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BedTimes |

The Business Journal for the Sleep Products Industry September 2011

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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 336-856-8973 Ar t Director Stephanie Belcher 336-201-7475 Vice President of Adver tising Sales Kerri Bellias 336-945-0265 Ad Production & Circulation Manager Debbie Robbins 571-482-5443 Copy Editor Margaret Talley-Seijn Volume 139, Number 9 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. Administrative and ISPA offices 501 Wythe St. Alexandria, VA 22314-1917 Phone 703-683-8371 Fax 703-683-4503 Postmaster: Send address changes to BedTimes 501 Wythe St., Alexandria, VA 22314-1917 Contents © 2011 by the International Sleep Products Association. Reprint permission obtainable through BedTimes.

Contributors |

Lin Grensing-Pophal

Lin Grensing-Pophal, who holds the designations accredited business communicator and senior professional in human resources, is a business journalist with 15 years of experience in organizational communication. Her articles appear regularly in a broad range of trade and professional publications. She specializes in human resources, employee relations and marketing communications and is the author of Human Resource Essentials and The Complete Idiot’s Guide to Strategic Planning. She wrote about using employees as brand ambassadors in the July issue of BedTimes. She can be reached by email at or call 715-723-2395. |

Nathan Jamail

Nathan Jamail, author of the best-selling Playbook series of books for sales professionals, also is a motivational speaker, entrepreneur and corporate coach. As a former executive for Fortune 500 companies and owner of several small businesses, Jamail travels the country helping individuals and organizations achieve maximum success. His clients include Fidelity, Nationwide Insurance, Hartford Group, Cisco, Stryker Communications and Army National Guard. He wrote about the value of prospecting calls and face-to-face meetings for sales professionals in the August 2010 BedTimes. For more information, check or call 972-377-0030. | D  orothy


Dorothy Whitcomb is a freelance journalist and editor whose work has appeared in a wide range of business and general interest publications. Her primary focus for the past 25 years has been the home furnishings industry. She writes about busi-

nesses, trends, products and design, specializing in profiles of companies and industry leaders. She wrote a profile of Niles Cornelius, general manager of Hickory Springs Mfg. Co.’s Hickory Springs Home division, in the August issue of BedTimes. She can be reached at dwhitcomb@ or 410-820-0456.


Coming up

BedTimes Supplies Guide If you are an industry supplier who wants to be included in the annual print edition of the Supplies Guide, you need to make sure your information is correct in the online guide at www.bedtimes The information we have online on Friday, Sept. 23 is what will be published in the December BedTimes. To update or upgrade your listing, contact MultiView, our Supplies Guide partner, at or 972-402-7000. Editorial deadlines Deadlines for the News and Newsmakers sections of the November issue are Monday, Oct. 3. Email news releases and photos to Questions? Call 571-482-5442. 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/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 jpalm@ or 571-482-5442.

September 2011 BedTimes


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Inside ■


9 | Brief Sheet

■ 10 things that make you happier at work ■ Mattress sales tick upward ■ Game makes killing bedbugs fun &


13 | Profile

Earl Kluft Raised in the family bedding business, this mattress producer has made a name for himself as a leader in luxury mattresses.

17 | Employees

Boosting morale When you can’t change circumstances, help change your employees’ perspectives.

20 ■

43 | News


■ Companies report good second quarters ■ Spring Air & Jamison partner ■ Therapedic expands in Australia & more…


| 20 Making connections

57 | Newsmakers

LinkedIn is the Facebook of professional networking. BedTimes shows you how to use it—not only to help your career but your company, too.

■ Southerland reorganizes executive team ■ International Bedding adds three ■ Hickory Springs names new VP & more…

62 | ISPA

| 30 Trending now

■ BSC offers cure for teenage ‘zombieitis’ ■N  ew course focuses on product safety &

At the summer Las Vegas Market, the emphasis was on new ways of using gel for cooling and comfort, flashy point-of-purchase materials, ever-expanding accessories programs and improving air flow via new constructions and components.


68 | On Sleep 62

■ Sleep helps athletes score ■ Research ties poor sleep to weight gain &



07 | Note 64 | Calendar

66 | Advertisers 67 | Classifieds September 2011 BedTimes





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The thing that could get consumers thinking about their pillows


Julie A. Palm Editor in chief

f you ask a group of mattress industry insiders to name a company that has significantly altered the mattress manufacturing and retailing landscape in the past 20 years, one name will come up more than others: Tempur-Pedic. Competitors and analysts can debate the strengths and weaknesses of the company’s products or business model, but there’s broad agreement that Tempur-Pedic has changed the industry—and done it largely through its considerable marketing muscle. With its full line of foam mattresses maturing, Tempur-Pedic this summer turned its attention to giving its pillows a complete makeover. The company added fresh white covers to most models, replaced boxes with clear plastic totes that have consumer-friendly zippers and handles, and simplified its product descriptions and messaging. At the Las Vegas Market in August, it rolled out three new traditional designs to complement its array of molded and filled pillows. Mike Mason, director of brand development for the Lexington, Ky.-based company, says TempurPedic spent about two years talking to consumers and created some 600 pillow prototypes before making the recent changes. One thing the company has learned: 68% of Tempur-Pedic pillow owners say their experience with their pillows influenced a later mattress purchase. As Mason put it: “Pillows are a gateway” to Tempur-Pedic mattresses. With suggested retail prices from $99 to $399, pillow sales add a nice chunk of change to not only Tempur-Pedic’s bottom line but to those of its dealers, as well. Of course, Tempur-Pedic isn’t the only company to realize the power of pillows. BedTimes has chronicled how a number of mattress manufactur-

ers, components suppliers and makers of other sleep accessories have found success by expanding into the category. But Tempur-Pedic is unusual because of that marketing muscle I mentioned earlier—and Tempur-Pedic is planning an ad campaign that focuses on pillows. Consider this: A campaign built around the company’s Ergo adjustable bases is credited, in part, with increasing the percentage of Tempur-Pedic beds sold along with adjustable bases from 19.4% in 2010 to 28.6% this year.

Tempur-Pedic spent about two years talking to consumers and created some 600 pillow prototypes. Clearly, a Tempur-Pedic marketing push will boost sales of its own pillows. The interesting question is, what will it do for the larger category? Even more interesting to consider: What would happen to the category if other manufacturers started committing serious marketing money to their own pillow programs? Consumers, by and large, think about their pillows as often as they think about their mattresses— not often at all. A few well-done campaigns could very well change that. ■ September 2011 BedTimes




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Brief Sheet

10 keys to job satisfaction


Control You’ll be happier at work if you have control over how and when you do the tasks that are your responsibility.


Organizational support “Workers want to know their organization cares about them,” Dean says. “This is primarily communicated through things like how bosses treat us, the kinds of fringe benefits we get and other subtle messages.”


hether starting a new job or celebrating 20 years with the same company, most people are looking for ways to be happier at work. Jeremy Dean, a lawyerturned-psychologist who is currently a researcher at University College London, explains the factors that create job satisfaction on his PsyBlog (


A lack of hassles Physicians are more likely to say the worst part of their job isn’t performing difficult procedures or giving bad news to patients. It’s administrative duties, Dean says. Day-to-day irritations, especially those that are beyond our control, are hard on morale.


Perceptions of fair pay “The bigger the difference between what you think you should earn and what you do earn, the less satisfied you’ll be,” Dean says. “The important point here is that it’s all about perception. If you perceive that other people doing a similar job get paid about the same as you then

8 you’re more likely to be satisfied with your job.”


Feeling a sense of achievement “People feel more satisfied with their job if they’ve achieved something. In some jobs, achievements are obvious, but for others they’re not,” Dean says. Pay attention to those times when you know you’ve made a difference, however small.


Feedback “When it comes to job satisfaction, no news is bad news,” Dean says. “Getting negative feedback can be painful but at least it tells you where improvements can be made.” Of course, receiving regular positive feedback goes a long way toward being happier at work.


Complexity & variety People are most satisfied in jobs that keep them engaged. Work that is too easy or repetitive quickly gets boring.

Work-home overlap Trouble at home can spill over into work and vice versa. Looks for ways to keep the domains separate.


Honeymoons & hangovers “People experience honeymoon periods after a month or two in a new job when their satisfaction shoots up,” Dean says. The hangover comes about six months into the job.


Personality matters “Some of us are more easily satisfied—or dissatisfied—than others, no matter how good—or bad—the job is,” Dean says. “Still, some jobs do seem better suited to certain types of people.”

Small businesses say social media not vital to them


ore than half of small businesses use some social media, but only 12% say it’s critical to marketing their companies or products, according to a new survey from Hiscox USA, a business insurer based in Virginia Beach, Va. Of the 53% of small businesses that employ social media, 19% use Facebook, 15% use LinkedIn and 4% use Twitter. Nearly a quarter of small businesses (24%) use social media when they have time, but 14% say they don’t know enough about social media platforms to use them effectively. (See story on Page 20 to learn more about using LinkedIn to improve your business.) The survey queried 304 decision-makers at U.S. companies with 1 to 249 employees. It was conducted in May by Opinium Research.

Mattress sales continue climb


nit sales of mattresses (both mattresses and foundations) in the United States inched up 1.1% in June when compared to the same month in 2010, according to the Bedding Barometer, a monthly sales report from the International Sleep Products Association. But the wholesale dollar value of those units grew 9.5% and the average unit selling price increased 8.3% when compared to the prior-year period.

September 2011 BedTimes


Brief Sheet

Women: Quality matters most


hen it comes to brand loyalty, women around the world focus most on quality, according to a new survey from Nielsen. Women in 20 of 21 developed and emerging countries examined by Neilsen’s Women of Tomorrow study listed quality as the most important of 12 factors that drive brand loyalty. Only

women in the United Kingdom cited trust as more significant. Quality products and good value also are key factors driving women into stores when shopping for a variety of products. “Women tell Nielsen that quality, not price, drives long-term brand loyalty,” says Susan Whiting, Nielsen vice chairwoman. “Though price and value are important, particularly to attract an initial purchase decision, marketers need to take note that long-term positioning must emphasize quality to earn her trust.” The study by the New York-based information and measurement company was conducted from February to April using a variety of survey methods. It questioned 6,500 women in 21 developed and emerging countries throughout Africa, the Asia-Pacific region, Europe, Latin America and North America.


usiness is like riding a bicycle. Either you keep moving or you fall down.”

Take that! Game wipes out bedbugs


rotect-A-Bed, a maker of mattress and pillow protection products that normally takes bedbugs seriously, is having a little fun with the insects, offering Bed Bug Plague, a new game for iPhones. In Bed Bug Plague, the enemy is a continuous rush of bedbugs that are trying to make their way across the screen to infest a bed. Players try to stop the bugs by building towers along the insects’ path. The towers inflict damage and, if powerful enough, will eradicate the bugs. The game has several levels, progressing from bedrooms to a dorm room to a rental property to a hotel. As part of the game launch, Northbrook, Ill.-based Protect-A-Bed offered players a chance to win Apple gift cards by registering on the website The game is part of Protect-A-Bed’s Bed Bugs 101 iPhone app, a bedbug reference guide that includes descriptions of the bugs and tips for recognizing bedbug problems. It’s available at no charge from the iTunes App Store.

■ BEST BUSINESS APPS Mobile devices increasingly serve as offices-on-the-go.’s Michal Lev-Ram compiled a list of top applications for businesspeople. 1. Logs mileage, files expense reports, scans receipts. Online conference tool for joining meetings, sharing documents, chatting with other participants. 3. Itinerary app keeps track of flights, car rentals and hotel reservations. 4. Transforms data into charts and graphs for your mobile device. 5. Allows you to share and view files to collaborate on documents and spreadsheets.



BedTimes September 2011


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Kluft creates a life of luxury Bedding producer has a real passion for high-end product


By Dorothy Whitcomb

Top right A good place ‘The high rollers are back and people who want a good night’s sleep are spending money,’ says Earl Klluft, owner and chief executive officer of E.S. Kluft & Co.


escribed by colleagues as the “King of the Multitaskers” and in the media as the “Wizard of Ahhhs,” mattress manufacturer Earl Kluft is a complex man with a straightforward goal—make the best product possible. As far as Kluft is concerned, it takes a lot of multitasking to create beds that draw ahhhs—for both their luxurious feels and their price tags, which can reach five digits. Kluft learned a commitment to quality and attention



Earl Kluft


Owner & chief executive officer

Company E.S. Kluft & Co. Location

Rancho Cucamonga, Calif.



