Sleep accessories supplier ViscoSoft launched a new Infinitimemory foam mattress program at the Las Vegas Market here, one that seeks to capitalize on growing interest in the adjustable bedding arena.

The Charlotte, N.C.-based producer, showing in the Specialty Sleep Assn. showroom in World Market Center C-1565, says the new program, targeting retails at around $1,299, includes three 12-inch mattresses designed for retailers to use with adjustable bases in the test-rest sections of their stores.

The company touts its partnership with a plant in Hangzhou, China, which it says gives it more control over quality and pricing than other vendors enjoy.

“Retailers will be able to feel the difference this makes in ViscoSoft’s ability to deliver a quality product at great prices when buyers visit our booth at the market,” said Gabriel Dungan, ViscoSoft’s owner and CEO. 

The 12-inch lineup will be available in a choice of firm, medium, and plush support levels. They are all built upon ViscoSoft’s own high density memory foam core, include special support layers, and feature two inches of gel-infused foam on top, the company said.  

“Perhaps the beds’ most exciting feature is the ‘cool to the touch,’ Cold Wire Plus olefin blended covers that are coordinated to match with our pillows and protectors,” Dungan said. “You see this kind of visually impressive fabric and color-coordination in upholstery all the time, but no one has really applied this same principle to the bedding category — until now. In fact, we even have a color-coordinated sock-fit cover for people with conventional foundations.”

Dungan said the program also offers something else: It’s fun.

“People have an immediate and positive emotional reaction to pretty colors and you can see it by the twinkle of their eyes the moment they pick up one of our pillows,” he said. “What a great way to start the sale!”

Thirty-year industry veteran Harry Costantino, the company’s director of training and account development, said ViscoSoft is off to a strong start.

“Our pillow and protector program has already gotten a great response from several top 100 retailers who have decided to carry our line, and we are absolutely confident that our mattress in-a-box lineup is going to create a new standard for this fast-growing category,” he said. “The reason is simple: The box represents just a small part of the story. Our line is designed to deliver multiple benefits to consumers as well as our retail partners by taking the principles that our pillows establish and extending them all the way through the entire product line and selling process.”

Dungan said ViscoSoft will succeed with a strategy of improving the retail shopping experience.

“One of my main goals is to help sales people understand that customers learn to like the product during the selection phase of the sale and to recognize just how important and influential their role is in achieving this,” he said. “Choosing a sleep set shouldn't be a task or a chore; it should make sense and be fun. When these mattresses are combined with our pillows and protectors and tied together with Harry’s training, dealers can rest assured that everyone will get the best customer-focused experience possible.”

(Source: Furniture Today  Author: David Perry)