Sealy, Inc., a leading mattress producer, introduced Sealy Posturepedic TrueForm, its new mattress program featuring memory foam technology. The innovative memory foam found in Sealy TrueForm adjusts to body temperature and weight, reduces pressure points and provides maximum support to the neck and spine. TrueForm also features an optional adjustable base providing a wide range of relaxing positions to enhance the active lifestyle by enabling people to sit up comfortably in bed to read, work on a laptop or watch television.
Sealy TrueForm mattresses will continue with limited roll-out throughout spring 2005. In June Sealy will begin shipping TrueForm nationally, in time to support Labor Day promotions.
An integrated array of retailer support tools will be provided by Sealy for retail partners including elements to support retailer television and print advertising. There will also be a choice of high-impact retail merchandising displays available for additional support.
For additional consumer marketing pull, Sealy is introducing a dedicated web site (www.sealy.com/trueform) designed to help educate consumers about Sealy Posturepedic TrueForm and the benefits of its memory foam technology.
A coordinated program with Pacific Coast Feather, Sealy’s leading pillow and bedding licensee, will also introduce two models of memory foam pillows. The Sealy TrueForm Contour Pillow features a therapeutic contour shape to provide support for the neck while comfortably cradling the head. The Sealy TrueForm Comfort Pillow is a traditionally shaped pillow with an inner core of memory foam providing adjustability and conforming support for the head and neck. This program will be supported with in store merchandising displays that coordinate with the TrueForm mattress program.
Additional consumer marketing programs will be implemented in the summer following national distribution.
The suggested retail price for Sealy’s TrueForm queen set is $1699. A queen set with an adjustable base retails for $2999.
Sealy, Inc.: Sealy is the largest bedding manufacturer in the world, and is the leading bedding company in Canada. Including its subsidiaries, Sealy has 30 manufacturing plants in the United States, Canada, France, Italy, Brazil, Argentina and Mexico. There are a total of 12 international licensees operating in Spain, Portugal, Australia, Israel, Jamaica, Dominican Republic, Saudi Arabia, Japan, New Zealand, Thailand, South Africa, the Bahamas and the United Kingdom. In addition to its licensees, Sealy has a joint venture in Southeast Asia and Korea.
Sealy produces and sells a full range of mattresses under the Sealy, Sealy Posturepedic®, Stearns & Foster and Bassett brand names. Sealy-branded licensed products include: crib mattresses, sheets, pillows, mattress pads and comforters, office chairs, futons and sleep sofas. More information on Sealy, Inc. can be accessed at http://www.sealy.com.
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