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Celebrating their 110th anniversary, it’s all about marketing relevant brands and creating programs for retailers that will draw more consumers and sell mattresses more profitably.

Dave Roberts and the people at Comfort Solutions have high hopes for 2008, despite starting the year with an uncertain economy, a flat market and talks of a recession. But the reasons why they remain bullish and optimistic are clear. With consumer driven products such as the new Laura Ashley Home Mattress Collection, and an aggressive marketing and promotional campaign designed to specifically help retailers get people into their stores, Roberts believes the strategy will pay off and deliver results that matter.

“We are very aware of the challenge that our industry, particularly the retail segment, may be faced with this year. Our goal, and part of our market position, is to help drive customers to our retailers, then help those retailers sell our products,” said the affable Roberts, who has served as Comfort Solutions President and COO since 2006.

The attitude shift and repositioning of Comfort Solutions in the marketplace is both timely and necessary, Roberts is quick to point out.

“This will be a challenging year for retailers, and we’re going to support them unlike any other manufacturer. I want our 110th year to be a great one for our retailers and our licensees,” Roberts added. “You don’t exist this long in the business world without doing most things right. When this company was founded in 1898, it was built on quality products and workmanship. That vision hasn’t changed. But the marketplace has become more competitive and the consumer more demanding. So today, we have to work even harder to provide our customers and the consumers with the level of quality they demand. It’s not enough to be as good as your competition. You have to be better.”

One way Comfort Solutions plans to be better is by developing and offering superior quality, high-visibility brands like Laura Ashley. With a 92 percent brand awareness rating among women, Laura Ashley is the original lifestyle brand and its merchandise is currently sold in over 25,000 retail outlets in North America. Roberts says making a commitment and investment in quality brands will register with consumers and retailers and make a difference in the marketplace.

“You need to do more for your retail partners. Retailers demand good quality, relevant brands, and the Laura Ashley brand is very powerful. Women love Laura Ashley and have actually made emotional connections with this mattress brand. We believe it is the most recognizable mattress brand for women on the market today.

“Going one step further, we realize retailers also want help in marketing those brands. That’s why we have developed a series of outstanding promotions to support our retail partners by driving shoppers to their stores. The Mini Cooper promotion that we tied into the Laura Ashley collection and unveiled at the Las Vegas Market in January is an example of how we intend to make an impact this year.”

In many ways, Comfort Solutions set the stage for this impending impact many months ago. A shift to new corporate headquarters last October was one of the first decisions in the process. Although they moved only a few miles from cramped offices to more spacious headquarters, the difference was night and day.

The new accommodations are much more inviting and geared towards growth. Besides increased office space for future staff additions, it includes a new technical center for research and development, which was completed in January. With all of the new technological advances taking place within the industry, this was one essential Roberts felt was absolutely necessary for the future of Comfort Solutions.

“The new facility allowed us to consolidate and enhance our product development efforts all under one roof. As a worldwide company with licensees in 57 countries, we offer outstanding products that are well built and extremely durable and offer exceptional value to the consumer.

“We have always taken great pride in our engineering and design, so that each mattress provides the utmost in comfort, durability and support. Our Tech center now gives us the capability to promote even higher standards, and keeps us way in front of industry issues such as flammability and designing environmentally-safe products.”

Licensees Stand Committed

Another agenda item Roberts considered critical was getting all of Comfort Solutions licensees committed to the corporate plan and moving forward. That has come together both on the domestic and international side of the business. One of the methods he employed to get everyone on the same page was to develop a company mission statement outlining four critical avenues for all licensees to follow. Separate signing ceremonies were held for the domestic and international licensees.

The North American group agreed wholeheartedly with Roberts’ repositioning of the company, including his philosophy on how to support the retailers. Individual licensees will be responsible for engaging retailers in the Mini Cooper and Crack the Code promotions. Comfort Solutions in Phoenix was the first to get the ball rolling when Sleep America announced its Mini Cooper promotion in early February. One of the largest mattress retailers in Arizona with 44 stores, Sleep America plans to tour the colorful, custom- pattern-wrapped vehicle before holding a random drawing in early April.

