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Consumers are still looking for a Great night's sleep, and they Are eager to pay for it. Roughly 16 per cent grew in spite of encroaching foreign competition and escalating raw materials costs. This year, it is predicted to increase even more, with the introduction of premium products, marketing efforts and increased value.

Due to the Huge education and campaigns of Category leaders Tempur Pedic and Select Comfort, the entire business is currently benefiting from a more informed consumer. And the exhibit in Las Vegas of the Specialty Sleep Association will include feet of introductions that are innovative to meet with their needs.

"I think the specialty sleep category is at the top of the Bedding business," said Tim Sommer, Classic Sleep Products' new vice president of strategy and channel development, and the prior bedding department coordinator at HOM Furniture. "Customers are more inclined to shell out today for premium quality bedroom products. They are looking to enhance their lifestyle; they are getting to be conscious of the bedroom for a haven and specialty sleeping handles that beautifully."

Retailers and manufacturers have increased costs, Anywhere from two to 50 percent. But so far, that has not affected sales.

"Consumer demand drives our business, not raw material Costs," explained Michael Nermon, president of Ergo Customized Comfort, an upscale specialty sleep retailer in Southern California. "The amount of consumers requesting foam bedding keeps growing, and we do not see demand lessening in the face of increasing prices."

"Producers are going to continue to make what their Customers want," explained Dan Schecter, vice president of marketing and sales for Carpenter Co., a significant foam provider to the business. "We'll have to continue to innovate to warrant price points."

Tempur Pedic, that has not had to increase prices except for Slight adjustments, is launching its most expensive product the Grand Bed, up to now, retailing for $ 6,000, queen dimensions. "Our merchants advised us customers were searching for an ultra superior merchandise from us," said Chris Henney, president of Tempur Pedic's retail division.

Even foam has been additional by AeroBed to its airbed lineup, with The debut of a Premier Memory Foam layout that comprises a cushiony layer of viscoelastic held in place by a stitched mattress topper, retailing for $299.99, queen.

Some makers are using polyurethane or in combination With substances, such as innerspring structures a trend that's actually enlarging the definition of specialty sleep.

Kingsdown's Body System, for instance, combines layers of foams And fibers using a coil in coil system to make four distinct beds. Its patented Dormodiagnostics system uses stress mapping to help find the perfect futon mattress for bodies. It retails at $2,200 for a queen. "It's our technology which makes this kind of specialty sleep merchandise," said Julie Swanner, marketing manager at Kingsdown. Choosing a twin size futon mattress will be much easier if you keep in mind some common knowlege about it.

The iMod of otis Bed Mfg. is The lowest pressure rating in the industry, according to Karen L. Day, Otis' vice president of marketing and sales. Employing coil technologies at a molded case that adjusts to the body, the queen bed has 1,225 independent coils. Ranging in price from $9,000 to $15,000, the relaxation of the bed is in the coils instead of the padding, Day stated.

Ahead of the price increase, United Sleep Products had plans to Introduce a specialty polyurethane product in the $499 to $699 price range, however, found it impossible, said vice president of sales, Thomas Nieman. "By carrying the properties of specialization foams and incorporating them with an interior spring center, we were able to satisfy our goal of maintaining price points," he further added. "Foam is used as the service and comfort coating, but we had to change the core."

Other categories are growing too.

"Surely memory foam has turned into a lot more publicity, however The airbed category is substantial and growing every year," said Phil Sherman, national sales director at Boyd Specialty Sleep. The business has rolled out its own Boyd Night Air line plus a Simmons Beautyrest LuxAire app that offers new features, such as hand controls and a relaxation readout that provides numerical values. The four futon mattress program ranges from $1,899 to $3,499. Boyd is also starting a flotation device, the Beautyrest Natural Spring. Many retailers neglect the category, Sherman explained. "As specialization sleep gains more consciousness and popularity, anyone including it in their merchandising should establish a flotation device. So many people haven't been exposed to one, and if they attempt them for the very first time, their reaction is outstanding."

Not only are customers worried about a good night's sleep, however With greater health in general, leading to growth in eco friendly and natural bedding.

GarmeUSA, which generates its density viscoelastic Foam futon mattresses in Spain, sees potential expansion from health conscious consumers because its products already meet or exceed Europe's Oeko Tek criteria for sanitized, hypoallergenic goods with no fluorocarbons, said Larry Craver, Garme USA's president and chief executive officer.

Essentia, a branch of Quebec IBS Groupe, is currently introducing the evoEssentia collection, which laminates layers of viscoelastic and latex memory foam. A silver wash and sanitized and aloe vera therapy add both a hands.

Furnature, which manufactures bedding and organic futon mattresses utilizing rubber, has seen a remarkable increase in Interest from futon mattress and mainstream furniture stores in the past year, said Furnature's president, Barry Shapiro. "In the past, it had been the chemically sensitive person driving the sales of our goods," he said, crediting two groups of consumers: the more savvy, informed consumer who wants to understand,"What am I sleeping on for eight hours each night?" And the"Whole Foods" audience, which is not a bunch of crunchy granola types, but mainstream people that want a top quality product, which is more healthy for them. Mattresses range from approximately $1,730 to $3,075.

Producers are, Since the contest and the interest grows Focusing on over new products to expand market penetration. However, all are being selective.

Comfortaire Corp., which projects its increase to be 20 percent in 2006, has expanded its own territory and its sales force, stated David Karr, firm president. "We are looking for new customers," he explained. "But we want stores whose assignment is to truly service their customers' needs."

Shops to its 396, is branching out into more partnerships with select retailers. Its Personal Preference Series, made especially for this market, is available in 298 stores, such as Jordan's Furniture, Sleep America, Healthy Back, Slumberland and Sleep Train.

GarmeUSA has introduced a Bob Timberlake lineup, which it will Market between 1,300 and 1,400 Lexington Furniture dealers along with the Timberlake furniture sets.

And Kingsdown, that exports to 20 countries, Including Thailand, Japan, Australia and China, plans to develop its Business farther. Additionally, it cut out and, 300 traders four Decades ago Is currently focusing on building its network Its Dormodiagnostics system, and that are ready and able to invest at the Resources and the time to market it correctly. "We're focusing on servicing And growing these balances, and expanding all over the world," Swanner said.

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