North Brunswick, New Jersey-based mattress manufacturer and licensing group Bedding Industries of America reports that its Fab Five merchandising program is leading to significant sales increases for independent furniture retailers, with many showrooms offering multiple iterations on their floors.
According to Joe Kenis, president of Albert Lea, Minnesota-based furniture and bedding retailer Morris Furniture, BIA’s YourComfort and YourComfort Chill lineups take up more than half of the store’s retail floor. In the six months since installing them, the first two lineups have been so successful at increasing sales that Morris is preparing to add TotalComfort, the newest addition to the Fab Five concept.
Kenis attributes the success of the Fab Five program at Morris Furniture to its uniform, easy-to-understand presentation, which he said increases the confidence of salespeople and shoppers. The Fab Five strategy allows consumers to try the same mattress at five different comfort levels, from firm to plush. This progression from mattress to mattress helps customers decide which comfort level feels best, with no confusion about differing constructions or prices. “It has truly changed the game for us,” Kenis said.
“The bedding category is crucial in a full-line furniture store for building profit, inventory turnover and trust with customers,” said Phil Carlitz, chief operating officer of BIA. “Like many other furniture dealers, the strategy for years was to show consumers a wide variety of mattresses to find the one that worked for them, which can be an overwhelming experience for customers who fear making a costly mistake, and frustrating for the salespeople.”
“As the market continues to change, more consumers are looking for a mattress that won’t break their budget but still provides a good night’s rest,” Kenis said. BIA’s YourComfort and YourComfort Chill lineups range from $1,000 to $1,200 at retail.