Education Kluft earned a bachelor’s degree in business administration from Chapman University in Orange, Calif., in 1971. Family Earl and Pamela Kluft have been married for 27 years and have three adult children. He says their two pugs are important parts of the family, too.

to detail early by observing how his family ran its business, Deluxe Bedding in Commerce, Calif. “Even before I started working there at 14, I remember my dad taking me down to that little original factory and just hanging out,” he says. “I found it fascinating. I loved going there and I loved to help.” Although his family expected him to join the business after he finished college, Kluft went on the road, selling school furniture for Virco Mfg. Corp. It was a gutsy decision for a young man who had been groomed since childhood to step into the bedding business his grandfather founded in 1946. Kluft returned to the fold when his father offered him a 5% share in the company. “It was never really about the money,” he says. “It was about building the business and making a great product. The company is like its own organism and I’ve never really felt that it was actually mine. I feel like I’m the caretaker or a steward. The company actually belongs to the people who work here and the customers.” Kluft became president of Deluxe Bedding in 1985 and, by 1990, he was its sole owner. He led the company during a time of dramatic growth, much of that spurred by its Spring Air license. As Spring Air California, Kluft’s company was the organization’s largest franchisee, a position it held for more than 25 years. Kluft was actively involved in building the licensing group’s business and brand, playing a key role in product development and serving as the group’s chairman in 1992-93. In 1996, he launched Chatham & Wells, a high-end line he describes as “the genesis of modern-day luxury bedding.” “The industry really took notice,” he says. “It changed everything in the luxury bedding market.” Kluft sold Spring Air California and the Chatham & September 2011 BedTimes

13 |

Profile n

Another SIDE

Gift of giving In June, City of Hope’s National Home Furnishings Industry chapter presented Earl Kluft with a lifetime achievement award in recognition of his support of the cancer research and treatment center in Duarte, Calif. Over the course of more than four decades, the industry group has raised some $43 million for City of Hope through events such as golf and tennis tournaments. “Cancer is important to all of us, but City of Hope also does important research into heart disease, HIV/AIDS, stem cells and diabetes,” Kluft says. “It feels good to give back and to help people. My wife says that she wishes we could add another zero on every check we contribute.” The Klufts also donate to summer day camps for underprivileged children and organizations that support Israel. A new high E.S. Kluft & Co.’s Palais Royale bed was featured in a newspaper article in June 2010 as the most expensive bed made by an American company. The reporter interviewed Kluft extensively for the piece, which explored the larger luxury bedding market. The Palais Royale, with a suggested retail price $33,000 for a king size, includes 10 layers

Below Family business, family man As a teenager, Earl Kluft (center) went to work in the bedding business his grandparents founded in 1946. Today, his own family includes (from left) daughter Michelle, wife Pamela, daughter Julie and son Alex.



BedTimes September 2011

Wells brand in 2003 to the former Spring Air Partners, bringing a close to that decades-long relationship. A year later, he jumped back into bedding, founding E.S. Kluft & Co., which specializes in the type of luxury beds Kluft loves to make. Long fascinated by the handmade Aireloom mattresses once favored by Hollywood celebrities, Kluft purchased the 70-year-old brand from Eastman

of cashmere, mohair, silk, New Zealand wool, horsehair, natural latex and certified organic cotton in the mattress and a box spring made of hand-tied coils. It takes 10 workers about three days to make a single bed set. “To build something that good was the crowning achievement of my career,” Kluft says. Small wonders Kluft treasures his collection of handmade Swiss timepieces. Called “complicated watches,” they contain thousands of parts and perform multiple functions. “I love looking at them and winding them but I don’t keep them under glass,” he says. “I use them.” Favorite retreat The Post Ranch Inn, a luxury hotel set in beautiful Big Sur, Calif., is a favorite place to get away from it all. “I love to walk out among the trees and get totally involved in watching nature,” he says. “I lose myself in it.” Being Earl Kluft “My left and right brain work simultaneously and my mind never stops racing,” Kluft says. He has channeled his energy and creativity into building successful businesses and community involvement. And he knows that he’s up to the most daunting of tasks. “I’m a survivor,” he says. “No matter what happens, I’ll find a way to survive.”

House in 2004. “When we bought the brand, it was down to $2 million in sustainable sales, but I really believed in it,” Kluft says. He breathed new life into the brand and, in 2010, E.S. Kluft posted $25 million in Aireloom sales. Kluft believes future growth will remain strong. “Our star account has been Bloomingdale’s and I just got the hotel brand business at Macy’s,” Kluft says. Kluft’s eponymous brand, which sets an even higher standard for luxury, also is thriving. Its six handmade collections added another $15 million in sales to the 2010 bottom line. With $4 million coming from other brands, the company’s total annual sales for last year topped $44 million. “The luxury business is healthy compared to other segments of the market,” he says. “The high rollers are back and people who want a good night’s sleep are spending money.” Still, Kluft acknowledges the

challenges of operating today. “This has been a rough year. We’re only even with last year’s sales,” he says. “The scary part about being a businessman in this environment is that the economy is fundamentally not fixed.” Kluft is betting, however, that the future will be better and he continues to position his company for growth. In June, he purchased an 86,000-square-foot manufacturing and distribution center in Denver, Pa., from Park Place Corp. The facility augments Kluft’s 127,000-square-foot factory headquarters in Rancho Cucamonga, Calif., and gives the company a base from which to cultivate and service East Coast business. “Kluft and Aireloom brands are so unique that there has been growing interest by high-end retailers who were interested in carrying them but hesitant to make a commitment because we only produced in California,” he says. “This new facility changes all that.” n

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It’s all about perspective Managers

should foster feelings of gratitude / By Nathan Jamail

advantageous—trying to change reality or trying to change people’s perspectives? In difficult times, a company may hire a motivational speaker to talk to employees. Afterward, audience members are indeed inspired and leave the speech eager to make the best of their own personal situations. Why is that? What happened was a change of perspective. When a leader is faced with low employee morale, her job is to hold her team members accountable by teaching them to be grateful. Gratitude leads to employee success and happiness, even if workers aren’t necessarily satisfied with all of the circumstances they face.

Gratitude leads to employee success and happiness.


any times in business, much as in life, a person’s perspective shapes his attitude more than any actual situation does. You’ve probably heard a manager say something like this about her company, “The morale of the team is down because of recent company changes—cuts in benefits and employee layoffs.” The issues are real and the effect they have on people are real, as well. I don’t want to diminish emotions tied to such situations. However, if that manager is looking to improve morale, the key is to change her team’s perspective. Because, the fact is, a company can spend all of its time focusing on problems and trying to cope with new circumstances and still have its employees experience negative emotions. Which do you think is more productive and

Focus on gratitude We all have things to be grateful for, but more often than not, we forget to think about the good and focus on the bad. Consider this: In a doctor’s office, a young couple is disappointed to find out they are having a baby girl instead of a baby boy. Across the street, there’s another young couple in a hospital, grateful for the six hours they have with their newborn infant before she dies. It’s no different in the business world. At one company, a worker is upset and feels like he’s not being treated fairly because of his company’s financial struggles. The company has taken away company cars and increased workloads to make up for employees who’ve been laid off. Another company has just closed and the husbandSeptember 2011 BedTimes

17 |

Employees ‘It doesn’t do any good to sympathize with employees when they complain.’

and-wife couple who ran it are trying to figure out where they are going to live. They can’t pay their bills and have filed for bankruptcy protection. It’s all about perspective. Smart parents around the world tell their children to be grateful for what they have because there is always someone else who has it a lot worse. And, by the way, those “someone elses” often have a better perspective. Sympathy isn’t the solution Although it may sound counterintuitive, it doesn’t do any good to sympathize with employees when they complain about workloads, loss of benefits or even pay cuts. In fact, bad morale is actually created when leaders and workers start to sympathize with each other regarding corporate struggles or the unfairness of a job. Leaders who sympathize are trying to show compassion and empathy for their team members because they want to improve morale. Instead, they unwittingly end up confirming reasons why morale should be bad. To improve morale, leaders must help to change their team members’ perspectives. This isn’t a cold

or insensitive approach. Leaders must respect that a person’s feelings are real, but can point out that those feelings may not be necessary or helpful. The leader’s job is to give employees hope and understanding, not sympathy. For instance, when employees complain about workload increases after others have been laid off, a manager should discuss how they now have the opportunity to step up even more than before. Don’t do this in an insincere, “you can do it” cheer. Adopt a genuine tone that acknowledges what the new situation requires from the team. Each person then has to decide if he is committed and willing. Difficult times don’t cause bad morale, a lack of gratitude does. Managers need to take a look at their team and know they are the only ones who can change attitudes. Morale is a result of the actions— or lack of actions—taken by managers and employees. By adopting a positive attitude, employees win and the company wins, which will benefit employees in the long run. Every decision is a choice. A person can stay, complain and be miserable. A person can leave and hope for something better. Or a person can truly change his perspective, be grateful and move forward with a purpose. State of happiness Someone once said that if your goal is to be happy, you’ll never be happy. People say it all the time, “My goal is to be happy.” What do they mean? Are they unhappy now or are they happy and hoping to stay that way? There’s the adage that money can’t buy you happiness and you’ve probably heard the addendum, “Yes, but it can buy the things that make a person happy.” Deep down, everyone wants to be happy. But people aren’t happy because they are successful. They are successful because they are happy. A great leader must encourage team members to focus on being happy. And if someone isn’t happy, he should find a new place to work. Keep in mind that being happy doesn’t mean being satisfied. Both life and business are games of competition with oneself. As people, as managers and as workers, we should always strive to be better. When people stop trying to improve or learn, they get bored. In fact, satisfaction is a major contributor to low morale. Satisfaction is like quicksand. A person can fall into a pool of it and get sucked down until a good leader challenges him to pull himself out. If your company is having a morale issue, look at the happiness and satisfaction levels within. Challenge yourself and your team to get happy and never be satisfied. n



BedTimes September 2011

L inked I n


to work



BedTimes September 2011

Use the social network to help your career & company

LinkedIn isn’t the only business-related social media site, but it’s arguably the most well-known and popular, with some 100 million members in more than 200 countries and territories. David Nour, chief executive officer of the Nour Group Inc. in Atlanta, works with corporate clients on their strategic relationships and has researched more than 400 social networking sites in 22 categories, including advocacy, customer service and knowledge management. Many, he says, are “still science projects.” Others lack critical mass or are struggling with revenue models. But Nour—and plenty of others—think LinkedIn is an effective social network and one that has particular relevance for businesspeople. The site often is associated with hiring and job searches, but LinkedIn provides other benefits for professionals and their companies—everything from discussion groups for sharing ideas to company pages that promote your business.

By Lin Grensing-Pophal

September 2011 BedTimes

21 |


here to begin If you’re new to LinkedIn, getting started is relatively easy, says Jan Wallen, a New York-based sales and LinkedIn expert and author of Mastering LinkedIn in 7 Days or Less. The first step is to create a profile. Think of it as a sales and marketing piece for you and your business, Wallen says. Tell people what you and your company can do for them, as well as what differentiates you from others who provide similar products and services. The profile is part of your “personal brand,” says Bill Corbett Jr., principal of Corbett Public Relations in Floral Park, N.Y. It should adequately reflect who you are and be consistent with the rest of the information you share on LinkedIn. Consistency is the key to a strong brand for products—and for people. “Include as much pertinent information as you can,” Corbett says. It’s not necessary to be entirely business-focused.



n LinkedIn has 100 million members in 200-plus countries and territories. n More than half of LinkedIn members are located outside the United

States. n LinkedIn is available in nine languages: English, French, German, Italian,

Portuguese, Spanish, Russian, Turkish and Romanian. n LinkedIn counts executives from all Fortune 500 companies as members. n More than 2 million companies have LinkedIn company pages. n More than 80% of LinkedIn users influence buying decisions at their

companies. n LinkedIn members have more trust in the professional information they

receive on LinkedIn (82%) than Twitter (28%) and Facebook (23%). n LinkedIn users are 97 times more likely to have a college or post-

graduate degree than nonusers. n The average household income for LinkedIn members in the United

States is $88,000. Sources: LinkedIn and C. Thomas Smith III, an integrated marketing expert whose blog ( covers communications and social media-related issues.



