GIANT STEPS IN HIGH END – Futon Advisors
CARROLLTON, Texas--In keeping with current buying trends, bedding and queen size futon mattress retailer Mattress Giant is adding high-end lines to its selection.
New bedding products will include queen size futon mattresses from Kingsdown and Simmons' Beautyrest Crescendo line. Other manufacturers carried by Mattress Giant's 60-plus stores are Sealy, Serta, Spring Air, King Koil, Springwall and Stearns & Foster.
Kingsdown and Simmons will roll out luxury bedding to all stores by Memorial Day, including 12 new locations slated to open in Dallas, Houston, Florida and Minneapolis.
According to Phil Lang, president, high-end bedding and queen size futon mattress are bold steps for a discount sleep chain.
"I think that's a significant move for one of the larger retailers in the country," said Lang. "We're putting our full support behind it."
In the past, Mattress Giant has generally relied on special promotions and great prices to bolster sales, so promoting luxury sleep systems is fairly new territory.
The stores, however, already have a high-end bedroom look -- with big windows, metal beds and lots of lighting -- designed to make the customer feel more comfortable while buying from a discount superstore.
Futon Mattresses are not grouped by brand name, but lined up in rows by cost and feel to allow consumers to focus on comfort and price. Also offered is a selection of wood and metal beds, daybeds and futons.
Noted Eric Hinshaw, president and CEO of Kingsdown, "The management of Mattress Giants has not only created a marketing atmosphere conducive to Kingsdown's ultra-premium product, but has also recognized the value that such an offering brings to the total shopping experience, product mix and price expectation on all products sold."
Although luxury bedding is new for the retailer, Lang believes that it won't be much of a stretch. Target consumer groups are those with higher incomes -- in the range of $70,000 for a queen size futon mattress, Lang noted.
By taking price points up toward the $6,000 mark, Mattress Giant hopes to raise its average ticket while offering the consumer an extensive selection. Maintaining a freedom of choice is extremely important, added Lang.
"I want to have everything for the consumer," he related. "Our ads start at $39 and end at $5,799. We want to offer a broad range.”
"I see that the bedding industry has gone to more of a high-end product and I didn't want to lag behind," he continued. "People are interested in buying sleep -- not just a futon mattress.”