David Perry – Furniture Today – 1/13/17
Boyd Specialty Sleep is giving its brick-and-mortar dealers an expanded assortment of Broyhill-branded bedding lines at the market here. The specialty sleep powerhouse is also giving those retailers something else: Protected distribution on both its Broyhill and Thomasville mattress lines.
“Our strategy is to protect the businesses and margins of the stores we sell,” said Denny Boyd, president of the St. Louis-based company. “As such, our Broyhill and Thomasville mattress lines are not available to online retailers.”
This market, Boyd is introducing seven new Broyhill innerspring beds in two collections as it broadens the constructions, technologies, price points and aesthetics in that line. Combined with the Broyhill spring beds the company launched at last summer’s Las Vegas show, Boyd can now offer brick-and-mortar dealers its most expansive assortment ever of Broyhill product options, officials said.
The producer also will present five new models under its own Innerflex brand, as well as 15 new upholstered, metal and mixed-media platform beds, all of which can be shipped UPS in a single box.
Under the Broyhill brand, Boyd is introducing a new Onyx line featuring three models with a foam-encased, tri-zone innerspring with encased coils. The beds, with black highlights, use varied layers and combinations of gel memory foam and Gel Lux foam, and include a new cooling technology called Ice Fiber in the covers. Retails range from $1,199 to $1,999.
The new Broyhill Sapphire line, priced to sell from $699 to $1,199, uses a foam-encased, individually wrapped coil unit and both gel memory and Gel Lux foams.
The four Sapphire models are 11 to 14 inches high and have deep blue trim and blue highlights in the quilted, stretch-knit fabric. Like the Onyx models, Sapphire beds also have Ice Fiber covers.
Also for market, Boyd is adding five beds to its InnerFlex line, which retails from $299 to $799. The collection uses individually wrapped coils, foam encasement on most models, plus memory foam and Gel Luxe layers. The new mattresses carry a silver theme in the tape edging and in the top panel of the stretch knit cover.
All of the new Broyhill Onyx, Broyhill Sapphire and Boyd InnerFlex collections can be used with adjustable bases and are UPS-able.
“These new lines complete all of the designs, technologies and price point categories we were seeking for both our branded and non-branded products,” Boyd said. “We now offer the broadest possible variety of beds from $189 up to $3,999, which includes our Broyhill specialty, Broyhill hybrid and manually adjustable Broyhill Cube lines; our Thomasville air and latex foam lines, as well as our exclusive, customizable izone hybrid series.
“Brick-and-mortar retailers can now buy any technology at multiple price points from us,” he continued. “With our wide variety of technologies, price points and brands, we can now support every SKU on a 50-bed mattress showroom.”
Also being shown is a new series of platform bed designs that use upholstery, metal and wood, or combinations of those materials, in a mix of contemporary, traditional and transitional styles.
The 15 new bed bases feature headboard heights from 47 to 60 inches and are expected to retail from $299 to $699. Every design ships UPS in one box
Finally, Boyd, which shows in World Market Center B-901, is introducing two new memory foam pillows with a solid gel layer atop the foam, covered with Ice Fiber fabric. The $39 ClimaLuxe pillow is made for back and stomach sleepers, while the $49 ClimaComfort model is intended for side sleepers.