Excessive Level Market Developments for Fall 2025 » BedTimes Journal
The season of change lived as much as its title on the fall Excessive Level Market. The Excessive Level, North Carolina-based present obtained off to a quick begin — so quick that many guests who arrived on the official opening day, Saturday, Oct. 25, felt they had been late to the social gathering. A number of exhibitors mentioned they started greeting prospects and taking appointments as early as Tuesday, Oct. 22, following the same pattern from the summer season Las Vegas market, the place exhibitors reported reserving appointments and receiving guests earlier than they’d completed organising their showrooms.
“It’s been wild,” mentioned Collin Shina-barker, key account director at Mebane, North Carolina-based Kingsdown. “Some retailers began visiting on Wednesday morning.”
“I’d positively say Wednesday, Thursday, for positive,” seconded Toby Konetzney, CEO of South Bay Worldwide, primarily based in Rancho Cucamonga, California. “We had been seeing folks by Thursday, but it surely’s very appointment pushed.”
Mike Juoni, senior vice chairman of gross sales for Rancho Dominguez, Cali-fornia-based Diamond Mattress, mentioned, “If I hadn’t recognized higher, I’d have thought the market was Wednesday to Saturday, primarily based on the visitors.”
Bedding Manufacturers Return to Excessive Level
The autumn market felt like a homecoming for a number of bedding producers that had been absent for fairly a while. Serta Simmons Bedding, Purple Innovation, Tempur Sealy Worldwide and Therapedic Worldwide all made their second consecutive Excessive Level look, whereas Restonic welcomed retailers for the primary time in 10 years and Kingsdown returned for the primary time since 2019.
A number of exhibitors,together with those that returned to Excessive Level, agreed that it’s essential to have a presence on the present.
“The large decision-makers aren’t all going to Vegas,” mentioned Mark Campbell, govt vice chairman of gross sales for Tennessee-based Johnson Metropolis Mattress-ding, one among three Restonic homeowners. “I’ve seen a few massive prospects that we’d not have seen in Vegas. We will expose them to what we’re doing.”
Bedding Business Strategic Partnerships and Licensing
Robust instances make unusual bedfellows (pun supposed). A number of outstanding producers pooled their sources by means of collaborations, partnerships and licensing offers that allowed them to capitalize on present retail and shopper enchantment, enhance model consciousness, and restrict the danger and prices of bringing new product traces to market.
Kingsdown debuted its Margari-taville mattress assortment made in partnership with Hooker Furnishings; Therapedic showcased its unique Tommy Bahama mattress line; and South Bay Worldwide’s showroom featured a collaboration with Cambridge Sleep Science’s Sleep Engine audio know-how.
Along with these product partnerships, a special form of partnership has advanced in showrooms throughout Excessive Level — area sharing, which permits mattresses to be proven with associated furnishings or know-how. It’s fiscally good, too.
Some examples embrace Diamond Mattress exhibiting with Style Mattress Group; Therapedic Worldwide with Soundstage USA; Restonic Corp. at Model Setters; Paramount Sleep Co. and Purecare exhibiting collectively; and Customatic Sleep Applied sciences sharing with Past Good, which gives among the mental property Customatic places in its merchandise.
Luxurious Bedding Packages for Inside Designers
Regardless of the business’s sluggish gross sales, there’s a rising shopper phase prepared to pay extra for luxurious sleep experiences and white-glove service — the prosperous purchasers of inside designers. Bedding producers have acknowledged the potential in cultivating relationships with this viewers, prompting Shifman Mattress Co., Saatva and Magniflex USA to launch new packages tailor-made to the wants of inside designers and their luxurious purchasers.
Newark, New Jersey-based Shifman calls its program Design Concierge. “It’s an enormous simple button,” mentioned Mark Quinn, senior vice chairman of gross sales and advertising and marketing. “Allow us to provide you with an awesome expertise.”
Magniflex USA, primarily based in Miami, is providing an associates program for designers that leads to a win for the designer and their shopper. “We will do all the work for the designer,” mentioned Ian Hays, vice chairman of gross sales for North America.
Direct-to-consumer luxurious model Saatva has continued reaching out to inside designers with its choices past the mattress, resembling nightstands, desk lamps, accent chairs and storage mattress additions. “We will outfit a complete bed room and past,” mentioned Shari Ajayi, vice chairman of public relations for the New York-based model.
New Mattress Launches and Product Refreshes
Most producers reserve their main product launches for Las Vegas, however a number of corporations launched refreshes or expansions of present traces to extend incremental purchases and hold retailers’ doorways swinging. See our photograph album on the next pages to check out among the additions and redesigns.