BedTimes September 2011

“I like to recommend to clients that they include things that are part of their personal interests and lives beyond their businesses,” he says. “When people read these profiles, they can find a connection.” Be sure your profile is “100% complete,” filling out “Summary,” “Specialties,” “Education,” “Experience,” “Recommendations” and other sections. (As you add information, a graphic on the right-hand side of the page will tell you how complete your profile is—30%, 70%, etc.) Post a recent photo of yourself. Time spent creating an effective profile is time well spent, says Wayne Breitbarth, author of The Power Formula for LinkedIn Success. Breitbarth, once a skeptic, is now an outspoken advocate for the use of LinkedIn by business professionals. “Fill out everything,” he says. “With LinkedIn, there is no question that more is more.” Greater detail helps people find you and, on the flip side, makes it easier for you to find others through LinkedIn’s advanced search options. “Advanced search helps you zero in on who you are looking for, whether you’re a hiring manager looking for new employees or a business development executive looking for the right person to network with,” says Jacob Weinfeld, a marketing associate with InktelDirect in Miami Lakes, Fla. When your profile is complete, search engines rank it more highly, improving your visibility and credibility. Searchability, in general, is key to creating a strong LinkedIn presence. You want to be found by those in need of your products, services or expertise. Ensure that your profile contains the words others are likely to be searching for. What keywords should you use? Start by thinking of the words and phrases that people are likely to employ when looking for whatever it is you have to offer. Take a look at the profiles of your competitors and colleagues to see what terms they’re using. You’ll also want to create a company page. These typically contain a brief description and quick facts about your business. When people search for your company, they’ll see all of their connections who are linked to your business, as well as profiles of your new hires and employees.


ll about connections Speaking of connections, the greater your number of connections on LinkedIn, the more powerful your networking capabilities. An easy first step in building connections is simply to go to the “Contacts” tab at the top of your home page and click on “Add Connections.” You can either manually enter the email addresses of people you know or use a LinkedIn feature that will search your email address book.

The first step is to create a profile. Think of it as a sales and marketing piece for you and your business.

As you build your network, LinkedIn will suggest other people may want to link to. You’ll see these recommendations on the right-hand side of your home page in a box titled “People You May Know.” Connections also can be nurtured through traditional networking efforts, Corbett says. “I like to bring the real world into the cyber world and then back out again,” he says. “If I go to a networking event, I’ll collect all my cards and contacts and immediately link in with those people I met by adding them to my contact database.” Corbett notes that contacts on LinkedIn can be easily downloaded for use outside of the social network. From the “My Connections” page, click on “Export Connections” on the bottom right-hand side and follow the instructions. When you reach out to someone you want to connect with, you’ll see a box that is prepopulated with an invitation to that person. Experts suggest deleting the boilerplate copy and writing a message that is more specific and meaningful—one based on your existing relationship with the person or one that explains specifically why you’d like to connect. People you send invitations have the option to accept, reject or simply ignore your request. You’ll have the same options as people reach out to you.


tay active The status update area—the blank box next to your photo at the top of your home page—is where you can post new information and updates about your professional activities or company news. This update will pop up for all of your first-degree connections to see on their home pages. First-degree connections are those people you are directly connected to. Regular status updates will boost your ability to appear in relevant searches.


oing deeper If you do only what the experts have outlined thus far, you and your business will likely benefit from using LinkedIn. But advanced options offer even more opportunities and are equally easy to use. Questions & answers “Possibly the best tool on LinkedIn for executives is the Q&A forum,” Weinfeld says. “A well-thought out question or answer offers a great way to share information while establishing you and your company as a thought leader on a particular topic.” To participate in the forum, go to the menu bar at the top of your LinkedIn home page, click on “More” and then click on “Answers.”

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LinkedIn do’s and don’ts


auren Iacono, director of digital strategy for PAN Communications in Boston, works with clients who want to raise their profiles as thought leaders or generate more leads—or often both. She offers these LinkedIn tips:


n Do encourage customers and colleagues to write recommendations for

you and your company on your personal profile page. n Do establish yourself as an expert in the mattress industry by comment-

ing on relevant discussion threads in industry-related groups and offering insights on the LinkedIn questions-and-answers forum. n Do connect with a wide variety of people. You never know where you

might encounter a new customer, partner or opportunity. n Do post a recent headshot as a profile photo. n Do update your profile regularly to keep it current. n Do personalize your LinkedIn URL. (For example, social media consultant

David Nour of the Atlanta-based Nour Group Inc. uses www.linkedin/in/ davidnour. You can do this under the “Edit Profile” option.)


n Don’t be overly promotional in a group discussion. It’s appropriate to

mention your company or a particular product if it’s relevant to the discussion, but don’t make an overt sale pitch. Aggressive marketing is off-putting. n Don’t comment in discussions if you are uncertain of the audience. n Don’t go to a meeting with a prospect without first checking him out on

LinkedIn. Learn about his background and interests to establish common ground and better know how you can meet his needs. n Don’t forget to carefully check spelling and grammar before you post.

You want to put your best foot forward in this professional setting.

The question-and-answer forum provides a way to both search for information about specific topics that relate to your business and to ask questions about particular concerns you have. Categories (found in a box on the lower right-hand side of the page) address a broad range of issues, including administration, business operations, law and legal, marketing, product management, technology, sustainability and more. In addition to using this Q&A feature to gather input, many LinkedIn users build their own visibility by responding to posted questions. Participants who ask questions have the option of rating the best answers. Having your response selected as one of the best is another way to create credibility and become known as a go-to resource. Experts suggest you scan the questions that people in your network have posted and look for those in industry-related |


BedTimes September 2011

forums, as well. Every week or so, pick one or two to answer. Responding regularly to questions helps people in the industry and your specific segment start to see you as an expert. Groups This feature offers the ability to interact with LinkedIn members across a broad range of categories and interests. Groups operate under the same principles as chat rooms and forums found on other Internet sites. A big advantage of joining LinkedIn groups is that when you do, the members of those groups will come up in your search results, Breitbarth notes. Many people don’t realize, he says, that search results you receive on LinkedIn show only names of your first-, second- and third-degree contacts. The more groups you join and the more people that participate in these groups, the broader your searchable network becomes. For that reason, Breithbarth recommends joining some very large groups. Select the “Group” option from the drop-down menu on the right-hand side of the top of your home page (just to the left of the search bar). Leave the search bar blank, click on the magnifying glass symbol and you’ll see a list of these groups. The first—“Job Openings, Job Leads and Job Connections”—has about 470,000 participants. That’s a big group. While these giant-size groups hold value from a search and connection-building perspective, they probably aren’t the types of groups that you’ll participate in regularly. Smaller, more focused groups allow you to connect with like-minded people. Moderated groups— those actually supervised by a human being—tend to be less prone to spam. Rules guide the group’s behavior; participants who don’t follow the rules may be banned. To find groups of interest to you, simply search under “Groups” in the drop-down menu on the right-hand side of the top of your LinkedIn home page. When you enter a search term, the names of relevant groups will appear—the groups with the most members listed first. LinkedIn also will recommend groups for you. (Click on the other “Groups” tab on the main navigation bar at the top of your home page and then click on “Groups You May Like.”) One of the first groups you may want to join is one created by the International Sleep Products Association. Experts suggest limiting yourself to three groups to focus on at any one time. “You can join more than 50 groups, though if you try to be active in many groups, it dilutes your impact,” Wallen says.


ffective interaction Before jumping in to post, share or respond to comments in groups or forums, get a sense of the types of discussions and

Always remember that LinkedIn is a professional networking site.


ments that are most common, that generate positive responses and that turn people off. Initially, Breitbarth says, LinkedIn users often are challenged by coming up with what to talk about. “It feels sort of weird,” he says. “You think, ‘Why would anyone want to hear my stuff?’ Yet in face-toface interactions we share all the time.” Breitbarth suggests getting ideas from the posts of others and then responding to those posts. Another tip: When reading journals, perusing websites, participating in conferences or attending trade shows, be alert to information that members of your network might also find interesting. “You’ll find a certain number of people in your audience that would love to hear the same information and appreciate you bringing it to them,” he says. Try to build an audience of like-minded people so that your comments have relevance. Focus is important. In some cases, this might mean establishing more than one profile. You might choose to establish a profile that you use as a representative of your business and another that you use as a member of a professional networking group. Above all, Breitbarth says, always remember that LinkedIn is a professional networking site. And, be-

laws of social media

Daniel Morell, managing director of InSync Marketing, a social media firm based in Andover, England, has compiled seven laws of social media he shares with his clients.


The law of giving The businesses that do best in the world of social media are ones that give useful, valuable things—not pushy sales messages—to people.


anaging time Finally, using LinkedIn and other social media sites requires effective time management. Social networking can be a huge drain, if not used strategically. Have a goal in mind in terms of your engagement and monitor your results, Corbett suggests. “I believe in establishing a specific amount of time you will devote to social media,” he says. He also recommends establishing and tracking specific goals to determine whether that time is being spent effectively. “If you’re achieving your goals, you can spend more time,” he says. “You have to monitor your results and adjust your time accordingly.” ■


The law of action To borrow from Nike, “Just do it!” Businesses that do the best in social media are the ones that are constantly getting involved, responding quickly and implementing changes based on customer feedback.


The law of candor Honesty is the best policy. Trying to be a perfectionist will do you more harm than good: No company is perfect. Admit your faults, be honest when things go wrong and allow negative feedback about the company to stay up on social media sites.


The law of listening Social media is a two-way conversation. Listen first; speak second. Companies increase profits and productivity by listening to what people have to say and responding based on customer wants. It’s an outside-in, rather than inside-out, approach.




The law of greater purpose Businesses that are purely driven by the bottom line can’t survive in the social media realm. Making money is always a primary objective, but it’s important that your company convey a greater purpose, cause and culture.

The law of talent “All talk and no walk” fails in the world of social media. You can’t rely on clever marketing. Your product has to be good and your service has to be great.


cause of that, participants should be cautious in using tools that share updates across several platforms— automatically posting your tweets to LinkedIn, for instance. “People are bringing way too many Twitter and Facebook-type updates over to LinkedIn and that is turning businesspeople off,” he says. “People are on LinkedIn to see worthy information that had better be very closely aligned with business objectives and thoughts— not about where you ate breakfast or went on vacation.” Send too many off-topic or trivial messages and your connections may choose the option of ignoring your future updates, diminishing the value of your network.


BedTimes September 2011

The law of unity Unite and conquer. Social media is about connections and groups. Your focus should be on developing a culture and community around your company and products.

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Las Vegas Cool gels, flashy POP, plush toppers help wow summer marketgoers

Top right Tempur-Pedic At Tempur-Pedic, retailers found a lot of pillow talk. The Lexington, Ky.-based company added three traditional shapes to its pillow lineup, bringing total molded and filled choices to about a dozen SKUs. The selection includes knit and woven covers in white or cream, with prices ranging from $99 to $399. All are dressed in new packaging—clear plastic totes with handles and zippered access. Tempur-Pedic plans to launch a pillow-only national ad campaign soon, said Mike Mason, director of brand development. Below Comfortaire Greenville, S.C.-based airbed maker Comfortaire showed off its coolest—and warmest—bed, the new iC900+. Retailing for about $4,000,* the bed features dual temperature-regulating technology from Mooresville, N.C.-based Chili Technology in the top upholstery layers. Sleep partners can warm or cool their side from 46 degrees to 118 degrees.