“The Laura Ashley Mini Cooper is unique. Aside from being a highly visible promotional device, we believe it will bring customers into the stores,” Roberts said of the quintessentially British car. “Not many people are giving away designer cars these days, so it felt good to see and hear the reactions we received in Las Vegas when we gave away one of the Mini Coopers in a random key contest. I know having one of the cars in the courtyard next to the main entrance and another outside our showroom certainly caught a few people by surprise.”

Besides expecting more licensee/retailer agreements to be announced throughout the year, Roberts is looking forward to an interesting summer promotion. With less store traffic as people stay outdoors and take advantage of the better weather, Roberts has an idea to bring them back indoors. To celebrate the company’s 110th anniversary, the “Crack the Code” contest will give consumers a chance to win $110,000 if they enter on a special keypad a series of numbers in the exact order.

Since each contest box is insured, it will be possible for more than one winner to occur and for a prize to be won more than once at any store. The licensee and retailer will be responsible for handling the details, including the length of the promotion. Roberts thinks the contest should produce incremental traffic for retailers, perhaps a bonanza if the jackpot is won.

“In today’s marketplace, you need to do things differently. When a consumer sees or hears about the “Crack the Code” promotion, the sheer amount of money being offered will naturally grab their attention. And why shouldn’t they be interested in winning $110,000? Game shows are very popular on television and in this case, we’re bringing the audience into the stores. Once they’re in the door, I’ll put our products up against anything in the market today.”

Brand Connection

Las Vegas showroom visitors during Market week got a glimpse of what to expect from the Laura Ashley collection. The in-the-round gallery provided a unique, in-store environment that brings the brand to life. “Ideally,” Roberts remarked, “this concept would work well with any retailer and Comfort Solutions would help them do it.”

Research suggested breaking from the norm with the Laura Ashley Home Mattress Collection, and, having done this, Comfort Solutions is now ecstatic with the response it has generated. Instead of seeing the traditional white and neutral mattress fabric patterns, showroom visitors found bold, vibrant and colorful patterns in both classic and contemporary styles representative of Laura Ashley’s elegance. In addition to the wide array of bright colors, there are plenty of mattress choices with price points ranging from $699 to $1999.

Crowds also gathered to see the Perfect Contour Green Collection, the company’s first line of eco-friendly mattresses. Three models with a distinct and contemporary European design will be produced, using naturally derived latex and eco-friendly soy based foams. The cover is made entirely from 100 percent organic cotton fabric.

Roberts said that while this collection represents the company’s first true foray in the environmentally friendly market, it is the result of several years of study and research and is just the beginning of an environmentally friendly product line.

“Green awareness is very high on consumers’ minds. Today and in the future, it will be yet another demand consideration before making their purchase decision. We plan to continue using natural and renewable resources. We are committed to developing more green products for the future.”

The King Koil and Natural Response collections attracted loyal crowds, too. King Koil is being re-launched as a high value, premium brand. Whereas the Comfort Solutions identity continues to build domestically, the King Koil name is an international icon outside North America, with very strong sales. The collection includes promotional material featuring Jaclyn Smith, who has endorsed products and been involved in Comfort Solutions programs for the last four years.

Natural Response represents the company’s ultimate in luxurious comfort and style. Roberts says it will benefit from a licensee agreement with E.S. Kluft & Company. Effective January 1, the makers of the Aireloom® and Kluft Royal Standard™ will represent Comfort Solutions in five western states including its home base in California.

“Earl Kluft and his team have exceptional talent and experience that will help us grow the Comfort Solutions brands. Their insight on product design and skill in the marketing of mattresses provides us with opportunities to offer better and more unique programs to our retail dealers, all of which will help increase retail dealer sales and profitability.”

Looking ahead as always, Roberts is sensitive to market pressure because of the economy, but he remains upbeat about Comfort Solutions progress.

“It is our hope that relevant brands will equal relevant sales. By raising the bar on our end, we will give our retailers what they need to be successful. Strong brands have a history of success and I think 2008 will be a strong year for Comfort Solutions.”

For more information contact Comfort Solutions at (630) 230-9744 or visit www.comfortsolutions.com.

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