“We now have plenty of new and thrilling merchandise within the works for January market and Q1, however for now, we’re centered on serving to our retailers optimize their efficiency in the course of the fourth quarter to allow them to end the yr robust,” mentioned Jonah Nelson, director of name expertise at Farmdale, New York-based Bedgear.
“With visitors being down, we need to assist our retailers capitalize on each alternative,” mentioned Derek Leishman, nationwide gross sales director for Mlily USA, headquartered in Knoxville, Tennessee. “We need to assist them not simply promote a mattress, however a whole sleep system. And by providing extra equipment, it helps construct an even bigger ticket.”
When it comes to developments, split-head mattresses are nonetheless standard with customers, as are distinctive applied sciences. One exhibitor famous that black and navy beds are promoting nicely. And cooling, it appears, will all the time be scorching.
Strengthening Retailer Relationships at Excessive Level
Many producers agreed with the grow-ing notion {that a} delineation is creating between the business’s two main markets. Las Vegas stays the fast-paced, high-traffic, business-oriented present for brand spanking new product launches, whereas the extra relaxed cadence in Excessive Level permits producers to spend extra time constructing relationships with retailers.
“The most important distinction is the amount and consistency of visitors,” Diamond’s Juoni mentioned. “In Excessive Level, you could have extra centered conversations. … It’s a missed alternative when you’re not right here. It’s already supplied a return on funding.”
Konetzney identified the various kinds of consumers on the markets. “Excessive Level is extra furnishings shops,” he mentioned. “Las Vegas is extra of a bedding market. (The January market) is often our launching pad, after which as we get some suggestions, we’ll come right here in April with a extra refined product. It’s taken a while for folk to appreciate that, oh, OK, I also can store mattresses whereas I’m in Excessive Level.”
Invoice Bush, chief business officer for Natick, Massachusetts-based Customatic Sleep Applied sciences, in contrast Las Vegas Market to hurry courting. “Right here these markets are a little bit bit slower for us, but it surely’s constant,” he mentioned.
For essentially the most half, those that confirmed on the market felt it was time nicely spent.
“This isn’t actually a bedding market,” Bush mentioned. “However is it productive? Completely.”
Invoice Lane, vice chairman of southeast gross sales for Doraville, Georgia-based Serta, mentioned he had seen plenty of prospects. “It’s been pretty busy,” he mentioned. “This has been a enjoyable market.”
Word: All costs are urged retail for a queen-size mattress solely except in any other case famous.
Restonic Returns to Excessive Level with ComfortCare Refresh
After a 10-year hiatus, Las Vegas-based Restonic Worldwide Corp. returned to Excessive Level Market with an area within the Model Setters showroom and previewed its ComfortCare refresh. The road ($599-$1,799) contains enhanced foams, enhanced floor applied sciences and a bolstered middle, which is Restonic’s signature Marvelous Center. Laurie To-karz, Restonic president (left), and Mark Campbell, govt vice chairman of gross sales for Johnson Metropolis Bedding, stand by a ComfortCare Hybrid Aeris collection euro-top with a dual-cool cowl, Aurora comfortable gel foam, Serene foam, encased coils and microcoils.
Magniflex Launches Bedding Affiliate Program for Designers
Magniflex rolled out a brand new designer associates program, which permits designers to promote the Italian luxurious model with out having to know the technical facets of the mattress. “We will do all the work for the designer,” mentioned Ian Hays, vice chairman of gross sales for the Prato, Italy-based producer. “We perceive what’s essential to folks in sleep. We perceive the design group and what’s essential to designers, and we may be the catalyst to marry these two issues collectively and make it actually easy for the designers.”
Purecare Debuts Customizable Cooling Pillows
Purecare packed a cool punch with pillows. Its Ombre Snowflake and Shattered Ice pillows may be crammed with fiber, foam or shredded foam at its Phoenix facility. “The custom-made fills permits us to supply flexibility to the shopper and to regulate a value level,” mentioned Luzanne Burt, vice chairman of gross sales operations. “We actually love the chance to associate with our prospects and meet them the place they’re.”
Shifman Mattress Co. Debuts Design Concierge Program
Shifman Mattress Co. debuted Concierge by Shifman, a program that connects inside designers and their purchasers with a Shifman consultant who will information them by means of a personalised mattress choice. “Inside designers put on many hats for his or her purchasers — mattress knowledgeable doesn’t should be one among them,” mentioned Mark Quinn, senior vice chairman of gross sales and advertising and marketing for the Newark, New Jersey-based producer. Shifman additionally debuted a redesigned Impressed assortment, that includes an Arts and Crafts aesthetic and created with inside designer suggestions ($2,799-$7,499).