T by

Barbara Nelles

he temperatures may have shot past the 100-degree mark in Las Vegas during the furniture market Aug. 1-5 but exhibitors and retailers stayed cool in the World Market Center. Most showrooms reported good traffic for at least the initial opening days. Market officials pointed to a 3% increase in the number of overall buyers and a 23% jump in international buyers over last summer’s show. Among the key market trends BedTimes spotted: ■ Various formulations of gel—from poured layers to infused foams—made headlines at the show. It’s a cool, pressure-relieving component, mattress makers said, especially when combined with visco-elastic or latex comfort layers. ■ Ready to spice up bland retail spaces and engage tech-savvy consumers, illuminated digital point-of-sale signage and gadgets were everywhere, as was vivid lifestyle imagery on posters, headboards and giant wall decals. ■ Accessories were big, too, as manufacturers sought to assist retailers in improving average tickets. There were toppers with an assortment of high-end foam and fiber fills and new pillow programs, as well as entire accessories collections and displays. ■ In some showrooms, it was all about air flow as manufacturers focused on improving the breathability of foam mattresses by adding open-cell visco-elastics, foams cut and contoured to help move air through the bed and special ventilationaiding fabrics. On the following pages, BedTimes presents an overview of market introductions and highlights new products that illustrate some of these trends.

* Unless otherwise noted, all prices are suggested retail for queen-size sets. |


BedTimes September 2011


September 2011 BedTimes

31 |

Top left Spring Air International The Boston-based bedding maker has ensured that the body-contouring support features of the all-foam Sleep Sense BioMax bed are plain to see. The specialty sleep line carries the Level II seal of the Specialty Sleep Association’s Environmental & Safety Program. Its polyurethane foams are CertiPUR-US certified and its latex and panel ticking satisfy the Oeko-Tex Standard 100. The four models retail for $1,299 to $2,199. Top right Simmons The Atlanta-based manufacturer introduced the AirCool Sleep System, part of “Project New,” a package of enhancements to its specialty sleep lines. The system provides better ventilation of foam beds via specially engineered foams and spacer fabric borders. Simmons also launched eye-catching digital point-of-sale tools, MicroGel gel-infused memory foam, the sleek NuFlex adjustable base (retailing for $1,699 in queen) and contoured memory foam—part of its Independent Response Technology. Middle left Pure LatexBLISS Granulated Talalay latex, or latex “down,” fills two new reversible toppers from Pure LatexBLISS. They retail for $400 for a low-profile version and $500 for a high-profile version. The Atlanta-based producer also introduced an innerspring mattress featuring wrapped coils encased with Talalay latex. In two profiles, it retails for $1,400 and $1,600.



Check out additional sights and sounds from the August Las Vegas Market. We’ve posted a video report by BedTimes Associate Editor Barbara Nelles online at



BedTimes September 2011

Bottom left Therapedic International The licensing group launched the specialty collection EcoTouch “in response to consumers’ desire for quality, environmentally friendly beds and retailer demand for competitive price points,” said Gerry Borreggine, president and chief executive officer of the Princeton, N.J.-based company. EcoTouch features an engineered foam core composed of layers of high-density polyurethane and open-cell visco-elastic, each with plant-based content from soy. Four models retail for $1,699 to $2,999.

Top left Restonic At Restonic, the top-of-the-line ComfortCare Select made its first major market appearance, dressed in silver and white and draped with a shimmery, molten foot streamer and pillows. The bed from the Buffalo, N.Y.-based licensing group features 800 wrapped coils, Marvelous Middle technology, high-end foams and zoned support. The top Doria model retails for $1,499. Middle left E.S. Kluft & Co. Inspired by European divan beds with toppers, Rancho Cucamonga, Calif.-based E.S. Kluft & Co. has created the A3 Series. Each three-piece bed set includes a ComfortTop topper, a mattress available in three firmness levels and a base. Components include high-end latex and gel-infused foams, wool, organic cotton and wrapped coils. A3 prices start under $3,000. Toppers were found throughout the Kluft showroom, including reversible button-on toppers on some new Monogram Series beds. The company says ComfortTops soon will become a standard feature in every line. Bottom left Gold Bond Hartford, Conn.-based mattress maker Gold Bond showcased a new ventilated, pressure-relieving EcoSense bed. The all-foam, smooth-top mattress has “Cool Response� gel-infused memory foam in its top comfort layer and is covered in a supple stretch knit. Three models retail for between $1,099 and $1,499. Gold Bond also added several models to its Sacro-Support encased coil line and unveiled a redesigned Premier Series two-sided collection.


Newcomers & new Showrooms

The Las Vegas Market continues to attract mattress and sleep accessories producers. Companies making their Las Vegas debut this summer included mattress producer Carolina Mattress Guild, marketing specialist Wright of Thomasville and sleep accessories supplier Guard Master. Paramount Sleep showed its line in a space at the Monte Carlo Resort & Casino. Others, including Boyd Specialty Sleep and Pure LatexBLISS, expanded their presence into larger showrooms. Representatives cut the ribbon on Ergo Bedroom, a multiuse showroom that will be open year-round to the public.



BedTimes September 2011

Top right Kingsdown Blu-Tek, a new all-foam collection from Mebane, N.C.based Kingsdown, made waves on the show floor with its striking point-ofpurchase materials and color-blocked borders. Blu-Tek’s Cool Support Technology includes a number of horizontal and vertical ventilating features: channel cuts, pinhole designs in support layers and in the edge support, and a 3-D fabric on panels. Beds combine polyurethane, visco-elastic and latex foams, as well as poured gel in the top models. The four-bed line retails for $1,499 to $2,999. Top right Comfort Solutions Playful puppy imagery helps communicate Willowbrook, Ill.-based Comfort Solutions’ key marketing message for its eXtended Life line of extra-durable mattresses: “Saggy puppy good. (Saggy mattress bad.)” The company also rolled out a limited edition Laura Ashley collection aggressively priced—starting at $599—to help retailers capitalize on late summer promotions. The Laura Ashley beds are dressed in rose or silver and feature foam-encased innersprings and zoned foams in super-soft or firm feels. Bottom left International Bedding The mattress maker redesigned its Europa collection with fashion-forward fabrics in sage and chocolate, premium foam comfort layers and foam-encased wrapped coils. The five new models from the Fort Lauderdale, Fla.-based company retail for $799 to $1,599. Also new were nine “great value” beds with retails from $399 to $899 appearing in the American-Pedic, Classic and other collections.

Bottom right Serta The mattress major accented accessories with a new Sleep To Go program for retailers that includes a large two-sided display case designed to hold an array of pillows, sheets, blankets and protectors. Retailers can customize the exact accessories mix. The company, headquartered in Hoffman Estates, Ill., also added a fifth model to its popular iComfort line. It features a layer of gel-infused latex and retails for $2,999.

September 2011 BedTimes

35 |

Top left Paramount Sleep Showing at the Monte Carlo Casino & Resort, Paramount Sleep highlighted its Boutique Hotel collection. The beds feature open-cell memory foam to improve air flow and pocketed innersprings. The grouping is being marketed to both retailers and hotels. The seven-model line retails for $799 to $1,499. Top right Sealy The mattress major’s luxury Next Generation Stearns & Foster line stood out on the show floor with fresh styling—upholstery borders, a vertically stitched foundation, top-panel jumbo medallion, upgraded components (including a 100% latex core in one model) and a new marketing campaign designed to connect with consumers on an emotional level. The brand from the Trinity, N.C.-based company has been regrouped into Core, Estate and, now, Lux Estate, collections. It retails for $1,300 to $2,699. Bottom right Englander The Olive Branch, Miss.-based licensing group rolled out Egel, a three-bed specialty sleep collection with contemporary styling and point-of-purchase materials to match. The beds retail for $1,499 to $2,100 and have zones of blue gel injected in the visco-elastic comfort layer. “We’re thrilled because this new national program has been a real hit at the show,” said President Kevin Toman. “The POP and look and feel of these new beds really appeal to that all-important younger demographic.”



Las Vegas Market Jan. 30-Feb. 3 World Market Center Phone 888-416-8600



BedTimes September 2011



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Top left Suite Sleep The maker of “luxury organic sleep systems� put the emphasis on zippered pillows with covers woven from organic cotton and then filled with organic wool, kapok or finely shredded 100% natural latex. Angela Owen, owner of the Boulder, Co.-based company, sells retailers extra fill by the pound so that pillows can be customized to each sleeper. They retail for $129.

Bottom left Natura World Cambridge, Ontario-based Natura World unveiled a contemporary, smooth-top mattress collection, NaturaSleek, with a cream-colored stretch knit cover and Dunlop latex core. The beds include a layer of NaturaWool to ease pressure points and wick away moisture. Prices for the four-bed line range from $1,799 to $2,999.

Top right Boyd Specialty Sleep The St. Louis-based mattress producer displayed a redesigned patent-pending platform Bonus Base with handsome arched legs and a silver-and-brushed nickel finish that retails for $199 in queen. Boyd also added latex toppers, as well as two new beds to its Natural Flex latex mattress collection. The mattresses, at 12 inches and 13 inches, retail for $799 and $999, respectively. An attractive new Natural Flex point-of-sale display is available to retailers.

Bottom right Anatomic Global Specialty sleep producer Anatomic Global, which is headquartered in Corona, Calif., entered the adjustable category with two styles of bases. They feature color-matched upholstery, wireless remotes, massage function and lumbar support options, as well as a unique method for anchoring the mattress to the base. The company also unveiled Shoreline, a five-bed line of aggressively priced visco-elastic mattresses that retail for $499 to $1,499.



BedTimes September 2011

ISPA Chairman’s Message

ISPA: Our industry’s insurance policy By Gerry Borreggine


enjamin Franklin founded America’s first fire company in 1737. It was Franklin’s idea that a club or society of “active men, whose business is to attend all fires, whenever they happen” was necessary in colonial Philadelphia. Leather buckets, strong bags, baskets, hooks and ladders were the tools of the colonial firefighters. Soon thereafter, Franklin started America’s first fire insurance company. This became necessary because in colonial times, house fires were commonplace, as a result of the heating methods of the day. A fire company could hardly protect the entire city, so they needed a marker or signal to identify which houses where insured and which weren’t. This gave the fire company a clear indicator as to which fires they needed to respond to and, ultimately, fight. Franklin’s fire company, the Union Fire Co., went by the simple motto, “An ounce of prevention is worth a pound of cure.” Lead plaques with the fire company’s logo and the homeowner’s insurance number were affixed to the front of houses—both mansions and modest row homes—to identify the insured houses to the fire company. As callous as it may seem, one can only imagine how many colonial homes burned to the ground without an attempt by the local fire company to extinguish the blaze, due to the fact that those homes were not part of the fire insurance network. Many of you may be wondering, “What in the world do Ben Franklin’s fire and insurance companies have to do with ISPA?” Well, it’s much more than just the civic pride I feel about my hometown and one of America’s favorite sons. It has quite a bit to do with the mattress business and the trade association that represents the interests of the entire mattress industry. It has been said many times that the International Sleep Products Association is very much like an insurance policy for the members of the association and that it also acts as an agent for the nonmembers in our industry—both the big (mansions) and the small (row homes). ISPA is the industry’s watchdog on Capitol Hill, ensuring that the mattress industry has a unified and salient voice with our nation’s policy-



BedTimes September 2011

makers. Time and time again, ISPA has led the fight to allow our industry to operate on a level playing field when it comes to doing business both in the United States and abroad. Many times that effort goes unnoticed, as it’s often unheralded. It’s considered another day on the job by ISPA and its staff. Perhaps there isn’t enough drum banging going on at ISPA headquarters, but that unassuming approach does not change the fact that this association is working tirelessly, 24/7 for an industry in dire need of an advocate. Where would this industry be today if not for the efforts of its association advocate in response to the numerous and onerous fire regulations and laws that a number of states were about to enact several years ago? How about the association’s unified effort to ensure that the industry—all the industry, members and nonmembers alike—were apprised of the FR laws and properly educated in ensuring the industry’s compliance with such laws? Recently, there was a bill in the New York Legislature, which would have required every retailer to segregate the used mattresses it picked up on deliveries and put them in separate trucks, apart from the trucks the dealer used to deliver the new product to consumers’ homes. In its typically understated fashion, ISPA went in, lobbied, cajoled and convinced lawmakers that this was an unreasonable bill, which, if enacted, would add hundreds of dollars to the consumer’s purchase price of new mattress sets. Do you think ISPA is an insurance policy worth having? I certainly do, which brings me to the value proposition of ISPA membership. How, in good conscience, could any manufacturer do business in this industry and not support or be a member of ISPA? When I assumed the chairmanship of ISPA in March, I publicly stated that my primary objective was to convert ISPA from an exclusive association to an inclusive one. I said that ISPA management, for several years, had taken a misguided path. That is now behind us. My predecessor, Don Wright, presided over a healing period in which the association was shaken up, changed and, ultimately, corrected. Now, we look to unify and move forward for the benefit and betterment of the entire industry. If you have any questions to ask me regarding these matters, I am open to discuss them with you privately and personally. My personal email is and my cell phone number is 609-605-0535. I want to talk to you. Leaders lead and firefighters put out fires. I don’t want anybody’s house to burn on my watch. Call me. Gerry Borreggine is president and chief executive officer of Therapedic International and chairman of the International Sleep Products Association. He began his career in 1977 as an executive with sleep products retailer 40 Winks and joined Therapedic in 2003. Borreggine became active in ISPA more than 20 years ago when he was the first retailer asked to join the board of the Better Sleep Council, ISPA’s consumer education arm.

