BIA’s “Fab 5” Strategy Boosts Sales for Furniture Retailers
Furniture World News Desk on
10/21/2024
Mattress manufacturer Bedding Industries of America (BIA) reports that its
successful “Fab 5” merchandising program with independent furniture retailers is leading to significant
sales increases for retailers and that many of those showrooms are now offering multiple iterations of the concept
on their floors.
Morris Furniture, an Albert Lea, Minnesota-based, family-owned furniture, and bedding retailer since 1933, is one of
the most recent success stories, with BIA’s YourComfort and YourComfort Chill lineups already dominating more
than half of the store’s retail floor. In fact, the concept has been so successful in increasing sales in the
six months since the retailer installed the first two iterations of the concept, Morris is now preparing to add a
third version, according to Joe Kenis, president of Morris Furniture.
Kenis attributes the success of the “Fab Five” program at Morris to its uniform, easy to understand
presentation which he reported increases the confidence of salespeople and shoppers alike. The “Fab 5”
strategy allows consumers to try out the same mattress at five different comfort levels, ranging from firm to plush.
Starting in the middle and moving either left or right depending on whether the customer seeks a firmer or softer
feel, the logical progression from mattress to mattress allows them to decide which comfort level feels best with
zero confusion about differing constructions or prices.
“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.”
Instead, with a system that is easy to understand for new sales reps, as well as seasoned employees, “The Fab
Five concept positions Morris and our sales team as the bedding authorities in the marketplace. It has truly changed
the game for us,” Kenis said.
With the
success of the YourComfort and YourComfort Chill lineups, which range from $1,000 to $1,200 at retail, the retail
executive is now making plans to add TotalComfort, the newest iteration of the concept, since Morris’
customers have expressed interest in a more affordable alternative with the same focus on comfort.
“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. “We look forward to giving shoppers yet another good
reason to shop Morris Furniture in the bedding category.”
About Bedding Industries of America
Bedding
Industries of America has been making mattresses since 1866 with 13 factories in the U.S. and license factories
worldwide. Known for its design innovation in creating advanced sleep products, the company has an extensive global
licensing network that distributes mattresses under 11 brands – Chittenden & Eastman, Eclipse, Eastman
House, Fieldcrest, Ernest Hemingway, Harvest, Lifetime, Millbrook Beds, Natural Dreams, Velika and Van Vorst. A
well-established leader in the bedding industry, Bedding Industries of America designs products crafted with
high-quality components, including latex, memory foam, gel, and eco-friendly materials such as cotton and wool. For
additional information, visit beddingindustriesofamerica.com.