BIA Introduces Eastman Home Heritage Line with New Firmness Scale
It was the Eastman Home model that took its flip starring within the “Your Consolation Promoting System” lineup on the area of North Brunswick, New Jersey-based Bedding Industries of America. The system contains 5 of the identical beds, with the one distinction being really feel. Clients can discover their most well-liked firmness — from plushest (a one) to firmest (a 5) — after which discover different BIA applied sciences with the identical quantity. The Heritage, the newest Eastman Home line ($999-$2,999), contains 25 fashions — 5 constructions within the 5 feels. The look is new, too, with a textured brown channel-stitched border, handles, tufted white floral PCM panel, and tan tape edge and gusset.
Saatva Celebrates fifteenth Anniversary and Staff USA Partnership
Saatva is having an enormous yr. Along with celebrating its fifteenth anniversary, the New York-based bedding model has opened its twenty seventh retail location, mentioned Shari Ajayi, Saatva vice chairman of public relations. The model has been tapped because the “official mattress and restorative sleep supplier of Staff USA and the LA28 video games.” And at Excessive Level, Saatva showcased its first Murphy mattress mattress, in addition to lighting, nightstands and different “past the mattress” objects to enchantment to designers “searching for merchandise that assist create the right sleep sanctuary,” Ajayi mentioned.
Therapedic Showcases Tommy Bahama Assortment and Audio Bases
Therapedic Worldwide, headquartered in Princeton, New Jersey, returned to the market with its newest Tommy Bahama mattress assortment, a partnership that’s 15 years robust. “With robust model recognition, luxurious styling, and approachable value factors, this assortment is constructed to draw at the moment’s savvy, comfort-focused shopper,” Therapedic famous in its e-newsletter. The six-bed line is priced from $999 to $2,999. At this market, Therapedic shared an area with Soundstage USA and showcased the Tommy Bahama line on the corporate’s audio-integrated mattress bases.
Paramount Sleep Co. Redesigns Luxurious Nature’s Spa Assortment
Norfolk, Virginia-based Paramount Sleep Co. celebrated pure supplies and luxurious in the course of the fall market. Paramount’s window show drew consideration to its redesigned Nature’s Spa assortment. The eight-bed line provides as many as 11 layered consolation and help parts, together with natural latex, copper-infused reminiscence foam, high-density gel foam and a microcoil system, all topped with a Tencel cowl ($2,499-$3,999). Additionally in the course of the market, Paramount welcomed its companions from Hypnos and hosted an English tea service.
Mlily USA Introduces PowerCool and Serenity Pillow Packages
Knoxville, Tennessee-based Mlily USA launched a four-pillow program that builds on its one-stop-shop technique. The PowerCool collection ($149) options cool-to-the-touch cloth and a ventilated Gel AeroFusion reminiscence foam core to dissipate warmth and moisture. The Serenity collection ($79) pairs a soft-touch cowl with bamboo charcoal reminiscence foam and air flow channels for pure breathability. Each collections embrace a basic model for any sleep place, and a contoured shoulder model for facet sleepers.
A.W. Industries Debuts Highclere Fashions and Patriotic Assortment
The Highclere model continues to be using excessive. The gathering, impressed by “Downton Abbey,” now contains two new higher-end tufted fashions developed by Landover, Maryland-based A.W. Industries. With headquarters simply outdoors of Washington, D.C., A.W. Industries additionally debuted a line that honors the nation’s 250th anniversary with patriotic ticking in purple, white and blue, in addition to intelligent pricing. A mattress retails for $776. A mattress and adjustable base — $1,776.
Kingsdown Launches Margaritaville Mattress Assortment
Kingsdown debuted its Margaritaville mattress assortment in partnership with Hooker Furnishings, the unique residence furnishings licensee of the Margaritaville world life-style model. The eight-model line contains six retail and two contract fashions, retailing from $999 to $2,999. The gathering options ticking accentuated with parrot, palm tree and compass rose motifs to mirror the Margaritaville life-style. “The thought is to bundle this with Margaritaville — that’s the core of this system,” mentioned Collin Shinabarker, key account supervisor for the Mebane, North Carolina-based mattress producer. “To construct the beds, we used the traditional chassis that we use in different merchandise. The toughest half was choosing the borders and the fabric for approval. I believe it’s stunning.”
Bedgear Debuts M3 and M5 Night time Ice Efficiency Mattresses
Farmingdale, New York-based Bedgear added 4 fashions to its Modular Hybrid mattress assortment. The up to date M3 Efficiency Mattress ($2,999) builds on the unique M3’s core options with an upgraded aesthetic. The M5 Efficiency mattress ($3,999) has a pressure-relieving React consolation layer in a 14-inch profile, and the M3 Night time Ice ($3,499) and M5 Night time Ice Efficiency ($4,499) mattresses characteristic Ver-Tex instant-cooling covers and Cooling Lively Cores. The M5 Night time Ice provides a cooling React layer in a 14-inch profile.
