LAS VEGAS, NV – Therapedic International, a top-ten bedding manufacturer, is well positioned to compete with other larger and smaller bedding producers, said the company’s CEO at their international meeting held at the Wynn/Encore Hotel Casino and Spa in Las Vegas.
Addressing a conference of approximately 100 attendees, Gerry Borreggine, CEO and president, said the brand has established itself as “the number one branded alternative” to the major brands. “It is a strong position to occupy,” said Borreggine.
“We can position ourselves as small, nimble, and flexible when we go up against the big brands, who are powerful but cumbersome and inflexible,” he said. “We can do the things the big guys can’t do.” The brand is, also, positioned to
compete favorably with the smaller, “no-name” bedding brands, as Borreggine called them. “They do not have the brand recognition, the corporate support, or the products and advertising materials we offer,” he said. “When a dealer presents our product against a no-name brand product, they have the wind to their back, and the consumer is much more
inclined to choose Therapedic over that unknown bedding brand. This gives the dealer a strong advantage with our product,” he added.
In these cases, the group plays “big” against the competition. “We position ourselves as the big brand with the brand recognition the nonames brands lack,” he said.
Therapedic is in the perfect position to compete with anyone, according to Borreggine.
“We are right in the middle – the perfect spot,” he said. “We can play small when we compete with the big brands, or conversely, we can position ourselves as big when we go up against the small brands. We are in the perfect position to capture the greatest share of the market with this strategy.”
Internationally, Therapedic has recently aligned itself with strong bedding groups in Indonesia (Massindo Group), and in China (Airland) that are well positioned to extend Therapedic’s reach in those growing parts of the world, he said. Therapedic’s strongest asset, as a brand, said Borreggine, is its international heritage.
Therapedic was the first American bedding brand to license its name outside the United States, he said.
“Consequently, we have a jump on the others brands and our name is well-known, accepted, and respected, globally,” he added. The meeting included a bus trip to the World Market Center, where the licensees reviewed both new and existing product in the beautiful Therapedic WMC showroom.
The group previewed a new encased coil line of Kathy Ireland Home products, scheduled to make its debut next year, and reviewed the new display materials on display. Also unveiled was the new and revolutionary, Agility line of bedding. The Agility collection is comprised of four models. The beds are extra-ordinarily outfitted in a floral stretch-knit cover with bright orange outlines. The borders are bright tangerine, with an understated, contrasting blue pin-dot fabric.
Together, the combination made for a striking presentation. But, it’s what is inside Agility that makes it so unique. The mattress is made of a high-density base foam. It employs a combination of mini-pocket coils and micro-mini-pocket coils combined with soy based gel-infused visco foam, faux latex, and natural latex.
The combination(s) of these materials gives the mattresses a very unique and responsive surface feel.
“The mattresses have such an extraordinary surface feel that we wanted to bring that fact to the consumer’s attention,” said Borreggine.
“In testing, we found the surfaces of these beds to be very ‘agile,’ properties, hence we named the line ‘Agility’.” Therapedic Chairman, Norman Rosenblatt, who is also the group’s New England licensee, gave an overview of the industry at the meeting. He noted that there is a big gap between the top producers in the bedding business, and the rest of the industry.
“That gap presents an opportunity,” said Rosenblatt.
“It’s an opportunity that we at Therapedic are looking at very seriously,” he said. “With the commitment of our group, our leaders are focusing on the highway to growth and profitability. W e don’t want to be meandering around on the back roads. We are looking at the highway that leads to the top positions. Other brands have done it.
“We have the brand recognition that the no-name or off-brands don’t have,” said Rosenblatt. “And, we have the flexibility and entrepreneurial spirit that the big brands can’t match,” added Borreggine. “And, that puts us in the perfect position
– right in the middle
– to compete with anybody, either large or small,” he said.