quality management and eliminating

nonvalue-added activity. Must be willing to relocate or commute to central New Jersey from close proximity, e.g., New York or eastern Pennsylvania. Other lead positions are available. Salary is commensurate with experience. Benefits include profit sharing, 401(k), health insurance and life insurance. Join a winning team—Bedding Industries of America, makers of Eclipse, Therapedic and Eastman House brands of mattresses. Email resume to or fax to 732-628-0155.

February 2012 BedTimes

67 |

On Sleep

FAA battling pilot fatigue


he U.S. Department of Transportation and the Federal Aviation Administration recently announced a sweeping overhaul of the schedules of commercial passenger airline pilots to ensure they are well-rested before they enter the cockpit. Among other things, the new rules limit a pilot’s flight time to eight or nine hours— depending on the time of day he begins his first flight, the number of scheduled flight segments and the number of time zones he crosses. The FAA has set a 10-hour minimum rest period before a pilot begins a flight, a two-hour increase over the previous requirement. The revised rules also mandate that a pilot must have the opportunity to have eight hours of uninterrupted sleep within the 10-hour rest period.

REM sleep softens painful memories


here may be something to the adage that time heals all wounds. Research from the University of California Berkeley indicates time spent in dream sleep can help a person overcome a painful ordeal. In a recent study, researchers found that during the dream phase of sleep, or REM sleep, the chemistry in our bodies that generates stress shuts down while the brain processes emotional experiences and takes the edge off difficult memories. The findings offer an explanation for why people with post-traumatic stress disorder have a hard time recovering from stressful experiences and suffer recurring nightmares. The research also offers clues into why we dream. “The dream stage of sleep, based on its unique neurochemical composition, provides us with a form of overnight therapy—a soothing balm that removes the sharp edges from the prior day’s emotional experiences,” says Matthew Walker, associate professor of psychology and neuroscience at UC Berkeley and senior author of the study. The researchers say the results offer some of the first insights into the emotional function of REM sleep, which typically takes up 20% of a healthy person’s sleeping hours. Previous brain studies indicate that sleep patterns are disrupted in people with mood disorders such as PTSD and depression. In the study, 35 adults were divided into two groups and shown 150 emotionally charged images and then shown them again 12 hours later, while an MRI scanner measured their brain activity. Half of the participants saw the images in the morning and evening, staying awake between the viewings. The other half watched the images in the evening and the next morning after a full night’s sleep. Participants who slept between viewings reported a significant decrease in their emotional reaction to the images. MRI scans also showed a dramatic reduction in reactivity in the amygdala, a part of the brain that processes emotions. In addition, the researchers recorded the electrical brain activity of the participants while they slept. They found that during REM sleep, certain electrical activity patterns decreased, showing that reduced levels of stress neurochemicals in the brain soothed emotional reactions to the previous day’s experiences. The study was published in the Dec. 6 issue of the journal Current Biology.

There is a ‘wrong’ side of the bed


new study suggests it really is possible to wake up on the wrong side of the bed. Research conducted by Premier Inn, the largest hotel chain in the United Kingdom, reveals that people who sleep on the left side of the bed (if you’re lying on your back looking at the ceiling) are happier than those who sleep on the right. Further, lefties tend to be more upbeat and more capable of handling heavy workloads and stressful days. According to a news release, the study of 3,000 adults found more than 25% of people who sleep on the left side of the bed have a positive outlook on life compared with only 18% of those who sleep on the right side. More than half of the people surveyed said they wouldn’t swap sides with their partners. Threequarters of respondents said they thought it would be strange to sleep on the other side of the bed and a quarter said it would affect their mood the next day.



BedTimes February 2012

ISPA EXPO March 14-17 GSG Booth 2433

Make your beds score on the retail floor with dramatic border styling. Global Systems Group has developed two of the most efficient ways to achieve this without investing in the expense and effort of maintaining a vast inventory of extra materials.

Porter International has developed the PRM-1000 border ribbon machine for roll-to-roll application of decorative border production.

For larger production, the Gribetz B45 quilter is ideal. Optional equipment can add these secondary elements during the quilting/slitting operation.

GSG will demonstrate equipment for conventional border construction as well as new zipper and decorative border applications. See all the newest GSG equipment at ISPA EXPO Booth 2433.



Finally there’s some good news about america’s borders.

Good news gives us all a lift. Our border program continues to make leaps and strides. Now we’ve added the exceptional look and feel once reserved for upholstered furniture and panel systems. But that’s not all. We accept minimum orders and narrow widths. In custom colors. In cool designs. In a flash. You can understand why we get a little fired up now and then.



ECO Fa B R I C S ,








P O LY E S T E R S ,



ST I TC h B O N d S ,

Wa R P k N I T S ,


Tietex International Ltd., 3010 North Blackstock Rd., Spartanburg, SC 29301, Ph. 864.574.0500, Fax 864.574.9490,

Bedtimes Feb 2012  

The Business Journal for the Sleep Products Industry

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