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attress major Sealy, with headquarters in Trinity, N.C., reported net sales of $321.3 million in the second quarter of fiscal 2011, an increase of 10.6% compared to the same prior-year quarter. Total U.S. net sales also increased 10.6% to $253.4 million from the second quarter of fiscal 2010. International net sales increased $6.5 million, or 10.5%, from the second quarter of fiscal 2010, to $67.9 million. Excluding the effects of currency fluctuation, international net sales increased 6.3% from the second quarter of fiscal 2010. Sealy attributed the gain primarily to increased sales in Argentina, Canada and Mexico. Gross profit increased by $3.5 million to $125.1 million from the prior-year quarter. Income from operations decreased by $4.7 million to $22.4 million. Included in the result is $12.7 million of incremental costs associated with the launch of



Sealy’s second quarter Net sales

$321.3 million

U.S. net sales $253.4 million International $67.9 million net sales Gross profit $125.1 million

the Next Generation Posturepedic line, including price discounting for the old line, manufacturing startup costs and national advertising expenses. Net income from continuing operations for the second quarter was $0.8 million, or $0.01 per diluted share, compared with $3.7 million, or $0.03 per diluted share, in the prior-year quarter. Adjusted EBITDA (earnings before interest, taxes, depreciation and amortization) in the second quarter decreased 18.7% to $32.8 million from $40.3 million in the prior-year period. Adjusted

EBITDA margin decreased to 10.2%, compared to 13.9% in the second quarter of 2010. “We were pleased with our operational and financial performance in the second quarter, which allowed the company to deliver double-digit sales growth over the prior year, as well as sequential growth in gross margin, income from operations and adjusted EBITDA. We accomplished these results even as we saw conditions for the industry become more challenging than expected,” said Larry Rogers, Sealy president and chief executive officer. “The balance of the year is shaping up to be more challenging, but the ongoing success of our broad product portfolio affirms the confidence we have in our ability to drive improved financial performance—with expected continued revenue growth and improving gross margin and adjusted EBITDA results in the second half of 2011,” Rogers said.


Sealy’s second-quarter sales rise 10.6%

Denver Mattress aids charity for orphans Denver Mattress Co. raised $200,000 for the Tim Tebow Foundation, which supports orphanages around the world. Through the “Your Dreams Improve and So Do Theirs” campaign, Denver Mattress donated $15 for every mattress sold from May 19 to June 22. The company reached its initial donation cap of $100,000 so quickly that it increased the goal to $200,000. “Denver Mattress Co. was thrilled to be able to go above and beyond what we had originally set out to do,” said Dan Visser, president of the Denver-based factory direct.

Select Comfort reports net sales up 16% in recent quarter


inneapolis-based airbed maker Select Comfort reported net sales increased 16% to $161 million in the second quarter of fiscal 2011, compared to $139 million in the second quarter of 2010. The increase was driven by company-controlled sales growth of 20% over the prior-year period. Net income for the quarter was $11.3 million, or $0.20 per diluted share, as compared to net income of $6.2 million, or $0.11 per diluted share, in the second quarter of 2010—an 82% improvement. Operating income of $17.6 million and an operating margin of 10.9% both represented the best second-quarter performance in company history, according to Select Comfort.

“We’re pleased that focused execution against our strategic priorities is continuing to result in strong operational and financial performance, as demonstrated in our second-quarter results,” said Bill McLaughlin, Select Comfort president and chief executive officer. “Specifically, we sustained double-digit comparable sales growth and strong margins, which allowed us to report record-setting second-quarter operating income.” Gross profit margins in the second quarter of 2011 increased 130 basis points to 63.5% of net sales, compared with 62.2% in the prior-year period. The increase reflects a strong product mix, manufacturing efficiencies and pricing actions, the company said.

Sales and marketing costs for the quarter increased by 12% to $70.5 million, representing 43.7% of net sales. This compares to $63 million, or 45.3% of net sales, in the prior-year period. Media investments in the second quarter totaled $20.1 million, 25% higher than a year ago. Cash flows from operating activities were $34 million for the first six months of 2011, compared to $29 million in the prior-year period. Driven by increased investment in stores and information systems, capital expenditures for the first six months of 2011 increased to $9.6 million, compared with $1.7 million during the same period last year. As of the end of the second quarter,

cash, cash equivalents and marketable debt securities totaled $98 million and the company had no borrowings under its revolving credit agreement. “During the second half of the year, we should continue to drive profitable growth as we accelerate awareness and consideration of our brand,” McLaughlin said. n


Second-quarter numbers Net sales

$161 million

Net income

$11.3 million

Operating income

$17.6 million

Operating margin


September 2011 BedTimes

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Tempur-Pedic sees sales rise 30% in second quarter


attress and pillow producer Tempur-Pedic posted net sales of $342.2 million in the second quarter of fiscal 2011, up 30% from $263 million in the second quarter of 2010. The Lexington, Ky.-based company reported net income of $53.1 million in the second quarter, compared with $33.5 million in the second quarter of 2010. Earnings per diluted share were $0.76 in the second quarter of 2011, up from $0.46 in the prior-year period. On a constant currency basis, net sales increased 25%. Net sales in the North American segment increased 29% and international net sales rose 34%. On a constant currency basis, international net



BedTimes September 2011



Second-quarter snapshot Net sales

$342.2 million

Net income

$53.1 million

Gross profit margin


Operating profit margin


sales increased 18%. Mattress sales increased 30% globally—up 28% in North America and 37% internationally. On a constant currency basis, international mattress sales increased 20%. Pillow sales grew 25% globally—up 19% in North America and 31% internationally.

On a constant currency basis, international pillow sales increased 15%. Gross profit margin in the second quarter of 2011 was 52.9%, compared with 48.7% in the second quarter of 2010. Tempur-Pedic attributed the gain to a favorable product mix, improved efficiencies in manufacturing and fixed-cost leverage related to higher production volumes, partially offset by higher commodity costs and new product launches. The company’s operating profit margin was 24.2%, compared with 20.5% in the second quarter of 2010. The increase was driven by improved gross profit margin, partially offset by increased

marketing investments, Tempur-Pedic said. “We are pleased with our second-quarter performance,” said Mark Sarvary, TempurPedic chief executive officer. “We executed well on new product rollouts across the globe, broadening our appeal to consumers. Productivity programs continue to expand our margins and our strategic investments in advertising are driving awareness and are already driving growth.” Looking to the remainder of 2011, Tempur-Pedic expects net sales to range from $1.37 billion to $1.4 billion and earnings per share to range from $3.07 to $3.14 per diluted share.


Spring Air & Jamison sign licensing deal S

pring Air International and Jamison Bedding have inked a licensing agreement that allows Jamison to make and market Spring Air-branded products in Indiana, Kentucky and Ohio. Under the deal, Jamison will do business as Spring Air Midwest. Jamison, based in Brentwood, Tenn., will produce Spring Air and flagship Back Supporter products from its 100,000-squarefoot factory in Gallatin, Tenn. “Jamison is a strong, well-respected bedding producer in its own right and, in terms of business values like innovation and quality, we are well aligned,” said Rick Robinson, president of Spring Air, which has headquarters in Boston. Jamison will cover territory previously serviced by a plant in Columbus, Ohio, that closed last year. Spring Air factories in Boston and Toledo, Iowa, have been filling the gap since then. To manage the Spring Air rollout, Jamison has expanded the responsibilities of territory manager Drew Bryson to include Indiana, plus northern Kentucky and, initially, Ohio. Jamison is seeking a sales representative to cover northern Ohio, said Ken Hinman, Jamison senior vice president of sales and marketing. “This is an exciting venture between two long-standing mat-

tress brands that value their heritage and take pride in both their people and products,” Hinman said. “The synergies that exist in this new arrangement will enable us to maximize our raw materials purchasing, leverage our delivery systems in new markets and increase factory productivity. We also see the strength of the Spring Air brand and its emphasis on smart marketing and meaningful innovation as major opportunities for us.” Jamison will continue market‘This is an exciting venture ing its own mattress brands, including between two long-standing Arbor, Crest, Oceania and TLC, as well mattress brands that value as the Hypnos line their heritage.’ of licensed products. The company also is a major supplier to hotel chains Marriott and Best Western. Spring Air has 14 manufacturing facilities in the United States and operates in 33 countries.

September 2011 BedTimes

45 |


Slumbercare expands Therapedic brand in Australia


lumbercare Bedding Pty. Ltd., a Therapedic International licensee in Australia, has increased its territory to include the state of South Australia. The company previously had been manufacturing, marketing and distributing Therapedic-branded bedding throughout the state of Victoria and in the southern portion of New South Wales. Slumbercare, with headquarters in Oakleigh South, joined the Therapedic network in 1998. “Slumbercare is our strongest licensee on the continent and we are looking forward to them duplicating that success in other parts of the country,” said Gerry Borreggine,



BedTimes September 2011

president of the Princeton, N.J.-based licensing group. “Australia is a key market for us and this expansion will help maximize the potential of our brand there.” Slumbercare Managing Director Con Apostolidis added: “We are privileged to take on the Therapedic International license for South Australia and operate with the same philosophy and strategies that have brought Victoria success with the brand for the past 13 years.” Therapedic also has licensees in Canada, Dubai, Ecuador, Guatemala, Ireland, Israel, Jamaica, Jordan, Korea, Malaysia, Mexico, Morocco, New Zealand and Trinidad.

Growing partnership Slumbercare Bedding Pty. Ltd. and Therapedic International have enjoyed a licensing deal for 13 years. Celebrating an expansion of the relationship are (from left) Norman Rosenblatt, Therapedic chairman; Con Apostolidis, Slumbercare managing director; and Gerry Borreggine, Therapedic president.


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BedTimes September 2011

New lows Spinks Springs has rolled out new low-profile pocketed springs. The HD spring unit shown here is only ¾-inch tall.


nder the Spinks Springs brand, Harrison Spinks Components Ltd. is offering the patented Posturfil and HD pocketed springs to the global bedding industry. The Posturfil pocket spring offers “exceptional levels of comfort by utilizing a high pocket spring count that not only enhances and supports the contouring properties of the application but equalizes the weight of the user, thus reducing pressure points,” according to the company. Posturfil springs are 1½ inches tall and are available in five different tensions. Spring counts are equivalent to more than 1,000 springs per queen-size mattress. The HD spring is just under ¾-inch tall. Spring counts are equivalent to more than 2,000 springs in queen size. The products can be used individually or layered together. The springs are produced in an 80,000-square-foot plant in Leeds, England, and are roll-packed for cost-effective shipping, the company said. They were showcased at Interzum Cologne in Cologne, Germany, in May. Leeds-based Harrison Spinks Components is part of the Harrison Spinks family of businesses. Harrison Spinks is a leading producer of luxury mattresses for the U.K. market.

