The BT3000 from BedTech with its list of features that includes Bluetooth, one-touch return to flat, presets, USB ports and more is available in all bed sizes. Queen is designed to retail at $1,599.
HIGH POINT — With retail door swings lurking around historic lows, executives from one segment of the bedding category say they have the secret sauce to help boost average ticket sales.
The adjustable bed base, once considered an item for those with medical needs, continues to stretch its appeal and give sleep retailers the ability to add on to a mattress sale with a significant bump with a base.
No longer are adjustable bed bases seen as medical devices, but the category has transformed into a lifestyle product that delivers benefits that companies say target a wider range of consumers.
Darren Sparks, president of BedTech, said the evolution of the adjustable bed base has been dramatic.
“The adjustable bed category has never had more momentum than today,” he said. “It’s a lifestyle product that enhances every aspect of life, whether you’re a professional athlete, an office worker, or a stay-at-home parent. An adjustable base will make you feel better, be better, from whatever ails you.”
Consumer appeal
Adjustable bed base companies attribute the category’s growth to consumer education, technological advances and the advertising push behind adjustable sleep by companies such as Sleep Number, Tempur-Pedic and other brands that invest in marketing.
Sleep brands — including Resident, Purple and Casper — offer consumers a selection of adjustable bases and tell the story of adjustable to sleep to a new ilk of consumers through digital marketing.
John Schulte, president of Symphony Sleep, points to short videos on YouTube and other social platforms that tout the category are helpful in introducing the concept of adjustable sleep to a new generation of consumers.
The information increases awareness, he said.
“It really doesn’t matter the brand,” Schulte said of the short videos. “They are super helpful in informing end users who still may not be aware of adjustable bases (and) that there’s an alternative to a flat foundation. The digital presence is also helpful in bringing traffic into stores.”
While the category is one of the hotter growth segments in the business, it isn’t without its challenges. A number of executives point to the ongoing commoditization of adjustable bed bases and the “race to the bottom” to offer cheaper goods.
Some point to the buy-one-get-one promotions that kicked off several years ago when Mattress Firm unveiled its foray into the practice in 2017 as a driver of that turn toward more promotional goods.
While still used, the giveaway isn’t as prominent in today’s retail environment as it was nearly a decade ago. However, during its recent Labor Day sale, Mattress Firm was touting its Sleepy’s Basic adjustable bed base free with the purchase of a queen mattress — other than restricted brands like Tempur-Pedic, Serta and others — at $499 or more. That particular base features head-up only functionality.
“Commodity bases are a disservice to our customers by reducing their ticket and the value they can offer to their consumers,” said Kyle Muench, vice president of sales operations for Ergomotion. “This category has the power to enrich and change lives, as proven by our specialty sleep products that can range from multi-functional, transformational bases designed to add utility in the home, to bases designed to meet adaptive and accessible needs for a growing population that deserves features that enhance their life while providing dignity in the comfort of their living space.”
Toby Konetzny, president and CEO of South Bay International, agrees with Muench, saying the category is becoming commoditized.
“The toughest part I see is that the category used to be considered a premium purchase,” he said. “Sure, now a great demographic can experience it, but it’s very competitive.”
Innovation ahead
Because of the competitive nature of the business, Konetzny said, companies are sharpening their engineering and product development teams to be more creative and innovative with new designs and features that resonate with consumers.
That’s creating significant change in the category.
“If you are selling the same thing, it is a race to the bottom,” Symphony Sleep’s Schulte said. “If you have a different story, a different narrative, it changes the story. We don’t have to be at the bottom. It’s an expensive product to manufacturer. We don’t have to have that mindset.”
Michael Chambers, Rize Home’s chief customer officer, said the adjustable bed base category has become the cornerstone of the company’s business. He said it’s the one product family that offers a win-win-win scenario delivering for retailers, consumers and adjustable base companies
“The drive to the bottom helps fuel our quest to develop the next big thing,” Chambers said. “We know we can’t just deliver VCRs when the world is moving to DVD players. Innovation is what allows retailers to keep price points up, and the consumer gets a better product experience.”
Sheila Luciano, senior vice president of business development for Customatic Technologies, said the challenging business climate has many retailers seeking products to distinguish them from their competition, and feature-rich adjustable bases offer that distinction.
“It’s an exciting time for the category. The product is getting back to a point of innovation and differentiation,” she said, adding the giveaway promotions still have a place around key holidays. However, that’s not the driver of business, Luciano said.
The category, she said, is getting back to the point of innovation and creativity, and she sees consumers and retailers looking for new and different functionality in bases.
“Consumers are shopping online and looking to see what’s new, what’s different,” Luciano said. “From there, they head into the store, and they want an experience. Head-up only is not an experience. It’s important to do different things to keep consumers coming back to the store, and feature-rich adjustable bed bases can do that.”
Growth trajectory
Driven by innovation and new designs, category players expect the adjustable bed base category to continue to grow, and the growth doesn’t stop with the bases themselves. Customatic, Rize Home, South Bay International and Symphony Sleep all offer a selection of accessories that can serve as add-ons to bases and keep consumers coming back for more purchases.
“We see a lot of potential in accessories, which not only enhance the product but also provide additional sales opportunities for retailers,” Schulte said, adding that the company offers high-low kits, safes and a range of other add-ons that can help bump up a retail ticket.
Konetzny points to an increased focus on sleep and the role it plays in overall health and wellness as a spark to push the adjustable bed base category forward.
“The hyper awareness of better sleep continues to drive our business,” he said. “Today’s wearables are telling people how bad their sleep is, and we offer a solution to help them improve that.
“The unique part is that we have power going to the adjustable bed. Without that power, there’s not innovation and no solution. At the end, how much is sleep worth to consumers? Today, it’s a lot.”
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