Offers sharp values, strong retail margins
\nHIGH POINT\u00c2\u00a0— The mattress import scene is welcoming a new
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\nplayer: Turkey. And some bedding observers say the country offers some of the same advantages touted by Chinese mattress producers: sharp values and the potential for strong retail margins.<\/p>\n
Two Turkish bedding producers exhibited at the High Point Market in October. Istikbal and BRN Sleep Products, both based in Kayseri, Turkey, showed models that retail from promotional to high-end price points. Both said their value stories were well received.<\/p>\n
Istikbal was not a new player in High Point. The company, whose products are marketed and distributed in the United States by Paterson, N.J.-based Sunset International Trade, expanded its showroom presence at the market, adding a second space in Plaza Suites.<\/p>\n
Istikbal has gained significant attention in the U.S. market already. Its parent company in Turkey, Boydak Holdings, is a major home furnishings producer, making 6,000 mattresses a day and shipping a broad product lines to 72 countries. Istikbal says it plans to build mattresses at Sunset’s Paterson facility.<\/p>\n
Richard Brodlieb, Sunset’s sales and marketing director, said the mattress offerings at market got positive reviews. He said the line has “tremendous value. It is over-speced and over-ticked product.”<\/p>\n
The foam-encased models, which include encased coil, conventional coil and memory foam designs, retail from $299 up. Brodlieb said the look and specifications of the beds are so good that a $999 wholesale bed could retail for as much as $1,999.<\/p>\n
Making its High Point debut was BRN Sleep Products, which has a broad line of bedding retailing from $199 to $1,499. Constructions include memory foam, latex, conventional coils, encased coils and coil-on-coil designs. The line touts a strong natural story with its ticking.<\/p>\n
Larry Craver, director of sales and marketing, said the line, shown in Plaza Suites, received a “fantastic” reception. “We had a lot of interest in the line. We serve all segments of the industry, from low end to high end,” he said.<\/p>\n
All beds are foam-encased and are made in Turkey. They can be compressed by 30%, 50% or 75% for shipment and regain their full shape when opened, Craver said.<\/p>\n
BRN offers headboards and footboards and a full line of visco and latex pillows, and will introduce new airbed technology in the United States, he said.<\/p>\n
The mattresses arrive in Norfolk, Va., about 18 days after they are shipped from Turkey, he said.<\/p>\n","protected":false},"excerpt":{"rendered":"
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