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City of Hope’s National Home Furnishings Industry chapter is sponsoring a “Northeast Cruise for Hope Around Manhattan” fundraiser on Sept 10. City of Hope is a research, treatment and education center for cancer and other life-threatening diseases in Duarte, Calif. The cruise is being held in honor of Simon Kaplan, president of Crest Furniture. Sponsors include mattress major Sealy in Trinity, N.C.; upholstery maker Rowe Furniture in Elliston, Va.; and purchasing cooperative Furniture First in Harrisburg, Pa. For more information, check To register, contact Beth Ida Stern, City of Hope senior director of development, at 213-241-7192. helping homeless Online and phone mattress retailer is sponsoring a donation and discount program to benefit the nonprofit organization A Good Night Sleep

News Boyd earns patents for mattress & pillow selection system


he U.S. Patent and Trademark Office has issued Boyd Specialty Sleep two patents related to the mattress producer’s in-store mattress and pillow selection system, Sleep Metrics. Boyd developed Sleep Metrics in 2008. Using a diagnostic air mattress, touch-screen kiosk and computer system to gather information about a customer’s body type, sleep style and special needs, Sleep Metrics allows retailers to help their customers select the right mattress and complementary accessories, such as pillows, mattress protectors and massagers. “Ultimately, the Sleep Metrics system creates a more consultative and professional experience for the shopper and enhances the selling skills and success of the retail sales associate,” said Dennis Boyd, president of the St. Louis-based company. The new patents are U.S. No. 7,937,238 and 7,937,239. Another patent for the system (U.S. No. 7,467,058) was issued in 2008. The latest patents bring to more than 30 the total number of patented products, components, processes or systems that Boyd Specialty Sleep has created since its founding in 1977.

and its “Drive to 500,” an initiative to provide a minimum of 500 beds to clients and partners of the charity this year. A Good Night Sleep supplies beds and sleep accessories to people making the transition from homelessness to permanent housing. Through Sept. 30, shoppers who make donations of $25 or more to the organization receive slidingscale discounts on mattress purchases. kicked off the drive by sponsoring a “Bedder Dream Big” fundraising event in Los Angeles July 23.

Anatomic Global doubles its MEGA Group dealers Anatomic Global, a foam mattress maker based in Corona, Calif., has doubled the number of MEGA Group USA member retailers carrying its products. Thirty members of the home furnishings and electronics buying group, which has headquarters in Germantown, Tenn., now sell a range of Anatomic Global’s Comfort by Design and EcoSeries mattresses, toppers and pillows.

September 2011 BedTimes

49 |


IMC finishes purchase of High Point buildings IMC now owns 18 buildings I



BedTimes September 2011

with more than 11.5 million gross square feet

Home Furnishings Center and eight Market Square complex properties in High Point. It already owned the World Market

Center in Las Vegas. “We are pleased that this unprecedented combination of properties is complete and that

these attractive assets have come together under one structure and management team,” said Robert Maricich, IMC chief executive officer. “With the addition of these five premier facilities to our portfolio, we can now devote our focus to our primary mission—creating the most effective, efficient and compelling platform for our industry.”

Magniflex expands with new strategy


nternational Market Centers has completed its acquisition of five furniture and home accessories showroom buildings in High Point, N.C. They include Showplace, Showplace West and three buildings on North Hamilton Street. Financial details of the transactions, which were announced May 3 and completed in late July, were not disclosed. With these sales completed, IMC now owns 18 buildings with more than 11.5 million gross square feet in High Point and Las Vegas, the two largest furniture and home accessories markets in the United States. IMC has headquarters in both cities. Last spring, the IMC purchased the International

Mattress producer Magniflex now has placement in more than 120 retail locations in the United States, in part because of a new strategy focused on placing products on the floors of contemporary furniture and specialty mattress dealers. “We are gaining nice traction focusing on independent furniture dealers,” said Marco Magni, global sales director for the company, which has headquarters in Prato, Italy. “We believe a key to the success of the program is that these dealers have a loyal customer following, have experienced RSAs who are knowledgeable about our products and are excited to have something unique, like Magniflex, in their bedding department.”


Hickory Springs’ Panama Jack line debuts B

each lifestyle brand Panama Jack has launched its first home furnishings line, the Panama Jack Home Collection, at retailers nationwide. The collection features 11 mattress-and-frame futon ensembles from Hickory Springs Mfg. Co., a furniture and mattress industry supplier with headquarters in Hickory, N.C. “We call this product ‘convertibles’ because the futon has evolved to be a much more stylish, high-quality and versatile product,” said Dwayne Welch, Hickory Springs executive vice president. The futon collection features solid wood frames and two mattress options—an 8-inch version made of fiber and Hickory Spring’s Preserve bio-based foam and a 10-inch version that incorporates an innerspring unit. Suggested retail prices range from $699 to $1,299. In addition to Preserve, the line features eco-friendly components, including recycled steel in the innerspring unit and recycled cotton in the cotton-poly blend coverings. Four of the top models feature hand-woven rattan and wicker embellishments in the frame. “Panama Jack is a brand that is youthful and adventurous but

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also resonates with 50 year olds who know the name from when they were children. This partnership is part of our commitment to elevate the category and help RSAs sell a more fashionable, higher-end product for use in the living room, den or vacation home,” Welch said. Panama Jack, which offers products from sunglasses to rum to furniture under its brand, is based in Orlando, Fla.

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Gold Bond ups institutional sales


enewed efforts in the contract market and a fresh selection of beds specifically designed for that sector are paying off with new business from customers in education, hospitality and health care, said mattress manufacturer Gold Bond. “While retail continues to be a daily struggle, the contract market has a steady need for product and, candidly, is better funded,” said Bob Naboicheck, president of the Hartford, Conn.-based company. “It made strategic sense for us to renew our ties to this market and that strategy has paid off.” Gold Bond has modified its top-performing value lines—the two-sided SacroSupport and its Comfort collection—to conform to the requirements of contract customers. “We are offering a range of new products designed for the comfort, quality and value that our contract customers want today,” Naboicheck said. “Their needs cannot be met from buying from the largest, most promoted brands. What they care about is getting the highest quality specifications at the most competitive prices.” Founded in 1899, Gold Bond is one of the nation’s oldest family-operated independent mattress and futon manufacturers.

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Ergo opens year-round space in Vegas


pecialty sleep veterans Michael Nermon and John Shaw have opened Ergo Bedroom, a multiuse showroom in the World Market Center in Las Vegas that is open to the public year-round and to the trade during furniture markets in winter and summer. During the recent Las Vegas Market in August, Ergo featured mattresses by Swedenbased producer Carpe Diem and U.K. maker Vi-Spring. “The Ergo Bedroom showroom establishes a new model for manufacturers to market

their bedding products in a more conducive environment,” said Nermon, founder and president of Ergo Customized Comfort, a specialty bedding retailer based in Irvine, Calif. “The support we have received from our suppliers and the World Market Center has been tremendous. Everyone is working together to create an ideal setting that all facets of the marketplace can enjoy—suppliers, retailers, designers and consumers.” Ergo Bedroom is in Building C-184 of the World Market Center. New market model Ergo Bedroom’s showroom in Las Vegas is open to the public, as well as the trade. Among the brands it featured during the summer furniture market was Vi-Spring. Seen together during the show were Michael Nermon (from left), owner of Ergo Bedroom; Terrence Bachor, Vi-Spring director for North America; Mike Meehan, Vi-Spring managing director; and Dr. Neil Stanley, sleep expert with the Sleep Consultancy.

News Fabrictech: Allergens nothing to sneeze at


attress and pillow protection supplier Fabrictech International sponsored a seminar on bedroom allergens and health in August as part of the Las Vegas Market’s continuing “One Good World Series” of seminars and presentations. The series was established in 2010 and focuses on health and sustainability issues in the home furnishings industry. Sean Bergman, vice president of sales and marketing for the Cedar Grove, N.J.-based company, spoke about allergies and asthma triggers in bedrooms, citing a wealth of existing research. Fifty-five percent of American children have some type of allergy and 20 million Americans have dust mite allergies, Bergman said. Retailers can assist consumers in addressing indoor allergens and disturbed sleep by carrying mattress and pillow protection products. Such accessories also help supplement ticket sales and increase dealer margins, Bergman said.

U.K.’s FIRA amends FR standards


he U.K.’s FIRA International has amended two furniture and mattress flammability standards, both addressing the flame-resistant polyester fabric that covers filling materials. The revised standards are: ■ BS 7177: 2008 + A1: 2011, specification for the resistance to ignition of mattresses, mattress pads, divans and bed bases. This is the main U.K. standard for assessing the FR properties of complete mattresses for all applications, domestic and contract use. ■ BS 7176: 2007 + A1: 2011, specification for the resistance to ignition of upholstered furniture for nondomestic seating by testing composites. This is the main U.K. standard for assessing the FR properties of contract furniture. The amendments were made to ensure

that the fabric specification is identical to that contained within the U.K.’s Furniture and Furnishings (Fire) (Safety) Regulations 1988, as amended in 1989, 1993 and 2010. “This is a relatively minor amendment and should have no effect on any test results already achieved,” said Phil Reynolds, principal technical manager for FIRA, a testing and certification organization based in Stevenage, England. “The update has been made to ensure consistency across testing approaches and to maintain the highest standard in fire safety testing.” The amendments went into effect Aug. 1 and are available for purchase at For more information, contact FIRA at 44-1438-777-700 or


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September 2011 BedTimes

53 |



Kingsdown makes ‘Extreme’ donation Mattress maker Kingsdown, with headquarters in Mebane, N.C., participated in episodes of the ABC television program “Extreme Makeover: Home Edition” shot in Fayetteville, N.C. The manufacturer donated mattress sets for the TV program’s projects at a homeless shelter for female veterans, as well as at a private home. “We are thrilled to share in the excitement these projects are bringing to residents of Fayetteville and Fort Bragg,” said Eric Hinshaw, Kingsdown chairman and chief executive officer. “Extreme Makeover: Home Edition” can be seen on Sundays. The episode featuring Kingsdown is scheduled to air in October.

Sealy offers ‘Inflation Buster’ beds In a special promotion that launches at retailers during the Labor Day holiday weekend, mattress maker Sealy is promoting a collection of “Inflation Buster” Sealy brand beds. “We know budgets are tight in this tough economy,” said Jodi Allen, chief marketing officer of the Trinity, N.C.based company. “We wanted to create a superior bed at a low cost that drives business for our customers, while offering an incredible value to consumers.” The innerspring mattresses are available in firm, plush and euro-top de-



BedTimes September 2011

signs and all include memory foam. They have suggested retail prices of $699 for a queen set.

Serta ‘adopting out’ sheep for charity Serta, a mattress producer based in Hoffman Estates, Ill., is sponsoring “Adopt-a-Sheep for the Fight Against Cancer,” a fundraiser to support City of Hope. City of Hope is a research, treatment and education center for cancer and other life-threatening diseases in Duarte, Calif. Serta will make a donation to City of Hope for every consumer who “rest tests” or purchases an iComfort bed at a participating retailer. Those consumers will go home with a free, limited edition Counting Sheep plushie. The special promotion will run Oct. 1 through March 31.

Restonic ‘making dreams come true’ with contest Buffalo, N.Y.-based licensing group Restonic will choose the grand prize winner in its “Supporting Dreams” contest this month. Six finalists received $500 after submitting videos explaining why Restonic should support their dreams. The grand prize winner will tour a Restonic factory and design his or her dream mattress. Restonic has used the contest to build web traffic.



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Int’l Bedding broadens sales staff


Bed line. She nternational has nearly 22 Bedding has years of experihired three ence in sales sales profesmanagement in sionals to fill both wholesale newly created and retail sales. positions across Previously, she the United States. All three Steve Baumberger Ann Stephenson was a retail sales Pat O’Brien coordinator for report to Dennis manager for Mattress Giant and Perry Ellis International, serving Straily, vice president of sales Macy’s and Dillard’s department will be responsible for other for the Fort Lauderdale, Fla.stores. Prior to that, Stephenson strategic sales initiatives. He has based mattress maker. was a territory sales executive 12 years of experience in the Steve Baumberger has been for Sealy. She also has held sales mattress industry. Most recently, appointed territory manager management and merchandising he was a vice president of the for southern California. He is posts with Tommy Hilfiger USA Osprey Group Inc., a landscape responsible for leading sales and Abercrombie & Fitch. installation and maintenance growth for all IB brands. Previ“Each of these executives firm. Previously, he was with ously, he was vice president at a brings a wealth of sales, manageSpring Air, serving in a number real estate brokerage firm. Prior ment, marketing and business of sales capacities, including to that, he was owner and presidevelopment expertise to our dent of Baumberger’s Furniture. vice president of sales for company from both inside and e-commerce and contract busiDuring his career, Baumberger ness. He also has held sales posts outside the mattress industry,” also has worked as an operations Straily said. “Based on their with Serta and Simmons. manager for Midwest Wireless years of experience and their Ann Stephenson has been Inc. and as a manager for Dania proven track records, we’re hired as a territory manager and Furniture. extremely excited about their apis responsible for retail accounts Pat O’Brien, based in Florida, pointments to the IB team.” in Texas that carry the Dr. Breus has been named key account

Bookbinder joins retailer Mattress Giant


leep shop chain Mattress Giant, which has headquarters in Addison, Texas, has added industry veteran Mike Bookbinder to its management team. Bookbinder was named executive vice president of merchandising and marketing. He reports to Michael Glazer, Mattress Giant president and chief executive officer. “Mike Bookbinder is an extremely talented executive who will be a terrific addition to our Mattress Giant team,” Glazer said. “With his passion for the business and his experience in growing retail sales, I have no doubt he will quickly be a significant contributor to the growth and profitability Mike Bookbinder

of Mattress Giant.” Most recently, Bookbinder was with mattress maker and licensing group Comfort Solutions, where he served as senior vice president of sales. The majority of Bookbinder’s career has been in retail. He spent 11 years with bedding chain Sleepy’s in a number of senior sales and marketing roles. He began his mattress industry career at City Mattress, where he rose to president. “I am very excited to become part of the Mattress Giant team,” Bookbinder said. “I look forward to returning to my retail roots and believe that my background will allow me to help Mattress Giant grow its business.” At Mattress Giant, Bookbinder replaces Dominick Azevedo, who left the retailer in May to lead Advanced Sleep Concepts.

Hickory Springs names new VP for wire products


s part of a companywide realignment, Hickory Springs Mfg. Co. has promoted Tim Becker to vice president of its Wire Tim Becker Products Group. In the new role, Becker has responsibility for the company’s Spring Plant and Bedding Products division and oversees HS Wire Technology. He reports to Jimmy Bush, senior executive vice president of Hickory Springs Wire Products Group. Becker joined Hickory Springs in 1997 as a sales and product manager. For the past 12 years, he has been general manager of HS Wire Technology. Before that, he was a sales manager for Laclede Steel. “Tim’s extensive experience in wire technology made him the natural choice for overseeing our Spring Plant and Bedding Products division,” said Lee Lunsford, Hickory Springs executive vice president and chief operations officer. “His expertise will be a valuable resource for continuing to develop and diversify the wire, spring and bedding products that are the foundations of our business and our industry.” Hickory Springs is based in Hickory, N.C.

September 2011 BedTimes

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Roles change at Southerland as Corbin departs M attress producer Southerland Inc., with headquarters in Nashville, Tenn., has reconfigured its top management team. Steve Russo has been named chief executive officer and chief operations officer. He continues as chairman of the board. Previously, Russo held the title co-president, along with David Corbin. Corbin has resigned from Southerland to pursue an opportunity in a different industry. “We have appreciated David’s leadership and vision, which have taken the company forward, and wish him well in his future endeavors,” Russo said. Bryan Smith has been promoted to president and will re-

Veteran sales exec Reardon dies


eremiah Reardon, a former sales executive who devoted his entire career to the mattress manufacturing industry, died July 1 in New Bedford, Mass., after a battle with cancer. He was 70. Reardon retired in 2006 after more than 45 years in the industry. The majority of his career was spent with Sealy and Serta factories in the Northeast. He worked his way up through the ranks, beginning as a sales representative for a Sealy factory in Randolph, Mass., and eventually earned the title vice president of sales. He then spent 10 years with Serta in an executive sales and marketing post. He retired from Serta in 2004, but quickly re-entered the business when he accepted a position at Restonic, working for longtime industry colleague Kevin Toman, who led the licensing group at the time. “Jeremiah was a special person and I have received so many positive comments about his sincerity and kindness from his former colleagues throughout the country,” Toman, now president of mattress licensing group Englander, told BedTimes. Survivors include his wife, Mary; two daughters, Alexis and Christine; five sons, Brian, Edward, Joseph, Matthew and Sean; two brothers, Kevin and Timothy; two sisters, Rosalie and Denise; eight stepchildren; and many grandchildren, great-grandchildren, nephews and nieces. Memorials may be made to the American Cancer Society, 5 Manley St., West Bridgewater, MA 02379 or to the St. Vincent de Paul Society, c/o St. Mary’s Church, 783 Dartmouth St., Dartmouth, MA 02748.



BedTimes September 2011

main chief financial officer of the company. Previously, he was executive vice president. Smith also has been elected to the board. Scott Miller has been named executive vice president. His previous title was executive vice president of sales. In the new post, Miller broadens the scope of his responsibilities to include marketing services, as well as sales. “Our executive team has an excellent balance of customer focus, industry experience, product and market knowledge, and operational skills,” Russo said. “We are well-positioned to execute our business model and create meaningful customer value.” Southerland is an employee-owned company with facilities in Nashville, Oklahoma City and Phoenix.

Industry charity honors trade group director


essica Alexander, executive director of the National Bed Federation, a U.K. mattress industry trade group, has been named Businesswoman of the Year by a furniture industry charity. The award was one of three Women in Furnishing honors handed out by the Furniture Industry Trust at its second annual awards ceremony held in June at Furniture Makers Hall in London. The Furniture Industry Trust is a London-based charity that assists current or former furniture industry members and their families when they experience financial or personal crises. Alexander has worked for the National Bed Federation since 1987 and was named executive director in 2006. The trade group is headquartered in

Jessica Alexander

Skipton, England. “Jessica’s hard work has driven the organization forward and her inspiring campaigns, such as National Bed Month and the new annual Bed Show (which will enter its second year in September) has helped maximize awareness and increase membership considerably,” said a news release announcing the award.

ISPA Certificate in Product Safety Analysis The International Sleep Products Association (ISPA), in partnership with the Center for Supply Chain Management Studies at the John Cook School of Business at Saint Louis University and ADK Information Services, LLC, presents the first ever university level Certificate in Product Safety Analysis program. The program is intended for product safety managers and will be held at Saint Louis University's John Cook School of Business in St. Louis, MO on December 5-6, 2011 This course features industry experts in the areas of product risk assessment, compliance and regulation, and supply chain management. It allows a unique networking opportunity for product safety managers to meet their colleagues and discuss issues and current trends in the product safety field. Students will receive general course materials, as well as access to the 160-page ADK Risk Assessment Manual©, a self-audit tool that provides safety personnel with a validation process for each step in the product safety system of their company. Course elements include: Risk management Product hazard analysis Regulation and compliance Making effective presentations on hazard analysis topics Supply chain management Product safety issues and trends The workshop concludes with group presentations, examination and the presentation of a Certificate in Product Safety Analysis from the Center of Supply Chain Management Studies at Saint Louis University and ISPA.

Tuition for the 2-day program is $1650 for ISPA Members and $2200 for Non-ISPA Members (overnight accommodations and travel excluded)

For discounts on registering multiple employees from the same company, call 703-683-8371 for details.

ENROLL TODAY space is limited

For more information, contact ISPA at or ADK Information Services, LLC at 314-361-4464 or The Certificate in Product Safety Analysis is offered by the Center for Supply Chain Management Studies at Saint Louis University and the International Sleep Products Association, and is made possible through the support of ADK Information Services, LLC.



H.P. Market Authority names president The High Point Market Authority has appointed Tom Conley president and chief executive officer. He replaces Brian Casey, who left the organization last spring. Conley previously was owner of TPC & Associates in Chicago, a convention and trade show services business, which he launched in 2009. Before starting his own firm, he was Tom Conley president of the Toy Industry Association. Conley also has served as president of the Steel Service Center Institute, the International Travel Management Partner and the National Housewares Manufacturers Association. The High Point Market Authority is the official sponsor of the biannual furniture market in High Point, N.C.

rulemaking and enforcement proceedings for consumer products, including mattresses. Kameros previously was general counsel and director of compliance at the lobbying firm Cassidy and Associates. Before that, he served 19 years as a federal prosecutor with the U.S. Department of Justice.

Sears Canada names Sealy Canada top supplier Sealy Canada has been selected as Supplier of the Year for 2010 by Sears Canada, besting 7,000 suppliers that provide a wide array of products to the retailer. This is the second time that Sealy Canada has been named Supplier of the Year. It also received the honor in 2004. Sears Canada also honored 74 suppliers as its Partners in Progress for 2010 and selected eight of those as Category Suppliers of the Year. Sealy Canada has received a Partners in Progress award for eight consecutive years.

CPSC hires new compliance director The U.S. Consumer Product Safety Commission has named Andrew Kameros assistant executive director of compliance and field operation. In the position, he oversees product safety recalls and plays a significant role in


It’s likely you haven’t thought about that phrase since you were a kid. However, it’s shaping the way Pristine® manufactures bedding fabrics. Now that bed bugs are becoming a national epidemic, we’ve developed barrier fabrics used for mattress encasements and pillow covers that have been proven to effectively block bed bug bites. Pristine’s one-of-a-kind nonlaminated fabrics allow air and moisture vapor to pass through while also creating a barrier to bed bugs and irritating allergens.

Pristine is a registered trademark of Precision Fabrics Group, Inc.

To learn more about how Pristine® Bedding Fabrics can protect your bottom line, simply contact Traci Broughton, Pristine Product Manager at 1-888-733-5759 or email



BedTimes September 2011


Group to honor Serta’s Sherman, retailer Seaman


ity of Hope’s National Home Furnishings Industry chapter will honor two mattress and furniture industry leaders, Bob Sherman and Jeffrey Seaman, at its annual Spirit of Life benefit gala next year. Sherman is chief executive officer and president of Serta, a mattress producer based in Hoffman Estates, Ill. Seaman is co-founder of retailer Rooms To Go in Seffner, Fla. City of Hope, based in Duarte, Calif., is a leading research, treatment and education center for cancer, diabetes and other life-threatening diseases. Both men will receive the Spirit of Life award, City of Hope’s most prestigious honor,

in recognition of their business and philanthropic accomplishments. The benefit gala will be April 22 in Greensboro, N.C., coinciding with the High Point furniture market. In just over two decades, Sherman is credited with building Serta into the second largest bedding manufacturer in the United States with annual sales exceeding $800 million. Sherman is active in numerous charitable organizations and, most recently, was

honored by A Silver Lining Foundation, an organization that ensures access to diagnosis and treatment for breast cancer patients. Seaman and his father, Morton, founded Rooms To Go in 1991, introducing the concept of displaying and packaging furniture in complete room settings. Seaman supports numerous charities, particularly those that aid hospitals and ill children and those that fight racism and discrimination.

“Bob Sherman and Jeffrey Seaman have dedicated their professional and personal lives to helping others,” said Kevin O’Connor, chairman of the Spirit of Life gala and president and CEO of Samson Marketing. “It’s only fitting to honor these two leaders who have paved the way in the home furnishings industry with their tremendous support and commitment to our mission. Their influence gives us greater hope that cures can one day be found.” To purchase tickets for the Spirit of Life event, contact Beth Stern at To register online or for more information, check

September 2011 BedTimes

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R.I. recycling bill dies without action


he Rhode Island Legislature adjourned in July without passing a bill that would have required mattress manufacturers and retailers operating in the state to participate in an “extended producer responsibility” program. An EPR program makes manufacturers responsible for funding and operating a system for collecting and disposing of consumer products at the end of their useful lives. The Rhode Island bill would have required the mattress industry to develop an EPR program for mattresses discarded in the state. The International Sleep Products Association and other manufacturing groups had opposed the bill. “This is a significant victory for our industry,” said ISPA President Ryan Trainer. “ISPA supports efforts to promote the proper disposal of used mattresses, but the Rhode Island legislation would have set a bad precedent. ISPA believes that used mattress recycling efforts must develop and evolve on their own, without the interference of costly and impractical state mandates.”

Congress makes industry-supported


ongress approved a bill in August to amend portions of the Consumer Product Safety Improvement Act that the International Sleep Products Association and other groups said were burdensome to manufacturers. This marks the first changes to the CPSIA since it was passed in 2008. According to ISPA, the bill makes a number of changes that should benefit mattress manufacturers. The legislation: ■ Requires the U.S. Consumer Product Safety Commission to assess the costs associated with its third-party testing requirements for products, including children’s mattresses ■ Adds new protections to promote accuracy in the consumer database created by the CPSIA ■ Revises the CPSIA’s lead and phthalates restrictions. Since the CPSIA was enacted, ISPA has lobbied both Congress and the CPSC to implement the law’s sweeping provisions in a manner that would not impose needless burdens on U.S. manufacturers. “ISPA applauds Congress for finally altering several provisions of the CPSIA that imposed costly and redundant requirements on manu-

BSC has cure for teen ‘zombies’— enough sleep on a good mattress


n a back-to-school campaign that began in August, the Better Sleep Council is warning that teenagers are exhibiting symptoms of “zombieitis”—otherwise known as sleep deprivation—at unprecedented rates. The cure? Between nine and 10 hours of sleep on a quality mattress. The “Stop Back-to-School Zombieitis” campaign was developed to warn parents and teens about the dangers of zombieitis. Sufferers exhibit symptoms such as irritability, depression, anxiety, apathy and decreased brain function. Heading back to school is an exciting time for students, but it means an adjustment to teens’ sleep schedules. Teenagers are known for late nights and sleeping in during the summer break, so starting school can be a difficult change. Too often, parents overlook the importance of transitioning to a new

is a must-read for mattress manufacturers Why? Our readers say BedTimes is their source for ■ New & innovative equipment ■ The latest research on consumers’ needs & wants ■ Classified & product advertising ■ Up-to-date news about the industry

■ FR & regulatory information ■ Coverage of suppliers & new products ■ Mattress disposal & recycling ■ Ideas & industry trends

Our readers are your customers. Advertise in BedTimes. Contact Kerri Bellias, 336-945-0265 or |


BedTimes September 2011


changes to consumer protection law facturers, but did not n LEARN MORE improve consumer safety,” said ISPA To read the latest on advocacy efforts by the President Ryan TrainInternational Sleep Products Association on er. “This victory for our behalf of the mattress industry, click on the industry will add more “Advocacy” tab of the ISPA website, common sense to the consumer product rules that the mattress industry must meet without compromising product safety.” Trainer praised ISPA members for their efforts in revising the CPSIA. “The grassroots support of ISPA members who contacted their elected officials was key to this bill becoming a reality and demonstrates what can be accomplished when an industry works together for the common good,” he said. The legislation passed by large margins in both the House and the Senate. President Barack Obama signed the bill into law on Aug. 12.

sleep schedule and sleeping on a quality mattress when doing their back-to-school planning, according to the BSC. “Lack of sleep has been associated with a decrease in mental aptitude in multiple studies and is one of the most basic needs for memory function,” said Karin Mahoney, director of communications for the BSC, the consumer education arm of the International Sleep Products Association. The American Academy of Sleep Medicine recommends teens get nine to 10 hours of sleep a night and a mattress is vital to reaching that goal. Fortunately, parents overall seem to understand the role of a good mattress. In a recent BSC survey, 89% of parents of teenagers say they believe a quality mattress helps their teens get a good night’s sleep. n

Get the latest

For more on the campaign, check the Better Sleep Council’s website,, or these social media channels: ■ (campaign microsite) ■ ■ ■

ISPA, university team up for course on product safety


he International Sleep Products Association has partnered with the Center for Supply Chain Management Studies at the John Cook School of Business at St. Louis University and ADK Information Services LLC to offer the first ‘Mattress university-level Certificate in Product Safety Analysis. manufacturers The program is have a long intended for product safety managers and other history of being professionals responsible proactive on for product safety management and compliance. product safety Classes will be held at St. Louis University’s John issues.’ Cook School of Business in St. Louis Dec. 5-6. The course features experts in product risk assessment, compliance, regulation and supply chain management. It also allows a unique networking opportunity for product safety managers to meet colleagues and discuss issues and trends in product safety. “Mattress manufacturers have a long history of being proactive on product safety issues,” said ISPA President Ryan Trainer. “We congratulate St. Louis University for developing the first university-level course in this field and are proud to offer a customized version of this program specifically tailored to the needs of ISPA members and the rest of the mattress industry.” St. Louis University is known in the consumer product field for its Certificate in Product Safety Management course, which attracts students from different segments of the consumer product manufacturing and retailing sectors. This is the first program developed by the university for a specific consumer product manufacturing industry. For more information on the program or to register, contact Mary Helen Uusimaki, ISPA vice president of membership and communications, at 703-683-8371 or mhuusimaki@ or ADK Information Services at 215-589-9231 or info@adksafety September 2011 BedTimes

63 |

Calendar |


Sept. 14-18 Habitare Helsinki Exhibition & Convention Centre Helsinki, Finland Phone 358-9-150-91

Sept. 6-10 International Furniture Market Malaysia Agro Exposition Park Serdang Kuala Lumpur, Malaysia Phone 603-8024-7736 Sept. 14-17 Furniture China Shanghai New International Expo Centre Shanghai, China Phone 86-21-64371178

| OCTOBER Oct. 22-27 High Point Market International Home Furnishings Center & other locations High Point, N.C., U.S. Phone 336-869-1000

| DECEMBER Dec. 2-4 Seena Magowitz Celebrity Golf Classic Arizona Biltmore Phoenix, U.S. Phone 602-524-7636 roger@seenamagowitz www.seenamagowitz

Above High Point Market Oct. 22-27 in High Point, N.C. Right Seena Magowitz Celebrity Golf Classic Dec. 2-4 in Phoenix.



BedTimes September 2011

to the

Mattress industry!



innovation saVe The DaTe!

March 14-17, 2012 IndIana ConventIon Center Indianapolis, Indiana, USa

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

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


Amelco Industries Ltd. Andreas Georgallis 357-22-484444


Atlanta Attachment C2-1, 29 Co. Inc. Hank Little 770-963-7369 Bloomingburg Spring & Wire Form Vickie Schwarm 740-437-7614 www.bloomingburg


BLR Martin Leroux 819-877-2092


Eclipse International/ 11 Eastman House Stuart Carlitz 800-634-8434 www.eastmanhouse Edgewater Machine Co. Inc. Roy Schlegel 718-539-8200 www.edgewater



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


Costa International 51 Daniel Vazquez 305-885-9761

Enriquez Materials 19 & Quilting Inc. Silvia Enriquez 323-725-4955

Foshan Ruixin Nonwoven 54 Co. Ltd. (Rayson Global) Himy Lee 86-757-85806388 Global Depot Pty. Ltd. 41 Darren Nelson 61-7-3883-3031 Global Systems 49, C3 Group Russ Bowman 954-846-0300 45

Diamond Needle Corp. 61 Abe Silberstein 800-221-5818

Hengchang Machinery Factory Ren Ying 86-769-83307931

Duroflex International George Mathew 415-990-4343

Henkel Tim Brown 614-483-1149




BedTimes September 2011


OHM Systems Inc. Catherine Anbil 513-771-0008


Integrity Software 52 Solutions Bill Seres 604-574-7900, Ext. 101

Pacific Spring Inc. Victor Nguyen 626-272-8882


Islatex Evelio Alvarado 502-2279-7159

FoamPartner 47 41-55-253-63-03

Boyรงelik Erol Boydak 90-532-274-3193

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


Precision Fabrics 60 Traci Broughton 336-510-8009 www.therapeutic

John Marshall & Co. Ltd. 56 Peter Crone 64-3-341-2004

Quilting Inc. Dave Pritchett 614-873-6667


Kenn Spinrad Inc. Randy Weinstock 800-373-0944

Radium Foam Cees Zielman 31-43-32-88-774



Latex Systems 27 Kitti Charoenpornpanichkul 66-2-326-0886, Ext. 204 Lava Textiles Ann Weaver 864-998-4892 Leggett & Platt Mark Quinn 417-358-8131

P.T. RubberFoam 44 Indonesia Andreas Janssen 62-21-53662190

8 SABA North America LLC 4 Jim Turner 810-824-4964 37 Simalfa Darren Gilmore 973-423-9266


New England Needles Inc. 55 Thomas Lees 800-243-3158 www.newengland

Therapedic International 42 Gerry Borreggine 800-314-4433

NVC Logistics Group Inc. 53 Robert Feeney 201-256-8038

Tietex International Ltd. Wade Wallace 800-843-8390


C l a s s i f i e d s For Sale

Business Opportunities


n Turnkey Retail Mattress manufacturing BUSINess.

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

A 2,320-square-foot building in historic downtown Melbourne, Fla. Real estate and mattress manufacturing equipment for $399,000. Contact Robert Lukow, Premier Properties, at 321-749-1100 or


Employment Opportunities

MACHINES. Specializing in PATHE precision parts and service. Technical consultants. SEDCO. Phone 201-567-7141; Fax 201-567-5515. n TAPE-EDGE MACHINES, QUILTERS AND MISCELLANEOUS

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

Place your classified ad today! Reach mattress industry professionals around the world with your advertising message through the BedTimes Classifieds.

n Sales Rep Wanted. We are looking for a sales rep

for Restonic Mattress, based in British Columbia, to serve the Canadian provinces of Alberta, British Columbia and Saskatchewan. Seeking someone with a sales background in the furniture field who is covering these areas currently or is interested in doing so. Send resumes to For rates, deadlines and additional information, contact Debbie Robbins, advertising production manager. Phone 571-482-5443; Fax 703-683-4503; Email

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September 2011 BedTimes


On Sleep

Study: Sleep boosts athletic performance


etting more sleep can improve the performance of competitive athletes, according to a small study published in the July 1 issue of the journal Sleep. The study involved 11 players on the Stanford University men’s varsity basketball team and was conducted during two basketball seasons from 2005 to 2008. Players maintained their normal sleep-wake schedule for a baseline period of two to four weeks, sleeping less than seven hours per night, on average. Then, over the next five to seven weeks, players tried to lengthen the time they spent sleeping, reaching nearly 8½ hours a night. With more sleep, the athletes recorded higher shooting percentages and faster sprint times. The athletes also reported faster reaction times, decreased levels of daytime sleepiness and improvements in mood. Based on the research, lead author Cheri D. Mah, a researcher at the Stanford Sleep Disorders Clinic and Research Laboratory in Stanford, Calif., offers these tips for athletes: ■ Prioritize sleep as a part of your regular training regimen ■ Get more sleep each night for several weeks before a competition ■ Maintain a low sleep debt by getting at least seven to nine hours of sleep nightly (teens and young adults need nine hours or more) ■ Keep a regular sleep-wake schedule, going to bed and waking up at the same time every day ■ If drowsy, take brief 20-30 minute naps during the day. |


BedTimes September 2011

Give the people what they want


t’s no surprise that a survey sponsored by the candy bar 3 Musketeers would find that, if given a choice, people would like to eat more chocolate. But BedTimes was pleased that survey respondents also voiced a strong desire for more sleep. According to the 3 Musketeers “More or Less” survey, some 90% of Americans want more chocolate, more vacation and more sleep. We can only imagine how happy respondents would be to eat chocolate in bed on vacation! On the other hand, Americans would prefer less reality TV, less political bickering and fewer new technologies. The survey of 1,040 men and women age 18-64 was conducted by Impulse Research.

Research links lack of sleep to weight gain


eople who aren’t getting adequate sleep take in additional calories, according to a new study—the latest to tie sleep deficits to weight gain. Researchers at medical centers and universities in New York and Winnipeg, Manitoba, studied 30 men and women age 30-49 who regularly slept between seven and nine hours a night. Participants’ sleep was then randomly altered so they slept either four or nine hours for five nights. Food intake and energy expenditures were measured. By the end of the study period, participants consumed about 300 more calories a day during their “short” sleep cycle than their “habitual” sleep cycle. And most of those increased calories came from saturated fat. Participants’ total energy expenditure didn’t change significantly with their sleep cycles. “Our data show that a reduction in sleep increases energy and fat intakes, which may explain the associations observed between sleep and obesity,” the researchers wrote. “If sustained as observed and not compensated by increased energy expenditure, the dietary intakes of individuals undergoing ‘short’ sleep predispose (them) to obesity.” The research was published in the August issue of the American Journal of Clinical Nutrition.

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BedTimes 2011  

The business journal of the sleep products industry

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